A pitch for Downtown SLO's Santa House activation

2. Table of Contents
Chapter 1:​ ​CEP Background 2
Chapter 2: ​Understanding Experiences 4
Chapter 3:​ ​Experiencescape 8
Chapter 4:​ ​Narrative Storyboarding and Stakeholder Analysis 13
Chapter 5:​ ​Design Thinking 17
Chapter 6:​ ​Experience Journey Maps,Personas, Promotion, and Marketing
21
Chapter 7:​ ​Touchpoints 25
Chapter 8: ​Evaluations 29
References 33
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3. Chapter 1
CEP Background: Downtown SLO’s Mission and
Priorities
Downtown SLO creates events for locals and tourists
of San Luis Obispo such as farmer’s markets and
holiday festivities.
o Agency’s mission statement
- to enrich the Downtown community through
beautification efforts, placemaking, and
supporting a vibrant economy.
o ​Agency’s vision statement
- to create perspective for opportunity, show a compartmentalized
system of businesses that support the community and influence the
people of San Luis Obispo to be apart of it all.
o ​Agency’s values statement
-Aggressively obtain more available and convenient parking in the
Downtown BID boundaries.
-Promote awareness of and participation in alternative access to and
within the Downtown core.
-Strongly advocate for cleaning and beautifying the Downtown
District.
-Advocate for public safety awareness within the Downtown District.
-Continue a high level of cultural arts, promotional, and fundraising
activities.
-Continue to implement Strategic Plan objectives.
-Launch a marketing campaign that promotes the Downtown
experience to consumers beyond San Luis Obispo.
-Educate members about their rights and responsibilities as business
owners.
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4. -Brand “Downtown SLO” in all print and visual materials to educate
and show the value of the organization.
-Encourage and participate in Major City Goals, including the Mission
Plaza Master Plan and the Downtown Conceptual Physical Plan
updates.
o ​Agency’s organizing authority
- Nonprofit
o ​Agency strategic statements:
- Support economic activities and examine Downtown issues
- Self-assess to improve the district and develop unified promotions
- W​ork on initiatives like parking and beautification efforts
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5. Chapter 2
Understanding Experiences
In order to exactly pinpoint what we will create, we have to assess
Downtown SLO’s vision for this event with as much detail as possible.
T.H.E.M.E.
First, we used the T.H.E.M.E. acronym (an event planning tool). This stands for
theme, harmonize positive cues, eliminate negative cues, memorabilia, and
engaging the five senses. This helps us discover our main points of focus and
see the bigger picture.
T.H.E.M.E. Characteristic Term Definition
Theme the overall theme or aesthetic
experience that the experience
aspires to achieve
Harmonize positive cues creating a space where every
element involved helps to paint the
idea that the stakeholder wishes to
harness, this is in the details of the
experience
Eliminate negative cues minimizing the amount of elements
that are involved with the
experience that do not add to its
theme
Memorabilia ways for the user to remember this
experience
Engage the 5 senses the things the user sees, hears,
smells, tastes, and feels
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6. 5

7. 6

8. Experience Types
Experience types are specific categories of experiences. They are generally
measured by the level of energy, impact, engagement, and frequency any
event may have. Although some experiences may be considered more
important than others, all of them play their own roles in creating a smooth
event.
Experience Type Definition Santa’s House Involvement
Prosaic Autopilot
These are generally low energy,
quick, and easy activities. They are
the simple parts of an event, meant
to not cause much stress.
Parking: low energy, low impact,
low engagement, high frequency.
Users should find parking easily
and locate The Mission without any
problems.
Mindful Mindful Engagement
These are more engaging and
gratifying.
Waiting in line: low energy,
medium engagement, medium
impact, low frequency. The user is
excitedly waiting to see Santa Claus
and tell him what they want for
Christmas.
Memorable Emotion
Building on the rest, the memorable
experience is intentional and
rewarding.
