Conference Review
In its eight year history, the SATE – Storytelling,
Architecture, Technology and Design – conference has
visited various US cities as well as Amsterdam and Disneyland Paris, but its event last month in New
York City was its best ever according to TEA president Steve Birket
SATE NYC
Stefan Rothaug and Tim Chen from SATE sponsor Brogent Technologies with a sponored cookie!
TEA at IAAPA
As always, the Themed Entertainment Association and its members will be busy this month at IAAPA Attractions Expo in Orlando. Here's the schedule: • Tuesday, November 15: Thea Awards press conference, TEA booth (#1366) 2-2.30pm • Tuesday, November 15: TEA International Mixer, Fat Fish Blue at Pointe Orlando from 7.30pm • Wednesday, November 16: TEA annual member meeting, meeting room N220, Orange County Convention Center, 8.30am • Wednesday, November 16: TEA NextGen Meet & Great, TEA booth from 4pm • Thursday, November 17: TEA Mixer, TEA booth from 4pm
H
TEA triumphs in Manhattan
e would say that though, wouldn't he? Apparently Steve Birket (of Birket Engineering), who will will hand over the presidency of the TEA (Themed
Entertainment Association) later this month to David Willrich (DJ Willrich Ltd), wasn't alone in his verdict. “’Best SATE ever’ is the phrase I heard again and again
from delegates during and after the conference,” he notes. “The three SATE co-chairs:Traci Plainer (Luce), Michael Blau (Adirondack Studios) and Chris Conte (Electrosonic), and their three SATE segment chairs: Paul Osterhout (Universal Creative), Deanna Siller (Gensler) and Chris Manson (Fox and Crow), pulled together an outstanding slate of thought- leading presenters. The TEA staff, led by COO Jennie Nevin, produced a world-class event and presenting sponsor Brogent gave critical support.” SATE, the annual experience design conference from the
TEA, took place on Thursday and Friday, October 13/14 at the AXA Event & Production Center in the theatre district of midtown Manhattan, fitting givin the entertainment background of many TEA members. Almost 300 people attended. The boutique size of the conference belies the true, expanding global influence of an industry that has gained increasing attention in the financial, tourism and cultural sectors due to explosive global growth in recent years, especially in Asia and the Middle East. With a mission to represent creators and operators of compelling places”, the TEA now boasts an international membership of over 1,350 companies representing some 10,000 individuals active in theme parks, museums and visitor attractions. “Walking the tightrope and taking risks” was this year’s
central conference theme. Themed entertainment is an industry that must “evolve or die”, and that was the title of Sean Saylor’s (MTV) presentation about how the network re-invents itself for successive generations (it's a long time since it was purely an outlet for music videos). “In the constantly changing landscape of the entertainment business, we must say ‘yes’ to risk,” said SATE co-chair Michael Blau. Designer David Schwarz of HUSH said in his presentation, ‘It is okay to let people scrape their knees. It is how we learn.’” The field of experience design traverses perceived boundaries between may industries, as exemplified by presentations from Molly Piveral about improving the hospital environment, and by Norma Perez and Richie Brandenburg of EDENS about how food, architecture and lifestyle intersect. To an industry creative, these are all out-of-home guest engagement options, serving primarily families and tourists, with similar challenges and solutions in terms of designing and executing a great guest experience. “One of the big current challenges,” said SATE co-chair Chris Conte, “is designing interactive experiences where the
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Incoming TEA president David Willrich (right) and his wife Lynn with past presidents Chrsitine Kerr and Steve Thorburn
guest plays an active role. Several of our SATE 2016 speakers addressed this.” This challenge is made more formidable by sharp differences between the six major demographic audiences outlined in Conte’s opening presentation: GI Generation (born 1901-1924), Silent Generation (1925- 1945), Baby Boomers (1946-1964), Generation X (1965- 1980), Generation Y (1981-2000) Generation Z (born after 2001). “I was especially pleased with our coverage of museums
this year, as well as lighting design, a critical but often under- appreciated facet of design,” noted SATE 16 co-chair Traci Klainer, herself a lighting designer. As presenter Scott Rosenfeld put it:Lighting helps you care about the stories.” SATE 2016 made the most of its New York location. “New
York is a story in itself. There’s an experience on every corner," observed TEA chief operating officer Jennie Nevin. “When you hold an event in New York, the buzz of the city, its rich culture and history, arts institutions and theatre become part of the mix.” Featured speaker Scott Zeiger of Cirque du Soleil Theatrical discussed the special challenges involved in creating its NYC production Paramour and how Broadway tradition was melded with Cirque culture to create a hit show. SATE 2016 also offered tours of the 911 Memorial Museum and One World Observatory. The opening night mixer was held at the 30 Rock Commissary in the Comcast NBC building. “One of my favourite takeaways is something Darren David of Stimulant said in his talk about smart spaces.” concluded Conte. And what was that wisdom? “We shouldn't have to choose between being digital and being human. Or, as presenter Vaki Mawema [Gensler] said, ‘Design is about people.’’’
For more information about the TEA and its regular networking events and educational opportunities visit
www.teaconnect.org – or see the panel opposite for its planned activities this month at IAAPA Attractions Expo in Orlando
NOVEMBER 2016
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