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Entertainment: What should guests enjoy? What can be done to make the
experience more fun and enjoyable?
Educational: What should guests learn? What do you want guests to learn
from exploring new activities?
Escapist: What enabled guests to go from here to there? How can you
transport guests from one sense of reality to another?
Esthetic: What elements made guests want to slow down, stop, or just be?
What can be done to make guests want to hang out and just be?
It can help to first select a single word that represents the one quintessential
element in each realm that defines the very experience. Then revisit the 4E
questions above.
THEME-ing
There are many misconceptions of theming, largely because Walt Disney was so
ahead of his time. Themes need not result in cartoonish, fantasy-based faades,
nor must they be so obviously in your face as at most so-called theme
restaurants. When we speak of a theme, were referring to the dominant
organizing principle influencing every staged element of the experience.
Ensuring such a theme influences the experience richly and thoroughly, the
following five design principles show how to design and depict experiences:
Eliminate negative cues the flip side of harmonizing positive cues, removing
alll that does not fit with the theme or otherwise detracts from the experience
Mix in memorabilia physical artifacts that guests want to take with them in
order to remember the experience, both for free and for fee
Engage all five senses incorporating elements for seeing, hearing, touching,
smelling, and tasting, for experiences are inherently sensory