Picture with Santa: low energy, low
engagement, medium impact, high
frequency. The picture is a
memorabilia of this time and has
emotion attached to it.
Meaningful Discovery
These occurrences are rare but have
a higher impact. Someone discovers
something in one way or another.
The effort one puts in is very high.
Decorating ornaments: bonding
time with family and friends, high
engagement, medium frequency,
medium impact, medium energy.
The user is able to show their
creativity and bond with family.
Transformational Change
These experiences happen only a
Taking a picture with Santa, sitting
on his lap: low frequency, high
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9. few times and the effect is often
life-changing.
impact, medium energy, high
engagement The user is able to
experience the magic of Christmas.
Initial Experience Design
To gain more knowledge on what Downtown SLO was looking for, our
group formulated three example experiences. After that, we selected one of
the experiences to expand on.
Event #1:
Petting zoo barnyard themed Christmas experience
- Some petting zoo animals are in The Mission Plaza
- There is a carousel
- Santa’s House will be in the center of downtown, with elves and Santa
greeting people
- There’s lights and Christmas decorations around the house
- Target market: grandparents, parents, and children. This is a family type of
event.
- Needs of the organization: Enriching the downtown community by
providing a place to celebrate the holidays with family and friends
Event #2
Christmas caroling in Mission Plaza
- Some musical group will sing christmas carols to the people of downtown
SLO
- They will sing in the center of Mission Plaza on the steps of the Mission
- The target market is all age groups especially the youth and their
parents/guardians who bring them to meet Santa
- Needs of organization: Enriching the downtown community by providing a
place to celebrate the holidays with family and friends
Event #3
Ornament decorating/hanging with Santa
- After meeting with Santa, kids can go to the decorating station and color
paper ornaments
- hot chocolate
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10. - Paper/Cardboard ornament decorating station
Target market: children and their parents, the whole family is welcome
Goals: To enrich the experiences and wonder of children through their creative sides. We
have coloring for everyone to bond with friends and family while finding their
exploratory side
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11. Chapter 3
Experiencescape
Experiencescape Elements and Application
There are six different elements of the experiencescape: people, place, objects,
rules, relationships, and blocking. At a glance, these are their definitions.
Experiencescape Type Definition
People Everyone that makes up the experience
(on-site or not)
Place The place/location the experience is
held at
Objects Any specific objects (does not have to
be tangible) that are involved in the
experience
Rules Any social or legal rules that bound an
experience
Relationships The types of relationships the attendees
have with each other
Blocking The physical route an attendee takes
when being fully immersed in the
experience
People:
● Our inclusion statement: This event’s mission is to spread joy during the holidays.
To include everyone, we have ramps for wheelchair access and varying dietary
options for possible allergy restrictions. If there are any specific accessibility
requests, we will be accepting suggested accommodations up to two weeks prior to
the event.
○
● Staffing and orientation:
● Santa, Mrs. Claus (PAID), elves (Volunteers, around 10 total that rotate)
● Volunteers will be greeting children and family, take pictures of Santa and children,
print photos, and use a cash register.
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12. ● Volunteers will be staffed by advertisements through schools (Cal Poly, Cuesta, and
San Luis Obispo area local high schools) and will be monitored by Niesha through
Downtown SLO and Santa.
● Orientation: Volunteers will be taught by a worker from Downtown SLO and also
by other volunteers who worked the prior shift. There will also be an informative
email before the event explaining the work that will be done.
Place:
● Venue: The Mission Plaza is an
area in downtown San Luis
Obispo that’s adjacent to the
mission and holds many
community events. We chose
this event because it holds an
important impact on all of the
San Luis Obispo community. It’s
been represented downtown for
years and continues to meet the
community’s expectations.
● Alternative event locations:
Other locations the Santa house
could be located at includes the
Dexter Lawn and Santa Rosa
Park
● Special arrangements: Contractual agreements between carousel vendor and the
San Luis Obispo Mission.
