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Story –main ingredient of creating Experiences 
CASE SANTAPARK
LEO certified Experience Expert 2006 
Experience educator of the year 2007 
in Finland 
Pine&Gillmore certified Experience...
2014 EXPY award by P&G
Rovaniemi –Official Hometown of SantaClaus 
Brief history of christmas tourism in Rovaniemi
Beginning 1950 
60-80 
Since 91 
SantaPark 98 
2000 and forward
How it Official started?
Creating Experiences – Basic
© 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert 
MakeGoodsCommodities 
Extract 
DeliverServices 
StageExperie...
© 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert 
MakeGoodsCommodities 
Extract 
DeliverServices 
StageExperie...
Tools of creating experiences and places
© 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert 
Hitting the Sweet Spot
© 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert 
Active 
Passive 
Absorption 
Immersion 
Entertainment 
Educa...
© 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert 
Educational 
Escapist 
Active 
Passive 
Absorption 
Immersio...
© 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert 
Escapist 
Active 
Passive 
Absorption 
Immersion 
Esthetic 
...
© 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert 
Active 
Passive 
Absorption 
Immersion 
Esthetic 
Four Exper...
© 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert 
Active 
Passive 
Absorption 
Immersion 
What can be done to ...
© 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert 
Entertainment 
Educational 
Escapist 
Esthetic 
Absorption 
...
© 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert 
THEME-ing
© 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert 
• 
• 
• 
• 
•Engage all five senses 
THEME the Experience 
T...
. 
Santas’schairis veryimportant, 
belowarecoupleof examplesof chair 
ThatcouldbeSanta’sand oneexample 
Thatis NO,NO. 
The...
Value based co-creation 
Case How much wood does the woodchuck chack?
© 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert 
Theme 
Memorabilia 
Senses 
Signature 
Moment(s) 
& 
Impress...
© 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert 
Self- explanatory 
motifs 
Undisclosed motifs 
All-encompass...
What is Christmas? 
Christmas is about Values..
Elämyskolmio 
Yksilöllisyys Aitous Tarina Moniaistisuus Kontrasti Vuorovaikutus 
Henkinen taso 
Emotionaalinen taso 
Älyll...
© 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert 
Transformations 
Wisdom 
Intelligence Hierarchy
Draaman kaari 
G 
G 
- 
Lähimuistot, kokemuksen jakaminen 
E 
E 
- 
Tasaantumisvaihe 
F 
F 
- 
Kokemuksen loppupiste 
Dram...
Selected withhandpicked pure ingredients:
Plenty of Devotion:
Firm Commitment:
PrecisePlanning:
Great deal of Imagination:
Dash of Love:
Surrounded by Story
Mixedcarefullywith Details:
This is what makes Your experience with us Extraordinary
My gold 
Thank You, 
Ilkka@santapark.com 
+358505176989
Ilkka Länkinen - Santa Park, Rovaniemi Finland
Ilkka Länkinen - Santa Park, Rovaniemi Finland
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Ilkka Länkinen - Santa Park, Rovaniemi Finland

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Story –main ingredient of creating Experiences

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Ilkka Länkinen - Santa Park, Rovaniemi Finland

