Adam Bezark, Bezark Company
Christine Kerr, TEA president
Joe Garlington, Walt Disney Imagineering Interactive Studio (retired)
Phil Hettema, Hettema Group
Abigail Rosen Holmes, NYXdesign SATE 2014
From emotional landscapes to communal experiences, the annual SATE conference provides plenty of food for thought
Christine Kerr, president, Themed Entertainment Association T 48
his year’s TEA SATE (Storytelling, Architecture, Technology and Experience) conference inspired and tested the attendees, regardless of their backgrounds or work. A common theme revolved around the definition and use –
or overuse – of the word “story”. Ideas of community and shared
experiences echoed across discussions and the opportunity and challenges technology represents was a returning theme. Creating end-to-end experiences for guests, that start before they arrive and continue after they leave, blurs the lines between what’s typically been the
marketer’s role and merges into the realm of experience design.
STORYTELLING The Storytelling segment started with Phil Hettema of the Hettema Group challenging delegates by saying “story” was the elephant in the room. He suggested it had replaced “interactive” as the most overused word in the industry. Raul Fernandez, CEO of Brainwave
Thoughtproducts, continued on this track with a deconstruction of story in the world of experience creation. He referenced an essential truth of storytelling: that story is what the character wants to happen, while plot is what the author wants to happen.
Read Attractions Management online
attractionsmanagement.com/digital
Fernandez presented five elements of story – theme, premise, promise, storyline and plot. He emphasised the importance of simplicity in developing all of these elements in order to be understood by the guest in the context of their overall visit to the attraction or event. According to Fernandez, the theme is the reality that the elements of the story represent, while the premise is situational – and should be summed up in one sentence. The promise represents what the guests expect and it’s made up of an explicit promise – what’s printed in the park map and guide, for instance. Add to this the implicit promise that creates expectations, which you might
AM 4 2014 ©Cybertrek 2014
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