Objects:
● Equipment and Supplies: total of $737
Item Amount Cost
Hot chocolate mix 10 boxes $20
soy milk 3 gallons $15
milk 3 gallons $10
cups 500 $40
cash box 1 $20
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13. tables 2 $200
cardboard ornaments 300 $20
markets/paint/glitter 5 $75
stir straws 500 $10
camera 1 Already obtained
Santa’s house 1 Already obtained
film 500 $50
printer 1 Already obtained
napkins 500 $7
chairs 20 $200
candy canes 300 $10
toys 100 $20
duct tape 3 $20
table cloth 2 $20
Rules:
● Social roles: The target market will generally be children, parents, and grandparents.
High school and college students may also attend with friends and family. People
do not need to know each other to enjoy themselves, but it is likely an activity that
is not attended alone.
● Social norms: Christmas is a holiday many people celebrate, but it is not what
everyone enjoys doing over the break. It is somewhat difficult to incorporate other
types of religions into this celebration. This event is also focused on children’s love
for Santa Claus, so people will be playing into the idea that the location is a magical
place.
Relationships:
● People already in relationships: The majority of those that attend the Santa’s
Workshop are families with younger children or babies. That may include the
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14. children, their parents or guardians, grandmas and/or grandpas, and other possible
extended or immediate family members. This event is solely focused on bringing
people together and experiencing a wholesome and traditional Christmas moment.
Because this is such a traditional and intimate event, the main group of people that
attend are already in relationships because they want to experience the memory
together. Christmas is a big family holiday, and holds a significant amount of
intimacy and already built-in relationships add to that. Other attendees in existing
relationships can include students or groups of friends that know each other and
want to bond at this holiday event.
● People with no existing relationships: There is a low probability of individuals
attending this event by themselves. However, it does and can happen! The people
with no existing relationships are those that are out and about or have a goal to
make Christmas memories for themselves at the santa house. This means they show
up without knowing anyone but with the potential of meeting new community
friends and families.
● Mixed groups: This includes families that come together as a community to
celebrate this Christmas celebration and enjoy traditional events. The main group of
guests at this event within mixed groups will be those with children that are there
to see Santa Clause, and want to meet other parents and/or families with children
with similar ages in the community. This is a significant memorable factor in the
event because it can create lasting relationships built off of a light-hearted and
sentimental event.
Blocking:
This is the map layout of Santa’s House and the Classic Carousel for the 2019 season. This
blocking is great for children because there isn’t a strict outline of what to do when, it’s
more of an open area for people to explore.
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15. Management plan:
§ Santa’s House will be managed by
Niesha Johnston from Downtown SLO
§ Niesha will also give further
instructions to the RPTA 210 crew by giving
them certain tasks (snack table, pictures inside
Santa’s House, carousel, etc..)
§ Niesha may need to leave to the
office, and if so, further management is given
to RPTA 210 group who will make decisions
with consent from Niesha via phone call.
Cancellation Plan:
We might cancel the program if there is rain or a fire. Niesha Johnston and the RPTA 210
Team will make the decision to cancel the event if circumstances require cancelation.
If it is decided that the event will be canceled, it will be decided at least 2 hours before the
event This will be communicated to staff via phone call and to participants via social
media and a representative will be at the venue to let people know as they come. If
canceled, it will be rescheduled for December 7th.
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16. Chapter 4
Stakeholder Analysis and Narrative Storyboard
Stakeholder Analysis
This is a chart that helps pinpoint the most important stakeholders involved
in the experience and how to correctly cater to their needs. First, we create a
list of everyone that has a stake in the event (this can be absolutely
anyone). Then, we can sort these stakeholders into categories based on their
level of power and interest in the event. Afterwards, we can narrow down
our overarching goals and find the stakeholders who are most crucial to the
event.
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18. Empathy Maps
These are maps that help us understand things from the user’s perspective.
Empathy maps are usually used by event organizers so they can try to
enhance the experience of the attendees as much as possible by their five
senses.
