By Brad Baer, Bluecadet, USA
Gone are the days of beginning an experience at a gate or front door. Thanks to technology and interconnectivity we now interact with spaces and places in several different ways before we even arrive and in a much different manner on-site. Irregardless of whether you view this is for the best, it’s clearly here to stay and it means that we should migrate from creating Master Plans towards creating Experiential Master Plans.
Following this session, attendees will:
1. Be able to clearly explain the concept of an experiential master plan that considers the pre, during, and post-visit experience.
2. Have a better idea of how websites, apps, touchscreens, and interactive environments can be integrated into the built environment to improve the overall experience for a diverse audience
3. Learn how to interface with digital agencies and evaluate when and how dynamic interfaces should be integrated into a space.
ICT role in 21st century education and it's challenges.
MW18 Workshop: Experiential Master Plans: Integrating Digital Experiences Into The Physical Environment
1. Philadelphia
1526 Frankford Ave. 19125
267.639.9956
New York
530 W. 25th St. 10001
646.360.4252
BRAD BAER | BLUECADET
ExperientialMasterPlanning
Integrating Digital Experiences Into The Physical Environment &Physical Experiences into the Digital Environment
_____
Museums and the Web Conference | Wednesday, April 18, 2018
Brad@bluecadet.com | @Bluecadet
3. THE INTRO
Presentation: What is an Experiential Master Plan?
THE WHERE
Example: Visitor Mapping for the Mann Center for Performing Arts
GroupExercise:Pain Points: Visitor Mapping using the Hotel as an example
PartnerExercise:Learning from 404 pages: Now take the pain points and flip them
THE WHO
PartnerExercise:Reverse Audience
THE WHY
Exercise: Power of Moments
- Break (15 min) -
THE WHAT (IF)
PartnerExercise:7-Star Experience
THE WHEN
Exercise:Importance/Urgency
THE HOW
Exercise:Impact/Investment
THE WHY NOT
PartnerExercise:Identifying and removing blockers
THE END
GroupExercise:Exquisite Corpse Presentation
TODAY’S AGENDA
9am
9:15am
9:30am
9:45am
10:00am
10:15am
10:45am
11:00am
11:15am
11:30am
11:45am
4. Group One
Kelsey Beckwith
David Bibas
Group Two
Tanya Bouchard
Melissa Carrillo
Group Three
Jay Cosnett
Elaine Ee
Group Four
Scott Gillam
Terri Harlow
Group Five
Sarah Lumbard
Olakunle Makinde
Group Six
Jacob Olmstead
Thu Phan
Group Seven
Graham Ruttan
Ariel Schwartz
Group Eight
Abby Schwendiman
Julie Scott
Group Nine
John Simoniello
David Stewart
Group Ten
Jeremy Stoller
Annabelle Tan
Group Eleven
Karen Wark
Ian Wojtowicz
Group Twelve
Chris O’Connor
Arul
PA RT NE RS & T EAMS
5. Group One
Kelsey Beckwith
David Bibas
Group Two
Tanya Bouchard
Melissa Carrillo
Group Three
Jay Cosnett
Elaine Ee
Group Four
Scott Gillam
Terri Harlow
Group Five
Sarah Lumbard
Olakunle Makinde
Group Six
Jacob Olmstead
Thu Phan
Group Seven
Graham Ruttan
Ariel Schwartz
Group Eight
Abby Schwendiman
Julie Scott
Group Nine
John Simoniello
David Stewart
Group Ten
Jeremy Stoller
Annabelle Tan
Group Eleven
Karen Wark
Ian Wojtowicz
Group Twelve
Chris O’Connor
Arul
PA RT NE RS & T EAMS
T E A M
A
T E A M
B
T E A M
C
T E A M
D
T E A M
E
T E A M
F
6. What is an Experiential Master Plan?
Experiential Master Planning
7. Master
Plan
Experiential
Master Plan
Focus Ideal spatial sequence Ideal obtainable overall experience
Consideration On-site
On-site +
Off-site
Team Architect > Exhibit > Brand > Content > Experience Experience > Content > Brand > Exhibit > Architecture
Outcome Opportunities Tactics
Deliverable Dusty binder or large PDF with an “ideal state” An action plan built on short-term and long-term goals
vs
8. Howwedelivercontenthaschanged
Exhibits + Graphics Video + Lighting Audio / Audio Guides
Challenge-based Activities /
Escape Rooms
Virtual Reality /
Augmented Reality
Physio-Digital
Labs/Maker Space
Theatrical /
Cinematic Video
Smart Objects /
Artificial Intelligence
Social Media /
Platform Strategy
AppsKiosks
9.
10.
11. S I G N A G E & WAY F I N D I N G
I N T E R P R E T I V E / E X H I B I T S
F I L M & M E D I A
S PAT I A L D E S I G N
C R E AT U R E C O M F O R T S
P R O G R A M M I N G
M A K E R S PA C E S
W E B S I T E
S O C I A L M E D I A
A P P S
D I G I TA L C O N T E N T
E D U C AT I O N A L R E S O U R C E S
L I V E S T R E A M S
D I G I T I Z E D C O L L E C T I O N
O F F S I T E O N S I T E
12. S I G N A G E & WAY F I N D I N G
I N T E R P R E T I V E / E X H I B I T S
F I L M & M E D I A
S PAT I A L D E S I G N
C R E AT U R E C O M F O R T S
P R O G R A M M I N G
M A K E R S PA C E S
W E B S I T E
S O C I A L M E D I A
A P P S
D I G I TA L C O N T E N T
E D U C AT I O N A L R E S O U R C E S
L I V E S T R E A M S
D I G I T I Z E D C O L L E C T I O N
O F F S I T E O N S I T E
13. A C C E S S I N G I N F O
S H A R I N G C O N T E N T
G U I D E S & C O M PA N I O N S
D I S P L AY E D I N - M U S E U M
G R O U P A C T I V I T I E S
B R O A D C A S T I N G P E R S P E C T I V E S
S H A R I N G O N T E C H N O L O GY
W E B S I T E
S O C I A L M E D I A
A P P S
D I G I TA L C O N T E N T
E D U C AT I O N A L R E S O U R C E S
L I V E S T R E A M S
D I G I T I Z E D C O L L E C T I O N
O F F S I T E O N S I T E
S I G N A G E & WAY F I N D I N G
I N T E R P R E T I V E / E X H I B I T S
F I L M & M E D I A
S PAT I A L D E S I G N
C R E AT U R E C O M F O R T S
P R O G R A M M I N G
M A K E R S PA C E S
14. S I G N A G E & WAY F I N D I N G
I N T E R P R E T I V E / E X H I B I T S
F I L M & M E D I A
S PAT I A L D E S I G N
C R E AT U R E C O M F O R T S
P R O G R A M M I N G
M A K E R S PA C E S
B R A N D E X T E N S I O N
D I G I TA L C O M P O N E N T S
S O C I A L C O N T E N T
C I R C U L AT I O N
P L A N N I N G & L O G I S T I C S
S C H E D U L I N G & P R O M O T I N G
E X T E N D E D C O U R S E W O R K
O F F S I T E O N S I T E
W E B S I T E
S O C I A L M E D I A
A P P S
D I G I TA L C O N T E N T
E D U C AT I O N A L R E S O U R C E S
L I V E S T R E A M S
D I G . C O L L E C T I O N
16. Digital Products
Quizzes
Social Media Campaigns
Gamification / Apps
Virtual Exhibits / Data visualization
Marketing and Outreach
Walking Tour / Apps
Guerilla Marketing
Shareable Social Content
Experiential marketing & events
Pop-Up Exhibits
Small scale exhibits / partnerships
Storefront or temporary displays
Public spaces / contained units
17. 1. Are the new master plan
2. Address a dynamic, not static world
3. Allow for environments as custom as the internet
4. Integrate on-boarding
5. Involve prototyping
6. Require new tools to do new things
7. Consider the fact that screen fatigue is real
8. Blend interpretive content and design
ExperientialMasterPlans...
