List 10 celebrities. These can be movie stars, athletes, businesspeople, musicians, or others. Now think about how each individual would experience. How would Clint Eastwood react to the experience at your club? What would Elton John say about your on-hold music?
An exercise like this is mostly about having fun. It'll get you thinking about some extreme personalities rather than your typical customer set. And while you may not want to cater to Clint and Elton, seeing things through their eyes may inspire more far-reaching ideas.