Empathy map #1: Kids
Pains: possibly scared of Santa, fussy with parents or environment
Gains: A positive experience with Santa, the ability to be artistic and make an
ornament
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19. Empathy map #2: Elves
Pains: dealing with difficult situations, things may not happen as intended
Gains: Customer service experience, experience with cash registers and printers,
experience with a variety of age groups, satisfactory of a job well done
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20. Narrative Storyboard
From the perspective of the user, a narrative storyboard is a very useful tool that
many planners can reference back to. It helps the organizers visualize the
experience step by step as if they were a regular attendee.
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22. Chapter 5
Design Thinking
Design Thinking
A five step process (empathize, define, ideate, prototype, test) where experience
designers can gain feedback from the end user throughout the process of creation.
This allows people to be able to get a more personalized experience of what they
want and a more accurate depiction of their vision.
Experience #1
Interview 1: I interviewed Nicolette and received information on her core priorities when
it came to holiday traditions. I first asked her what her favorite holiday activity was and
she told me that her whole family visits Candy Cane lane every year during Christmas
time. Candy Cane lane is a decorative neighborhood street that decks out their houses and
front yards with holiday lights, decorations and props. Nicolette’s family likes to take a
stroll, drink hot chocolate and enjoy the music and fun sights. I asked her what makes it
memorable for her, and she said the fact that it’s been a tradition since she was little and it
feels like home. I then asked her if she were to incorporate a new tradition to her holiday
festivities, what special inclusions would be important to her? She emphasized on the
highlights of festive decorations, she wants to have a relaxed day and be involved in
making something - like gingerbread houses. The last time she volunteered was with
downtown SLO, to work on the mascot’s birthday that had carnival games for kids at the
farmer’s market. When she volunteered, she felt excited for the children and had a lot of
empathy towards the parents watching their kids experience the fun. The goals and
wishes I got from this interview was that the Santa’s House should portray a homey vibe
that’s comfortable for everyone yet exciting because of the decorations and festivities.
Insights are that it should be family oriented, traditional and decorative.
Goals Insights
Significant homey vibes Family Oriented
More comfortable yet exciting decorations Traditional
Decorative Flyers Decorative
Interactions Super Festive
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23. Problem statement- Nicolette needs a way to celebrate holiday traditions that are familiar
and home-y because it’s an exciting and significant part of the year that brings everyone
together.
Ideation lists- Possible ideas for Nicolette’s Christmas experience could be:
● A christmas celebration with carnival games and rides
● A cookie decorating station with Santa
● A local band to play Christmas songs and unite the community
● A Christmas party for the family, with arts and crafts (coloring books, paint, etc.)
● Local shops participate in a Christmas themed farmers market
● Local talent show or Christmas caroling competition
Prototypes -
Reflection- At first, it is easy to think I understand the user’s vision. Design thinking,
however, works very thoroughly with the user to check back in after every process of
alteration. I originally thought that Nicolette would want something extravagant, but after
speaking with her more and running through a few examples, I realized she would much
rather have something small and more meaningful with her family. This is very important
because without feedback, I could potentially have designed the opposite of what she
wanted.
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24. Experience #2
Interview 2: I interviewed Melia on experiences related to an environment with her
friends and family. First I asked Melia what was a recent experience she had. She
responded that she had recently gone on a camping trip with an on campus group called
Young Life where they went wake surfing and were able to bond with new people. On a
separate note I asked Melia if she celebrated Christmas, which she does, and then asked
about an experience that came to mind when thinking about the holidays. She told me
about how she is surrounded by friends and family during Christmas time. During the
holidays, she remembers competing in an annual bingo game, getting a Christmas tree, and
giving back to the homeless. When asked about an ideal day with friends and family
during the holidays she told me she would like to spend time with family and have a
movie night or white elephant gift exchange. At this point it became obvious to me that a
common theme with Melia is quality time with loved ones during the holidays. Three
words Melia used to describe the ideal holiday season is: together, festive, and fun. Words
she thinks of when imagining the ideal North Pole are snowy, festive, candy canes, hot
chocolate, elves, festive and Santa. I then switched the topics to traditions. She mentioned
that she has a typically non traditional Christmas and eats pasta as her Christmas meal.
