- THE - EXPERIENTIAL DIFFERENCE Why and How you should get your meeting out of the traditional conference mentality - Brought to you by: The land of floating mountains at the new Pandora: The World of Avatar at Disney’s Animal Kingdom Theme Park offers groups an unforgettable event setting THE EXPERIENTIAL DIFFERENCE 4 4 Reasons Why the Experience Matters ©Disney 7 3 Ways to Create Immersive Content Not too long ago, even people in the hotel industry referred to the meeting rooms in their hotels as boxes. But all of that has changed, and in a big hurry too. Today the expectations of meetings and the venues that host them are much high- er. Planners are finding that venues that engage the senses 10 can make a learning experience more effective, memorable, Special Bonus Feature: and impactful. How to Conduct an For planners seeking creative ways to put experience at the Experiential center of their events, we’ve taken a look at the psychology Site Inspection behind why venues that engage the senses improve attendee retention of content. 2 Northstar Meetings Group | northstarmeetingsgroup.com | @NorthstarMtgs Theresa S July 30 at 12:45pm Just hosted an unbelievable opening reception at Universal Studios, complete with a red carpet entrance and a fire-breathing dragon. Talk about “wow” moments. Thanks Orlando for knocking this one out of the park! #BestMeetingEver #OrlandoMeeting Like • Comment • Share 224 Likes Imagine the possibilities. For planning assistance, visit OrlandoMeeting.com 2ND LARGEST CONVENTION CENTER IN THE COUNTRY 5 DINING & ENTERTAINMENT COMPLEXES 100+ UNIQUE VENUES & EXPERIENCES HARRY POTTER characters, names and related indicia are © & ™ Warner Bros. Entertainment Inc. Harry Potter Publishing Rights ©JKR. (s16). Universal elements and all related indicia TM & ©2017 Universal Studios. All rights reserved. Reasons Why Event Spaces 4 ARE CHANGING The ICON Orlando offers groups a bucket-list view of the convention district from 400 feet Cutting Through the Noise “For meetings to be viable in this modern 1 age there is a required element of experience in order to cut through the noise, keep attendees engaged and make the outcomes of the meeting sharable for a greater organization,” says Scott Dzierzanowski, associate creative director of Mosaic, an experiential agency. Dzierzanowski emphasizes that “there are elements of experiential strategy that can be applied to even the simplest meeting. Since we live in a world with constant distraction and noise, a meeting that is not in some form experiential will not be effective” – Scott Dzierzanowski, associate creative director of Mosaic “ The Crowd is the X-Factor “In an age where professional development 2 and training is always at your fingertips thanks to the Internet, we know that the con- ference must deliver more than what can be found online. And that is experiences,” says Dzierzanowski. “Whether it’s the environmental design of the conference, the ses- sions that make up the learning component, or the entertainment that happens after hours, each should create an experience that delivers the promise to help attendees connect, learn, and share.” According to Dzierzanowski, most of the event business is stuck in the 20th century operating on the principle of a monologue. “They put someone on stage and hope to evangelize a crowd. That doesn’t work anymore. Attendees are not visitors. They have a voice. They want to express themselves. They are participants,” says Dzierzanowski. 4 Northstar Meetings Group | northstarmeetingsgroup.com | @NorthstarMtgs Attendees want to engage with speakers (above) and have content augmented by entertainment options like Universal Orlando’s Meeting Enhancements program (right) Universal CityWalk ™ Content Must Become Immersive “‘Experien- 3 tial’ is the buzzword du jour and it’s changed the way attendees, interact with content,” says Dzierzanowski. “Attendees need to be immersed in the event’s message — from the information delivered to the medium it’s delivered in, to the venue where the communication occurs — it all must be working together.” One of the most effective ways to make an event more immersive is to meet in spaces specially designed to get attendees thinking, to rethink the way they’ve been doing business. Experiential meetings “are not passive,” says meeting architect Adrian Segar, founder of Conferences That Work, a company that designs and facilitates participation-rich and participant-driven events, and author of Conferences that Work: Creating Events that People Love. “They encourage people to connect and learn through interaction.” Companies are increasingly seeking out “experiential elements that not only promote their brand but really add value to the attendee experience.” One strategy for building valued interpersonal business-to-busi- ness experiences is through introducing unique entertainment into the event. Universal Orlando’s Meeting Enhancements program is meeting this trend by offering planners a choice of exciting options, such as branded characters showing up at the event and inspirational themes that can become a part of the event’s mes- sage. (See sidebar on page nine.) 5 Northstar Meetings Group | northstarmeetingsgroup.com | @NorthstarMtgs Attendee Satisfaction More 4 broadly, Oni Chukwu, CEO of etouch- It is critical to look at those es, expects that enhancing the meetings and events that attendee experience will only grow in importance over the next year. are mature or in decline and He points to etouches’ survey of reimagine them or replace event professionals, which found that “ them with a new event that 48 percent believe attendee satisfaction delivers what your members is the single most important indicator of success. “Planners consistently tell us want and need.” the attendee experience will be top of – Amy Ledoux, The American Society mind when determining where to make of Association Executives cuts and shift spend,” says Chukwu. This is particularly important for associations and other event producers that rely upon the revenue produced by these gatherings, says Amy Ledoux, CAE, CMP, senior vice president, meetings and expositions, for the American Society of Association Executives. In most cases, potential attendees, “have options to consume content and engage in other forums ... that may be meeting their needs better and faster,” she says, adding that conferences and events that don’t stay relevant and exciting won’t stay in existence. “It is important to re-evaluate all your meetings and events and see what is resonating and what is not,” Ledoux adds. “It is critical to look at those meetings and events that are mature or on the decline and reimagine them or replace them with a new event that delivers what your members want and need.” Imagine a rare “backstage” tour that reveals Disney’s approach to customer experience first-hand with an immersive tour providing your group access to restricted, behind-the-scenes areas as Disney Institute offers business insights into the “how’ and “why” behind Disney principles of leadership, service and employee engagement. These types of unique experiences are not only memorable, but will have your attendees coming back for more. ©Disney 6 Northstar Meetings Group | northstarmeetingsgroup.com | @NorthstarMtgs Ways to Create 3 Immersive Content Make It Meaningful Experience is the new status symbol. It is no longer enough to take a 1 group to a destination and set up a typical itinerary with activities, such as a wine tasting, that they could easily do on their own or in a different destination. “We need to develop more meaning behind our itineraries and offerings, such as a unique overarching theme of the trip, community service aspects, or a once-in-a-lifetime experience that they could not have access to if they visited the destination on their own,” says Jennifer Patino, DMCP, CEO, Hosts Global. Provide participants with ways to think differently in how they assess problems, measure success, and reach new heights. They want experiences that bring greater meaning to the proceedings. Elements like that can be found in programs like “Experiences That Matter,” offered at SeaWorld Orlando that incorporate CSR activities into events. (See sidebar below.) ©Disney Meeting The Needs Of Attendees An event is not just a time to get from an event held single day,” Swan says. people together to discuss business at the park to the Meeting planners can opt to host and to network — it’s an opportunity to SeaWorld Busch educational events in the park’s inspire and make an impact. Gardens Conservation Manatee Rehabilitation Area, where “Organizations should strive to create Fund, a wildlife they can watch veterinarians nurse experiences that are so useful and conservation, research newly rescued sea cows back to health. delightful that attendees invite their and education Groups can also book educational messages into their lives,” says Afdhel initiative. But groups programs to learn more about the Aziz, chief creative officer of marketing that hold events at SeaWorld aren’t just plight of the Mako shark, watch real- consultancy Conspiracy of Love and passive donors — meeting attendees time, shark-tracking expeditions, and co-author of Good Is the New Cool: get to see firsthand some of the host an event at Turtle Trek — a 3-D, How to Market Like You Give a Damn. behind-the-scenes work SeaWorld is 360-degree-theatre showcase that “Companies will find the greatest doing to help wild animals. highlights the vulnerable sea turtle. success by placing a premium on activism and social value.” According to Tim Swan, director of Before a group arrives on site, sales for SeaWorld Orlando, SeaWorld SeaWorld can send an ambassador to SeaWorld Orlando’s “Experiences That has rescued and rehabilitated close explain their conversation efforts. “If Matter” program helps organizations to 30,000 animals in the past 50 we can get people to leave the park accomplish that. The new program years. “Until recently, few people have inspired to go out in the world and act, donates 1 percent of all net revenue gotten to see what goes on here every we’ve done our job,” says Swan.