2019 TFEA - Applied Programming Development Designing and Controlling the Event Experience

1. Applied Programming
Development:
Designing and Controlling the
Event Experience
Jessica Bybee-Dziedzic
Director of Partnerships, Saffire

8. PRINT-AT-HOME TICKETS

9. ADVANCE TICKETS

10. SCANNING PRE-SOLD TICKETS

11. OR SELL AT THE GATE

13. 30 - 50%
INCREASED ONLINE SALES

15. I’LL SEND THE SLIDES IF YOU LEAVE
YOUR BUSINESS CARD!

16. LET’S BEGIN.

17. www.tlc.com

18. www.thesoulmedic.com

19. #boxesforthewin

20. LET’S TALK.

21. IMAGINEERS
Their sole task is 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 Disney Imagineering:
A Behind the Dreams Look
at Making the Magic Real

23. RECOMMENDED READING
Walt Disney Imagineering:
A Behind the Dreams Look
at Making MORE Magic Real

26. EVENT
EXPERIENCE
The
And why it’s important

27. EVENT
EXPERIENCE
Start With a
Story
Thinking
Like a
Theme Park
Elements
That Affect
ExperienceCreative
Process,
Resources, &
Approaches
Visualizing,
Designing,
Creating
Growth &
Development
Expectations

28. Start With a Great 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 MEMORABLE EVENT
EXPERIENCES
What made them memorable?
• Atmosphere
• Environment
• Company
• Unique and special moments
• Attention to detail

31. CREATE AN IMMERSIVE AND
INTRIGUING WORLD

32. SANTA’S WONDERLAND

33. WINTER WONDERLAND AT COTA

34. THINKING LIKE A THEME 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
Identify the prime audience for your event before you begin design.

37. WEAR YOUR GUEST’S SHOES
Insist that your team members experience your event just the way the Guests do.

38. ORGANIZE THE FLOW OF 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 VISUAL LITERACY
Make good use of all the non-verbal ways of communication – color, shape,
form, texture

42. AVOID OVERLOAD
Resist the temptation to overload your audience with too much information and too
many objects

43. TELL ONE STORY AT 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 OUNCE OF 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 CAN AFFECT 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 GUESTS FEEL SMART

56. PHOTO STOPS

57. DEFINING THE CREATIVE PROCESS, 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
Security line
ATM Machine
Ticket Window

64. UNDERSTANDING NATURAL GROWTH &
DEVELOPMENT EXPECTATIONS
Plussing! Where do we go from here?

66. WRAP UP
• Guide the 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
Like a
Theme Park
Elements
That Affect
ExperienceCreative
Process,
Resources, &
Approaches
Visualizing,
Designing,
Creating
Growth &
Development
Expectations

68. SUMMIT SLIDE

70. Thank you.
jesscia@saffire.com
More Online Marketing Tips
Website www.saffire.com
Facebook TeamSaffire
Twitter @TeamSaffire
Instagram teamsaffire
YouTube saffirestudio