THE GOAL:Maximize outside seating utilization at the new Beach Club at the John’s Island Club, where 30% of available seating is outdoors.THE PLAN:Have a supply of thin but warm, comfortable but not cumbersome fleece wraps on hand to be available to members who might otherwise be hesitant to sit outside.THE PAYOFF: Ocean Terrace tables are now the most requested, and traffic has increased dramatically now that diners know they will always be comfortable.
When the John’s Island Club in Vero Beach, Fla. opened its new Beach Club, the new facility’s immediate popularity and design (with 30% of available seating outside) made it important to be able to fully use all available capacity, even when the breezes blowing off the Atlantic Ocean might be a little chillier than desired.
To help overcome the hesitance of some members and guests about sitting outside on cool nights or windy days, the club found a supplier of thin but warm fleece blankets that are now kept on racks and can be offered as comfortable, but not cumbersome, wraps.
“Our Ocean Terrace tables are the highest requested tables at the Beach Club and traffic has increased dramatically since the fleece has been offered,” reports Food & Beverage Manager George Dadufalza. “By being able to offer ‘Fleece for Four,’ the blankets have proved to be another enticing tool that can help us persuade skeptical members to sit outside.”