News
Does Birmingham need Greeters?
Dr Mike Grojean, Head of Executive Education at Aston Business School responded today to Professor Michael Parkinson’s City Centre Masterplan; The Visioning Study, and reinforced the importance of creating a good first impression.
“People make instant judgements on a first impression and depending on how they arrive in the city, Birmingham can look pretty poor, which isn’t a good thing for such an excellent place.”
Dr Grojean, a widely travelled American who has developed a passion for his adopted City of Birmingham continued;
“As a business school firmly on the world stage we attract many executives from the international arena as well as nationally, in fact, we probably regularly generate visitors from more international destinations than any other organisation in the city. Once our visitors have made it through the entry points, many of them express surprise at what a great place Birmingham is, but because most of them arrive through either New Street Station or Birmingham International Airport, it is easy for them to form a wrong first impression, not only of Birmingham, but there is a danger of that wrong impression being carried over to the school too.
Neither BIA or particularly New Street Station reflect our thriving city centre, rich with its strong business district, excellent retail areas and our colourful community. New Street Station does not speak a ‘sophisticated urbane city’ but more of ‘urban issues’.
Developing a good point of entry which reflects the success, vibrancy and personality of a city will instantly be reflected in the thoughts of the visitor, and this gives credibility to the planned investment in New Street Station. It can’t happen soon enough.”
Dr Grojean describes arriving at Birmingham International Airport as an experience that could be improved and suggests we could take a leaf out of Dallas International Airport’s book. “Upon arrival at Dallas you will encounter a greeter. They are volunteers, usually from the retired community who are there to welcome and assist visitors at the same time as adding some local colour. Their friendly welcome is enhanced by local art decorating the corridors and walkways, along with an abundance of information and inspiration for visitors. Perhaps Birmingham residents can volunteer to offer information on their hometown and welcome passengers? In Dallas, the first impression is of people who have a great pride in their city and this sets you up for a good visit.”
For more information on Aston Business School Executive Education please contact Clive on 01543 501111