Studios also try to connect painting classes to the wider world. In a 2014 article in Psychological Science (title: “ Waiting for Merlot”), researchers at Cornell University and the University of California, San Francisco, found that just the anticipation of experiences could be more pleasurable than the anticipation of buying merchandise. The growth of such businesses may reflect the findings of recent psychological research showing that people are happier when they have an experience rather than making a purchase. Litalien said, consumers were also increasingly being drawn to experiences that engage them and allow them to express themselves, “rather than simply buying something.” Other examples of experience-based businesses that he cited included Top Golf, where customers play golf-related games, and “escape rooms,” where participants solve puzzles together. The paint-and-sip trend has been driven in part by a generally heightened interest in wine, said Ben Litalien, an instructor in the franchise-management certificate program at Georgetown University’s School of Continuing Studies.īut, Mr. Companies also schedule classes as team-building exercises or fund-raising events. Some classes are open to anyone others are geared toward couples or “girls night out” groups. She hires local artists to teach the classes, while she and her daughter, Katie Collins, run the business. She is not an artist herself: “I can’t paint a wall,” she said with a shrug. Jean, 59, said she had always wanted to run her own business and had decided on a paint-and-sip shop after taking a class with her sister.
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