Hangout

After reading Glenn Reynolds idea of a “hangout spot”, I have to disagree with his ideas. Reynolds talks about the new trend of stores having hangouts. He states, “By becoming a place to hangout, a store can sell both the experience and the goods.” Reading about Guinan’s as this unbelievable bar with a great atmosphere to hang out, how can that even be comparable to sitting in a comfortable chair at Hollister & Co or having a coffee at Borders Books? Guinan’s is a place where the people can come for a friendly atmosphere and talk to great people. It is the intimacy in this bar and community oriented atmosphere that make it such a great hangout. However, the markets do not mix. The idea of a general store is for convenience, not to stay for an elongated visit over a drink. Guinan’s also singles out those who are not of age to consume alcoholic beverages, or those that do not receive pleasure for drinking or engaging in conversations while running errands. Sure one can “hangout” in a department store, but it’s not the same, for some.
Most of the time when one sits in a Hollister, it is to get off your feet after a tiring day of shopping. These types of stores offer a retreat from the current “go, go, go” capitalistic society. Rather, these companies try to re-instill a passion for intellectual stimulation and reading. The ability to sit and browse what catches one’s eye complements the product of these stores. One does not go and sit there to share life stories and converse with others.
Personally, I do not consider these places as hangouts. I consider them an amenity the store provides to get people to simply take a seat from their normally hectic life of running around. In addition, these amenities are offered in hopes of maximizing their profits by making the consumer comfortable. As for myself, I am not one that will sit in a bookstore and tap away at a computer and drink a coffee. I think these amenities are catering to few groups. Reynolds says “But if you become somebody’s hangout, you don’t just sell the suggestion of a kind of lifestyle, you’re selling a particular way of life.” Hanging out at a bar like Guinan’s is a lifestyle for those people. It is the family style atmosphere that provides it; not just the physical manifestations that make up the hangout (chairs and building itself). The people that are present mostly determine a hangout. Thus, I have to disagree that one can find these close primary relationships between consumer and firm at a large department store or bookstore (which is about the individual’s tastes and interests).