21. I N T E R A C T I V E S
B R A N D I N G
S I G N A G E
S PAT I A L P L A N N I N G
I N T E R P R E T I V E S T R AT E GY
F I L M & M E D I A
W E B S I T E
E N V I R O N M E N TA L
G R A P H I C D E S I G N
39. H E A D R E S T
• E M B E D D E D T R A N S D U C E R
• P R E S S U R E S E N S O R
• S O U N D - P R O O F B OX
C I R C U I T B OX
• C O M P U T E R ( M E D I A P L AY E R )
• S O U N D S E L E C T I O N
• P O W E R
S M A L L
C O M P U T E R
P R E S S U R E
S E N S O R
P O W E R
A M P L I F I E R T R A N S D U C E R
63. WALK OF FAME
ENTRY TOWERS
TICKET KIOSKS
TICKET KIOSKS
PARKING SIGNS
POINTS SIGNS
UPCOMING SHOWS
WALK OF FAME
BEER BEACONS
ADDITIONAL SCREEN
PROJECTION ON FINS
PROJECTION ON SHELL
MENU BOARD
TICKETS & UPCOMING SHOWS
POINTS SIGNS
CONCESSIONS SCREENS
TICKET KIOSKS
OFF-SITE
WEBSITE
RFID INFO
MANN APP
SOCIAL STRATEGY
64. AU G U S T
Stakeholder
Meetings
Meet with various key members of the
extended team
2|
S E P T E M B E R
On-site
Observation
Observe the entire concert experience at
several different types of shows
3|
J U LY
Project
Kickoff
Establish goals and strategies, define
targeted personas, and assess content
1|
N O V E M B E R
Concept
Development
Further investigate concepts and include
hardware estimates
5|
D E C E M B E R
Final
Presentation
Deliver presentation and final proposal
for Mann Center use
6|
O C T O B E R
Observations &
Opportunities
Present a series of observations and
opportunities to determine next steps
4|
PR OJ ECT SC H EDULE
65. Idina Menzel
Brad & Lauren
Phish
Nick
Lord of the Rings
Victoria & Evan
Lenny Kravitz
Jeff
Of Monsters &
Men
Brad & Lauren
Zelda
Greg, Victoria, Aaron,
Christine, Henry
Reggae in the Park
Jeff
Alabama Shakes
Josh, Rebecca, Steve
OBS ERVAT ION
66. Young Influencers
Loves music and going to concerts, but is mostly
interested in the social aspect of the experience. She is a
heavy user of social media with many followers.
Long-time Orchestra Patrons
Classical music fan that attends every orchestra show
throughout the year. Enjoys the Mann, but has never
donated to the organization.
School-aged Children
Interested in music but her school doesn’t have a strong
program. She likes to sing, dance and wants to learn an
instrument.
Sometimes Concert Goer
Doesn’t go to concerts often, but likes to see her
favorites when they are in town. She was delightfully
surprised at the offerings of the Mann.
Potential Donor or Sponsor
Successful local with strong ties to the city. He remembers
the Mann from his childhood, but hasn’t gone to a show in
years. Interested in supporting non-profits.
Music Superfan
Lives and breaths music. Always on the lookout for
the best bands and goes to as many shows he can.
Enjoys the Skyline Stage shows at the Mann.
PER S ONAS
67. Mann Center
Philadelphia, PA
14,000 seats
4,500 in-house and 9,500 lawn
Ravinia
Chicago, IL
15,000 seats
3,250 in-house and 11,750 lawn
Bethel Woods
Bethel, NY
15,4400 seats
440 in-house and 15,000 lawn
Skyline Stage
Philadelphia, PA
0 seats
0 in-house and 4,000 lawn
Festival Pier
Philadelphia, PA
6,500 seats
0 in-house and 6,500 lawn
The Dell
Philadelphia, PA
5,000 seats
5,000 in-house and 0 lawn
Wolf Trap
Vienna, MD
7,000 seats
3,800 in-house and 3,200 lawn
Susquehanna
Bank Center
Camden, NJ
25,000 seats
7,000 in-house and 18,000 lawn
PEER R EV I EW
95. HIGH IMPORTANCE
LOW URGENCY
LOW URGENCY
LOW IMPORTANCE
HIGH IMPORTANCE
HIGH URGENCY
HIGH URGENCY
LOW IMPORTANCE
DIGITAL OPPORTUNITIES
Plotting Value
1. Website Redesign
2. Mobile App
3. AR Viewer
4. Digital Labels
5. In-gallery interactives
6. Hero Wall
7. Audio Tour
WEBSITE
REDESIGN
AR
VIEWERAUDIO
TOUR
INTER-
ACTIVES
HERO
WALL
MOBILE
APP
DIGITAL
LABELS
WEBSITE
MVP
Urgency
Importance
96. 1. Provide your visitors with a super power?
