I recently attended an event at the United Center in Chicago and was delighted to be surrounded by all local brands. Instead of the usual generic stadium offerings, the arena prominently featured area favorites: Vienna Beef hotdogs, Giordano’s pizza, Sweet Baby Ray’s ribs, Goose Island Beer, Garrett’s popcorn, Nuts on Clark and more. I could have spent the evening eating!
The shift to local foods is an intentional one as the management seeks to banish “soulless food” and replace it with dining delights. It is an effective way to brand the arena more closely to its home city and to instill a bit more pride in the hometown fans.
Think of what you can do to tie your physical space to the culture that you are attempting to create. Is there a way to offer furniture, food or art that reflects your desired audience? Can you add touches to anchor your space to your mission instead of opting for the easy and generic fare?
Everything in your environment sends a message. Be intentional about what your surroundings are saying about you and your brand.
