IAAPA 2013 SHOW REPORT
SHOW T IME Lesley Morisetti reports on key messages from the IAAPA conference T 72
he show was the normal balancing act of trying to squeeze in visits to Orlando attractions to see what’s new, attend parts of the confer- ence, meet with current and prospective clients and get the most from all the wonder-
ful networking opportunities. Museums Day on the Monday included some interesting talks with speakers drawn from all sectors of the industry, proving how much we can all learn from each other. The fi rst session explored how muse- ums manage their brands. Melissa Felder of the California Academy of Science discussed the importance of delivering on its brand promise. The museum has defi ned its brand person- ality as hip, intellectual, modern and accessible. Research indicates they’re delivering on the fi rst three but still have to work on accessibility. The importance of the latter is shown
by visitor research which indicates that satisfaction increases by fi ve per cent when a visit includes some interaction with scientists/museum specialists. Rob Gallas of Chicago’s Museum of Science and Industry (MOSI) reported on the need to get buy-in from staff to ensure the experience aligns with the brand. MOSI has brought together a cross-dis- cipline team of brand champions on a Brand Council, which meets bi-monthly and is charged with ensuring that the museum keeps to its brand promise. The second session explored what
museums and science centres can learn from urban renewal. Museums expert Mac West reviewed cases where museums had been re-located to act
Museums Day at IAAPA included talks on urban renewal and importance of branding
“THE MUSEUM DEFINES ITS BRAND AS HIP, INTELLECTUAL, MODERN AND ACCESSIBLE”
as anchors for urban re-development projects. The benefi t for the museum in each case was a new and improved building, often in a central location and often enabling the museum to re-locate alongside other museums and institu- tions, to create a cultural destination. Examples given included The
Exploratorium in San Francisco which moved to the waterfront as part of the re-development of Piers 15 and 17, the Museum of Nature and Science which moved to the Dallas Art District, and Peoria, Illinois where a number of museums were relocated to create a new Museums Square in an area which had started to decay. These and other sessions touched on
some of the key issues for visitor attrac- tions today, including:
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■ Aligning your brand experience to your brand promise – stressing how important it is to deliver brand prom- ises throughout the visitor experience and understanding that brand delivery needs to go far beyond just marketing and communication. ■ Recognising the power of experi- ences – in the 80s attractions started to recruit from FMCG to bring marketing skills into the industry, now the retail and FMCG sectors are starting to recruit from the attractions industry ■ It’s all about me – the technical abil- ity to make sense of customer profi le and usage data is helping attractions to deliver on the desire of visitors to tailor their experiences at attractions, and infl uence the experience itself. ●
Lesley Morisetti, director, launched Morisetti Associates in 2010 to work with visitor attractions and experience providers, building on nearly
30 years of international operational and consultancy experience. Web:
www.morisettiassociates.com
AM 1 2014 ©Cybertrek 2014
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