Thursday, June 13, 2013

Adults Only?

I’ve mentioned the idea of age-limited business models in this space before; the idea that there are some customers who would be willing to pay extra for the privilege of not having to worry about fellow travelers – literally, in the case of airlines or trains – who are unwilling to exercise any modicum of parental supervision over their children. This has lead to such concepts as adults-only sections on airliners, movie theaters that either do not show anything rated over PG or don’t admit anyone under 17 to an R movie (accompanied by an adult or not), and even entire communities with a minimum age requirement in order to live there. There have also been specifically child-friendly businesses appearing, notably including restaurants with built-in play areas and movie theaters offering showings specifically for parents (and nannies) looking after small children…

Naturally, this is a polarizing issue, with people on the pro-child side insisting that anyone who does not want to listen to the sounds of a toddler screaming or deal with a pack of small children running around as if they were at a playground is simply a horrible old curmudgeon who hates children, families, freedom, liberty, justice and possibly the American Way. Meanwhile, people on the pro-manners side insist that anyone who can’t afford a babysitter should just stay home with the kids, and that anyone who insists on dragging small children to events or venues that are not age-appropriate is a selfish, narcissistic, inconsiderate, delusional idiot. I’m not going to comment on the social, legal or psychological implications of the debate; as usual I’m going to leave those subjects to people who are better qualified. The question that interests me is whether age-specific (or age-segregated) businesses can be viable in this era…

One large-scale experiment going on right now in Virginia is a restaurant called “The Sushi Place” which is operating in Alexandria. The owners announced that the place would be 18 years or older only during the run-up to their grand opening, and have apparently stuck with that decision during the first weeks of operations. So far it seems to be working; they claim to have been operating at capacity every night so far, and the reaction (both from their local community and the majority of the online comments) appears to be very supportive so far. You can watch the story from the local CBS affiliatestation here if you want to, but at least in the early going this appears to be working…

Now, I’m not familiar with that part of Alexandria or with the restaurant itself; it’s possible that The Sushi Place is succeeding because they’ve chosen a location where their customer base is mostly childless, or because their food, quality, prices and/or service are exceptional, or just because the number of small children who are willing to eat raw fish in the first place is somewhat limited. And it is possible that they are still riding on the buzz from their grand opening, and that business will drop off over time – or that local pro-child activists will start causing enough trouble for the owners that they are eventually forced to change policy. But personally I hope they make it – and I would like to see someone extend the concept to other types of business and locations outside of Virginia…

It’s not that I have any problems with families or children, you understand. It’s just that sometimes I’d like to be able to eat a meal, watch a movie, or reach my destination in relative peace…

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