2. Deliver specific information based on preference,
native tongue, skillset, or focus?
3. Expand your reach outside the physical space?
4. Incorporate visitor-generated content?
5. Surprise or delight your guests?
6. Declutter the rest of the experience (without creating
an unrealistic deep-dive)?
7. Make your content more dynamic?
8. Does it emphasis a moment that would have otherwise
been missed?
Doesadigitalsolutionallowyouto...
105. O N E S TA R
T W O S TA R S
T H R E E S TA R S
F O U R S TA R S
F I V E S TA R S
QUICK FIX
Something that can be done in a matter of days and for a nominal cost.
SMALL INVESTMENT
Requires a bit of planning and takes a financial commitment of less than $50k.
MEDIUM DIFFICULTY
Requires several months and greater than $50k
SIGNIFICANT CHALLENGE
Requires more than 6 months and several hundred thousand dollars.
WOW IDEA
Requires a massive overhaul of systems involving various departments and costs $500k+
DI F F I CULT Y ASSESSMENT
106.
107.
108.
109.
110. ITEM QUANTITY DESCRIPTION UNIT COST
TOTAL HARDWARE
COST
LABOR /
SERVICES
DESIGN &
DEVELOPMENT
ITEM
SUBTOTALS
1 20 Parking Towers - - -
Price with separate
vendor
2 20 Entry Display 5mm LED 1-m2 $10,000 $100,000 $40,000 $75,000 $215,000
3 3
Ticket Kiosks 75” Outdoor Touch Display with Enclosure
& Printer
$50,000 $150,000 $60,000
Price with separate
vendor
$210,000
4 20 Digital Menu 46” Outdoor LCD $7,500 $150,000 $60,000
Price with separate
vendor
$210,000
5 6 Concession Outdoor LCD $15,000 $90,000 $36,000
Price with separate
vendor
$126,000
6 3–5 Points Sign (By Breakfast NYC)
Price with separate
vendor
7 40 Gesture Based Experience (needs for definition) TBD TBD TBD $245,000 $245,000
8 3 Upcoming Shows 4mm LED 2mx1m with Enclosure $36,000 $108,000 $43,200 $88,000 $239,200
9 3 Queue Tower 4mm LED 2mx1m with Enclosure $36,000 $108,000 $43,200 - $151,200
10 1 Large Screen 5mm LED 10mx6m with Mounting $690,000 $690,000 $276,000 - $966,000
11 1 Fin Projection Mapping (4 Channel) $600,000 $600,000 $240,000
Price with separate
vendor $840,000
12 1 Shell Projection Mapping (6 Channel) $750,000 $750,000 $300,000
Price with separate
vendor
$1,050,000
13 100 Digital Steps 6mm Rubberized FLEX LED 1m $10,000 $1,000,000 $400,000
Price with separate
vendor
$1,400,000
14 3 Campus Offerings 4mm LED 3mx2m with Enclosure $68,000 $204,000 $81,600 $176,000 $461,600
15 1 Responsive Website - - - $200,500 $200,500
16 1 App (iOS -or- Android) - - - $200,750 $200,750
17 1 Email Template - - - $7,500 $7,500
18 1
Overall Control: EER Source/Routing/Monitoring/Digital
Signage CMS
$250,000 $250,000 $100,000 $100,000 $350,000
TOTALS $4,200,000 $1,680,000 $1,092,750.00 $6,872,750
110
120. THE HEAD
(Logic)
THE HEART (Emotion)
THE GUT (Instinct)
A temporary exhibit which allows me
to relate objects in
the collection to things happening
real-time in the news
THE IDEA
A sortable database using machine
learning to predict other matches
and related content
Removing all of the items being
displayed suddenly to show
the
imbalance between male and female
Artists over time.
Visitors respond to which piece you’re
drawn towards and learn what
characteristics is holds.
121. Philadelphia
1526 Frankford Ave. Philadelphia, PA 19125
267.639.9956
New York
530 W. 25th St., New York, NY 10001
646.360.4252
Thank You.