5 things PBSA can learn from La Folie Douce

Yes, I know I’m too old for La Folie Douce , that’s precisely my point so bear with me here.

This article is about how to create an experience, community and market your brand effectively as a student accommodation operator.

Last week in the alps, I could hear the crowd and the bass of the music coming from Folie Douce, the on-piste super-club brand at ski resorts throughout France, before I could see it. I had heard stories from people much, much younger than I am so I braced myself as we skied down to it.

My first thoughts were:

• Is there a comfy seat?
• I am way too old for this.
• Why is everyone constantly taking photos and videos?
• Why am I paying €12 for a beer?

Once I had resigned myself to standing in my ski boots drinking over-priced beers and Aperol Spritz's, Dad-dancing to Fred Again, Dua Lipa or Calvin Harris, I realised that Folie Douce has absolutely nailed 2 things that translate to PBSA:

Experience and Desirability

Sadly, I was already mulling over in my head the learnings that could be taken from this experience into PBSA. I think some student accommodation operators are already doing these things and some could do a lot more.

1.????? Superstar teams create the experience

At Folie Douce, the DJ is on a balcony over the dancefloor and the entertainment (usually dancers, a saxophonist or someone throwing free merch) is on a stage above the bar.

The DJ has everyone looking to them to set the tone for how they behave, like a PBSA General Manager. They have to read the room incredibly well, get to know the audience and dictate the mood accordingly.

The dancers and entertainment are like the resident ambassadors, wardens or those students (every PBSA has them) who you know you can rely on to get people to events, get a party started or calm a situation down.

The security is well, just like PBSA security although they wouldn’t pour your hip flask of port away in PBSA.

Learning

Invest in your teams to create a unique experience and sense of community. Hire well, pay well and treat them well. In turn they will deliver a social, safe experience and truly build a community.

2.????? Create a place to be seen

I mean that in every sense, people are dancing on the tables at Folie Douce so that they get noticed. There are dozens of opportunities for an insta post or TikTok to show people you’ve been there. I found it incredibly superficial that a lot of people there didn’t care about actually having a good time, they just wanted to be seen to be having a good time. That’s the thing with social media though isn’t it. It’s also not about what I, a 40 (ish) year old man, thinks. This is how a lot of Gen Z live and whilst I’m seeing some good content from some PBSA operators, some of it feels too clinical and out of touch and very few are nailing TikTok in particular.

PBSA properties have an opportunity to create those insta worthy spaces and events. Step and repeat boards, brand activations, innovative and exciting spaces with unique fit outs and innovative events.

Learning

Understand what your residents want and how they can interact with your brand online. Then give them what they want. Spaces to get ready together with lit mirrors for those GRWM (Get ready with me - Yes, I had to google it) Tik Toks, Props for insta posts, hashtags for your brand and property, competitions for engagement and more (Just ask us for ideas).

3.????? The best marketing is through word of mouth

The best marketing you can have is someone talking positively about their experience with your brand. There are no adverts for Folie Douce other than the thousands of young people in hats and hoodies emblazoned with their logo, user-generated and brand social media content then word of mouth.

It's word of mouth that is so powerful. Folie Douce is the place to be seen. How can you get your PBSA or BTR brand to become a 'right of passage' for anyone in your city?

Learning

A good experience speaks for itself. Create a real community and it will become an institution in itself. Whilst you're at it, why not incentivise your residents to share their experience or refer-a-friend. I'd rather have a building full of people who have been referred by others than through Google Ads.

4.????Build an International brand

At Folie Douce, it was an eclectic mix of people. I’d say the average age was about 19 and that’s primarily because it felt like half of Sweden was on spring break in Val d'Isere. You can see about 200 Zara Larson's if you look closely at the photo. Overall though, there were French, English, Swedish, Moroccan, Italian, Indian, Chinese and more. They was complete harmony as people were all there for one thing - to have a good time.

Learning

There is a unifying factor for all these nationalities at Folie Douce - the experience. It's unique. PBSA is much the same. So many nationalities in one place. It's on operators to create that sense of experience. University is far more than academia these days so ensure your building creates the ultimate student experience.

5.????? People pay more for a high value experience

I know I bang the affordability drum a lot but it's clear that people are willing to pay for an experience at Folie Douce and much is the same for PBSA. I didn’t just have one drink after all. I was there long enough to go from Dad-dancing with drinks in hand to dancing on the tables throwing some serious shapes (almost). Through that time, my attitude changed from the initial shock of the prices to acceptance and finally routine. I was not alone.

Learning

In PBSA we need to focus on value. Value and cost are two different things completely. In some locations prices for PBSA are sky-high and levels of service, experience or quality of experience haven't caught up yet. Long term these cities and buildings will struggle. It's on operators of all levels to show value in different ways through community building, events, partnerships, amenities and it's always better to 'surprise and delight'.

I came away from 3 hours at Folie Douce a little poorer, but, I met some new friends, felt part of a community (even at my age) and had an awesome experience.

If PBSA can illicit the same feelings in students over the longer term then the value of our communities will be talked about all over the world.

#pbsa #studentaccommodation #studenthousing #foliedouce #experience #hospitality #studentliving