Page 47 - BCM_April_2024

DESIGN

higher. Fewer people used to care about the appear- If you’re considering a major redesign, Scheirman
ance of a center. Now, they notice stains on the carpet, suggests creating a talented, multi-disciplinary and
worn carpet, poorly maintained restrooms and tears customer-centric team. The team should consist of the
on seating material, whether it’s barstools, booths or owner, architect, designer, customers and an accoun-
couches in the settee area.” tant.
Oca says some centers are even spraying pleasing “Team members should share their visions, come to
scents throughout the facility with
scent-spraying machines or a ceil-
ing installation, similar to what
Abercrombie & Fitch does. The
smell of bowling shoe disinfec-
tant is replaced with a much more
pleasant aroma.
Scheirman says design is more
than aesthetics. It must enhance
functionality.
“How people move through
the different areas is key. There
should be excitement moving from
one area to another. Pinch-points
should be eliminated so there is no
congestion.
“How easy is it to go from the
bowling lanes to your birthday
party rooms?” he poses. “The flow
in your center should be customer
oriented. That increases efficiency
and improves the customer experi-
ence.”
While design evolves, it isn’t a
rapid process. Industry experts
tend to agree that a design update
is a good idea every five to seven
years.
That doesn’t mean wholesale
changes, particularly if you have
focused on the durability of your
furniture, carpeting and counter
tops. A bold refresh can keep your
center from looking out of date.
That can be accomplished with
rebranding, new colors, different
attractions and additional lighting.
It does not have to be expensive.
“You need to continue to evolve
and change what you are,” empha-
sizes Ellman.
Changes don’t have to be done
all at one time. They can be done
piecemeal. Keeping your center
modern and up to date shows your
customers that you care about
them and your business.

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