I ate at a very popular restaurant on the Upper West Side last week.  During the entree, I remarked to my dinner partner how this specific establishment was always full – yet the place right next door was always empty.

“It’s the ambiance,” he said.  “Look around.  It’s just . . . I don’t know . . . exciting being here.”

I had never realized it before, but when I stopped chewing for a moment and looked around, there were elements of the environment that enhanced our experience.

Restaurants aren’t the only businesses that make changes to their environment in order to affect an audience’s experience.

There’s a reason there are no clocks in casinos.

There’s a reason why David Letterman likes his studio super cold.

And there’s a reason why strip clubs are very, very dark.

These details are designed to make you enjoy what you’re experiencing that much more.

I saw a show last week.  The temp was too warm, my seat wasn’t comfortable and there was paint peeling off the wall.

And you know what?

The show had to work that much harder to capture my attention.

Choose your venues carefully, because the right ambiance can set the mood for success.