Filming the whole series of 7 Hard Rock videos was a really interesting experience. First, it is such an unusual company–the 8th most-recognized brand name in the world: with food ostensibly as its product–but in reality it is an experience-based product of rock n’ roll, memorabilia, exciting/unusual staff, popular gifts, and finally the meal.
What was the biggest eye opener, though, was not seeing one employee–from CEO on down–ever dressed in coat and tie. And that is what makes this particular video fun to show in class (as part of Ch.10, or just to close out the semester). What other company (prior to the recession, of course) had minimal turnover, allowed employees to have pink hair, 
body piercings galore, and multiple tatoos? And who else offers every employee a Rolex watch to celebrate their 10 year anniversary? What a strange contrast to the so clean-cut image of our other major employer in Orlando, namely Disneyworld!
This video is very reassuring to undergrads who see themselves as non-conformist, and hope there is some place in the wide world of business in which they can make a home. It is easy to generate good classroom discussion with students who have had work experience in normal restaurants, sharing impressions of the differences.
Hard Rock is competing for a carefully guarded resource – entertainment dollars. Last night, I had the pleasure of listening to the Executive Director of the American Gaming Association, as he spoke to a gathering of execs from Atlantic City. He pointed out that the successful gaming companies sold the experience, and competed for entertainment dollars from consumers. After the recent recession, (is “after” a good word?) the consumer is looking for a combination of experiences for their investment of both time and money.
How can OM professors help students? We can help by getting students to embrace the concept of selling an “experience” when they do two things. First, learn to be a critical thinker. OM is an exceptional foundation for that. Second, build up personality, optimism, strength of character, work ethic and communication skills, and sell the entire package to prospective employers. Easy? NO. Essential? ABSOLUTELY! Help them BECOME the experience.