Short answer: Maybe…read more
This location is a treasure, with a history going back decades. It's a special place.
A media release this past summer announced, "Hospitality company ExplorUS has been awarded a 10-year contract to operate concessions at Thousand Hills State Park in northeast Missouri beginning in January 2024."
That was just a few weeks ago. I was visiting town and came for dinner here for the first time in years, so this is my first look at the new operation.
So how are things faring?
- The food was okay. Not bad. But seems to fit more into the realm of "something decent in a place that's convenient for where you already were" rather than destination dining. Here, you're likely coming for the view or because you're already nearby.
- The drink menu was disappointing. Better than you might find in some other places in years gone by, but not quite where it could be.
- Kind service. Young team, we were there on one of the first days of the season, so they were still getting their rhythm- not in a negative way. They were great.
I love this location. I love this part of the world. I am rooting for it hard.
As such, I'm protective of this place and the people. So let's talk about value:
This is where it falls off for me.
As an example: One of the appetizers is onion rings, for $10. They aren't bad. They might be good enough. They are not $10 good. And there are not enough of them to justify the price point.
Or their cocktails: Some places out there are charging $14 for mixed drinks. Even more! I don't begrudge it, some places are doing inventive work with an expertise or ingredients that costs money to sustain.
But then other bars and restaurants follow the trend and deliver the price point... but not the quality.
That's where I get annoyed. It's possible the drinks are $14 amazing, but reading their menu left us skeptical and we just went with a beer ($8) and a glass of wine.
Another aspect of the menu is the menu itself. Ours were very clearly printed on inkjet printer, then laminated. If I may offer some free internet advice - go with laser, or a print shop, or adjust the design. Very difficult to read certain prices because the typeface is small and skinny, and white text on a blue background can look great, but with a basic inkjet printer you're going to get bleeding (which ours definitely had) and uneven coverage, and laminating can make it even harder to see. Is this a super nerdy tangent? Absolutely. But it's a detail that's fixable, and one that impacts guest experience and perceived value of what you're delivering.
The part of the menu that really got to me, though, is the fact that all the prices end in .99 or .95 - this is a marketing cliche that to me just feels disrespectful at this point. You do that when you're trying to trick people. That's not a great sign for where priorities are at. A place that serves filet mignon does not need to be doing this kind of hack chintziness, it's tacky. Just own it - either your food is worth it or not, this is not a place where impulse buyers are going to matter a whole lot.
This location should be a destination, with food that complements the beautiful setting. Imagine something on the level of The Pear Tree and Sebree's. A place that showcases just how amazing what we grow here is- food, talent, people. And one focused on delivering as much value as possible for the population it serves.
I don't know about you, but I like that idea.
So why mention all this? ExplorUS has just a signed a 10-year contract. They will be here a while. So the choices they make will impact the experience that visitors to our park will have. And those experiences will form a picture of this area- for the people who live here and those who don't.
ExplorUS is a management company that used to be called Ortega National Parks, a concessionaire that was recently bought by a private equity firm. That firm is based in Los Angeles.
They will want a return on investment. And that return is not going to stay in the local community. Those pressures are real, which is why I'm vigilant and wary. Done well, these arrangements can add resources which will improve the experience for everyone. But if the pressures for profit get out of control, it turns into an extraction operation where the goal is to take as much from the area while giving as little as possible. Corners get cut while prices increase. Which is not an environment I want for our park or our people.
It feels easier to get right when the leadership is in the local community.
And in some ways, the eccentricities of the menu might be a sign of local involvement in the design, or at least the printing. Hopefully the local management will feel empowered and supported in making improvements. I am rooting for them!
So we will see how it goes. And for the next ten years we will have no other choice.
