Ar

&
ts

^ Entertainment “Experience”
UnMarketing

Date: 9/24/13!

/drkellypage!

@drkellypage!
The Experience of Place & Space
"Place is security, space is freedom."
In Space and Place : The Perspective of
Experience,...
Roles of Places and/or Spaces
• 
• 

conveys expectations
influences perceptions
Package	
  

•  facilitates interaction
b...
Approaches to Sites, Venues & Spaces
1.  Container or channel for delivery of experience
–  The place is the “how” you can...
1.

Opening the Doors: Fashion Retailing Experiences

•  Retailing is all the activities directly related to the exchange ...
Channel Strategy Decisions: Structure

Source:	
  Baines,	
  Fill	
  and	
  Page	
  (2010)	
  

Date: 9/24/13!

Source:	
 ...
Channel Strategy Decisions: Intensity of Coverage

Source:	
  Baines,	
  Fill	
  and	
  
Page	
  (2010)	
  
Date: 9/24/13!...
Channel Strategy Decisions: Logistics Management

Date: 9/24/13!

/drkellypage!

@drkellypage!
2.
• 
• 
• 
• 
!
• 

Site Specific Experiences
Creating work for and inspired by
specific venues, locations and/or
spaces"
...
Venue Design & Management
Types of Experience Content"

Type of Experience Venues"

•  Performance - music, dance,
theatre...
3.

Learning Experiences & The Third Teacher

Date: 9/24/13!

hUp://youtu.be/nYdtGxJfqQk	
  
	
  

/drkellypage!

@drkelly...
Place & Touring Strategies
• 

“You'll be paying the price for whatever
hasn't been taken care of," Atkins says.
"Promoter...
Understanding Environment-Person Relationship

Date: 9/24/13!

/drkellypage!

@drkellypage!
Ar

&
ts

^ Entertainment “Experience”
UnMarketing

Date: 9/24/13!

/drkellypage!

@drkellypage!
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The Experience of Place and Space: Arts and Entertainment Experience (Un)marketing

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Where art and creative work is situated is important to its experience. In this presentation I discuss the experience of place and space, its design and management. I reflect on 1) site specific work wherein the site is part of the narrative/story of the work; 2) place/space as a container through which we experience the work; 3) the fluidity of working in multiple spaces such as touring work. I draw on ideas and theory from both services management and venue design and management from the performing arts.

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The Experience of Place and Space: Arts and Entertainment Experience (Un)marketing

