4. Decide on an Experience Theme
Look at trends and what is done elsewhere for inspiration.
Take a look at gaps in your existing line-up or within the destination. What are current guests asking for.
Chart from Tim Brown on innovation
New Product / Same Market – New product / New Market
Existing Product / Market – Adapt to new market
5. Determine the Engagement Level Desired
Are they best served with a rental, an orientation or an immersive tour?
Experience components that align best with their expectations.
Progression of economic value
6. Choose the Activity That Best Connect With The Theme
Match the technical skills required and challenge level. The reward must match the challenge.
Activity and experiential doesn’t necessary mean “hands-on” in the literal sense. Choose the most appropriate option.
Guiding style for the activity needs to match with the guests skills, challenge level and risk management.
It’s about the journey.
Hero’s Journey: You’re the mentor helping them cross the threshold. Guidance, tools, confidence.
Guests have to do the heavylifting as the heroes, you’re there to help them get unstuck.
7. Identify Key Stories and People That Create a Sense of Place and Connection
Identify key stories that must be shared and optional ones for the guides to choose from.
Connection through the past, present and future.
The stories must connect with the guides to be authentic.
Keep it simple: 2-3 minutes per segment. Well timed breaks. Only use props as needed. Too many diminishes human connection.
Maximize the emotional impact of facts. Emotional impact matters more than facts but must be grounded in facts.
End on an inspirational note, not a call to action.