SHOW REVIEW
The conference was held at the top of the Heineken building above The Heineken Experience
Dolfi narium Herderwijk’s John Ruisch
BRINGING SATE TO EUROPE B
ack in May 2009, I received an invitation from TEA to join a new conference committee led by Jan Maarten de Raad of Jora Vision. Following the grow-
ing success of TEA’s annual Storytelling, Architecture, Technology and Experience Conference (SATE) in the US, the Europe and Middle East Division of TEA decided it was time to bring SATE to Europe. The aim was to deliver a conference
programme which would be a catalyst to industry debate and to create an environ- ment where ‘competing’ suppliers and operators were comfortable addressing common topics in an open and collabo- rative manner. Key to bringing SATE to Europe was a desire to learn from the US experience, but to make the conference intrinsically about Europe. Two years on, and with considerable
perseverance on the part of the TEA and SATE Europe teams, the fi rst SATE Europe
conference took place in June 2011 at the Heineken Experience in Amsterdam. The venue was perfect. Dedicated con-
ference space at the top of the Heineken building with views over Amsterdam, a successful attraction below (the Heineken Experience) to keep us grounded in the core rationale of SATE, and a bar with free fl owing beer – what more could we want? The conference opened with chair
Reinoud Van Assendelft de Coningh wel- coming keynote speaker, Disney legend Marty Sklar, who talked us through some of the “best advice I ever heard”. From his early days as a journalist through his 54-year career with Disney, Sklar has met many inspirational people and he charmed the audience with the words of wisdom he’s gathered during his working life.
STORYTELLING The importance of story came through as a clear message, starting with Sklar’s early
The aim was to create an environment where ‘competing’ suppliers and operators were
comfortable addressing common topics in an open and collaborative manner
76 Read Attractions Management online
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No story, no glory was among the themes at Europe’s fi rst Storytelling, Architecture, Technology and Experience conference. Lesley Morisetti describes the show’s transition from the US to Europe
days at CBS Television when Don Hewitt, creative and executive producer of 60 min- utes briefed his reporters by saying: “Tell me a story,” through to Shaike Wienburg, the founding director of the Holocaust Museum in Washington DC, who told Sklar: “You can go to any museum to see stuff. The great museums show you stuff, but they tell you a story”. No Story, No Glory was the theme of
SATE’s fi rst session, which considered the magic of storytelling. The session was chaired by Hester Kloosterboer of The Smile of Experience and Jora Vision’s Marjolein van de Stolpe. Their excellent session started by giving the audience a virtual haircut through earphones (so real- istic, I was convinced I was actually getting a short back and sides at one point!) and then showed how the addition of a story has transformed a traditional dolphin show at the Dolfi narium Herderwijk, with the added benefi ts of new retail sales relating to the story and a much stronger, emotion- based, word of mouth impact. Wouter Dekkers of Movie Park Germany
introduced the next part of the story ses- sion by giving a very open and honest account of how the park worked hard to replace the Warner Bros characters with new intellectual properties (IPs). His advice was to focus on proven success stories,
AM 3 2011 ©cybertrek 2011
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