Aesthetics
I was reading the latest issue of Fast Company and came across an article that inspired me. Starwood Hotels and Resorts Worldwide are known for their extraordinary customer service. upscale hotels. Here are some of the ways they serve their guests and create a unique hotel experience.
They recently hired French Composer, Henri Scars Struck, to orchestrate a 24-hour soundtrack for their hotels so that their guests would be greeted by a melange of sounds. Sorry, couldn't resist using the word melange. Don't really know what it means or how to pronounce it. But I like it.
Their goal is to catch customers off guard. They want to surprise them. They actually hired a cultural curator whose job description is "to create unique experiences for the guest that stimulate all five senses."
One way they do that is with limited-edition key cards designed by artists such as Michael Lin and Sam Samore. The key cards double as free passes to a local art institution. Guests also get a complimentary copy of adult fairy tale book as a take-home souvenir. By the way, all employees from desk clerks to housekeepers are required to visit the art institution they send people to and familiarize themselves with the variety of artists partnering with Starwood.
Starwood has partnered with a perfume design team to create a unique scent for their lobby. And they have partnered with master chefs to create a unique menu.
Listen, that may sound extravagant. But what if we put half that effort in welcoming people into our worship environments? What I'm trying to say is this: aesthetics are important. If you don't believe me, then why are a dozen chapters in Exodus devoted to the aesthetics of the tabernacle. God is in the details. He details everything from the color of the curtains to the recipe for the incense!
I'm always trying to find ways to rethink everything we do at NCC. Articles like this help my synapses fire in new ways. Are we doing everything we can to create an optimal environment for worship and fellowship?
8 Comments:
thanks for the insight! I'm going to go read my Fast Company today!
Let us know how this changes what you do!
Mark - I appreciate sharing your thoughts on intentionality around space and details. I think that the church does have a lot to learn in guest experiences. It is great to be pushed to think in new and different ways.
I may also look into a Starwood hotel next time I travel. It sounds like it may be a bit out of my price range, but does sound like a great experience.
Thanks!
Andrew Conard
Mark, loved this thought. Thanks! It's always intriguing to see how people once in a while get a grasp on what God intended for us all along. Kind of lame it's for a profit, but cool that people are learning how to create environments like we are supposed to be surrounded by. Places that are engaging, and life giving.
Hi
How does that apply to churches in movie theaters? How are you making your theaters more asethic?
Jess
Jess,
In a theater or rented facility I think this translates in lots of ways. Signage is huge. You've got to take "ownership" of the space. But it also means what kind of music you play and how loud it is as people walk into the theater. Lighting is another key to environment. It's also the printed materials you put in people's hands--welcome packet, bulletin, etc.
I think it's simply noticing details and trying to find ways to pleasantly surprise guests.
My two cents,
Mark
I resound with alot posted on this site, and I'm in agreement that aesthetics play a part in conveying a message. But I'm a bit hesitant to endorse the complete experience - some no doubt read articles like this and micro-manage every aspect of their service according to poll results and 'expert' opinions. I think there's a point at which we begin to be peddlers of the "worship experience" and lose the gospel.
Steve Yates
Mark - i love your blog and am finally reading your first book. thanks so much!
I really appreciated this post and am passing it along to our team. spent yesterday afternoon at the World of Coke in Atlanta - environments and experiences make such a difference. the use of physical space and media create experiences. they did it so well.
in canada, we say "may-longe" (soft g). but that's just canada!
I bought into the hype around the W hotels and was throughly disappointed with the one in Seattle. Stayed there during the Resurgence Conference and felt like I was in a disco. The elevator had house music thumping constantly and the hallways had black lighting. My wife wasn't too thrilled walking through them by herself.
I think we can go to far in trying to sway consumers. It becomes a distraction and I think Starwood ties too hard. Plus I lost 20,000 points by staying there. Wish I had them back
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