The Red Carpet Experience — and Why It Still Matters
Last week, I had a run-in with a surly plumber.
He was installing a brand-new hot water heater at our Steamboat Springs property — part family getaway, part short-term rental.
And when I say “surly,” I mean the kind of man who gives off “you’re lucky I even showed up” energy.
He acted as if my request was an inconvenience — even though, let’s be clear, there was a very clear exchange of value happening.
He installs the hot water heater.
I pay him a very inflated mountain-town rate because, well, options are limited.
At one point, he even wanted to upcharge me for the “inconvenience” of unscrewing part of the wall.
As I listened to him, part of me was frustrated — but another part found it… comical.
Because as a business owner, I couldn’t help but think:
People have taken the “zero fcks given” movement way too far.*
We’ve built a culture that glorifies apathy — where “boundaries” have become an excuse for bad service, and “authenticity” has started to mean “I don’t care.”
But here’s the truth:
If you gave just 10% more fcks than the average person in your industry,
you’d have a never-ending line of loyal clients shouting,
“Take my money!”
And that idea — caring just 10% more — became the foundation for one of the most important business philosophies I’ve ever taught.
The Birth of the Red Carpet Experience
When I opened my first brick-and-mortar salon back in 2008, the market was split between two extremes:
cheap, quickie services on one side, and overhyped, underdelivering luxury spas on the other.
I came in as the middle-priced, high-experience option.
And I introduced what I called The Red Carpet Experience —
a signature blend of thoughtful touches, sensory detail, and genuine connection that made people feel special.
It looked like:
✨ Endless bowls of Jelly Bellies and M&Ms.
✨ Complimentary drinks and cozy ambiance.
✨ A movie screen playing Sex and the City and all the “girl TV” you could imagine.
It wasn’t about increasing the cost of delivery — it was about caring differently.
And those simple details helped me grow that salon from zero clients to a seven-figure business.
What the Red Carpet Experience Actually Is
At its core, your Red Carpet Experience is the micro-moment of delight your clients can’t stop talking about.
It’s the thing they mention to their friends the next day — not because it was flashy, but because it made them feel something.
It’s about going beyond “good service” to create memorable connection.
Here are a few prompts to help you identify what that might look like in your business:
-
What moment in your client journey feels the most transactional?
→ That’s your biggest opportunity for magic. -
What could you do that costs little, but delivers a disproportionate amount of joy or surprise?
→ A voice note. A handwritten thank-you. A “just because” upgrade. -
If your brand experience were a story, what would be the plot twist?
→ What’s the unexpected, personalized touch that makes people say, “Wow, no one else does it like this”? -
What would your clients rave about at brunch the next morning?
→ That’s your Red Carpet Experience.
Notice: none of these require a massive budget — just presence, empathy, and creativity.
Why It Matters More Than Ever
In a world where attention is scarce and automation is everywhere, genuine care is the new luxury.
The Red Carpet Experience doesn’t just keep clients coming back — it builds brand devotion.
It transforms transactions into relationships.
And it turns your business into a living, breathing reflection of your values.
Because let’s be honest:
People never forget how you made them feel.
That plumber will probably keep working that same job, resenting every invoice.
But the brands that thrive — the ones that build legacy — are the ones that keep giving a little extra care when the world says “don’t bother.”
The Inner Empire Connection
Inside Inner Empire, we look at both sides of prosperity:
The inner foundation (your mindset, energy, and leadership identity)
and the outer architecture (your systems, team culture, and client experience).
Because sustainable success isn’t about giving fewer f*cks.
It’s about giving the right ones — intentionally, strategically, and soulfully.
Your Red Carpet Experience is part of that calibration.
It’s how you infuse your energy, values, and humanity into every client interaction.
It’s how you build something others can’t copy.
Because no one can duplicate your devotion.
Learn more about Inner Empire
Because in business — and in life — the people who care just a little bit more always end up leading the room.
