Stephan Villet, Smart Monkeys
Raul Fernandez, Brainwave Thoughtproducts
Delegates attend a SATE talk
Peter Weishar (left), Florida State University and James C. Oliverio, Digital Worlds Institute
A lively discussion wrapped up SATE 2014
have no control over because they come from the guests’ own interpretations. The plot should be uncomplicated, he
said and it’s important to remember that guests want to make meaning out of everything they see – so don’t include things that will distract from this. Plot can give an experience a broader appeal, provide an opportunity for wish fulfilment, build on pre-existing desires and immerse you to the point that you believe you’re doing what you’re actually only pretending to do. If all of these things are in place, participants will experience a deeper range of emotions because the storyteller is leveraging the guests’ own expectations with a truly shared story context. Ultimately, it’s about the guests’ stories – how they will make their own stories out of the stories we tell. One final comment was critical – whether it’s a story based on historical events, an existing brand or IP or an original premise: design as if people know nothing. Next, Denise Chapman Weston of Cool
Inventions, Apptivations and WhiteWater West said guests’ experiences are linked to how guests tell their own stories. Weston used the example of making a
AM 4 2014 ©Cybertrek 2014
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
video to record a personal story and document a shared experience. A feature of SATE was the inaugural
installment of the Conversation With…. series, featuring Kenneth Feld, chairman and CEO of Feld Entertainment, with Hettema. They explored Feld’s 30-year career, from working for his father as a young man to the reported billion-dollar entertainment company he leads today. Feld’s stories, from the Ringling Brothers Barnum and Bailey Circus, to how he secured the first Disney on Ice contract, to the production of Marvel Universe Live – the group’s most ambitious arena show so far – held the audience rapt.
ARCHITECTURE Launching the Architecture segment of the conference, chair Al Cross of PGAV Destinations introduced the thinking of Philip Johnson, the 20th-century architect whose goal was to focus on
“what a building feels like” as a way to set the stage for an exploration of architecture beyond the typical aesthetic thinking. Dr Timothy Parker from Norwich University, Vermont, provided some wonderful context through a presentation that journeyed through time looking at how space and scale contribute to the emotional impact of iconic and recognisable structures. Layering natural light and decoration builds impact and demonstrates the resourcefulness of the great architects of the ancient and more recent past. Lighting designers Abigail Rosen
Holmes of NYXdesign and Zack Zannoli of Fisher Marantz Stone presented thought- provoking examples of using light – or the absence of light – to create unexpected results. Holmes shared a series of possible approaches to a recent Las Vegas project before showing the final design – more impactful in the clutter of the glitter
Read Attractions Management online
attractionsmanagement.com/digital 49
PHOTOS: MARTIN PALICKI, ON BEHALF OF THEMED ENTERTAINMENT ASSOCIATION
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