we talked about the creation of public
places and experiences and and guest
experience in general what we’re really
talking about is a orchestration of many
pieces that have to come together and is
something that’s completely seamless and
that orchestration is really the magic
when one part falls apart the chain
falls apart and where’s the clicker
[Laughter]
minor technical difficulties talk
amongst ourselves Oh got it sorry about
that
so why two guest experiences matter they
affect who we are who we were who we
will be they affect our families our
friendships our aspirations our
inspirations and at the end of the day
guest experiences are actually a
business decision how do they affect our
lives well when we think about who we
were who he could be whether we know it
or not the experiences that we’ve had or
adding up in our head and we’re going
back to them constantly when you have a
bad experience you may or may not
remember it you have a good experience
the same but there’s an effect up here
and in here
that sort of never goes away so how do
we humanize places and experiences this
is one of my favorite topics flying here
on a certain airline was a wonderful
experience because they didn’t treat you
like livestock in the United States
domestic air travel is terrible it’s get
them on get them off and hopefully they
don’t ask for anything so guest
experience design is a core element of
the creation of public spaces it’s not a
nice to have it’s not going to happen
organically it’s something that you have
to engineer how
you have to make happen so this these
concepts that we’re going to talk about
apply to many different types of
facilities sports and entertainment it’s
kind of where I’ve done most of my work
and it’s that’s real laboratory for how
you take all those systems and
subsystems and put them together and how
do you deal with a lot of people but
this applies to casinos this applies for
retail streets and plazas this is a
museum in San Francisco called the
Exploratorium people love this place
it’s a science and innovation museum
mainly aimed at children it’s sort of a
living museum where they build the
exhibits some things come some things go
a lot of stuff is built by artists but
the reason that people love this place
is that the experience of going there is
really wonderful
it’s a 900 foot long pure building on
the Embarcadero
San Francisco Bay it’s very easy to
navigate there are imperfections of
course but the one thing that I’ve
always noticed about it is when it’s
crowded
it doesn’t feel crowded and that’s a
really wonderful thing this applies to
the things we’re going to talk to about
apply to performance spaces airports
parking structures hospitals corporate
environments so literally everything so
what I’m going to show you today you
could put on any kind of project and if
anybody can find one that they can’t do
it
call me so the challenge especially in
sports and entertainment is how do you
take these concepts and apply them to a
place that has you know 10,000 people
12,000 people 60,000 people a hundred
thousand people or how do you do it in a
smaller environment where there are 10
people or a hundred people again it all
works the same the execution is
different but the thinking is the same
what I’m gonna talk about today is not a
how-to this isn’t a handbook this is a
mindset this is how you how you can
think about things and everybody’s gonna
come up with their own way to apply it
but and I encourage that but this
framework to work for him so the guest
experience cycle this is this a way to
look at when somebody comes into a place
what it what happens ok first B first
off they become aware of a place and of
course we’ve got a million channels now
to become aware of the place or the
experience or the whatever you’re going
for and then there’s the entry sitting
in a line for an hour waiting for train
this morning there was an accident
so I’ll give him that that credit but
the entry into that experience was
terrible because there was absolutely
nothing to do except standing in the
line those days need to be over number
one there shouldn’t be a line and number
two if there is there needs to be
something to do to kind of take your
mind off the fact that you are standing
in line for an hour waiting and then
here’s where the rubber hits the road
you’re in the experience you’re in the
place and the place has to engage you it
has to be dynamic it has to talk to you
and you have to talk to it the exit is
another place where things tend to fall
apart especially in sports facilities
they open the doors and tell everybody
you get out there’s nothing to to say
that we appreciate that you’ve been here
there’s nothing to say that here’s
something to do while you’re on your way
out and then you create advocates so
these are the people who’ve gone through
that experience and now hopefully you’ve
really delighted them and they want to
go out and tell everybody what happens
and this line is where the cycle happens
because how they’ve told people and
those people are going to come and do
the same thing now if you’ve created a
bad experience then they’re probably
going to tell more people than if you
created a good one so I’m gonna give you
six essential elements that you can
apply to to how you think about the
design and I should say this could apply
to software I mean this is not not just
physical spaces I happen to live in the
architecture built environment world but
this applies many other ways
number one physical am i comfortable
here so if you go to a sports arena for
example are the seats wide enough is
there enough room to move in the
corridor when you’ve got 17,000 people
you know what’s my general level of
comfort being in there this is not the
fun stuff but it is very important the
functional side how do I park how do I
get my tickets how do I get in
are there enough restrooms how do I get
my food and there are a million systems
out there right now to try and address
that none of them are perfect but people
are trying sensory this is really an
interesting I think part of the
experience does the place engage all of
my senses so touch I could be in there
and there’s an interactive sort of
environment that I’m involved in smell
think about you go to a park or a plaza
and you smell flowers instead of the
other things that you might smell in a
park or plus in the city sound is one
that is very very important and you’re
going to hear more later about that you
know the the perception that you know
sound can be overwhelming sound can be
underwhelming sound can be effective and
sound could be nothing so sound is a way
to engage people in the event in the
