Getting the season opening right

By Andrew Carr, Operations Director, ETC Finance

As we move into the next phase of the hospitality season, many operators are preparing to reopen outdoor spaces, roof terraces and seasonal areas. Recently, after spending a few days at the start of the season in a much-loved location, I found myself reflecting on how much the early days of a season set the tone for trading, guest perception and ultimately financial performance.

Weather permitting, many sites will now be looking to open outside areas, spruce up terraces and get ready for what they hope will be a strong season ahead.

There’s an old adage that first impressions matter most and last longest. While managers and teams are often working frantically behind the scenes to hit opening day, one thing that is frequently overlooked is simply stepping back and looking at the site from the guest’s point of view.

It’s often the simple things. When done well and brought together, they give guests confidence that everything is as it should be – even if there is a lot of paddling going on beneath the surface.

A few practical points worth thinking about:

• You’ll have an opening date – stick to it.

• Soft-open a couple of services beforehand to make sure everything works as it should.

• Is the signage clear? Do guests know where to go and how to order?

• Wi-Fi: is it strong and reliable for EPOS, card machines and guests? Few things damage first impressions faster than Wi-Fi that doesn’t work.

• Is the grass cut and are all hedges trimmed – not just some of them?

• If you’re lucky enough to have a swimming pool, is it fully operational and are sun loungers out and ready?

• Have menus been priced correctly for margin? Handwritten price changes don’t inspire confidence.

  
  

As a leader, are you at the front on opening day, or hiding while running around trying to fix things? In my view, the latter is often the easier option.

Openings – whether for new sites, new seasons or different parts of the hospitality cycle – are always a challenge, but they are vital to long-term success. Getting it right on day one can make a significant difference. Guests understand that it’s early days and there may be the occasional hiccup, but they are far more forgiving if the setting looks and feels ready from the moment they arrive.

Getting outdoor spaces right can have a huge impact on a site’s profitability and reputation for the rest of the season – and often the rest of the year – which is why it’s so important to get it right from the start.