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Thinking about the Guest Experience for large-scale property design is an alien concept for most developers. Whether these projects are resorts, mixed-use developments or urban planned communities, they each pose their own unique challenges in creating an ideal experience for all patrons. It isn’t easy to think “outside the box” and grasp the value of ITEC Entertainment’s approach to a project, which focuses on developing a storyline and narrative for a property that resonates with a guest emotionally. However, more developers around the world are beginning to recognize that a great experience can mean even greater returns.
Humans are a storytelling species, and we often connect with storytelling on a subconscious level. When a story feels right, even if one is ‘suspending disbelief,’ that connection can form an emotional bond which translates into higher revenue for projects, as well as more frequent visitation and incredible social media interaction with potential global impact.
To understand the importance of story and how it impacts the value people place on experiences, consider these two examples:
Imagine the potential of a resort, a mixed-use development, or even a city that’s developed around a fully-realized story and theme that just “feels right”. The opportunity then exists to integrate design in the architecture, environment, and the entire organization of a site, to seamlessly support this narrative. Developers could construct amenities or activities in a resort that “work together perfectly for some reason” because the story underpinning the project allows for them to form a unique connection between the project and the guest. This makes the Guest Experience more meaningful, less repeatable by competitors, and therefore more valuable.
That reality isn’t far off. ITEC Entertainment is currently working on several projects in Asia, Latin America and North America where developers recognize the value of incorporating a memorable Guest Experience into the core DNA of their projects. By building the project around the story, we can create something fundamentally unique and much less vulnerable to competition. Enhancing the value of a guest’s experience translates into loyalty, a perception of increased value, and a marketable differentiator that can further expose the project to millions of people through online and social media.
Invest in the Guest Experience and create that emotional bond. It will resonate with customers like dropping a pebble in a pond, radiating out beyond the limits of the specific visitors, beyond the time they are at the site, and develop a valuable brand identity with incredible potential to enhance the bottom line.