Acts of Unreasonable Hospitality: Brookdale VW

Will Guidara, author of Unreasonable Hospitality, talks about treating every single guest like a VIP, not just an exclusive group. “Unreasonable Hospitality meant providing a thoughtful, high-touch gesture for every one of our guests,” writes Guidara.  

At Brookdale VW, they are taking this idea and implementing it with every new car purchase. When a guest purchases a new car and comes to pick it up, team members cover the car with a VW-branded cover. When the guest has paid and signed all the documents, they get to watch their car be unveiled.  

“As guests buy more and more cars in life, the process is not as memorable,” said General Manager Todd Earnest. “When we do this for every car, they continue having unforgettable experiences every time.”  

Not only do the guests have a memorable experience when their car is unveiled, but others get to witness the excitement and want to get in on the fun. The whole staff joins the fun and cheers, adding to the excitement. 

“A lot of times, other people are there with them for pickup,” said Earnest. “Other customers come and watch, asking what that was all about and wanting that for themselves.” 

There are many ways dealerships can provide memorable experiences to guests, from new car unveilings, or gifting gift cards. It is about finding ways to go above and beyond for guests in ways that work for each dealership. After finding something that works for everyone, these moments of unreasonable hospitality for individual guests will come naturally.