These days it's all about inclusion, and that's a good thing, but after reading this article about Disneyland's Club 33, I think there's something to be said about exclusivity as well. According to writer Ann Brenoff, "the members-only five-star restaurant was built by Walt Disney in 1967 as a place where he could privately entertain guests and dignitaries that visited the theme park." Brenoff notes that although Club 33 membership costs thousands it now has a 14-year waiting list, and that's in the middle of a recession. Now I'm certainly not a psychologist but I'm willing to be that there's some principle that drives us to want what we are not invited to have. Could you capitalize on that by creating some kind of exclusive opportunity at your facility?

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