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