The Hot Dog Secret: 5 Unconventional Ways to Build Insane Customer Loyalty
John Ricco, MPA, CAE
A colleague recently recommended Will Guidara’s book “Unreasonable Hospitality” as a must-read. While the book’s focus is on restaurants, it’s a blueprint for creating extraordinary experiences, which, with a little creativity, can be applied to most any field — “Unreasonable Association Management.”
Drawing from his tenure at his Manhattan restaurant Eleven Madison Park (EMP), where he helped transform his restaurant into the world’s best, the concepts focus on going above and beyond what’s expected, turning simple acts into lifelong memories.
The following are a few key takeaways:
1) Personalization and Listening: The Hot Dog Story
At its essence, this story is about listening, interpreting, and acting. It involves a group of tourists dining at EMP. They casually mentioned that their only regret was not having a classic New York hot dog before leaving the city. Guidara overheard this, ran to a street vendor, bought some hot dogs, and had them plated beautifully by the kitchen as an appetizer. The guests were stunned and delighted by the gesture, which Guidara cared enough to make happen.
This example illustrates the power of attentive, personalized service. In an association management context, this concept can be directly applied to member engagement –listening for and responding to unique member needs, even when only said in passing. Imagine a member casually mentioning that they’re struggling to find resources on a niche regulatory change that is affecting their business. Instead of simply noting the comment since it is not something that impacts the bulk of your members, you or your staff could quickly gather relevant articles, connect the member with an expert, or even organize a small discussion group on the topic for those that it does affect. This act, much like the hot dog gesture, shows that you’re truly listening and willing to go the extra mile to address their specific concerns.
2) Systematizing Surprise and Delight: The Dreamweavers
The EMP team didn’t stop at one-off gestures but institutionalized their approach by creating a role called “Dreamweaver”—team members dedicated to listening for opportunities to surprise guests. For instance, when a couple had to cancel a beach vacation, the Dreamweavers transformed a private dining room into a beach, complete with sand and themed décor, so the couple could still enjoy a “beach day” in New York. By making surprise a part of operations, EMP ensured those magical moments weren’t left to chance.
3) Investing in Relationships, Not Transactions
Unreasonable hospitality is about building lasting relationships, not just delivering services. Trade associations can foster this by creating opportunities for members to connect more deeply — with each other and with staff. Host intimate roundtables, facilitate peer introductions, or curate small-group experiences at conferences based on shared interests. These investments in relationship capital pay off in loyalty and advocacy.
One way I’ve recently incorporated this concept is to conduct outreach to our convention attendees prior to the event. Earlier this year, I heard from some newer members that they didn’t approach me to introduce themselves or say hello at a recent convention because as the Executive Director, I was always on the go or in conversations with “higher ups.” That prompted me to ensure that those with whom I am less familiar know that I thrive on those impromptu conversations.
Every Friday I pick a half-dozen people who registered that week (primarily those that I don’t know as well as others) and send them an e-mail. In that note, I thank them for registering, tell them that I look forward to talking with them at the event, and ask them to be sure to flag me down, even if it looks like I am busy, because I would love to chat and get to know them better. Sure, it takes a little time, but I am sure the results will be more than worth it simply based upon the responses I am getting to my outreach.
4) Turning Routine Interactions into Memorable Experiences
Guidara even transformed transactional moments like presenting the check into opportunities for hospitality. In association management, consider how you can make routine touchpoints –renewal reminders, event check-ins, or committee meetings feel special. For instance, sending a personalized video thank-you with renewal notices or surprising committee members with a small token of appreciation after a big project. These touches turn the ordinary into the memorable.
5) Personalization and Listening: Make Members Feel Seen
Just as Guidara listened for off-hand comments to surprise guests, association staff can tune in to what members mention in conversation, surveys, or e-mails. Small, thoughtful gestures — like remembering a member’s preferred conference drink or acknowledging a professional milestone — show you care about their individual journey, not just their dues.
By adopting these and other principles in the book, trade associations can stand out in the crowded marketplace for people’s time and attention. The key is intentionality: listen closely, empower your team, and look for small ways to exceed expectations at every touchpoint. Over time, these moments add up to a culture where members feel truly valued — and that’s the heart of “unreasonable association management!”
John Ricco, MPA, CAE – Vice President
John has over twenty-five years’ experience in virtually all facets of association management. He is a former Chair of the Florida Society of Association Executives Board of Directors and in 2011 was recognized as their Executive Member of the Year. Fun Fact(s): John is a twin; outside of work he is a woodworking hobbyist and he also enjoys “all things outdoors”: kayaking, rucking/hiking, yard work, fishing and working out.
