By Anthony D. Coppedge
photo by Jim Kumorek

The title may seem tongue-in-cheek, but I assure you that what I'm about to share is truly important.

It doesn't matter if you're a fan of the Terraza Blend, their Caffè Verona or if you're a card-carrying-died-in-the wool Seattle's Best junkie. There's a heck of a lot that your church should learn from Starbucks.

Where Starbucks has made the biggest impact, I think, is in three areas:

1. They have consistently superior service.
2. They create excellent environments.
3. They have the stated goal of being the third place between work and home.

Lesson One: Consistently Superior Service
"Hey, welcome to Starbucks. What can I get started for you?" That's the first thing I hear every time I enter a Starbucks. They want to serve me and make me comfortable, something we all like to experience. Their Barista's are taught to engage the customer, not wait for the customer to make the first move.

There are usually two to four baristas (or "partners," as Starbucks employees are called) in each store at any one time, depending on the shift.

The three primary roles that baristas take on (and swap off/on during a shift) are thus POS (register), beverages (making and serving drinks), and floater (miscellaneous duties including making Frappuccino beverages and "café", the duty of cleaning tables and otherwise taking care of the customer area). Busy stores might even have two baristas at one station, especially at the espresso bar on busy days or at the Frappuccino station during the summer. If the Starbucks has a drive-through, it may have one to three baristas assigned solely to serve customers in cars.

Lesson Learned: Engage people with a smile and more than a "good morning" or the rhetorical "how ya doin' today?" Instead, ask "can I help you find the preschool area" to families with small children or "Hey, we're glad to have you! Can I show you around?" By engaging those hesitant to stop and ask for help, you've made that first step easy. Plus, they can always say "no, but thanks!" and walk on in after being welcomed by a smiling greeter.

Lesson Learned: Greeters should outnumber your other volunteer positions. Every parking lot entrance, every door, every hallway, and every hang-out space, they all need greeters.

Lesson Learned: By using "floaters", walking people to an area is far better than pointing and giving directions. Use the opportunity to create dialogue and put the visitor at ease.

Lesson Two: Excellent Environments
No matter which Starbucks I go to, I'm always treated to a clean, comfortable environment where a warm mix of colors and the famous aroma permeate the air. They promise me the world's best coffee delivered in a clean environment that always invites me to stop and stay awhile. They create an environment that is so comfortable, in fact, that people will often stay for hours.

Music is piped in where you can listen but still easily hold conversation. They even offer those songs for sale so that I can take a bit of the Starbucks experience with me in my car or at home.

The layout of each store is an art form unto itself with great traffic flow, excellent signage and plenty of eye-candy to keep me interested while I stand in line.

Lesson Learned: It's sad, but most churches I've visited seem to funnel people into the auditorium and often offer no place for people to come and just "hang out". Huge foyers are devoid of any comfortable seating or table and chairs for a casual meeting place. Sure, we want to have people attend church services and so a lot of the effort is placed on the auditorium/sanctuary. But we're missing out if we create a sterile, bland environment both outside the church and in the meeting areas.

Lesson Learned: Signage matters. Let me know where to go. Clean, easy-to-read signage helps people feel welcomed and gives them the opportunity to safely navigate your church.

Lesson Learned: The environment should be a natural extension of who you are as a church. Said another way, the place should have a comfortable, welcoming vibe while subtly communicating who you are and what you're about.

Lesson Three: Third place between work and home.
Starbucks' marketing strategy involves positioning the local Starbucks outlet as people's "third place" (besides home and work) to spend time and the stores are designed to make this easy and comfortable. The café section of the store is often outfitted with comfortable stuffed chairs and tables with hard-backed chairs. There are ample electrical outlets providing free electricity for patrons using or charging their portable music devices or laptop computers. Most stores in the US and other markets also have wireless internet access (although this access is not free, as it is in some independent coffee shops). It is not uncommon to see people working in a Starbucks for hours at a time. (source: purposedrivenlife.com)

I can't find a scientific study on it, but I meet people and hear all the time about the hours and hours per week people will spend at Starbucks. It's safe to say that a large number of people will spend more time at Starbucks - where more often than not, they're paying for this privilege - than at their local church.

Why have churches not strategically stated that they want to be people's "third place" between work and home? Now please don't misinterpret what I just said. I did not infer that spending time at the church building, per se, was the goal. Rather, having people involved with (and many times "at") the church is the key.

Still, there's something to be said for churches that own their facilities to keep their doors unlocked Monday-Friday and offer a "third place" for people to come and hang out. In fact, I've seen a growing number of churches create Cafes and Coffee Houses right inside their properties. Hey, if the bean fits...

