In a world of uncertainty, the only certain thing is that everything keeps changing. We get new information and everything adjusts. Things that were unthinkable a year ago are now reality and the world adapts to the new realities. I’m sure you’ve seen a lot of articles about ‘The Future of’ everything from retail to travel to working. But since all of these articles are speculative, we wanted to take a look at what is actually happening and what we can do to reposition our businesses and our lives around things that will be know will be safe and fun in a post-COVID environment.
1. People want to get out regardless of restrictions. Whether or not quarantine measures are in place, people want to get out of their houses and experience the world. This can mean anything from walking your dog to taking a day trip to a scenic destination. The current pandemic has been a win for the Great Outdoors as people feel more comfortable than ever in nature and being outside. Provided that you can be protected (i.e. dressed for the occasion) the outdoors can be a year round experience. Think about the Ice Hotel where people sleep in a cavern of frozen water. Those are immersive ‘bucket list’ experiences that are few and far between. Whether it’s outdoor fitness classes or dining in tents, we can all program more interesting outdoor experiences that attract even the local community to our businesses.
2. People like being around other people. It’s no secret that people want to go ‘where the action is’ and in the past this used to be things like concerts and sporting events or resort destinations. Although lately it seems to be fighting for paper towels at the supermarket, people still want to be around other people. So how can we make this happen in a way that keeps people safe? The first answer is testing. Whether it’s thermometer checks or the rapid tests being manufactured right now, we need to make sure that everyone who turns up is at least asymptomatic. The second part of this is protocols. There’s no argument that masks provide a high level of protection from transmission, so who says masks can’t be fun? Remember masquerade balls and costume parties? You can have events in space suits and turn it into a theme. Provided that testing and protection are accounted for, group events can once again be commenced in a safe and fun way.
3. Design can do wonders. If you’ve been to a store or restaurant lately you’ve probably seen a range of design solutions from hanging plexiglass screens to individual geodesic domes. While many of these lean towards ‘temporary’ designers can help public businesses with developing attractive and functional solutions for long term use and not
just the current pandemic environment. Many businesses are struggling with the increased costs of PPE and CDC protocols, but if the investments can provide long term solutions and safety then it’s not a wasted expense. I mean, shouldn’t we ALWAYS be concerned with the spread of germs in everyday transactions? Wouldn’t it be great if we could also lower mortality rates from things like Flu and Pneumonia? Don’t underestimate the role of Architects and Designers in figuring out these solutions rather than just screwing a plexiglass screen to every surface.
4. It’s a new economy FOR SURE. Quarantine has certainly boosted anything remote or tech based but it’s also changed our brains and the way we think about getting things. We can’t assume that habits and spending will return to pre-pandemic patterns because we aren’t the same anymore. Scaling your expectations is everything right now and of course that means that it might be easier to make 10 dimes rather than 1 dollar. Talk to your most creative people and figure out where those dimes are. And yes, it may require you to do things you haven’t done before like hosting a farmer’s market in your giant parking lot that’s not being used right now or having your chef host a virtual cooking class where you pre-sell an ingredient basket so people can follow along at home. While it may not be easier, these types of activities will allow people to engage with others, get out of their houses, and witness great design. And that will build relationships with people.
And after all, isn’t that what great Hospitality is all about?
