New Paint Trumps Faded Drapes

Driving by one of my old haunts last week I couldn't help but notice the drapes in the window. The once vibrant red soft, plush, combed cotton panels, hovering above the floor as they dropped from the ceiling, had faded into a variegated tone of pink. Sunlight in San Francisco is no friend to fabric and the faded glory of this establishment echoed worn.

Now that is being a bit unfair since the owner of the place bought it from me and immediately hung the drapes and fern plants to signify, "Jazz Club". I am sure that he has waited for years for the drapes to take on the worn out Patina of a lengthy life. However, since the new Apple Store opened in the next block, shedding new light on the evening, the drapes give off a dingy glow – perfect for the adventurer looking for Jazz.

The message the customer reads is not necessarily pleasing ambiance as much as it is one of remodel. And, we all know, often we are so far into the forest that we cannot see the trees. Frequently this holds true for our restaurants. In an ongoing attempt to make a living, we forget to watch to see what the customer sees.

On Sunday I had lunch at The Girl and the Fig in Sonoma. Nothing fancy, just a bowl of soup at the bar. However, it was definitely a different bar than the one I had enjoyed a salad at two weeks earlier.

"The Fig" is one of my favorite restaurants- in the country. I am just fortunate it's not far from my backdoor. Sondra Bernstein has done a tremendous job of building a captivating culinary empire in Sonoma. And, part of the reason why is that she knows how to operate a company that runs restaurants and hospitality venues.

After gazing around the restaurant, looking for what had changed, Kranston realized the bar had a higher gloss than it did weeks earlier. The walls were brighter and the ceiling was gleaming- a tough task in an open kitchen environment.

Sondra and crew had closed the eatery for five days to give it a culinary spa treatment. Commendable for any restaurant owner. Yet, for Bernstein, who seldom has an empty seat- to close proves her commitment to customer service and satisfaction. Something lacking not only in the restaurant business, but in the country, today.

The job was probably massive. The thought of taking down every picture, vase, or piece of memorabilia – painting the walls, ceilings, varnishing the bar, front and back and then refinishing the floor is a job that most would just walk over or past. And I am sure that few owners contemplate a redo as Bernstein has. This was the second time, I believe in three years that the owner has done a culinary spa facelift to her restaurant.

However, the difference is so amazingly noticeable that she will get a return on the investment of time and money with something as simple as the wow factor.

Faded drapes are great; especially if that's the look you are working towards. But if your drapes are faded, your floor worn, and your walls a darker shade of grey than when you originally pained them white it may be time to give your place a facelift.

Culinarily speaking, you don't need to be in Sonoma to give your facility a spa treatment.

It may be just the rejuvenation you need to get business looking up.