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By Johnna Boxley
When you hear the word “diversity,” what images or phrases come to mind?
Diversity isn’t just about equal opportunity in the workforce. It
includes all the ways we differ as individuals, including appearance,
communication style, music interests, mobility, job status, religion,
education and thought styles, just to name a few.
Understanding the role diversity plays in providing quality guest
service — especially to those individuals and events that could be
considered “different” — is critical to a venue’s success. Diversity
training alone isn’t sufficient. A strategy must be implemented to
create a culture of diversity that permeates every department and
function of the organization.
Our Changing Customers
We all know the changing demographics of the workforce, so it should be
no surprise that our customers are also becoming more diverse. Added to
the changes in local demographics is the emergence of the global
marketplace that puts us all in the position of being able to host
international events.
No matter what type of venue you operate, the one thing we all have in
common is that we host many different kinds of events, each one
appealing to a specific audience. An arena football crowd is different
from a symphony crowd is different from a convention attendee is
different from guests attending a nonprofit fund-raising event. In turn,
each patron has a personality of his own.
The challenge is to provide equally good service to each guest. Whether
dealing with patrons from the local community or guests from around the
world, delighting guests means being able to make them feel welcome. If
your guests are made to feel different or uncomfortable or unwanted,
you’ll begin to lose them.
They’ll go where they are valued, understood and well serviced.
Understanding our Biases
To create a culture of diversity, we must first recognize that we all
make judgments based on our own beliefs and values, which are determined
by our life experiences. Begin by having each staff member become aware
of his own biases. We all have them; it’s natural. It’s also natural to
feel more comfortable around people who think, act and look like you,
and it requires extra effort to give great service to an event that may
not be in tune with your personal values.
The challenge is to learn to leave those personal biases and values at
the door and to honor and respect the diversity of each individual and
each event. Remember that differences are just differences; there is no
right or wrong. A front-line staff member who finds differences natural
and interesting instead of “weird” will be able to interact more
effectively with all guests.
Lastly, put systems in place to ensure all guests are treated fairly.
Avoid generalizing about customers based on their appearance or
behavior, and don’t tolerate any form of prejudice.
Exploring Our Differences
Cultural differences must be explored before engaging in business with
international companies, as ethnic groups conduct business in many
different ways. Effective cross-cultural communication is, in essence,
about being comfortable and dealing with people from other cultures in a
way that minimizes misunderstandings and maximizes your potential to
create strong relationships.
It goes beyond language barriers to include awareness of the differences
in cultural customs and norms. A hand signal may be a positive gesture
in one culture but hold a vulgar meaning in another. Eye contact sends
different messages in different cultures. These are just a few examples
of the importance of understanding the culture you’re working with.
How does your front-line staff treat the patrons of your building? Are
all guests treated with the same respect including the welldressed
businessperson, the rock star groupie, the guest from another country
and the hockey fan? A person’s attitude plays a key role in how
effectively he deals with guests.
Last December a patron who was legally blind and deaf entered our
performing arts venue an hour and a half before doors were to open. She
could only communicate by writing messages on a small white board that
she carried with her. Because of her limited means of communicating, it
took some time for the box office to determine that not only was she one
and one-half hours early but a whole week early. Her ticket was for a
show the following Friday.
It would’ve been easy to send her on her way, assuming that she wouldn’t
want to stay and purchase a ticket to another show that she could
neither see nor hear, but the staff explained her dilemma with patience
and caring. Upon realizing her mistake, she decided that she might as
well stay for the show and paid for a seat. She was given a cozy place
to wait until the auditorium was open. Then as she was led to her seat,
she remarked, “Even though I cannot hear or see this show, I am so, so
happy just to be here with other people.” Her need was satisfied.
Isn’t that what it is all about — creating experiences that make all our
guests happy, regardless of their differences?
Johnna Boxley is general manager of the Spokane
Convention Center and INB Performing Arts Center in Spokane, Wash.
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