MW18 Workshop: Experiential Master Plans: Integrating Digital Experiences Into The Physical Environment
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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.
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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
- 2. Whatwasthelastnonmuseumexperiencethatexcited yousomuchyoupromoteditwithoutbeingasked? Howdidyoufindoutabouttheexperience? Drawapictureofwhatyousharedwithothersabout theexperience. I NDI VI DUAL EXERC ISE USING PAPER
- 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
- 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
- 15. DIGITAL SIGNAGE HERO SCREEN GALLERY INTERACTIVES VIEWER CONTENT POOL ON-SITEOFF-SITE MOBILE SOCIAL MEDIA ACADEMIC WEB
- 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
- 24. 24
- 31. NASA GoddardBill & Melinda Gates Discovery CenterBill & Melinda Gates Discovery Center
- 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
- 42. Museum of the American Revolution
- 44. L
- 45. L
- 46. 46
- 51. The Kennedy Center Proposal for Kennedy Center with Quinn Evans & Studio Joseph
- 52. The Kennedy Center Proposal for Kennedy Center with Quinn Evans & Studio Joseph
- 53. The Kennedy Center Proposal for Kennedy Center with Quinn Evans & Studio Joseph
- 55. The Kennedy Center Proposal for Kennedy Center with Quinn Evans & Studio Joseph
- 56. Confidential Museum with Pelli Clarke Pelli
- 57. Wilson Marker with Studio Joseph
- 62. Visitor Mapping Exercise THE WHERE
- 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
- 68. Pre-Visit Enter Orient Engage Extend
- 69. DIGITAL+EXTERNAL OUTREACH BUILDING EXTERIOR ENTRY EXPERIENCE CIRCULATION UTILITY SPACES INTRODUCTORY + ORIENTATION EXPERIENCE EXTENDING THE MUSEUM EXPERIENCE GALLERIES
- 70. Nowthinkaboutyourowninstitution(orthehotel). Drawachartshowingtheon-siteandoff-site touchpointswhereyouinteractorconnectwiththe institution(orhotel.) Wheredidyouencounterpainpointsalongtheway? GR OUP EX ERC ISE USING LARGE PAPER
- 71. Learning from 404 Exercise THE WHERE
- 73. T UR NI NG AN ISSUE I NTO AN OPPORTUNITY
- 74. Now,writedownfivesignificantpainpointsfromthe previousexercise. Workwithyourteamtoidentifywaysyoucouldturn themintoopportunities.Don’tworryaboutbarriers. GR OUP EX ERC ISE USING C ARD S
- 75. Reverse Audience Exercise THE WHO
- 78. Outline 2-3userjourneygoalsandperceptionsfrom yourtargetaudience. Then,switchwithapartnerandseeifheorshecan guessthebackgroundandpersona. PA RT NE R EX ER C I SE U SI NG C AR D S
- 79. Power of Moments Exercise THE WHY
- 87. Whatisthepeak/pitformostofyourvisitors? Whatisthelastthingmostfolksremember? I NDI VI DUAL EXERC ISE USING C ARDS
- 88. 7-Star Exercise THE WHAT (IF)
- 92. Mapoutwhatthe7-starexperiencelookslikefor yourinstitution’sexperience. Determinewhereyoucurrentlyareandthen considerwhatitwouldtaketogetitto 11stars. PA RT NE R EX ER C I SE U SI NG C H ART AND STICKIES
- 93. Importance & Urgency THE WHEN
- 94. DIGITAL OPPORTUNITIES Plotting Value Urgency Importance HIGH IMPORTANCE LOW URGENCY LOW URGENCY LOW IMPORTANCE HIGH IMPORTANCE HIGH URGENCY HIGH URGENCY LOW IMPORTANCE
- 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...
- 97. Thinkabout7-10ofthedigitalexperiencesyou’ve consideredandplotthemonthechart. I NDI VI DUAL EXERC ISE USING PAPER
- 98. Impact & Investment Exercise THE HOW
- 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
- 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
- 111. Nowscoreeachofyoursuggestionsbasedone1-5stars I NDI VI DUAL EXERC ISE USING PAPER
- 112. Removing Blockers THE WHY NOT
- 113. EXPERTISE CONTENTINFRASTRUCTURE I NST I T UT I ONAL B LOC KERS
- 114. I NST I T UT I ONAL B LOC KERS EXPERTISE CONTENTINFRASTRUCTURE
- 116. Whatwouldittakeforyoutodoublethatpoint allowanceandwhyhaven’tyougottenthatalready? PA RT NE R EX ER C I SE U SI NG ST I C K I ES
- 117. Exquisite Corpse Exercise THE END
- 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.