experience in the place in a way that a
lot of people don’t think about and then
we move on we sort of cross a line right
here so that’s all the stuff that you
sort of have to do now we get to the
stuff that you really should do how do
you make the place memorable and we’re
leading up to the end of the book here
the memory is the engagement how did I
interact with the place and I always
tell all my clients you have to create a
photo opportunity now luckily here there
are photo opportunities everywhere we
have to manufacture them and I showed
you this photo earlier people loved the
Exploratorium they’ve got these
exteriors
and there’s signs at the entry the logo
kind of led to this idea of cutting a
hole in it and that’s great that’s the
picture everybody wants everybody wants
except the facilities guys who have to
keep fixing this because people are
doing this this is my daughter and this
is the first time that we visited and
both both my daughter’s got this picture
taken but if you go on any image search
you will find thousands and thousands
and thousands of pictures of people
stick in their face and that getting
their photo taken it costs nothing to do
that the folks at the Museum wanted to
put you know something around it so
people couldn’t get at it I said no you
just have to get used to fixing it
that’s the way it is I was standing
there one day and a skateboarder was
shooting through there and he did it
over and over again but he could pull it
off so now we’ve crossed kind of another
line into the intellectual how does this
place make me feel everybody is creating
a list in their head whether they know
it or not about the feelings that they
have toward whatever the experience is
and at some point they might come back
and analyze it at another point they may
never analyze it but it’s always there
there’s a there’s an intellectual
reaction to all the experiences that we
have that then gets us to the magic that
we’re looking for which is the emotional
connection why do I love this place and
I’ll give you a quick example with my
family there’s a retail center that we
had been going to for 20 years I have
identical twin 17 year old daughters now
and when they were born two things had
to happen I had to get my wife the hell
out of the house because he was going
crazy and when you need a place to go to
just hang out now this is a retail
shopping center it’s since been
renovated it’s better than ever but we
went there not necessarily to shop but
we did we went there not necessarily
have a meal but we did we just went
there to hang out and there was this
fountain and you know we just would go
and you walk around with a double-wide
stroller and everybody’s cursing cursing
at you because you’re getting in their
way but that that’s the magic of it when
you create places that people love they
will return and I said earlier that
design and this you know guest
experience cyant is a business decision
that’s because you need people to return
to sustain the business right so the
theme of the day here is owning your
future I’d suggest that we not only on
our future but we own everybody’s future
and in the creation of public space
great public spaces great experiences
great places to go we’re sort of giving
the world something that it doesn’t
necessarily have on an everyday basis
thank you
places and experiences and and guest
experience in general what we’re really
talking about is a orchestration of many
pieces that have to come together and is
something that’s completely seamless and
that orchestration is really the magic
when one part falls apart the chain
falls apart and where’s the clicker
[Laughter]
minor technical difficulties talk
amongst ourselves Oh got it sorry about
that
so why two guest experiences matter they
affect who we are who we were who we
will be they affect our families our
friendships our aspirations our
inspirations and at the end of the day
guest experiences are actually a
business decision how do they affect our
lives well when we think about who we
were who he could be whether we know it
or not the experiences that we’ve had or
adding up in our head and we’re going
back to them constantly when you have a
bad experience you may or may not
remember it you have a good experience
the same but there’s an effect up here
and in here
that sort of never goes away so how do
we humanize places and experiences this
is one of my favorite topics flying here
on a certain airline was a wonderful
experience because they didn’t treat you
like livestock in the United States
domestic air travel is terrible it’s get
them on get them off and hopefully they
don’t ask for anything so guest
experience design is a core element of
the creation of public spaces it’s not a
nice to have it’s not going to happen
organically it’s something that you have
to engineer how
you have to make happen so this these
concepts that we’re going to talk about
apply to many different types of
facilities sports and entertainment it’s
kind of where I’ve done most of my work
and it’s that’s real laboratory for how
you take all those systems and
subsystems and put them together and how
do you deal with a lot of people but
this applies to casinos this applies for
retail streets and plazas this is a
museum in San Francisco called the
Exploratorium people love this place
it’s a science and innovation museum
mainly aimed at children it’s sort of a
living museum where they build the
exhibits some things come some things go
a lot of stuff is built by artists but
the reason that people love this place
is that the experience of going there is
really wonderful
it’s a 900 foot long pure building on
the Embarcadero
San Francisco Bay it’s very easy to
navigate there are imperfections of
course but the one thing that I’ve
always noticed about it is when it’s
crowded
it doesn’t feel crowded and that’s a
really wonderful thing this applies to
the things we’re going to talk to about
apply to performance spaces airports
parking structures hospitals corporate
environments so literally everything so
what I’m going to show you today you
could put on any kind of project and if
anybody can find one that they can’t do
it
call me so the challenge especially in
sports and entertainment is how do you
take these concepts and apply them to a
place that has you know 10,000 people
12,000 people 60,000 people a hundred
thousand people or how do you do it in a
smaller environment where there are 10
people or a hundred people again it all
works the same the execution is
different but the thinking is the same
what I’m gonna talk about today is not a
how-to this isn’t a handbook this is a
mindset this is how you how you can
