offer where it can happen

Most of us do not create physical art, but immaterial.
And we call it a service or a business, because that makes it more trustworthy.

But we know it’s art.

The art of offering a space where others feel alive.
—
I just had the unexpected pleasure of visiting one of the top trucker🚚🚛 rest stops of the Netherlands:
Frans op den Bult

And coming from someone who knows absolutely nothing about trucks, but who has definitely visited quite her share of restaurants, I can say I have never encountered anything like it.

And that renaming it to:
The Frans op den Bult EXPERIENCE
would hold up.
Because I was mesmerized.

Yet technically, it was simply a restaurant, which had been accommodated to truckers.
While also doing an outstanding job of feeding hungry tourists and for a price they will not be getting anywhere else within the borders of this country.

Which has begged the question;
What is it that makes them SO alluring I treat them with theme park reverence?! 🎢🏰🎡

Now I’m not going to cover the setup for truckers but just to give you an idea:
-high drive through arches made of steel poles, and welcoming banners in their characteristic blue with white lettering
-safe parking for 160 trucks
-sanitary facilities incl showers
-best tables of the house reserved for truckers

And yes, I think what makes them so appealing is because they needed a system that served truckers.
But that the trick is it’s working like a charm for all visitors.

Because they created a system that HOLDS you.
A framework, not just literally with those high drive-through gates, but figuratively.
And you feel that.

They see you, welcome you.
But before you are allowed into the restaurant you are cleared and given a pass.

The pass literally means:
“YOU are now allowed to pass.”
You’re crossing a guarded border and entering a different world.

And that?
Is what people pay for.

.
~Suzanne Beenackers
Catacombe
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