ilkka länkinen - santa park, rovaniemi finland
DESCRIPTION
Story –main ingredient of creating ExperiencesTRANSCRIPT
Story – main ingredient of creating
Experiences
CASE SANTAPARK
LEO certified Experience Expert 2006
Experience educator of the year 2007
in Finland
Pine&Gillmore certified Experience
Expert 2009 USA
Experience MBA in university of
Lapland 2011
2014 EXPY award by P&G
Rovaniemi – Official Hometown of
SantaClaus
Brief history of christmas tourism in
Rovaniemi
Beginning 1950
60-80
Since 91
SantaPark 98
2000 and forward
How it
Official
started?
Creating Experiences –
Basic
© 2014 Strategic Horizons LLP Certified Pine & Gilmore Expert
Make
Goods
Commodities
Extract
Deliver
Services
Stage
Experiences
Progression of Economic Value
Natural stuff
Tangible things
Intangible activities
Memorable events
Agrarian Economy
Industrial Economy
Service Economy
Experience Economy
© 2014 Strategic Horizons LLP Certified Pine & Gilmore Expert
Make
Goods
Commodities
Extract
Deliver
Services
Stage
Experiences
Guide
Transformations
Commoditizatio
n
Commoditizatio
n
Commoditizatio
n
Progression of Economic Value
Tools of creating
experiences and
places
© 2014 Strategic Horizons LLP Certified Pine & Gilmore Expert
Hitting the
Sweet Spot
© 2014 Strategic Horizons LLP Certified Pine & Gilmore Expert
ActivePassive
Absorption
Immersion
Entertainment Educational
EscapistEsthetic
Four Experiential Realms
© 2014 Strategic Horizons LLP Certified Pine & Gilmore Expert
Educational
Escapist
ActivePassive
Absorption
Immersion
Esthetic
Four Experiential Realms
What can be
done to make the
experience more
fun and
enjoyable?
© 2014 Strategic Horizons LLP Certified Pine & Gilmore Expert
Escapist
ActivePassive
Absorption
Immersion
Esthetic
Four Experiential Realms
What can be
done to make the
experience more
fun and
enjoyable?
What do you
want guests to
learn from
exploring new
activities?
© 2014 Strategic Horizons LLP Certified Pine & Gilmore Expert
ActivePassive
Absorption
Immersion
Esthetic
Four Experiential Realms
What can be
done to make the
experience more
fun and
enjoyable?
What do you
want guests to
learn from
exploring new
activities?
How can you
transport guests
from one sense of
reality to
another?
© 2014 Strategic Horizons LLP Certified Pine & Gilmore Expert
ActivePassive
Absorption
Immersion
What can be
done to make the
experience more
fun and
enjoyable?
What do you
want guests to
learn from
exploring new
activities?
How can you
transport guests
from one sense of
reality to
another?
What can be
done to make
guests want to
hang out and
just be?
ENJOY? LEARN?
BE? GO?
Four Experiential Realms
© 2014 Strategic Horizons LLP Certified Pine & Gilmore Expert
Entertainment Educational
EscapistEsthetic
Absorption
Immersion
Lift Lesson
Lounging Locale
Four Quintessential Elements
ActivePassive
© 2014 Strategic Horizons LLP Certified Pine & Gilmore Expert
THEME-ing
© 2014 Strategic Horizons LLP Certified Pine & Gilmore Expert
•
•
•
•
• Engage all five senses
THEME the Experience
• Theme the experience•
• Harmonize impressions with positive cues
•
•
• Eliminate negative cues
•
•
•
• Mix in memorabilia
T
H
E
M
E
.
Santas’s chair is very important,
below are couple of examples of chair
That could be Santa’s and one example
That is NO,NO.
There is also a need to have two
smaller stools next to each side of Santa
Value based co-creation
Case How much wood does the
woodchuck chack?
© 2014 Strategic Horizons LLP Certified Pine & Gilmore Expert
Theme
Memorabilia
SensesSignature
Moment(s)
&Impressions
&
Cues (-/+)
Depicting Experiences
© 2014 Strategic Horizons LLP Certified Pine & Gilmore Expert
Self-explanatory
motifs
Undisclosed motifs
All-encompassing motif
Undercover motif
Theme Schemes
Stated Subtle
Umbrella
(for all locations)
Unique
(to individual locations)
What is Christmas?
Christmas is about Values..
Elämyskolmio
Yksilöllisyys Aitous Tarina Moniaistisuus Kontrasti Vuorovaikutus
Henkinen taso
Emotionaalinen taso
Älyllinen taso
Fyysinen taso
Motivaation taso
aistiminen
oppiminen
elämys
muutos
kiinnostuminen
© 2014 Strategic Horizons LLP Certified Pine & Gilmore Expert
Transformations Wisdom
Intelligence Hierarchy
Draaman kaari
G
G -- Lähimuistot, kokemuksen jakaminen
E E -- Tasaantumisvaihe
F F - Kokemuksen loppupisteDramatic
Action
Aika
Lähde: Dave Norton, Yamamoto Moss, adapted from Freytag,Gustav
Technique of the Drama , 2nd ed. (Chicago: Foresman, Scott, 1898)
C
C -- Jännitteen voimistuminen
D D - Huippukohta
© 2000 Yamamoto Moss
A
A -- Kokemuksen odotus, jännite
B
B - Kokemuksen alkupiste
Selected
with handpicked pure
ingredients:
Plenty of Devotion:
Firm Commitment:
Precise Planning:
Great deal of
Imagination:
Dash of Love:
Surrounded by Story
Mixed carefully
with Details:
This is what makes
Your experience with us
Extraordinary