Lesson Learned: The church should create opportunities that are so relaxed and inviting, people want to spend time at "church", but as a pseudo-neutral ground for meeting with friends. This will also create an excellent opportunity for members to bring their unchurched friends during the week as a casual and non-confrontational way to introduce them to "church".

Lesson Learned: Community involvement has a lot more to do with what you do Monday through Friday than it does what you do on Sunday. For churches with their own facilities, opening up your campus to secular events and meetings is a great way to maximize your resource and connect with the community. Churches like Irving Bible Church have "The Tubes", a McDonald's-like play place for kids, that's open to everyone in the community for free every single day. For church plants without their own locations, how can you use community hang-outs - even Starbucks - as a place to meet friends and visitors during the week? How can you partner with these businesses to create synergy in inviting people to meet there (which brings them business) while utilizing a relaxed, non-threatening place to have conversation?

Obviously, there's a lot more to this conversation than what I've covered here. But the point is simple: we're not getting it done well enough on our own. And while I'm sure some critics will pan my thoughts as being consumeristic, the reality is that in this culture, we have to be flexible with our methods, but never the message.

Anthony Coppedge is a respected media consultant who has committed himself to the church marketplace. He has been on staff at three different churches as media minister, technical director and technical coordinator. He has also been speaking at technology conferences, writing articles and reviewing products since 1995. He can be reached at anthony@anthonycoppedge.com.

Coppedge and Church Worship Consultant, Greg Atkinson have teamed up to create podcast that impact today's church ministry leaders. The podcasts can be found both on the blog of www.creativesynergypodcast.com or on iTunes and include interviews with leaders and experts on topics ranging from communication to media to worship planning. Their latest podcast is called the Church Copyright Podcast and answers many of the pressing questions faced by churches on what they can and can't do legally.

Avocent Corporation announces it is now shipping the industry's first wireless high-definition (HD) media extender providing both wired and wireless connectivity in one product. The Emerge MPX1000 HD Multipoint Extender incorporates high-definition multimedia interface (HDMI) technology for moving high-definition content from one source to multiple destinations. High resolution computer graphics up to 1280 x 768, HD video up to 720p, stereo audio, and control data are wirelessly transmitted to as many as eight wireless or wired receivers.

"We are pleased to announce the availability of the Emerge MPX1000 HD Multipoint Extender, our first HD extension product," said Mitch Friend, senior vice president and general manager of Avocent. "This breakthrough in audio-video delivery is a step towards meeting the market's push for higher resolutions by providing true digital picture and sound content delivery to displays for presentation and digital signage applications."

The Avocent Emerge MPX1000 HD Multipoint Extender includes a transmitter and receiver that provides media support for use in professional audio-visual applications. The Emerge MPX1000 extension product extends video and audio over standard 10/100 Ethernet wiring up to 3000 feet and wirelessly through walls up to 150 feet, or up to 1000 feet line of sight with an optional directional antenna. Audio-video synchronization is maintained at each display and all wirelessly connected receivers remain in lock step with each other.

The Avocent MPX1000 HD Multipoint Extender has interchangeable modules for input of analog VGA signals or digital HDMI/DVI signals. The MPX1000 extender solution is accessible through two primary user interfaces: an on-board web server that allows browser-based unit control and configuration, and a front panel display that provides push-button access to system status. The extenders allow for control of attached audio-visual equipment through RS-232 serial and infrared connections. These products and additional accessories are available through professional A/V system integrators and contractors.

URL: www.avocent.com

Avlex Corporation announces the introduction of the new MA-808 Portable Wireless PA System. Featuring a rugged, high-impact enclosure with retractable handles and integrated wheels for easy transport, this bi-amplified system delivers clear, powerful sound-thanks to a Class AB amplifier for the (high frequency) HF driver and a Class D amplifier that drives a large, ten-inch woofer. With a built-in MP3 recorder/player module, support for two wireless receiver modules, and storage provisions for the transmitters, the MA-808 is a complete, self-contained PA solution.

The MA-808 features the bi-amplified power system which utilizes dedicated amplifiers each for the HF and LF sections. For thunderous low end, the MA-808's Class D amplifier delivers 120 watts RMS and feeds a ten-inch woofer. To ensure clear high frequency performance, the unit's HF section is powered by a 50-watt RMS, Class AB power amp.

As a wireless PA system, the MA-808 features twin wireless receiver modules. Setup is simple via MiPro's industry-leading auto-scan and ACT (Automatic Channel Targeting) functionality. This system ensures clear, reliable reception over substantial distance-free from signal dropouts and interference. Another important aspect of the MA-808's wireless design is its built-in antenna, which eliminates any possible inconvenience caused by antenna breakage. With onboard storage provisions for the transmitters, the MA-808 redefines ease-of-use when working with portable, wireless PA systems.

