EXPERIENCE DESIGN
This model helps you focus on the fact that your experience does not begin when guests enter your attraction nor end when they exit. Think about how you entice them in advance – including online before they ever arrive. Think of your website, as experience designer Peter Chernack once suggested to us, as a pre- show that entices people to visit you and begins the process of anticipation for the live experience. Use the web or mobile technology to extend your experiences, encouraging guests to relive the reveal. My favourite example is the Walt Disney
PhotoPass system, where professional photographers take photos of guests at key moments in the theme park. At home, guests relive the experience. First, they go online and enter their PhotoPass number to see the photos. They can also access stock photos, upload their own and place them in numerous styles of photo albums. They order their customised book – for close to $100 (£61, €78) – and the receipt of it in the mail greatly extends the experience and provides tangible memorabilia to show friends. The chances they (and their friends) will go back increases with this extending activity. If fi ve stages are still too much,
recognize that your attraction tells a story and, therefore, it must at least have these three simple stages: beginning, middle, and end. Always keep the end in mind, but understand how much better an end is when you build it up from the beginning. We can also encapsulate dramatic
structure into the one-stage model of the signature moment. It’s the reveal itself: the moment people remember and talk about afterwards, the moment they anticipate before. At EXPY-award winner the Abraham Lincoln Presidential Library and Museum, for instance, the Ghosts of the Library show has a live host who discusses the Civil War while holograph- like images bring the story to life. At the very end the host reveals that he was there himself, disappearing into smoke as if a ghost! That’s its signature moment. Whatever your such moment, never
forget that guests will remember it longer, talk about it more and anticipate it more highly if, and only if, you build to it properly – it’s how you reveal the reveal.●
ABOUT THE AUTHOR
Author B. Joseph Pine II co-founded Strategic Horizons, a thinking studio that helps businesses add value to their economic offerings
44
The EXPY Award winners The Experience Stager of the Year creates a
new kind of experience, redefi nes an existing experience or stands above its industry in exemplifying the principles of the experience economy. Some EXPY winners do all three
2014 SANTA PARK
At our 2014 thinkAbout event in Cincinnati, Ohio, for only the second time, we gave our Experience Stager of the Year award to a European company, SantaPark of Rovaniemi, Finland. Managing director Ilkka Länkinen accepted the award. I fi rst met Ilkka, now
one of our Certifi ed Experience Economy Experts, over a decade ago through his high- end Joulukka experience in Rovaniemi, a town right on the Arctic Circle whose tourism is based on being the Offi cial Home of Santa Claus. He and his wife Katja then bought SantaPark, hop- ing to turn the theme park around – and turn it
around they have! With the theme of
“Christmas Every Day”, the joys of Christmas, including meeting Santa, are available year-round. It’s the only place in the world you can walk under- neath the Arctic Circle. No one leaves without a smile on their face.
2013 TOUGH MUDDER
Tough Mudder stages a more experiential event than any race on earth – except it’s not really a race; it’s a personal challenge across a 20km (12-mile) course that tests every participant’s strength, stamina and determination. It redefi nes the obstacle course by encouraging an unprecedented level of collaboration and camaraderie, with almost everybody, unworried about their own personal time, stopping to assist those behind them so that everyone makes it to the end. The result is a new kind of experience,
SantaPark welcomes
visitors from over 40 countries. It recently announced that it’s bringing its expertise for authentic Christmas experiences to China, with the fi rst SantaPark concept-based theme park opening in Floraland, Chengdu, in May 2016.
which the company says is “probably the toughest event on the planet”. Outside the military,
there’s no “probably” about it. Participants sign a “death waiver” – not an idle occasion, for once
in its history someone did die during the event. Despite that unfortunate occurrence, the company continues to grow, and that’s because of its experience – well worthy of our EXPY award.
AM 4 2014 ©Cybertrek 2014
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