  1. 1. Ar & ts ^ Entertainment “Experience” UnMarketing Date: 9/24/13! /drkellypage! @drkellypage!
  2. 2. The Experience of Place & Space "Place is security, space is freedom." In Space and Place : The Perspective of Experience, Tuan contends that a space requires a movement from a place to another place. Similarly, a place requires a space to be a place. Hence, the two notions are co-dependent. ”… how the human person, who is animal, fantasist, and computer combined, experiences and understands the world." The "spatio-temporal" world he discusses shows how time and space go hand and hand in interpretation. (Yi-Fu Tuan) Date: 9/24/13! /drkellypage! @drkellypage!
  3. 3. Roles of Places and/or Spaces •  •  conveys expectations influences perceptions Package   •  facilitates interaction between: •  customers and employees •  customers and fellow customers Date: 9/24/13! Facilitator •  facilitates the flow of the delivery process •  provides information (how am I to act?) •  facilitates the ordering process (how does this work?) and service delivery •  sets provider apart from competition in the mind of the consumer Socializer Differentiator /drkellypage! @drkellypage!
  4. 4. Approaches to Sites, Venues & Spaces 1.  Container or channel for delivery of experience –  The place is the “how” you can place the optimum experience before the maximum number of your market at times and locations they want them. –  e.g., Music: digital downloads, Film: Netflix, Amazon Instant, Retailing: Fashion –  Considerations: consistency, time, market coverage, convenience, flexibility, performance, exchange. –  Driver: exchange 2.  Part of experience narrative –  The place is the “story” that inspires the experience and its design. –  e.g., site specific work, installations –  Driver: storytelling 3.  It is the experience –  The place is the “experience” that is transformative –  e.g., tourist locations, theme parks, learning, social media networks –  Driver: immersion" Date: 9/24/13! /drkellypage! @drkellypage!
  5. 5. 1. Opening the Doors: Fashion Retailing Experiences •  Retailing is all the activities directly related to the exchange of Fashion Experiences to the ultimate end consumer or audience." •  Value delivered: Convenience or speed and ease in acquiring experience. Consists of four elements:" –  Values: Access, Search, Possession, Transaction! Venue  presence   Non-­‐store  presence   Date: 9/24/13! • The  physical  loca.on  is  seen  as  a  source  of   compe..ve  advantage,  providing  crucial  entry   barriers  to  compe.tors.     • Several  characteris.cs  make  retailing  unique  from  the   audience  viewpoint.  E.g.,  staff,  servicescape,   sensa.on,  experience.     • Exchange  ac.vi.es  resul.ng  in  experiences  and   transac.ons  that  occur  away  from  a  fixed  store   loca.on.   • e.g.,  Direct  selling,  Telemarke.ng,  Electronic  Kiosks,   Internet  Retailing     /drkellypage! @drkellypage!
  6. 6. Channel Strategy Decisions: Structure Source:  Baines,  Fill  and  Page  (2010)   Date: 9/24/13! Source:  Baines,  Fill  and  Page  (2010)   /drkellypage! @drkellypage!
  7. 7. Channel Strategy Decisions: Intensity of Coverage Source:  Baines,  Fill  and   Page  (2010)   Date: 9/24/13! /drkellypage! @drkellypage!
  8. 8. Channel Strategy Decisions: Logistics Management Date: 9/24/13! /drkellypage! @drkellypage!
  9. 9. 2. •  •  •  •  ! •  Site Specific Experiences Creating work for and inspired by specific venues, locations and/or spaces" Site is inherent to the concept and narrative of the work! Immersive research to uncover stories! Creating work for “everyone” irrespective of theatrical experience, grounded in place. ! Strong Trend (30-40% UK Work):! –  –  –  –  •  PunchDrunk (UK/US)! National Theatre Scotland! National Theatre Wales! Visual Arts: Sheep & NYC Service Station! Questions:! –  How does the site inspire stories?! –  How can we uncover the stories in sites?! Date: 9/24/13! Michael  Shvo  and  Paul  Kasmin  Gallery   /drkellypage! @drkellypage!
  10. 10. Venue Design & Management Types of Experience Content" Type of Experience Venues" •  Performance - music, dance, theatre, opera, magic and combinations! •  Experiential - playing, visiting, recreating, learning, exploring, etc.! •  Media-dependent (property) TV shows, movies, music sold as DVD, cable, Internet, etc.! •  Performance venues theaters, performing arts centers, cinemas! •  Experience venues - casinos, spas, luxury resorts, cruise ships, museums, theme parks, zoos! •  Arenas and Stadiums specialty activity venues! Date: 9/24/13! /drkellypage! @drkellypage!
  11. 11. 3. Learning Experiences & The Third Teacher Date: 9/24/13! hUp://youtu.be/nYdtGxJfqQk     /drkellypage! @drkellypage!
  12. 12. Place & Touring Strategies •  “You'll be paying the price for whatever hasn't been taken care of," Atkins says. "Promoters these days open the doors to venues, and they take out some ads. 
 
 [But] promoters don't really promote, agents don't really book, managers don't really manage — bands need to grab ahold of their situation. And that's what I'm telling bands. 
 
 They want to be U2 or whatever, I tell them success is really being able to sustain. If you can sustain, you can learn and grow and make it better and do it again." # •  “Tour Smart” by Martin Atkins! Date: 9/24/13! hUp://www.npr.org/templates/story/story.php? storyId=92132264     Michael  Shvo  and  Paul  Kasmin  Gallery   /drkellypage! @drkellypage!
  13. 13. Understanding Environment-Person Relationship Date: 9/24/13! /drkellypage! @drkellypage!
  14. 14. Ar & ts ^ Entertainment “Experience” UnMarketing Date: 9/24/13! /drkellypage! @drkellypage!

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