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16 / BUILDING DIALOGUE / March 2021 Harnessing the Power of Place: The Experience Matters W hy do people love to travel? Why do we take pictures on the side of a mountain or in front of the ocean? When my latest ski day went awry and we de- cided to grab a cup of coffee instead, why did I choose the local coffee shop that sits on a riv- er rather than the chairs in front of a Starbucks parking lot? Place is powerful. Whyhavethenumberofbowlingalleysdeclined severely in recent yearswhile TopGolf has thrived? The experience is viewed differently despite the similarity of the foundation. The same could be said for movie theaters. People are either trading the tra- ditional experience for the comfort of viewing from home, or they’re upgrading to a premiumexperience that includes drinks and dinner served at their seat. Experiencematters. And place shapes experience. • The failure of the workplace. A similar analogy can be used for conventional workplaces. American businesses consistently have undervalued the pow- er of place inworkplace design. Given the choice, we all gravitate toward beautiful places. An inspiringworkplace designmeans ahappi- er workforce that feels valued, and in turn, performs its best work. The length of the present pandemic coupled with the distributed workforce has made clear the importance of place in our daily lives. Place builds community. While some will argue that individual productivi- ty can thrive remotely, innovation, culture, collabo- ration and morale ultimately will suffer. Even when teams are operating at their best, serendipitous en- counters and strategic planning sessions that lead to new ideas are challenged in a remote-only environ- ment. In fact, patent filings in the United States are Traci Lounsbury Owner, elements Making Place The Print Collector, Getty Images The evolution of the workplace. Space matters. The maligned cubicle farm. Aly Song Undervaluing the power of place.