Technology is our friend. It’s becoming much cheaper and relatively easy to use. In a lot of low-end restaurants or pubs you’ll see signage existing of black type on white computer paper. It looks as if they opened Microsoft Word and typed a message.
This is great in those scenarios. People rarely recognize the fonts or low-cost attitude in such establishments. However, clubs aren’t low-end businesses.
It’s also easy to know when signage isn’t of high quality. You should bet that your members have a basic knowledge of computers. Believe they know Microsoft Word better than you, and that they understand how to print off documents. They will be able to spot a low-end sign a mile away.
Taking a few minutes as a business to create quality signage can be a mild separation from a high-end club and a medium to low-end club. If you have a single fitness facility, you don’t get past the rule. If nothing else, signage could mean the world to members of a smaller facility.
Members join a small facility for several reasons. However, they don’t desire to enter a club that doesn’t respect itself or its members. Bad signage can potentially give off this vibe.
Take the time to create typical signs that you might use regularly: Out of Order, Equipment Under Repair, Spa Under Construction.
Even though the sign isn’t used every day it doesn’t mean it doesn’t need to look great. Also, I’m not referring to a sign put on a $200 canvas and created by the local artist. I’m saying, create signs that project excellence. Enter Microsoft Word and explore fonts. Don’t use Wingdings!
Find a font that reflects your club. Type out the sign in a legible way, and send the file to yourself via e-mail — why? — when you enter the local FedEx or UPS store, you can easily access the file from e-mail and have them print it (maybe in color) and laminated. Lamination at your local FedEx Store will run you about $1.99 per page — trust me, I called.
The lamination is the crucial element. For some reason, since the invention of lamination, people perceive it as more valuable. Essentially, it’s plastic on paper. I don’t believe that wrapping something in plastic makes it any more valuable, but members do.
Tyler Montgomery is the Editor of Club Solutions Magazine. Contact him at tyler@clubsolutionsmagazine.com
