2019 TAFE - 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

15. 30 - 50%
INCREASED ONLINE SALES

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

18. LET’S BEGIN.

19. www.tlc.com

20. www.thesoulmedic.com

21. #boxesforthewin

22. LET’S TALK.

23. 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.

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

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

28. EVENT
EXPERIENCE
The
And why it’s important

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

30. Start With a Great Story
What is your vision? Who is your audience? What do you want them to take away?

31. Whatever the source, the story needs a mix of
TIMELESSNESS & BROAD APPEAL

32. YOUR MOST MEMORABLE EVENT
EXPERIENCES
What made them memorable?
• Atmosphere
• Environment
• Company
• Unique and special moments
• Attention to detail

33. CREATE AN IMMERSIVE AND
INTRIGUING WORLD

34. SANTA’S WONDERLAND

35. WINTER WONDERLAND AT COTA

36. THINKING LIKE A THEME PARK
Mickey’s Ten Commandments

37. 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.”

38. KNOW YOUR AUDIENCE
Identify the prime audience for your event before you begin design.

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

40. ORGANIZE THE FLOW OF PEOPLE & IDEAS
Make sure there is logic and sequence in your stories, and in the way Guests
experience them.

41. 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

43. COMMUNICATE WITH VISUAL LITERACY
Make good use of all the non-verbal ways of communication – color, shape,
form, texture

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

45. TELL ONE STORY AT A TIME
Stick to the story line; good stories are clear, logical, and consistent.

46. 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.

47. 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!

52. KEEP IT UP / MAINTAIN IT
In a Disney park or resort, everything must work! Poor maintenance is a poor show.

53. ELEMENTS THAT CAN AFFECT EXPERIENCE
From start to finish - identifying and understanding the things that can go right or wrong

54. Everything guests see, hear, feel, touch,
smell or taste is “on-stage.”

55. 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

56. 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

57. MAKING YOUR GUESTS FEEL SMART

58. PHOTO STOPS

59. DEFINING THE CREATIVE PROCESS, RESOURCES
& BEST APPROACHES
Developing your strategic plan

62. “Yes, if…”
“Yes, if…” is the language of an enabler
“No, because…” is the language of a deal killer

63. VISUALIZING, DESIGNING, & CREATING
Building the experience that will positively affect the overall enjoyment of the event

64. 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.

65. ENTRY POINTS ANECDOTE
Security line
ATM Machine
Ticket Window

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

68. 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?”

69. SUMMIT SLIDE

71. San Louis Resort
5:30 - 7:00 pm
Stop by our trade show booth on
Saturday for suite number

72. More Free Online Marketing Tips!
Website www.saffire.com
Facebook TeamSaffire
Twitter @TeamSaffire
Instagram TeamSaffire
Pinterest saffire
YouTube saffirestudio
The Amplifier www.saffire.com/podcast
Questions?

73. Jessica Bybee-Dziedzic
Director of Partnerships, Saffire
jessica@saffire.com