When asked about starting a new tradition, she would like to do something adventurous.
Goals Insights
Wants to be connected with friends &
family
Melia’s Christmas is “nontraditional”
Wants to uphold traditions Her relationships are based around food
Wants to be active in community with
loved ones
Italian heritage is important to her
Wants to one day create traditions Has bonded with loved ones through
holiday activities
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25. Problem statement- Melia needs a holiday experience that is centered around friends and
family because she connects the holidays with family, and this makes the time of year
special.
Ideation lists- Possible ideas for Melia’s holiday experience could be:
● A white elephant gift exchange where SLO civilians can donate to the children that
visit Santa.
● Santa, Mrs. Claus, and the elves could put on a play for the families to watch (with
Christmas-themed concessions available).
● Downtown SLO puts on a movie night in the plaza with a large projector. The
community can be together and hot chocolate could be served.
● “Reindeer” zoo where farm animals are at the Plaza for a fun petting zoo experience
with friends and family.
● Local auction where civilians can donate money to charities nearby and better the
community.
Prototypes -
Reflection-
This process was very helpful when working with Melia. I believe she relates a lot to the
newer generation because she celebrates the holidays but is likely to be doing so in a
somewhat nontraditional way. There were times when I thought that she wanted a very
relaxed type of event, but she corrected me by expressing her need for decorations and
aesthetics. Again, this is proof that constant communication with the end user is the best
way to design a project. Every person is different, and we can see this with the differences
in our Christmas celebration ideas between our two interviewees.
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26. Chapter 6
Experience Maps, Personas, Promotion, and
Marketing
Experience Journey Maps
An experience journey map is a map that lays out the specifics of an
experience, broken down into four categories. Touchpoints are points of user
interaction at an event, reactions are the goal reactions from users about
specific touchpoints, backstage contributors are contributors that can’t be
seen on site, and frontstage contributors are the ones on site during the
event. This is helpful because event planners can prioritize the most
impressionable moments for our users. After that, we can create goals for
each touchpoint and distinguish who is going to make each one happen.
Touchpoints Parking and
walking to
the Mission
Plaza
Standing in
line to
meet Santa
Entering
Santa’s
house
Decorating
paper
ornaments
and
coloring at
the crafts
station
Getting hot
chocolate at the
back tables
Reactions Finding this
location was
easy because
there were
signs along
downtown.
Waiting in
line was
fun
because
Santa’s
elves were
very
interactive.
Meeting
Santa was
an
enchanting
experience!
I love the
ornament I
decorated
at the arts
and crafts
table.
The hot chocolate
was so delicious, I
can’t believe it was
free.
Frontstage
Contributors
Carousel
operator
Mrs. Claus Santa Volunteer
elves
Event
coordinators/Downt
own SLO employees
Backstage
Contributors
Kreuzberg
Coffee
(donations)
Downtown
SLO
managers
The
Mission
Plaza
owners
City of SLO
(public
event
approval)
PG&E (running
electricity longer
than usual
exclusively for this
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27. event)
Expanded Touchpoint: Entering Santa’s House-
We chose entering Santa’s House to be the biggest touchpoint because there was
much more to expand on. Here are five more micro-experience touchpoints on our
single touchpoint.
Touchpoints W​alking
in and
seeing all
the
magical
decoration
s
M​eeting
Santa and
telling him
about
holiday
wishes
T​aking a
picture
with Santa
R​eceiving the
printed image
of the user
with Santa
G​etting a gift
after leaving
Santa’s house
Reactions It​ looks
like I’m
really at
the North
Pole.
