Page 5 - How-High-Is-High

26 | Secrets To Attracting & Converting More High-Value Patients
He recognized, if he had a celebrity destination restaurant in his hotel he could probably be doing at least $8 million a year in sales, not $4 million.
The next sentence is an extremely important strategy that you should look at and identify in your practice as it relates to high-value procedures.
Gamal looks at that gap, as a loss of revenue.
Read that again and let it sink in...
His counterintuitive thinking is “we’re losing $4 million a year in sales” even though our $4 million revenue stream currently is very profitable.
Gamal immediately goes to the board and gets them to agree to let him tear that restaurant completely out. He then partners with a high-end celebrity chef and creates a new restaurant in the same footprint - the same amount of space. They opened up Nob Hill, and in the first year after doing it they did $11 million in sales. The rest is history as they say.
He did that same thing with a $28 million a year show called FX (it was profitable as well at the time). The show was a long running staple of the Vegas shows, and he reinvented that as well. Gamal knew that if they had a Cirque du Soleil show, they could probably be doing $60 million in sales.