Sex in the City A Comparative Analysis of Atmospherics

1. Sex in the CityA Comparative Analysis of Atmospherics Presented by: Catherine M. Keenan Lynn Kopke Renee L. Lavine Melissa Marchand Anna Polsinelli Toni Snyder atmospherics

2. Sex in the City… The Comparative Analysis The atmospherics of two adult entertainment clubs were compared. “Cheetah’s on the River” “Danny’s of Windsor” Analysis consisted of retailer image, lighting, music, customer service, and entertainment. Specific comparisons between the two establishments studied included: personal interviews with patrons,managers, and entertainers; and a survey distributed among patrons of both establishments. atmospherics

3. Content Overall-atmospherics Retail image Lighting Music Customer service Entertainment Survey Conclusion atmospherics

4. Overall Atmospherics Atmospherics include: lighting music product placement image customer service All of these factors affect the success of the retailer. atmospherics

5. Image Image includes: Reputation Status appeal Customer attraction Theme Competition atmospherics

6. CHEETAH’S Classier reputation Higher status appeal Female entertainment Sex theme Immense competition DANNY’S “Cheesy” reputation Lacking appeal Male entertainment Character portrayal theme Luxury of limited competition Cheetah’s vs. Danny’sImage comparison atmospherics

7. Lighting Lighting is a very important factor for the following reasons: • It sets the ambience for your retailer • Creates a focal point for the entertainment • Enhances interaction with the audience Lack of lighting creates customer confidence • Low lighting creates sensuality • Encourages relaxed thoughts and emotions • Provides confidence to patrons while interacting with entertainment in a social environment atmospherics

8. CHEETAH’S Sexual and seductive ambience Focal point poorly lit Teasing of the audience Dim lighting achieved Provokes calmness and thought Provides greater self esteem DANNY’S Lively and amusing ambience Focal point brightly lit Vigorous interaction Overpowered sensuality Provokes enthusiasm Provides greater self esteem Cheetah’s vs. Danny’sLighting comparison atmospherics

9. Music Keeps the customers interested Sparks excitement Offers a theme Ignites sexual tension atmospherics

10. CHEETAH’S Doesn’t grab attention Excitement only for entertainers No theme correlation Dim lighting achieved Sexual tension not achieved DANNY’S Provides energy in audience Audience participation All music correlated to theme Overpowered sensuality Sexual tension overflowing Cheetah’s vs. Danny’sMusic comparison atmospherics

11. Customer Service… Is the direct communication the customer has with the retailer Allows the customers to have their questions answered and to be able to voice their concerns Can either make or break the retail establishment atmospherics

12. CHEETAH’S Initial contact with cashier Wait staff unconcerned Service slow and inconsistent Manager presence was apparent DANNY’S Has a customer service booth Wait staff attentive and alert Service quick and efficient Manager presence was apparent Cheetah’s vs. Danny’sCustomer service comparison atmospherics

13. Entertainment The main attraction It is bait for the customer It fills the customer needs and wants atmospherics

14. Survey Results • The group conducted a survey consisting of 13 questions regarding adult entertainment. • The survey was distributed among men and women of various ages. • Survey results found that 10% of men and women attend adult entertainment clubs frequently. • 60% of all respondents cited that overall atmospherics influenced buying behavior. atmospherics

15. CONCLUSION Although the traditional atmosphere of a nightclub differs tremendously from that of an adult entertainment establishment, we found that there is a unique approach at catering to customers strictly through atmospherics. There is a greater emphasis placed on the music, the image, customer status, lighting, customer service and the ambience. Atmospherics are vital aspects to the continuing success of consumer attraction. atmospherics