How to Keep a Brick-and-Mortar Building Alive: Preserving Social Interaction and Connection in a Digital, On-Demand World

In a world where nearly everything is available at the tap of a screen, brick-and-mortar spaces can feel like they’re fighting uphill. Why drive across town when you can shop online, attend a virtual class, or meet colleagues on Zoom?

And yet, physical places offer something digital services can’t replicate: real human interaction. People still want to gather, belong, and feel part of something tangible. The challenge for business owners, community leaders, and organizations is figuring out how to keep a physical building not just open, but essential.

Here are practical, often-overlooked strategies for making a brick-and-mortar space a hub for connection and meaning in today’s on-demand world.

1. Design for People Who Want to Stay, Not Just Spend

Most spaces are optimized for transactions. But if you want connection, you need to give people reasons to linger. Comfortable seating, good lighting, accessible restrooms, and charging outlets go a long way.

Example:

Powell’s Books in Portland, Oregon could easily be just another bookstore—but its sprawling reading nooks and dedicated coffee shop encourage visitors to stay for hours. That sense of “come in and linger” has kept Powell’s thriving, even against Amazon’s convenience.

2. Establish Small but Consistent Traditions

Instead of big gimmicks, focus on repeatable, dependable habits tied to your building. Maybe you always play live radio news at opening, host a “first coffee refill free” hour, or ring a small bell when the last customer of the day leaves.

Example:

A local diner in Omaha, Nebraska rings a cowbell when a first-time visitor walks in. It’s lighthearted, consistent, and instantly connects strangers over a laugh. People remember it and return just to be part of the tradition.

3. Keep an Old-School Bulletin Board

In a digital-first world, tangible touchpoints stand out. A simple corkboard for handwritten notes, job postings, or community updates becomes a reason to stop, read, and interact.

Example:

Bluebird Coffee in Bloomington, Indiana maintains a “leave a note, take a note” wall. Students, locals, and travelers leave encouraging scribbles or random thoughts. It’s small, but people stop to read it every time they order—a little human pause in a busy day.

4. Build “Utility” Into Your Space

A space isn’t just a backdrop—it can serve everyday needs. Offer coat hooks, water fountains, umbrella stands, or a clean restroom that’s open even to non-customers. These small conveniences make your building useful beyond its core business, which in turn draws more people through the door.

Example:

REI Co-op stores are famous for this. Beyond selling gear, they offer free maps, clinics, and even rental gear repair stations. That utility makes them a trusted stop for outdoor enthusiasts—far more than just a shop.

5. Mix Groups That Normally Don’t Cross Paths

Your building doesn’t have to serve only one type of gathering. A retail shop might host an after-hours workshop. A fitness studio could run a weekend movie night. Even a law office could sponsor a lunchtime speaker series in its lobby.

Example:

A brewery in Asheville, North Carolina regularly hosts trivia nights, charity drives, and morning yoga classes. Beer lovers and yogis don’t usually overlap, but under one roof, they do—and that’s the secret to its steady customer base.

6. Train Staff Beyond Transactions

Staff are the face of your building. Too often, interaction ends at: “How are you? Do you need help?” Encourage one more layer of conversation. Something as simple as, “What brought you in today?” or “Anything interesting going on in your week?” makes the exchange feel human.

Example:

Ace Hardware, known as “the helpful place,” has built its entire brand on this principle. Employees don’t just answer questions—they ask follow-ups, walk customers through solutions, and connect on a personal level. That’s why people keep going to Ace instead of just ordering tools online.

7. Make Maintenance Visible and Human

Most businesses keep upkeep behind the scenes. But people connect when they see effort. A short sign that says, “This wall was repainted last week by local volunteers,” or “Our manager refinished these floors by hand over the summer,” turns maintenance into a story.

Example:

A small-town library in Vermont left up a photo of the community group that repainted its children’s section. The work wasn’t perfect—but patrons loved knowing it was their neighbors, not contractors, who shaped the space.

8. Manage Technology Intentionally

Don’t let screens take over your space. Instead of endless free Wi-Fi, consider time limits. Instead of QR-only menus, keep physical ones available. Instead of TV screens blaring, curate a calm newsfeed or slideshow of community highlights.

Example:

Campfire Coffee in Tacoma, Washington doesn’t offer Wi-Fi at all. Instead, the space is filled with board games, maps, and community magazines. Customers come knowing it’s a place for face-to-face time, not screen time—and it works.

9. Be Predictable

In a digital world where everything changes at lightning speed, predictability is comforting. Keep consistent open hours. Keep familiar staff on regular shifts. Maintain reliable traditions.

Example:

Joe’s Kansas City Bar-B-Que is famous for this. Same hours, same staff, same menu staples, year after year. Customers don’t come for surprise—they come for reliability, which in today’s unstable world feels rare and valuable.

Final Word

A brick-and-mortar building doesn’t have to compete with the digital world—it has to complement it. By focusing on practical human details—comfort, routine, usefulness, and genuine interaction—you transform a physical space into more than just a storefront. You make it a place where people want to be.

And in a time when convenience often outweighs connection, that is exactly what keeps a business not only alive, but thriving.