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The Event Experience

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Hannah Aldis

on 8 March 2014

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Transcript of The Event Experience

The Event Experience
Different Meanings of Experience
5 Segments of Experience
1. Stages of the Experience
2. Actual Experience
3. Needs being addressed through Experience
4. Role of the Participant and other people involved
5. Role and Relation with the Provider
Pine and Gilmore's Progression of Value
- Agricultural Economy
- Commodities
- Raw Product
- Product at it's cheapest
- Fungible
- Natural

Coffee Beans
- Industrial Economy
- Goods
- Packaged to be transported
- Ready to be bought in shops
- Tangible
- Standardized

Packaged Coffee Beans
- Service Economy
- Finished product without the experience
- Any restaurant, cafe, shop, bar selling coffee
- Intangible
- Customized
Coffee Providers
- Experience Economy
- Setting and surroundings
- Extras
- More expense, more customer satisfaction
- Memorable
- Personal
Pine talking about Progression of Value
Model of the Planned Event Experience
Customer Satisfaction
What is Service Quality?
Events and Design Experience
4 Realms of Experience
by Bella Horlick, Holly Cruz, Daisie Hek and Hannah Aldis
Welcome to the Starbucks Experience
What is your current level of satisfaction?

Why is the experience different to the people on the other side of the room?
Pine and Gilmore (1999)
- Cognitive
- Affective
- Conative
- Feelings about the Event
- Post-Event Assessment of Meaning
- Accumulation of Knowledge or Skill
- Direct Observation/Stream of Consciousness
- Profound
- Direct Participation
- Undergo a Change
"If we cannot clearly articulate what the Event Experience is, then how can it be planned or designed? If we do not understand what it means to people, then how can it be important?"
(Getz, 2007)
- Liminal/Liminoid

- Spacial
- Temporal
- Falassi's Valorization Concept
- Seeking-Escaping Theory
Needs, Motivations, Expectations of the Starbucks Characters.
Why did you feel the need to come to Starbucks and enter in to the 'Special Place'?
(Getz, 2007)
Jackie Daniels, 38
A mother keeping her son happy with a hot chocolate and cake on the dreaded school shoe shopping trip

George Davidson, 68
A grumpy old man with a very large newspaper drinking a coffee that’s “far too expensive”

Sharon Williamson, 42
A busy PA grabbing coffee for the office board meeting

Lauren Bailey, 21
A staff member of Starbucks getting her free coffee at the end of her shift

James Pond, 20
A struggling uni student needing coffee to get him through his assignment

Megan Green, 13
A young girl meeting a group of friends for a hot chocolate

Jenny Graham, 34
A mother of three on the way home from the school run, meeting her friends for a morning coffee

Simon Blackburn, 37
A London Executive Businessman working at Canary Wharf, grabbing a coffee before getting on the train to work

(O'Sullivan and Spangler, 1999)
Create an Event Experience
"When the offering becomes more intangible, the value becomes more tangible."
(Pine and Gilmore, 1999)
Different Types of Memory Experience:
What, in your opinion, are the 3 most important service dimensions?
"A place where parents and children can have fun together" Walt Disney
Haunted Mansion - Interactive Queue
What do Disney do to make your visit memorable?
"You can design and create, and build the most wonderful place in the world. But it takes people to make the dream a reality."
Walt Disney

Seven Disney Service Guidelines:
1. Make eye contact
2.Greet and welcome every guest
3. Seek out guest contact
4. Provide immediate service recovery
5.Always display appropriate body language
6. Create dreams and preserve the “magical guest experience
7.Thank each and every guest
Be our Guest
Customers are referred to as Guests
Employees are referred to as Cast Members
What do Disney do to make you experience memorable?
The Disney Experience
Ten Dimensions of Service Quality
Access and Welcome
The degree and direction of the discrepancy between consumers perceptions and expectation
Elements within the experience itself
Interaction between participants and experience
Range of outcome due to participation
The Starbucks Experience
1. Wanting a coffee?
2. The shop fitting
3. Good service?
4. Name on Cup
5. STAFF- Quick service
Berridge, G., 2007. Events Design and Experience. Oxford: Butterworth-Heinemann.
Berridge, G., 2012. Event Experience: A Case Study of Differences Between the Way in Which Organizers Plan an Event Experience and the Way in Which Guests Receive the Experience. Journal of Park & Recreation Administration [online], 30 (3), 7-23.
Brainmates., 2013. The Customer Service Gap Model [online]. Brainmates pty ltd: Sydney. Available from http://www.brainmates.com.au/brainrants/the-customer-service-gap-model [Accessed 10 November 2013].
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Kober, J., 2013. Disney at Work [Online]. Performance Journeys. Available from: http://disneyatwork.com/disneys-four-keys-to-a-great-guest-experience/ [Accessed 9 November 2013].
Pine, B.J. and Gilmore, J.H., 1999. The Experience Economy: Work is Theatre and every Business a Stage. Boston, Massachusetts: HBS Press.
Nguyen, P., 2005. Theory of the Gaps model in Service Marketing [online]. The Marketing Association of New Zealand and Australia: New Zealand, Australia. Available from: http://www.marketing.org.au/?i=mhOLQLXYtU8=&t=jZS6ngCVPug= [Accessed 12 November 2013].
Pine & Gilmore, J & H,. 1998. Welcome to the Experience Economy [online] Harvard Business Publishing. Available from: http://hbr.org/1998/07/welcome-to-the-experience-economy/ [Accessed 7 November 2013].
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