IAAPA 2013 show report - Show time | attractionsmanagement.com
POST YOUR JOB ONLINE
Free ezine/digital edition sign up
Jobs . News . Features . Video . Products . Magazine . Handbook . Advertise . Contact us  
IAAPA 2013 show report
Show time

Lesley Morisetti reports on key messages from the IAAPA conference

By Lesley Morisetti | Published in Attractions Management 2014 issue 1

The show was the normal balancing act of trying to squeeze in visits to Orlando attractions to see what’s new, attend parts of the conference, meet with current and prospective clients and get the most from all the wonderful networking opportunities.

Museums Day on the Monday included some interesting talks with speakers drawn from all sectors of the industry, proving how much we can all learn from each other.

The first session explored how museums manage their brands. Melissa Felder of the California Academy of Science discussed the importance of delivering on its brand promise. The museum has defined its brand personality as hip, intellectual, modern and accessible. Research indicates they’re delivering on the first three but still have to work on accessibility.

The importance of the latter is shown by visitor research which indicates that satisfaction increases by five per cent when a visit includes some interaction with scientists/museum specialists. Rob Gallas of Chicago’s Museum of Science and Industry (MOSI) reported on the need to get buy-in from staff to ensure the experience aligns with the brand. MOSI has brought together a cross-discipline team of brand champions on a Brand Council, which meets bi-monthly and is charged with ensuring that the museum keeps to its brand promise.

The second session explored what museums and science centres can learn from urban renewal. Museums expert Mac West reviewed cases where museums had been re-located to act as anchors for urban re-development projects. The benefit for the museum in each case was a new and improved building, often in a central location and often enabling the museum to re-locate alongside other museums and institutions, to create a cultural destination.

Examples given included The Exploratorium in San Francisco which moved to the waterfront as part of the re-development of Piers 15 and 17, the Museum of Nature and Science which moved to the Dallas Art District, and Peoria, Illinois where a number of museums were relocated to create a new Museums Square in an area which had started to decay.

These and other sessions touched on some of the key issues for visitor attractions today, including:

- Aligning your brand experience to your brand promise – stressing how important it is to deliver brand promises throughout the visitor experience and understanding that brand delivery needs to go far beyond just marketing and communication.

- Recognising the power of experiences – in the 80s attractions started to recruit from FMCG to bring marketing skills into the industry, now the retail and FMCG sectors are starting to recruit from the attractions industry

- It’s all about me – the technical ability to make sense of customer profile and usage data is helping attractions to deliver on the desire of visitors to tailor their experiences at attractions, and influence the experience itself.



Lesley Morisetti, director, launched Morisetti Associates in 2010 to work with visitor attractions and experience providers, building on nearly 30 years of international operational and consultancy experience.
Web: www.morisettiassociates.com

Museums Day at IAAPA included talks on urban renewal and importance of branding
COMPANY PROFILE
Holovis

Holovis is a privately owned company established in 2004 by CEO Stuart Hetherington. [more...]
+ More profiles  
FEATURED SUPPLIER

Why a good parking experience adds to the attraction
The number of cars on our roads rises every year and as a result, the case for managing parking gets ever stronger. [more...]
VIDEO GALLERY

instantprint - Online Print Made Easy!
We're the only online printing company who really gets your business. Find out more...
More videos:
Red Raion - VR/5D Films Showreel 2016 – Red Raion
Introducing AnimaChat! – Animalive
Red Raion: Meet the Team - Introduction – Red Raion
+ More videos  

CATALOGUE GALLERY
 

+ More catalogues  
ATTRACTIONS DIRECTORY
+ More directory  
ATTRACTIONS DIARY

06 Jun 2019

Swiss Medical Spa & Hospitality Think Tank 2019

Campus Passugg, SSTH, 7062 Passugg, Switzerland
11-14 Jun 2019

IAAPA Expo Asia 2019

Shanghai New International Expo Center, Shanghai, China
+ More diary  
LATEST ISSUES
+ View Magazine Archive

Attractions Management

2019 issue 1


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription

Attractions Management

2018 issue 4


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription

Attractions Management

2018 issue 3


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription

Attractions Management

2018 issue 2


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription

Attractions Management News

15 May 2019 issue 130


View on turning pages
Download PDF
View archive
FREE digital subscription
Print subscription

Attractions Handbook

2019


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription
 
ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
 
ATTRACTIONS MANAGEMENT
ATTRACTIONS MANAGEMENT NEWS
ATTRACTIONS HANDBOOK
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS
ADVERTISE . CONTACT US

Leisure Media, Portmill House, Portmill Lane,
Hitchin, Hertfordshire SG5 1DJ Tel: +44 (0)1462 431385

©Cybertrek 2019
Jobs . News . Products . Magazine
IAAPA 2013 show report
Show time

Lesley Morisetti reports on key messages from the IAAPA conference

By Lesley Morisetti | Published in Attractions Management 2014 issue 1

The show was the normal balancing act of trying to squeeze in visits to Orlando attractions to see what’s new, attend parts of the conference, meet with current and prospective clients and get the most from all the wonderful networking opportunities.

Museums Day on the Monday included some interesting talks with speakers drawn from all sectors of the industry, proving how much we can all learn from each other.

The first session explored how museums manage their brands. Melissa Felder of the California Academy of Science discussed the importance of delivering on its brand promise. The museum has defined its brand personality as hip, intellectual, modern and accessible. Research indicates they’re delivering on the first three but still have to work on accessibility.

The importance of the latter is shown by visitor research which indicates that satisfaction increases by five per cent when a visit includes some interaction with scientists/museum specialists. Rob Gallas of Chicago’s Museum of Science and Industry (MOSI) reported on the need to get buy-in from staff to ensure the experience aligns with the brand. MOSI has brought together a cross-discipline team of brand champions on a Brand Council, which meets bi-monthly and is charged with ensuring that the museum keeps to its brand promise.

The second session explored what museums and science centres can learn from urban renewal. Museums expert Mac West reviewed cases where museums had been re-located to act as anchors for urban re-development projects. The benefit for the museum in each case was a new and improved building, often in a central location and often enabling the museum to re-locate alongside other museums and institutions, to create a cultural destination.

Examples given included The Exploratorium in San Francisco which moved to the waterfront as part of the re-development of Piers 15 and 17, the Museum of Nature and Science which moved to the Dallas Art District, and Peoria, Illinois where a number of museums were relocated to create a new Museums Square in an area which had started to decay.

These and other sessions touched on some of the key issues for visitor attractions today, including:

- Aligning your brand experience to your brand promise – stressing how important it is to deliver brand promises throughout the visitor experience and understanding that brand delivery needs to go far beyond just marketing and communication.

- Recognising the power of experiences – in the 80s attractions started to recruit from FMCG to bring marketing skills into the industry, now the retail and FMCG sectors are starting to recruit from the attractions industry

- It’s all about me – the technical ability to make sense of customer profile and usage data is helping attractions to deliver on the desire of visitors to tailor their experiences at attractions, and influence the experience itself.



Lesley Morisetti, director, launched Morisetti Associates in 2010 to work with visitor attractions and experience providers, building on nearly 30 years of international operational and consultancy experience.
Web: www.morisettiassociates.com

Museums Day at IAAPA included talks on urban renewal and importance of branding
 


ADVERTISE . CONTACT US

Leisure Media, Portmill House, Portmill Lane,
Hitchin, Hertfordshire SG5 1DJ Tel: +44 (0)1462 431385

©Cybertrek 2019

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
ATTRACTIONS MANAGEMENT NEWS
ATTRACTIONS HANDBOOK
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS