Some conversations/arguments get repeated endlessly in the cultural sector. One I've had in many settings (and in more than one country) is around the relative importance of venue and product. The argument from the venue manager generally goes along the lines of: 'If I have good product, it sells. If I have something less popular, it doesn't. It doesn't matter what I do. My customers are not loyal to my venue. All that matters is the product. Listening and responding to my customers’ views is therefore a low priority'.
I could write a year's worth of blogs on the flaws in this rationale (and if you're really unlucky, I will), but today I will consider it through one of my favourite topics. Beer.
Great beer is one of the things this country is famous for. You wouldn't guess this at most cultural venues. For the sake of speed and Gross Profit (supposedly) we are generally only offered dull keg beers and overpriced bottles of international brands. This is not universally true, and I have enjoyed a decent pint at a rare theatre, concert hall and gallery over the years. But these have been the exceptions rather than the rule.
One place I can never remember finding anything drinkable is at a commercial music venue. Until this Monday. We stood by the bar at London’s 'refurbished' Borderline (where your feet still stick to the floor) and watched a steady stream of punters’ looks turn from amazement to glee when they realised real ale was for sale.
I have no idea why the club has decided to start serving decent beer. It would be lovely to think it was done in response to customer research, but I'm probably being over optimistic.
Did I go there for the beer? No. Would I book for another event that I didn't really want to see just to enjoy a beer? Of course not. If I was wavering about booking tickets, would it be a factor in my decision? Possibly. If I was going anyway, would I get there in good time to enjoy a pint rather than spending time and money in a pub? Certainly. Would it make me feel positive about the venue and encourage me to tell others about it?
Cheers.
David Brownlee, Chief Executive, Audiences UK
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