If the rep states this in an apologetic and sympathetic tone (Oh, I'm so sorry, but due to how few cars we currently have available during the ramp-up, we're supposed to reserve test drives for reservation holders waiting on a test-drive before configuring their cars) vs a more dismissive tone (You can only drive if you have reservation.) that can make all the difference.
This what exactly what was said to me by the manager of the Bellevue, WA store (I forgot to get her name, D'oh) when I booked my test drive last week. I am not a reservation holder. I called ahead a few days to ensure I could get a test drive so I wouldn't be disappointed after making the drive down. She was not overly pushy on asking me to make a reservation, but I believe her exact words were "the test drive is used to 'pull the last stop' on any potential customers who are thinking of making a reservation." Which, I think is fair given the fanfare, limited availability and, demonstrated results of the product.
As for the experience itself - it was fantastic! I booked the first slot of the day on 31-Dec. We arrived shortly after Bellevue square had opened and were the only people in the store. There were two reps in the store at the time, although I know the manager was not one of them as she had mentioned on the phone she would not be working that morning. I ended up dealing with Sean (Shawn?) who was a fairly laid back mid-20's guy. He answered all of my questions quite well, mind you there weren't many overly technical ones. I did manage to get him to tell me that they had produced between "2500 and 3000" Model S' in 2012, so take that for what it's worth. He also alluded to the crazy hours everyone was working over the holidays to make as many deliveries as possible, and that there would be a bit of a break for them in the new year.
I was told the tester is a quasi-production car, and some features such as the Panoramic roof were disabled. There was some wear on the seats, but I can only guess at how many people have been in that car. I'll save my test drive experience for another thread, but it was very, very good.
Overall, very positive experience. The staff seems pretty passionate and reasonably knowledgeable. I do however realize that being the only people in the store is probably a rare circumstance. My parents stopped by the Toronto store the other day and sent me pictures. Circus is an apt term.
I suppose it's worthwhile mentioning a bit about my parents' experience at that store as I doubt either will post it on here. My stepfather was quite impressed with the store itself, he liked the swatches and optional wheels, nice to be able to actually see and touch the finishings. He did not however have the best experience with the store's staff. He mentioned waiting some 20 min while an employee and a potential customer (Not sure if he was a Reservation Holder) were sitting in the unlocked S. Eventually he came over to the window and asked if the employee was ever going to get out. The employee responded with something like "Well, I work here." to which my stepfather responded "Well, there's a number of us here that would like to get the opportunity to sit in the car." the employee then got out and several other people filled the car. I chided my stepfather for not getting the employee's name as I mentioned that feedback from these experiences gets good exposure on the net and may help prevent potential customers from getting the wrong idea about the company.
I would throughly agree that it must be difficult for employees to distinguish potential customers from curious folk who have no intention of purchasing, perhaps this is a consequence of Tesla's retail model. Judging by appearance can be a costly mistake and I would think that if the store is quite busy, employees should limit themselves to 7-10 min for in-car experiences.
Note: I was somewhat surprised at the overall dimensions of the car. There was a Trade-in Roadster in the corral and I guess I had never quite realized how big the MS actually is. I find myself visualizing every Panamera I see on the roads as a Model S these days. The two must be pretty comparable in size.