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2019 TFEA - Applied Programming Development: Designing and Controlling the Event Experience
Jessica Bybee-Dziedzic gave a presentation on designing event experiences. She discussed starting with a compelling story, thinking like a theme park by immersing guests in a world, and factors that affect the experience such as details, entertainment, and customer service. Bybee-Dziedzic also covered the creative process of visualizing and designing the experience, planning operational details, and considering natural growth expectations to continually enhance the experience. The goal is to guide guests through the experience and increase the perception of value.
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2019 TFEA - Applied Programming Development: Designing and Controlling the Event Experience
- 1. Applied Programming Development: Designing andControlling the Event Experience Jessica Bybee-Dziedzic Director of Partnerships, Saffire
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- 11. OR SELL ATTHE GATE
- 13. 30 - 50% INCREASEDONLINE SALES
- 15. I’LL SEND THESLIDES IF YOU LEAVE YOUR BUSINESS CARD!
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- 21. IMAGINEERS Their sole taskis to design new surprises and shape magical experiences that will astound Guests, and keep the anticipation, expectation, and joys that make Disney parks – and the characters who inhabit them – alive.
- 22. RECOMMENDED READING Walt DisneyImagineering: A Behind the Dreams Look at Making the Magic Real
- 23. RECOMMENDED READING Walt DisneyImagineering: A Behind the Dreams Look at Making MORE Magic Real
- 26. EVENT EXPERIENCE The And why it’simportant
- 27. EVENT EXPERIENCE Start With a Story Thinking Likea Theme Park Elements That Affect ExperienceCreative Process, Resources, & Approaches Visualizing, Designing, Creating Growth & Development Expectations
- 28. Start With aGreat Story What is your vision? Who is your audience? What do you want them to take away?
- 29. Whatever the source,the story needs a mix of TIMELESSNESS & BROAD APPEAL
- 30. YOUR MOST MEMORABLEEVENT EXPERIENCES What made them memorable? • Atmosphere • Environment • Company • Unique and special moments • Attention to detail
- 31. CREATE AN IMMERSIVEAND INTRIGUING WORLD
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- 34. THINKING LIKE ATHEME PARK Mickey’s Ten Commandments
- 35. MICKEY’S 10 COMMANDMENTS •Developed by Marty Sklar, a Disney & Imagineering legend, after 54 years at Disney • Key principles of leadership, based off of what he learned from Walt Disney and his mentors. • Fun World magazine, published by IAAPA, called them, “a classic – perhaps the industry’s best guide to the creation of themed entertainment.”
- 36. KNOW YOUR AUDIENCE Identifythe prime audience for your event before you begin design.
- 37. WEAR YOUR GUEST’SSHOES Insist that your team members experience your event just the way the Guests do.
- 38. ORGANIZE THE FLOWOF PEOPLE & IDEAS Make sure there is logic and sequence in your stories, and in the way Guests experience them.
- 39. CREATE ‘WIENIES’ Create visual“targets” that lead visitors clearly and logically through your facility The wiene is a design feature that draws the guests’ attention – a goal or a landmark
- 41. COMMUNICATE WITH VISUALLITERACY Make good use of all the non-verbal ways of communication – color, shape, form, texture
- 42. AVOID OVERLOAD Resist thetemptation to overload your audience with too much information and too many objects
- 43. TELL ONE STORYAT A TIME Stick to the story line; good stories are clear, logical, and consistent.
- 44. AVOID CONTRADICTIONS /MAINTAIN IDENTITY Details in design or content that contradict one another confuse an audience about your story or the time period it take place in.
- 45. FOR EVERY OUNCEOF TREATMENT, PROVIDE A TON OF FUN Walt Disney said, “You can educate people – but don’t tell them you’re doing it. Make it fun!
- 50. KEEP IT UP/ MAINTAIN IT In a Disney park or resort, everything must work! Poor maintenance is a poor show.
- 51. ELEMENTS THAT CANAFFECT EXPERIENCE From start to finish - identifying and understanding the things that can go right or wrong
- 52. Everything guests see,hear, feel, touch, smell or taste is “on-stage.”
- 53. DEPTH OF DETAILS •Guest experience waiting for, riding on, and getting off the bus. • Location and Setting Design • Quality and Uniqueness • Signage and Decorations • Color • Transportation and Parking • Entertainment – Wandering and Staged • Recorded Music • Area Theming • Information and Services • Safety, Accessibility
- 54. DEPTH OF DETAILS •Gates, Fences and Barriers • Advance Marketing • Ticketing and Financial Transactions • Queue Design • Customer Service • Photo Stops and Character Opportunities • Participant Events • ‘Unexpected Moments’ • Sponsor Activation • Community Inclusion
- 55. MAKING YOUR GUESTSFEEL SMART
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- 57. DEFINING THE CREATIVEPROCESS, RESOURCES & BEST APPROACHES Developing your strategic plan
- 60. “Yes, if…” “Yes, if…”is the language of an enabler “No, because…” is the language of a deal killer
- 61. VISUALIZING, DESIGNING, &CREATING Building the experience that will positively affect the overall enjoyment of the event
- 62. OPERATIONAL DETAILS • ‘Place-Making’ •Hub & Spoke • Visual Compass Points • Sound ‘Overflow’ • Food Court / Merchandise Locations • Entry Points • Gates and Fences • Route Lighting and Marking • Change of Scale • Community Inclusion • Pathways • Safety Routes • Map out entire venue(s), routes, service areas, etc.
- 63. ENTRY POINTS ANECDOTE Securityline ATM Machine Ticket Window
- 64. UNDERSTANDING NATURAL GROWTH& DEVELOPMENT EXPECTATIONS Plussing! Where do we go from here?
- 66. WRAP UP • Guidethe customer from start to finish, keeping their experience in mind at all stages of the process • Increase the perception of the “value” of your event by enhancing the experience • Never stop. Consistently asking, “How do I make this better?”
- 67. EVENT EXPERIENCE Start With a Story Thinking Likea Theme Park Elements That Affect ExperienceCreative Process, Resources, & Approaches Visualizing, Designing, Creating Growth & Development Expectations
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- 70. Thank you. jesscia@saffire.com More OnlineMarketing Tips Website www.saffire.com Facebook TeamSaffire Twitter @TeamSaffire Instagram teamsaffire YouTube saffirestudio