Can we get a monthly minimum guarantee for that micro-market? This is a common question when evaluating a micro-market. According to the survey results published in this issue, daily or monthly minimums are currently a rarity in micro-markets. How can operators change that condition?
Steve Orlando is confident that minimums and subsidies will become more common – once operators commit to investing in micro-markets – using design to deliver a better experience for their clients. Orlando is an experienced operator of ten years who co-founded Fixturelite, a leading supplier of micro- market retail displays, seating and design features.
“We are now far beyond just creating a refreshment space. Today, work is taking place outside of the workstation, the cubicle and the conference room. Employees are seeking and finding a comfortable place in the office to get work done. The breakroom has evolved into that key area for relaxation, for collaboration and for work,” said Orlando. “The operators who are investing in design and talking about the importance of design with the client in the very first meeting – these are the operators who will command minimums and subsidy programs.”
“The operators who are investing in design and talking about the importance of design with the client in the very first meeting – these are the operators who will command minimums and subsidy programs.” - Steve Orlando, co-founder, Fixturelite
“We are being contacted directly by space planners, health and wellness committees, HR directors and relocation coordinators – wanting to focus on the design, the traffic flow, the seating, the look and the function of their breakroom space,” said Orlando, who cites this fact as the best evidence that design is a critical issue today. “They want to be sure that the area where the micro-market is going will be part of a wonderfully collaborative workplace, long before they are wanting to discuss what type of sandwiches will be sold in the micro-market.”
According to Orlando, this emphasis on design creates a tremendous opportunity for operators to present a basic if-then proposition. If I make this investment of time, effort and money in design – if I take the steps to deliver the collaborative workplace that you and your CEO are dreaming of – then I need to be assured that our revenue objectives are met. “This is how minimums come into play in major locations,” said Orlando. “We see it happening every day, but at this point, only a small percentage of operators start the conversation.”
How does an operator working with Fixturelite as a partner become design savvy overnight? The process starts with the Fixturelite Design Tool, a user-friendly technology platform that allows the Operator to create a detailed rendition of what the refreshed space will ultimately look like. While Orlando and his team provide a great deal of design support for their Operator clients, “The design tool gives Operators a head start on competition and an impressive way to show the client that you are truly invested in providing an extraordinary workplace refreshment area,” said Orlando, who is happy to give Operators a free demo of the Fixturelite Design Tool.