What are you famous for?

Simeon Aldred, group creative director at Vibration Group, asks venues to remember what makes them unique.

‘What are you famous for’? This is a question we ask our property and venue clients all the time. In a world of copycat creative and generic places, we challenge our clients, local authorities, developers and destinations to be clear on what they are.

Not every location can be a street food market, rooftop pop up, makers’ space, or shared working environment. Our fear of missing the latest trend and rushing to be part of it is creating generic ‘Pinterest’ places that are competing for smaller and smaller audiences.

It’s crucial for a successful location, venue, or leisure destination to be true to core creative value. Truly good places stick to their core offering; Colombia Road Flower Market, Brick Lane, Borough Market – all are led by a single or strong narrative and experience.

So when you’re developing your place or experience, don’t be tempted to add a lido, or beer hall or makers’ space. If that’s not what you do as a place, don’t just diversify to reach everyone. Don’t over-layer your offering. Keep it simple. Be famous for one thing or it won’t work. Be truthful about what you do and in the long run your destination will stick.