think about things and everybody’s gonna
come up with their own way to apply it
but and I encourage that but this
framework to work for him so the guest
experience cycle this is this a way to
look at when somebody comes into a place
what it what happens ok first B first
off they become aware of a place and of
course we’ve got a million channels now
to become aware of the place or the
experience or the whatever you’re going
for and then there’s the entry sitting
in a line for an hour waiting for train
this morning there was an accident
so I’ll give him that that credit but
the entry into that experience was
terrible because there was absolutely
nothing to do except standing in the
line those days need to be over number
one there shouldn’t be a line and number
two if there is there needs to be
something to do to kind of take your
mind off the fact that you are standing
in line for an hour waiting and then
here’s where the rubber hits the road
you’re in the experience you’re in the
place and the place has to engage you it
has to be dynamic it has to talk to you
and you have to talk to it the exit is
another place where things tend to fall
apart especially in sports facilities
they open the doors and tell everybody
you get out there’s nothing to to say
that we appreciate that you’ve been here
there’s nothing to say that here’s
something to do while you’re on your way
out and then you create advocates so
these are the people who’ve gone through
that experience and now hopefully you’ve
really delighted them and they want to
go out and tell everybody what happens
and this line is where the cycle happens
because how they’ve told people and
those people are going to come and do
the same thing now if you’ve created a
bad experience then they’re probably
going to tell more people than if you
created a good one so I’m gonna give you
six essential elements that you can
apply to to how you think about the
design and I should say this could apply
to software I mean this is not not just
physical spaces I happen to live in the
architecture built environment world but
this applies many other ways
number one physical am i comfortable
here so if you go to a sports arena for
example are the seats wide enough is
there enough room to move in the
corridor when you’ve got 17,000 people
you know what’s my general level of
comfort being in there this is not the
fun stuff but it is very important the
functional side how do I park how do I
get my tickets how do I get in
are there enough restrooms how do I get
my food and there are a million systems
out there right now to try and address
that none of them are perfect but people
are trying sensory this is really an
interesting I think part of the
experience does the place engage all of
my senses so touch I could be in there
and there’s an interactive sort of
environment that I’m involved in smell
think about you go to a park or a plaza
and you smell flowers instead of the
other things that you might smell in a
park or plus in the city sound is one
that is very very important and you’re
going to hear more later about that you
know the the perception that you know
sound can be overwhelming sound can be
underwhelming sound can be effective and
sound could be nothing so sound is a way
to engage people in the event in the
experience in the place in a way that a
lot of people don’t think about and then
we move on we sort of cross a line right
here so that’s all the stuff that you
sort of have to do now we get to the
stuff that you really should do how do
you make the place memorable and we’re
leading up to the end of the book here
the memory is the engagement how did I
interact with the place and I always
tell all my clients you have to create a
photo opportunity now luckily here there
are photo opportunities everywhere we
have to manufacture them and I showed
you this photo earlier people loved the
Exploratorium they’ve got these
exteriors
and there’s signs at the entry the logo
kind of led to this idea of cutting a
hole in it and that’s great that’s the
picture everybody wants everybody wants
except the facilities guys who have to
keep fixing this because people are
doing this this is my daughter and this
is the first time that we visited and
both both my daughter’s got this picture
taken but if you go on any image search
you will find thousands and thousands
and thousands of pictures of people
stick in their face and that getting
their photo taken it costs nothing to do
that the folks at the Museum wanted to
put you know something around it so
people couldn’t get at it I said no you
just have to get used to fixing it
that’s the way it is I was standing
there one day and a skateboarder was
shooting through there and he did it
over and over again but he could pull it
off so now we’ve crossed kind of another
line into the intellectual how does this
place make me feel everybody is creating
a list in their head whether they know
it or not about the feelings that they
have toward whatever the experience is
and at some point they might come back
and analyze it at another point they may
never analyze it but it’s always there
there’s a there’s an intellectual
reaction to all the experiences that we
have that then gets us to the magic that
we’re looking for which is the emotional
connection why do I love this place and
I’ll give you a quick example with my
family there’s a retail center that we
had been going to for 20 years I have
identical twin 17 year old daughters now
and when they were born two things had
to happen I had to get my wife the hell
out of the house because he was going
crazy and when you need a place to go to
just hang out now this is a retail
shopping center it’s since been
renovated it’s better than ever but we
went there not necessarily to shop but
we did we went there not necessarily
have a meal but we did we just went
there to hang out and there was this
fountain and you know we just would go
and you walk around with a double-wide
stroller and everybody’s cursing cursing
at you because you’re getting in their
way but that that’s the magic of it when
you create places that people love they
will return and I said earlier that
design and this you know guest
experience cyant is a business decision
that’s because you need people to return
to sustain the business right so the
theme of the day here is owning your
future I’d suggest that we not only on
our future but we own everybody’s future
and in the creation of public space
great public spaces great experiences
great places to go we’re sort of giving
the world something that it doesn’t
necessarily have on an everyday basis
thank you
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