Mangement of the arts Essay Example | Topics and Well Written Essays - 2000 words

Mangement of the arts - Essay Example Area, an Italian restaurant situated in Montpelier Street, Knightsbridge, London, is a good reference example. Area is owned by a man from south Italy called Franchisco. The business was started fourteen years ago as a small regular restaurant. It drew customers from the lower and middle socio-economic backgrounds. With time, people from good socio-economic backgrounds began to visit the restaurant. This included wealthy people and famous football players for example Chelsea’s Frank Lampard and Arsenal’s Sagna among other footballers. The new wealthy good pool of customers made Franchisco to think of a way to upgrade his low financial status. To achieve this, he increased the prices of food, beverages and drinks served at the restaurant by 50%-100%. This created the impression of quality. As a result of this, the restaurant attracted many richer customers mainly Arabic. According to Pinson and Jinnett (1996), entrepreneurs must track the needs and preferences of their customers so as to satisfy and retain them. It is from this perspective that Franchisco created an Arabian atmosphere in and outside the restaurant in order to maintain the large pool of Arabian customers. He made Arabian designs of various features in the restaurant and played Arabic music. Changing the atmosphere to Arabic made the business attract more Arabian customers. Sheesha is offered outside the restaurant until 11pm. This is an Arab custom in which flavored tobacco is smoked using shisha pipes. This created a good social atmosphere for lovers of sheesha. Customers express their love and appreciation for Area by pinning or placing different currency notes on its walls or on a board. Franchisco choose ‘Area’ as the name his business because it is a neutral term. This has allowed the business to attract people from all cultural backgrounds. Sheesha is strictly offered outside the restaurant. This is because smoking in all public