Industry Event
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SATE ASIA T
Two hundred members of the global attractions industry attended the Themed Entertainment Association (TEA)’s international conference on experience design in Beijing.
hemed around ‘Cultural and Historical Futures’, the conference was part of the SATE series of events, designed to foster dialogue about the methodology
of experience design within the business community. The SATE acronym stands for Story + Architecture + Technology = Experience. Held in Beijing from 3-5 November 2017, the event was
the fi rst time the TEA has held the event conference in Asia. The aim of the conference was to provide context for owner operators, their project managers and their creative teams in the development and sustaining of successful visitor experiences. The co-chairs SATE Asia 2017 were TEA international
board president David Willrich of DJ Willrich Ltd and tea past president Christine Kerr of BaAM Productions, collaborating with the TEA Asia Pacifi c division, which is headed by Thomas Megnaof Silkroading, and with support from GCM (Goyan Culture and Media).
Key timing With just under 200 attendees, the audience was a mix of professions, nationalities and ages, with China, Taiwan, Hong Kong, Singapore, and Malaysia particularly well represented. “Although there are many other leisure industry events in
China, the format and content of SATE are unique and essential to the industry. This is an ideal time to show that we are different and provide a high quality conference,” commented Wilrich. “Part of the reason for staging SATE was to show good examples of projects and best practices at work.” Christine Kerr added: “The number of themed
entertainment projects underway and the growth of TEA in JANUARY 2018
Asia Pacifi c mean that there has been a growing demand for TEA to offer this conference in this region. We’d been in discussion about possible locations and the content focus for more than three years.”
High quality content Delegates responded to the high quality of the conference, David reported. “Quality of speakers, presentations and the projects shown by speakers. The question-and-answer sessions were frequent and lively.” The SATE acronym was received with high enthusiasm, and the feedback was, “incredibly positive, with many expressing an interest that we return to cover the territory more!” “There was a sub-theme for this conference that
addressed the project development process, effective recruitment, hiring and training of staff and fi nally the importance of standards in marketing, operations and maintenance,” explained Christine. “This kind of information is less of a focus for SATE in North America or Europe but had been requested by many of our members in the Asia Pacifi c region. It was very well received by the attendees, prompting lots of great questions and dialogue. Our speakers shared many wonderful examples of how projects in the Asia Pacifi c region provide experiences that bring culturally signifi cant stories to life in extremely creative and relevant ways.” Christine continued: “We brought groups of speakers back up on stage for moderated panel discussions that revisited the key ideas presented. These conversations were a great way to emphasize points made earlier and were expertly moderated by industry veterans including Rick Rothschild, Kelly Ryner and Ron Merriman.”
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