I ​hope Santa
gets me the
present I
asked him
for!
I ​love
taking
pictures
with Santa
every year
with my
family.
The elves
were quick at
printing the
picture, and
they even
gave me a
themed paper
frame to
protect it with.
I ​love my new
coloring book
and bouncy ball
the elves gave
me after visiting
Santa.
Frontstage
Contributors
Santa Mrs. Claus The
cashier
An elf
photograph
er
The user and
their
friends/famil
y
Backstage
Contributors
The toy
compan
y that
provides
the gifts
The
Santa’s
House
movers
The
Christma
s
decorator
s
The film
company
PG&E for
electricity to
print photos
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28. Personas
Karen Smith
Karen is a middle-aged mother of two who is new to the town and wants to
get herself and her kids involved in the community and holiday events
because she didn’t have those experiences herself as a child.
Demographics​ - ​35 years old, female, middle class, married with two children
ages 5 and 7.
Psychographics​ - ​Karen is really into community events and holidays, she
loves Christmas and is a big family gal. She lets her kids have sugar when
they are being good and uses holiday festivities as an incentive for good behavior.
Needs and Pains​ - ​Karen’s family did not celebrate the holidays as she grew up due to a
poor household and no time on their hands, so she wants to take advantage of all of the
festivities that she can so that her kids can get a full wholesome experience.
Relevant Behaviors​ - ​Karen loves to participate in community events that involve her
kids. She gets them involved in sports at school and shows up to every practice and game
and provides snacks for the teams. She loves to participate in any clubs and
extracurricular activities that are happening around the town.
Cindy Thompson
Cindy is a young girl in elementary school that is in need of family time and
wants to spend her holiday break attending and getting involved in holiday
festivities with her family.
Demographics​ - ​8 years old, female, lower-middle class, youngest child of 5.
Psychographics​ - ​Cindy spends most of her time with herself and at school
keeping her 8 year old self really busy, and loves the holidays because of the
long break from school and the copious amounts of family time. She is
involved in theatre at her elementary school and loves to dress up
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29. Needs and Pains ​- ​Cindy’s family is extremely busy at all times. Her parents are always
working and her siblings are a lot older than her so they prioritize their sports and social
lives more than family at the moment. Her favorite time of the year is the holidays
because that’s when her whole family take time for each other and holiday festivities,
which include the Santa House.
Relevant Behaviors​ - ​Cindy is involved in theatre at her elementary school, so she’s a big
fan of dressing up. She always dresses up when they go out for holiday festivities with elf
clothing, or reindeer ears, etc. Cindy loves to be apart of the community and make new
friends.
Promotion and Marketing
Promotion Plan
We will utilize the Downtown SLO Instagram account to promote our event. We will post
stories and Canvas on the account.
- Nov 20 post fliers on social media including Downtown SLO Instagram account
- Nov. 25 Repost fliers on Downtown SLO Social media (include a countdown to the
event) (e.g. 5 days to go!)
- Nov 30 post on both social media feed and story for Downtown SLO media. Include
phrases like: “come out tomorrow to Santa’s House!”
- Dec 1 post advertising day of event. Post videos/pictures of Santa’s house as the
event is happening for followers to see
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30. ​INSTAGRAM POST
​ STORY POST
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31. Chapter 7
Touchpoints
Touchpoint Template
This is used for event designers to pinpoint the specific interactions the end
users found most important and explore them in depth. Without this, it is
much harder to figure out the key points and what goes into implementing
them.
Touchpoint 1: Walking into Santa’s House
Key takeaways: Walking into Santa’s House in Downtown SLO is to be a memorable
experience for visitors. Characters like elves, Mrs. Claus, and Santa will welcome guests and
create a positive experience by enforcing rules, listening to the desires of guests, creating a
sense of Christmas spirit. All together, these elements combine to make an amazing world
that looks magical to the guests (especially young children.) The interaction with Santa
can be very overwhelming for some kids, so everyone does their best to make them feel
comfortable. This includes the decor, the gift we give them as they exit, and the attitudes
of the volunteers.
