While visiting Guatemala City last year, our group happened upon an "Authentic Texas BBQ" restaurant. We were intrigued, to say the least. From the outside, we agreed it had some potential. But as we entered, we were instantly aware this would not be authentic BBQ. Certainly not for lack of trying. The owner was friendly and had trained with a chef in the U.S. Unfortunately, his signature pork meal was not available because he had no pork that evening and the music was neither authentic Guatemalan nor authentic Texan. And that was just the beginning. Needless to say, we did not return.
Millenials are always on the lookout for authenticity and they can smell a counterfeit from miles away. Attracting and keeping these residents will require that you do some work to figure out what your property uniquely offers and then commit yourself to ensuring those things are done consistently and with excellence. What are your distinctives? What is the community 'feel'? What can you offer that is authentically yours?
If you're going to be a BBQ restaurant, you need to ensure you can have a daily supply of pork and an ear for country music. And if you're going to be a ______ (fill in the blank) community, you'll need to have a plan to ensure that happens. A plan that includes a budget, social media, staff buy-in and marketing. We'd love to come alongside your staff and be a part of that strategy.