Designing Happiness: Cantor

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Designing Happiness: Cantor

  1. 1. Grossman, Martini, Mason, Oxendine, Perez-Borges, Turri From Exhibition to Engagement CANTOR ARTS CENTER Fall 2010, MKTG 555 Stanford University
  2. 2. Park Approach Greeted by Guard Put Bag Look at Walk to Vehicle Museum + Front Desk in Locker Map Exhibit THE CANTOR EXPERIENCE : TIMELINE FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
  3. 3. Read, View, Eat Shop Retrieve Retrieve Communicate Bag Vehicle THE CANTOR EXPERIENCE : TIMELINE FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
  4. 4. Insight HAPPINESS shifting the focus from EXHIBITION to ENGAGEMENT FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
  5. 5. Exhibition Philanthropist builders Exhibition Coordinators Stanford Curator Board of Trustees Cleaning Exhibition Designers Marketing Team Head Guard Docent Training Administrative Cantor Program support Docent Front Desk/ Cashier Gift Shop Guards Café Visitor direct contact MUSEUM-CENTRIC ORGANIZATION brief contact FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
  6. 6. Philanthropist Stanford Marketing Exhibition Builders Cantor Curator Board of Exhibition Coordinators Trustees Head Guard Administrative support Docent Exhibition Designers Training Program Cleaning Force Front Desk Gift Shop Worker Docent Guards Cafe Visitordirect contact VISITOR-CENTRIC ORGANIZATION brief contact FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
  7. 7. THE STORIES FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
  8. 8. HILLARY Front Desk Greeter “Would you like a map? Lockers are to the le.” FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
  9. 9. HILLARY Front Desk Greeter Anticipation The brain sometimes enjoys the anticipation of reward more than receiving it. Gateway. Make the coat check Priming. Ask visitors questions at the Discovery. Spread out the and front desk a ritual that begins beginning of their visit. “What are experience over multiple locations. a journey as you leave the outside you looking forward to seeing today?” world and your backpack behind. FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
  10. 10. DAPHNE + SON Cantor Weekday Regulars “I like to bring him here when it’s not busy so he can run around.” FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
  11. 11. DAPHNE + SON Cantor Weekday Regulars Flexibility As you age, your definition of happiness changes every 3-5 years. Special Events. Social events and activities Child’s Play. Engaging play for Yoga and Meditation. Akin to mall targeted at specific age groups, bringing children, leaving parents free to walking. Use the serenity of museum them together to share the experience. explore and enjoy the museum. space to bring employees and visitors together for daily practice. FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
  12. 12. LA TRISH Head Security Guard “My favorite part of the day is when I get to talk to people.” FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
  13. 13. LA TRISH Head Security Guard Motivate through Autonomy, Mastery, and Purpose Moccasins. One-day job swaps to Staff Picks. Museum staff selects Visitor as Curator. Visitors connect with visitors and feel favorite pieces for special attribution document trip highlights, and create better-understood by coworkers. within the museum. playlists providing valuable feedback for curators and other visitors. FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
  14. 14. “e Don’t f*ck museum’s this up been great. for me. It’s the IRS ERIC that’s the Donor BERNARD Curator problem!” FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
  15. 15. ERIC + BERNARD Front Desk Greeter Prosocial Happiness is giving, not receiving. Simplifying Donations. Remove tax Dorators. Remove information Crowdsourcing Docents. Leverage issues and other barriers to donation. barriers between docents and visitor knowledge through Foursquare curators, and have curators checkins and meetups, giving visitors regularly lead museum tours. a way to contribute and interact. FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
  16. 16. FOOD + FLOW It is 2PM. Do you know where your visitors are? FROM EXHIBITION TO ENGAGEMENT EXHIBIT TO ENGAGE Fall 2010 MKTG 555 Stanford University
  17. 17. FOOD + FLOW Sandwich Power Happiness comes in the form of a small sandwich. Flow Happiness is being fully immersed in the experience. Box Lunch Lectures. Create an Contextual Menu. Food enhances the Sandwich Power. Greeter with finger informal community discussion experience by engaging all senses. sandwiches before each section to keep around food and art. visitors engaged and happy. FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
  18. 18. (No photos allowed) NANCY Gift Shop Cashier “Everybody wants to take some part of the exhibition home.” FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
  19. 19. NANCY Gift Shop Cashier Ending on a High Note Happiness is heavily dependent on the final moments of an experience. Frequent Visitor Card. Swipe on the Mint on Your Pillow. A surprise QR Code Souvenir. Personalized way out to receive exclusive access to experience to end the visit, like a way to remember one’s visit. special tours, lectures and events. exhibition-specific keychain. FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
  20. 20. Thank you!
  21. 21. Social weddings No regular community date night purely social parties eat at café events. vacation destination typical visit symposium special exhibition Event respite from daily Continuing life in unique space visiting lecturers docent tours educational permanent rotating through collection tourism trips collection field trips Educational EXHIBIT TO ENGAGE Fall 2010 MKTG 555 Stanford University
  22. 22. Single moment Almost no serendipitous socializing! headphone audio photographing exhibit video lunch kiosk with friends evening reading parties descriptions Reflective Social books for gift shop members-only purchase events empty chatty exhibit benches guards to sit on How can we have institution interact over here? Structural EXHIBIT TO ENGAGE Fall 2010 MKTG 555 Stanford University

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