Additionally, the MA-808 comes with one wired microphone that can serve as an additional microphone source. Also, the included MP3 recorder/player module's three-in-one design supports CDs, MP3, and SD Flash cards. The flash card reader/writer supports MP3, WAV, and WMV formats and features 128 MB of memory, with record capability up to 506 minutes (8.4 hours). Record modes include SP (standard) and LP (long).

Finally, the MA-808 is both an AC and battery powered system. There is a large capacity, rechargeable battery that can recharge while being used. Further, the MA-808 uses a universal AC switching power supply to ensure constant, reliable voltage.

URL: www.avlex.com

Pro64 kicks off a new era at Aviom and the product line represents a sea change in how audio will be transported in applications such as corporate AV, broadcast, education and more. Pro64 products deliver the flexibility of a digital network, combined with the audio performance and simplicity of an analog wire. All Pro64 products deliver audio with low latency via Aviom's A-Net audio transport protocol.

The Pro64 products with A-Net have been designed from the ground up for audio networking. Every Aviom Pro64 system is a network, designed specifically to deliver optimal performance in distributing multiple channels of audio to as many locations as desired. As a true network, a Pro64 system can distribute audio without being restricted by the physical locations of inputs and outputs or the direction of the signal flow. In auto mode, up to 64 channels (24 bits, 48kHz) are distributed throughout the entire network. Channels can be input anywhere in the system and output everywhere, regardless of network topology and layout.

URL: www.aviom.com

Expanding on its recently upgraded line of professional Liquid Crystal Display (LCD) monitors, Sharp introduces the PN-655RU, the first 65-inch LCD display specifically designed to operate in portrait mode. To ensure reliable operation and backlight life for use in portrait mode, Sharp optimized the internal cooling, air flow and backlight system. This model joins the current 65-inch PN-655U, which is designed for landscape mode applications. Also joining the 65-inch lineup is the PN-655RUP (portrait mode version of the PN-655UP, which incorporates an integrated protective acrylic overlay).

"There are many important portrait-mode applications for high-end, large screen displays in diverse market settings such as medical imaging, digital signage, design and flight information display," said John Becconsall, director, Professional Display Products, Sharp Commercial Markets Sales and Solutions Group. "With the introduction of this monitor, Sharp's professional display line can now fulfill the traditional landscape as well as portrait application needs, and offers superior image quality and improved compatibility, for reliability in a wider range of commercial applications."

The 65-inch monitor has a full 1920 x 1080 two-mega pixel high-definition (HD) resolution for accurate and precise image reproduction. With commercial design and components, the PN-655RU offers reliability for extended use applications, complementing Sharp's line of professional LCD video/data monitors.

To serve the discriminating image-quality needs of the commercial market better, the PN-655RU has a four-wavelength spectrum, cold-cathode fluorescent backlight that provides an enhanced color spectrum including deeper, more vibrant and vivid reds. Sharp's proprietary Advanced Super View (ASV) panel provides picture quality for fast-moving video through its fast pixel response time of less than six ms.

Sharp's LCD monitors incorporate several proprietary technologies and features that ensure unparalleled image quality for a professional presentation of information, data and images. The line has anti-glare and low-reflection properties, enabling Sharp monitors to be placed in brighter areas where other screens might appear washed out. Higher contrast lets viewers discern details they might otherwise miss, particularly when viewing darker content. The 170-degree viewing angles help the monitors display a crisp picture that can be seen from virtually anywhere in a room. A black TFT/Bright Pixel Elimination ensures that if a pixel fails, it is effectively invisible to the viewer.

The PN-655RU and PN-655RUP are supported with a three-year on-site parts and labor limited warranty, including three-year warranty on the backlight when used in portrait mode.

URL: www.sharpusa.com

Designing CD or DVD labels with your own look just got easier. NEATO, a division of Fellowes, Inc., announces the launch of MediaFACEonline Plus Edition and MediaFACEonline, web-based design software that creates CD/DVD labels and jewel case inserts. The software brings design options traditionally only available on CD-ROM software to the web, providing immediate access to new design features without patches or upgrades.

MediaFACEonline Plus Edition supports multiple media labeling technologies and offers a collection of design images. The web-based software allows users to create not only adhesive labels with NEATO, but also those produced from Avery, CD Stomper, Memorex, and Epson/Canon printers that print directly to discs. MediaFACEonline is available for users who need design capabilities with NEATO labels only. Both editions are compatible with any PC or Mac computer with internet access.

Users have the opportunity to try the software for free by visiting www.mediaface.com. They can use their own images or select from 500 free high-resolution images to design CD/DVD labels and jewel case inserts. The software also features high-end image and text tools. Additionally, users can save designs for future use or editing, or in a PDF format for printing or sharing.

The software is available at major electronics retail stores and wherever NEATO labeling products are sold.

URL: www.mediaface.com