Jen Wright, Vice President for OnJen Wright, Vice President for On--Site ProgramsSite ProgramsKalamazoo Nature Center Kalamazoo Nature Center
&&Maria Peacock, Interpretive Services ManagerMaria Peacock, Interpretive Services Manager
St. Joseph County ParksSt. Joseph County Parks
Parks and the Parks and the ExperienceExperience EconomyEconomy
Experience Economy is an Experience Economy is an advanced service economy which advanced service economy which has begun to sell has begun to sell ““mass mass customizationcustomization”” services that are services that are similar to theatre, using similar to theatre, using underlying goods and services as underlying goods and services as props.props.
B. Joseph Pine II and James H. B. Joseph Pine II and James H. GilmoreGilmore
Experience Economy easily Experience Economy easily defined:defined:
Agricultural EconomyAgricultural Economy
Manufacturing EconomyManufacturing Economy
Service EconomyService Economy
Experience EconomyExperience Economy
Trends have changed over the Trends have changed over the yearsyears……
ThenThen……
……NowNow
The Four Realms of The Four Realms of Experience EconomyExperience Economy
Absorption
Immersion
Passive
Participation
Active Participation
Entertainment Educational
Esthetic Escapist
EntertainmentEntertainment-- Guests passively absorb experiences through the senses.
Absorption
Passive Participation
Active Participation
Immersion
Educational
Esthetic EscapistEnterta
inmen
t
EducationalEducational-- Guest absorbs the events & actively participates in an activity.
Absorption
Passive Participation
Active Participation
Immersion
Educational
Esthetic EscapistEnterta
inmen
t
EstheticEsthetic-- Guest immerses Guest immerses themselves in an event or environment themselves in an event or environment but have little or no effect on it.but have little or no effect on it.
Absorption
Passive Participation
Active Participation
Immersion
Educational
Esthetic EscapistEnterta
inmen
t
EscapistEscapist-- Guests immerses Guests immerses themselves in an experience & actively themselves in an experience & actively participates.participates.
Absorption
Passive Participation
Active Participation
Immersion
Educational
Esthetic EscapistEnterta
inmen
t
Pine & GilmorePine & Gilmore’’s Fifth Stages Fifth Stage
TransformationsTransformations-- Defined as an Defined as an experience which makes a permanent experience which makes a permanent beneficial change to the customer.beneficial change to the customer.
““Experiences are memorable and are sustained for a time, Experiences are memorable and are sustained for a time, transformations are inspirational and must be sustained through transformations are inspirational and must be sustained through
time.time.”” Pine & GilmorePine & Gilmore
Absorption
Passive Participation
Active Participation
Immersion
Educational
Esthetic Escapist
Entertainmen
tTransformatiTransformationon
Who has adapted the Who has adapted the Experience Economy Experience Economy
theory to their business?theory to their business?
T.H.E.M.E.T.H.E.M.E.
TTheme the Experienceheme the Experience
HHarmonize Impressions with Positive armonize Impressions with Positive CuesCues
EEliminate Negative Cuesliminate Negative Cues
MMix in Memorabiliaix in Memorabilia
EEngage the Five Sensesngage the Five Senses
When is enough, enough?When is enough, enough?
Not every program has to be a miniNot every program has to be a mini--musical with bells and whistles. musical with bells and whistles. Simple to elaborateSimple to elaborate
What would be the advantages to using What would be the advantages to using Experience Economy? Experience Economy?
Sugar Camp DaysSugar Camp Days
Nature Up Close Summer Nature Up Close Summer CampCamp
__________________. __________________.
What would you do to What would you do to incorporate the ideas of incorporate the ideas of
Experience Economy into this Experience Economy into this event?event?
Remember to incorporate ALL divisions of your Remember to incorporate ALL divisions of your park park
(ex. maintenance, administration/reception, (ex. maintenance, administration/reception, security and education)security and education)
What can I take home to remember my What can I take home to remember my experience? experience?
Gift store purchases/souvenirs Gift store purchases/souvenirs Inexpensive giveInexpensive give--away itemsaway itemsCandyCandyBookmarks/BrochuresBookmarks/BrochuresCoupons (as incentive for return visit)Coupons (as incentive for return visit)
Remembering the ExperienceRemembering the Experience
