The Design Symphony Experience

The Popcorn Experience

Ridiculous operations + mind-numbing policies = bad experience and loss of $$$

Over Thanksgiving I went to the movies three times in three days. What can I say, I really enjoy movies!

One trip was to the Regal Cinema in Rockville, Maryland to see Happy Feet with my future niece and nephews (all under age 10). Anyone who has taken children to see an animated film knows that the stop at the concession stand to load up on treats is as important as finding good seats. Actually, to the kids the treats are usually more important than the seats.

After four adults and three children had selected Coke, Diet Coke, Cherry Coke, Reese Pieces, Nerds, Cotton Candy, and a large popcorn, the total bill came to $47.00. We all took a seat outside the theater and waited for the movie showing before ours to let out.

It quickly became evident that the kids, despite their candy picks, all wanted some popcorn from the jumbo bucket. I quickly headed back to the counter to get some empty popcorn cups to split the jumbo bucket up among the three kids.

When I asked the young man who had just helped us with our order for some extra cups, he looked at me like I was asking him for one of his kidneys.

"We can't give out empty cups," he said.

"Why?" I inquired.

"We just can't."

While I felt like explaining that "because" is never a good answer to the question "why," I refrained and instead said, "You mean after just spending $47 I can't get an empty cup or two?"

His blank stare and the ensuing silence were less than comforting.

"Could I talk to the manager please?" I asked.

"Sure," he responded. He then called over another young man, maybe two years older who said "Can I help you?"

"Yes," I said - hopeful that I was nearing a solution. "We just spent $47 on candy, drinks, and a jumbo popcorn. See those kids over there? (I pointed to the adorable niece and nephews) We're getting ready to go in to the 4:00pm showing of Happy Feet and they all want popcorn now... so I was hoping to get some cups so I can split up that jumbo popcorn over there into something more manageable than passing a big bucket back and forth during the movie. Would it be possible to get two or three small popcorn cups?"

"I'm sorry but I can't give you any cups," the manager replied.

"Why," I asked again.

"We take inventory at night by counting cups. If I gave you the cups it would mess up our inventory system."

"Seriously?" I replied.

"Yeah - sorry..." he said.

"Will you do me a favor," I asked. "Will you let your superiors know that it is absolutely insane not to give extra popcorn cups to some who has purchsed $47 dollars worth of concessions and $52.50 worth of tickets. Especially when that same family is here for the third consecutive day of movies and treats."

"Yeah - sorry..." he replied once more.

If the theater had free refills and was worried about me running a popcorn scam, maybe... If the popcorn cups were really expensive, maybe... If they were about to run out of cups due to an extraordinary run on the theater and told me they needed to conserve cups for other patrons, maybe.

But for inventory? Are you kidding me? What about the computer that you typed my order into, detailing each super-expensive item which must net you at least a 300% profit margin per item. Why not grab inventory off that computer every night and save the cup counting.

The moral: Don't let a ridiculous (dare I say stupid) way of tracking inventory disappoint/frustrate/anger a customer who in the last 72 hours has provided you with hundreds of dollars in revenue when you could have "saved the day" with two or three cups that at most cost $0.10 each.

The Full Monty Experience

Attending a community theater performance of The Full Monty this evening, I saw a colleague in a whole new light - all puns intended people ;-)

The performance made me think of how businesses "show up" for their audiences. As such, here is my brief Full Monty Philosophy:

Be Comfortable in Your Own Skin
For a significant portion of the show the actors are clothed in only their underwear. In the beginning, the audience and the actors are both slightly uncomfortable with this wardrobe choice. Over time, both parties become more at ease and recognize an authenticity in the presentation. The more comfortable you are in your own skin, the more comfortable the audience is interacting with you.

Have a Great Technical Support Staff
At the finale of the show when the performers achieve "Full Monty" status, the characters remove their strategically placed hats and reveal... a series of backlit silhouettes. With calculated precision, huge spotlights backlight the performers and all you can see in the audience is the shadow of a person standing in front of a blazing light. At the penultimate moment, when you finally reveal yourself to the audience in all your glory - make sure all the technical aspects of your presentation are operating perfectly.

Go All the Way
To live up to the show's name, and to live up to the promise the characters make during the show, the performers must be willing to "go all the way." The show just wouldn't be the same as the "Almost Full Monty Show." I'm sure some people thought, "well let's just get really close to the Full Monty" and others likely argued, "if we go all the way we will offend people." The number of people, companies, and organizations willing to "go all the way" is shrinking every day. By delivering on that promise, one can really be a show stopper - so to speak...

The Corteo Experience

One of the most breath-taking experiences available in modern times occurs every time Cirque du Soleil takes the stage.

I use the term "breath-taking" literally as any performance is guaranteed to result in at least a dozen full-lung gasps - whether stemming from intricate costumes, aerial acrobatics, or touching nuances.

While I've experienced Cirque du Soleil on more than a dozen occassions including performances of O, Zumanity, and Love, I had the pleasure of enjoying my first "traveling" show this week when Corteo came to Washington, DC.

Corteo, the Italian word for "cortege" (a ceremonial procession) imagines a festive parade of angels, acrobats, and artistry as conceived by a clown on his death bed. The show juxtaposes tragedy with joy, humor with sadness, dark with light, strength with frailty, and in the end life with death.

The show affirms Cirque du Soliel's commitment to a series of principles:

Creativity
Always focus on greatness - infuse creativity into every element of the performance from stage design, to presentation, to how you offer souvenirs to your guests

Innovation
Always improvise and diversify - design an evolving presentation that feels newly conceived even after dozens of performances

Risk
Always shoot for the triple somersault - try things no circus, or theater, or production has ever attempted before - and do so multiple times in a single show

Inspiration
Always look for ways to connect to the audience - via music, imagery, emotion, story, and physicality that makes a viewer believe, hope, and dream of infinite possibilities

In an interview with Fast Company magazine in July of 2005, Daniel Lamarre (President & COO) observed that "we want to reinvent ourselves all the time."

Monsieur Lamarre - mission atteidre (French for "mission accomplished").