The Magic of First Impressions
By Isaac French
In recent weeks, we've talked through some of the incredible benefits of practicing unreasonable hospitality. We've highlighted the significance of a strong brand, and the culture necessary to create one.
Now I want to show you the power of first impressions.
You know the old adage: "You only get one chance to make a first impression"?
Well, this holds true not only in meeting new people, but it's the single most important thing you will do in marketing your business. The ROI is huge if you get this right. Because you’re buying valuable real estate in your guests’ memory.
Will they remember? And what?
I'll never forget one afternoon in April last year. Helen and I were on a long road trip, from Idaho to Texas, and I had booked a night at the renowned landscape resort Amangiri. We'd been driving for 16 hours, and I was feeling whupped. Fatigue had set in. As we approached our destination, I began to wonder if I'd be disappointed.
My expectations really couldn't have been much higher. I'd done the research and shelled out over $6,000 for that once-in-a-lifetime experience (on the flip side, a nice tax deduction - small perk of being in the hospitality business).
Finally, we turned off the highway. The late-afternoon spring light gloriously illuminated the towering cliffs as we navigated the narrow, winding road through the rugged landscape.
With each bend in the drive, perfectly-framed, staggering vistas unfolded before us. We made our way to an unassuming gate, which magically opened as our car approached. Immediately, I began to notice the meticulous attention to detail, even in the smallest aspects of our surrounding.
The rugged but careful styling of the fenceposts along the road; the patinated steel mile-marker lettering.
The drive into Amangiri
A few minutes later, we pulled into a shaded gravel parking lot. The lush greenery of the trees above struck a deep contrast with the rugged rock formations surrounding us. It felt like a dreamy oasis, with the gentle whispering of leaves, the soft gurgle of flowing water, and the subtle chirping of desert hummingbirds all around.
The ambience and atmosphere silently screamed peak excellence. My body felt immediately invigorated.
An attendant appeared, welcomed us warmly, and offered to guide us to the lobby. Simultaneously, other staff members descended upon our car to unload and carry our luggage away (it magically appeared in our suite by the time we checked in, minutes later).
This sounds cliché, but in that moment, it truly felt like stepping into a dream.
There were more gracious people, exquisite snacks, refreshing hot towels, and stunning architectural design to take in as we settled down, but my memory just seems to fade into a strong feeling, a lingering emotion.
The entire experience of the following 20 hours blew us away, exceeding every expectation. But those first impressions are why I am still going on and on about this experience to others, including you now.
I suppose this illustrates my point better than any explanation.
Of course, the importance of giving a good first impression applies to physical and digital marketing as well. The design, content and layout of your social feeds and website are critical, but not the focus of what I want to convey today.
First impressions usually precede a person's first physical encounter of a place (unless it's visible from the road and they discover it by driving by).
Once someone has heard about you, taken the time to look you up, and made the decision to punch in their credit card number and book a stay, they come with certain subconscious expectations for their first impressions actually on the property, on their vacation.
I put a ton of time and thought into designing the front gate experience at Live Oak Lake, including even the tiniest details: the landscape plantings, lighting, gate construction, branding, distance from the road, etc.
The same level of meticulous consideration went into the roadways inside, including signage, trees, lighting and road curves.
The entrance to Live Oak Lake
Why?
Because it matters, and if I care, I know others will feel that.
This begs the question: "Where do first impressions end?" Well, as another saying goes, "How you do one thing is how you do everything."
I wholeheartedly agree.
It's perfectly fine to be inspired by an experience like the one I had at Amangiri and focus on first impressions (or good ole "curb appeal" as they say), but ultimately, this same level of attention to detail and inspiration should permeate every facet of your property and the unique experience you craft for your guests.
Remember, the brand is the business (and the property in this case). It's the totality of all customer experiences with the business. But these first impressions and experiences are by far the most important.
Smash them out of the park, and you'll create a destination and brand worth talking about. And remembering.
If you find this valuable, please forward it to a friend who might enjoy. It would mean the world to me. 🙏🏻
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Wishing you a fantastic week!
—Isaac