  1. 1. Story –main ingredient of creating Experiences CASE SANTAPARK
  2. 2. LEO certified Experience Expert 2006 Experience educator of the year 2007 in Finland Pine&Gillmore certified Experience Expert 2009 USA Experience MBA in university of Lapland 2011
  3. 3. 2014 EXPY award by P&G
  4. 4. Rovaniemi –Official Hometown of SantaClaus Brief history of christmas tourism in Rovaniemi
  5. 5. Beginning 1950 60-80 Since 91 SantaPark 98 2000 and forward
  6. 6. How it Official started?
  7. 7. Creating Experiences – Basic
  8. 8. © 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert MakeGoodsCommodities Extract DeliverServices StageExperiences Progression of Economic ValueNatural stuffTangible thingsIntangible activitiesMemorable eventsAgrarian EconomyIndustrial EconomyService EconomyExperience Economy
  9. 9. © 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert MakeGoodsCommodities Extract DeliverServices StageExperiences GuideTransformations Commoditization Commoditization Commoditization Progression of Economic Value
  10. 10. Tools of creating experiences and places
  11. 11. © 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert Hitting the Sweet Spot
  12. 12. © 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert Active Passive Absorption Immersion Entertainment Educational Escapist Esthetic Four Experiential Realms
  13. 13. © 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert Educational Escapist Active Passive Absorption Immersion Esthetic Four Experiential Realms What can be done to make the experience more fun and enjoyable?
  14. 14. © 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert Escapist Active Passive Absorption Immersion Esthetic Four Experiential Realms What can be done to make the experience more fun and enjoyable? What do you want guests to learn from exploring new activities?
  15. 15. © 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert Active Passive Absorption Immersion Esthetic Four Experiential Realms What can be done to make the experience more fun and enjoyable? What do you want guests to learn from exploring new activities? How can you transport guests from one sense of reality to another?
  16. 16. © 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert Active Passive Absorption Immersion What can be done to make the experience more fun and enjoyable? What do you want guests to learn from exploring new activities? How can you transport guests fromone sense of reality toanother? What can be done to make guests want to hang out and just be? ENJOY? LEARN? BE? GO? Four Experiential Realms
  17. 17. © 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert Entertainment Educational Escapist Esthetic Absorption Immersion Lift Lesson Lounging Locale Four Quintessential Elements Active Passive
  18. 18. © 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert THEME-ing
  19. 19. © 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert • • • • •Engage all five senses THEME the Experience Theme the experience Harmonize impressions with positive cues Eliminate negative cues Mix in memorabilia T H E M E
  20. 20. . Santas’schairis veryimportant, belowarecoupleof examplesof chair ThatcouldbeSanta’sand oneexample Thatis NO,NO. Thereis alsoa needto havetwo smallerstoolsnextto eachside of Santa
  21. 21. Value based co-creation Case How much wood does the woodchuck chack?
  22. 22. © 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert Theme Memorabilia Senses Signature Moment(s) & Impressions & Cues (-/+) Depicting Experiences
  23. 23. © 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert Self- explanatory motifs Undisclosed motifs All-encompassing motif Undercover motif Theme Schemes Stated Subtle Umbrella (for all locations) Unique (to individual locations)
  24. 24. What is Christmas? Christmas is about Values..
  25. 25. Elämyskolmio Yksilöllisyys Aitous Tarina Moniaistisuus Kontrasti Vuorovaikutus Henkinen taso Emotionaalinen taso Älyllinen taso Fyysinen taso Motivaation taso aistiminen oppiminen elämys muutos kiinnostuminen
  26. 26. © 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert Transformations Wisdom Intelligence Hierarchy
  27. 27. Draaman kaari G G - Lähimuistot, kokemuksen jakaminen E E - Tasaantumisvaihe F F - Kokemuksen loppupiste Dramatic Action Aika Lähde: Dave Norton, Yamamoto Moss, adapted from Freytag,Gustav Techniqueof the Drama , 2nd ed. (Chicago: Foresman, Scott, 1898) C C - Jännitteen voimistuminen D D - Huippukohta © 2000 YamamotoMoss A A - Kokemuksen odotus, jännite B B - Kokemuksen alkupiste
  28. 28. Selected withhandpicked pure ingredients:
  29. 29. Plenty of Devotion:
  30. 30. Firm Commitment:
  31. 31. PrecisePlanning:
  32. 32. Great deal of Imagination:
  33. 33. Dash of Love:
  34. 34. Surrounded by Story
  35. 35. Mixedcarefullywith Details:
  36. 36. This is what makes Your experience with us Extraordinary
  37. 37. My gold Thank You, Ilkka@santapark.com +358505176989

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