Last week I was in Nashville and I went to the Opryland Hotel to see their world-renowned lights. I have to say, I was skeptical and my expectations were very low; however, I was blown away. All of the trees leading up to the hotel are completely decorated in lights. They also have a greater than life size nativity scene with a recording of the story of the birth of Christ playing in the background. Now, please keep in mind that I am not the Opryland’s ideal customer, and if I was taken by the Christmas themed entrance – imagine how their ideal customer feels.
The hotel apparently has a full-time staff completely dedicated to lighting the trees and decorating the hotel and it is an 8 month process of putting everything up and then taking it all down. Do they get a vacation the other 4 months?
Inside the hotel is just as lovely, with Christmas sprinkled throughout the ginormous resort. I just wandered in, meandering through the 9 acres of indoor gardens. It was a wonderful break from the bitter cold damp weather on the other side of the breath-taking skylights.
Following the various signs though this lush landscape, I discovered cascading waterfalls, an indoor river and a cast of characters from various DreamWorks’ productions (Shrek, Kung-Fu Panda and Alex from Madagascar). The characters were out to greet the crowds to advertise their various themed shows.
I also happened upon Santa Claus. He didn’t have a line, so I sat on his lap and wished for a bike and peace on earth. He said he would bring me a Harley. Although this is not the kind of bike I had in mind, I am sure the ideal Opryland customer would find this very appealing from the jolly old man.
After touring the entire place, I had dinner at the Jack Daniels restaurant. The pulled-pork sandwich was delicious and I stuck around to hear the band Tin Cup Gypsy. Not my favorite type of music, but my foot was tapping.
So, it got me thinking about how Opryland has created a place for their ideal customer:
- Be welcoming. I never felt like a stranger (even though I was) – all of the staff was helpful and encouraging.
- Be consistent in your message. The entire resort is about being in the South and the roots of Country Music.
- Use themes to appeal to different customer types. They have incorporated the cast of characters from various animated movies into their shows to appeal to a younger generation who might be coming to the resort with their parents.
- Go above and beyond to impress your customers. A Christmas tree in the lobby might get a nod, or two; however, the entire hotel decorated is to blow their customers and visitors away.
I am sure for their ideal customer that the Opryland Hotel has become the place to celebrate Christmas time with the family.
What things are you doing in your business to create a place for your customers?