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32. Touchpoint 2: Waiting in Line for Santa
Key takeaways: Waiting in line consists mainly of objects, rules, relationships, and
blocking. The decorations are very important when waiting in line because it is the
main focus of everyone’s attention. If the decorations aren’t convincing, the
children will not feel the magical effect of being at the North Pole. The rules when
waiting in line are very crucial as well. If no one followed directions, meeting
Santa would be a free for all, so it is very important that everyone waits their turn.
This also teaches children how to respect others. The relationship aspect is
important because most of the chit-chatting in line will be between friend/family
members. This is not necessary, however, because people begin to talk with
strangers as they wait. Children and their parents always end up meeting many
other friends while waiting for Santa. The blocking of the entire event is also
important because it outlines how people hang out. It is not necessary, but people
generally follow a path of waiting in line, meeting Santa, going out the back, and
then coming to the front to mingle with others. Elves play a huge role in helping
this entire event run smoothly because they are always helping with the details.
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33. Overall, it is very nice to have help from elves and lots of decorations to convince
the audience that Santa’s House is a new world.
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34. Touchpoint 3: Getting Hot Chocolate
Key takeaways: For the “getting hot chocolate” touchpoint, people, place, objects,
and rules are the primary experiencescape elements. Elves are very important in
the experience because they harness a real interaction with the user and the
magical world. The Mission creates a great environment for people to mingle, even
if they didn’t originally decide to visit Santa’s House specifically. The public has the
opportunity to visit this amazing event because the spot is in central downtown.
The objects, hot coco, are very important to this touch point because it is what
brought everyone together. The rules, like waiting in line, help the touchpoint run
smoothly. Overall, co-creation is around a medium level because people are able to
choose between two options of drinks. The elves, again, are very helpful during the
event because they work diligently to help everyone.
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35. Touchpoint 4: Decorating Ornaments
Key takeaways: Decorating ornaments at the Santa’s House activation is a very
meaningful experience because children are able to explore their creative side. The
people involved in this experience help guide the children throughout the day.
Elves are able to create the festive environment as parents assist kids in their art.
The objects are especially crucial to the decorating ornaments touchpoint because
it is the main focus. Since the majority of visitors are little children, we decided not
to have the ornaments be glass. Instead, they are paper and can be drawn
on/easily decorated. This fourth touchpoint map clearly shows that elves play a
role in every activation because they take care of the small/important parts. With
them diligently working, our desired results of children believing in the holiday
spirit is easily achieved. This section of Santa’s House is the only activation that is
high co-creation. Kids can write a letter to Santa, decorate an ornament, or even
draw a picture of their own. This is our most important touchpoint because it helps
unite the community while harnessing the children’s imagination.
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36. Chapter 8
Evaluation
Purpose - We are evaluating this experience so that it can be critiqued and improved. The
more feedback the experience gets, the more it will grow into something outstanding over
the years.
Audience - This evaluation is for Downtown SLO and the RPTA 210 group who has this
event next year.
Process -This evaluation was conducted in our RPTA 210 class.
Issues - Some questions that we addressed were about riding the carousel and taking
pictures with Santa because those are the two activations that create revenue for the
event. We also asked about their favorite part of the experience and if they decorated an
ornament.
Resources - A Google Form was used to conduct the evaluation.
Evidence -
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38. Reporting -
Recommendations- Next year, we recommend that Downtown SLO continues to use the
carousel because many people used it and it brought in good revenue.
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39. Thank you for this opportunity!
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40. Coloring Examples from Santa’s House
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41. References
Rossman, J. R., & Duerden, M. D. (2019). ​Designing experiences​. New York: Columbia
University Press.
SLO's Santa's House & Carousel. (2019, November 2). Retrieved from
https://visitslo.com/events/santas-house-carousel/.
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