buz.co

Do you know what you want to be? Some years ago, while we were meeting with a large and prestigious international hotel chain, we were surprised to find, even they were confused about the differences between hotels and resorts.   At the time, we were programming a project which had all the makings of a resort, but they seemed to think the differences were purely semantic and not substantive. While it’s true that there can be a vast difference between a hotel and a resort, the terms may be mistakenly used interchangeably.

In our opinion, the word “Resort” is one of the most misused words in our industry.  To present themselves in a better light, many hotels have miraculously become resorts overnight, simply by changing their name! The buyer is smarter than that! Even more so today. Although they may not know with words, they know, and demonstrate their knowledge with their pocketbooks.

In an attempt to clarify the issues, we present the following graphic to explain what we believe are differences between hotels and resorts.  You will see the differences are not only semantic, but also physical,  experiential, and economically qualitative and quantitative.  Perhaps we can help you decide what you want to be?

There are many philosophies as how best to bring Theme Parks, Waterparks, Museums, Resorts and other “Experience Based Projects” to the market and to do so with financial success. We are often asked by those wanting to develop attraction projects, “What should we do first?” They know they need to develop a concept for the guest experience, but they also know the project must be able to support itself economically. We acknowledge there is a “chicken-egg” relationship between the winning financial model and the successful guest experience model. This often presents a dilemma for uninitiated owners / developers, so here are the process types we have encountered and our recommendations for which to use and which to discard.

At the far end of the spectrum are those who bolt headlong into risky attraction ventures without giving any thought to how many people will come or how much they will spend.  Those bold and brave souls often believe and may even say,…to abtain the full article please click here.

A Master Plan for an attraction, such as a Theme Park or Water Park, a Museum or Resort, is a written and graphic statement as to a hoped-for vision to be achieved within a certain time frame. Master planning is not just physical planning or site planning. Although it is true that the results of master planning lead to a physical plan, the process should take into account far more than physical criteria. Such criteria should also include economic, market, or financial information, political or governmental criteria, construction criteria, and most importantly “guest experience criteria”. Attraction projects are projects within which the public, as the end-user or guest is essentially buying an experience.

In addition, a true master plan looks at all aspects of a problem through time. It states today’s existing conditions, including problems, issues, wants and needs, and at the other end of the time spectrum it points a direction by stating what can and should be tomorrow’s vision. It then fills in a series of steps over time, called “phases”, depicting future conditions which are consistent with that stated vision.

Each set of criteria is graphically shown on a drawing, diagram, or other written document, so that a team can participate in the creation, review, and production of the projects vision. 

Michael Lee Design has a great understanding of all the criteria necessary to produce master planning for the various attractions including, Theme Parks, Waterparks, Museums, Cultural Centers, Learning Facilities, and Resorts. If you have any questions regarding a Master Plan for your attraction project please contact Michael Lee Design.

Our definition of “story” is perhaps slightly different than what is traditionally meant by the word. Story is central to the development of an attraction. Attractions, as the name implies, are places to which people go because there is a drawing power, a magnetic attraction, sometimes nearly magical, but able to be measured and analyzed with numbers, a process invented by Harrison Price. But it is not really just the physical place to which people are attracted…it is to the “experience” they will have by being there. Some places have a type of magic or feeling or spirit that is the real draw. Although there are buildings, although there are exhibits, or shows, it is really the feelings that make the experience, which makes the attraction be magnetic. Take a Broadway musical for example. The theater is not unimportant, but it is just the stage upon which the show takes place. The people are there for the emotion, the spectacle, the learning, the respite, the renewal… in short, the experience. In our business, this is the “story”. It may be written like a narrative, or a novel, or like a fairy tale, but if it is successful, it is always more than words. It is feelings, it is movement, and it is aromas. It is usually visual or, if possible, all of the senses. Indeed the more senses involved, the more people are immersed in the experience and the more they find the experience enjoyable. This has application in many industries. In the world of computers they use the expression, “first software, then hardware”. The software in our case is the story.

Below is a simple diagram explaining the evolution of “Story”

First, we believe in certain principles of an “experience economy” (see the book “The Experience Economy” Joseph Pine, Harvard Press).  Simply stated,  people are willing to trade their money for various types of experiences. As the author  states, “Experiences have always been a part of the entertainment business, but today are “at the very heart of our economy”.  All through out the world everyone is looking for experiences to releive themselves of their everyday life. Analyzing a specific location and its environs for what future it may realize we must certainly take into account  the experience factor, whether it is called  “culture” or “education”.  

Our process accounts for the experience factor, and begins with an understanding of the “story”.  More accurately it is a story, within a story, within a story. Some people call it vision, some call it theme, or background or reason d’être. In our business, it is simply called story.  It is not until you know and understand the story, including the underpinning history and underlying motivations that you can understand what to do physically, politically, financially, and so on. All of which gives you vision. There is an Asian saying which might be appropriate for the future of any project: 

“Vision without action is a daydream.

Action without vision is a nightmare!”

We see developments continually that have grown in haphazard ways, without much vision for the future, sometimes only with great faith. We also see people with vision but without means for action. We are always asked, “What is the potential?”  Our answer depends on both the means of action, and the vision so that the daydream can become reality without being a nightmare! Our action may seem peculiar to some, because we build the vision first, nearly simultaneously with the means of action. It’s like two people walking in the dark with only one flashlight between them. One is responsible for the vision, the other for the means of action.  One shines the light so the other can take a step forward, then passes the light to the other, who in turn does the same, and thus they progress. What is the means of action? It is the economics, the “numbers”, resources and returns, the money. What is the vision? It is in the experience, the “spirit”, or the “story”.  We build one and then the other going back and forth in what many think is an undisciplined process. Each relies upon the other. We test the vision with numbers, and we test the numbers with vision. 

Michael Lee Design specializes in Attraction Charrettes for Theme Parks, Water Parks, Museums, Cultural Centers, Resorts & many other types of attractions. Here you can find a document that explains what an Attraction Charrette is for and what it provides.

“One of the most productive and cost effective techniques for evaluating the market and economic potential of a proposed public attraction project is the ATTRACTION CHARRETTE. It is normally a two-day brainstorming session, and its purpose is to fully explore the entertainment/exhibition/recreation/attendance potential of a development opportunity. In addition, a charrette also establishes preliminary financial and investment criteria by which the proposed project’s viability can be evaluated. The result of the charrette is a multi-disciplined overview of the project – its objectives, its themes and attraction/exhibition/presentation elements, its target audience, its location and market area. The charrette is a front-end tool to assist the client in assessing development opportunities; establishing rough order of magnitude development parameters including annual attendance and project sizing requirements; and identifying a rational investment target based on estimated operating revenues and expenses.”

You may abtain the full explanation document here.

Michael Lee Design was hired by Ronnie Gilley Entertainment to help in the production of a new Country music festival in Alabama, USA called BamaJam. BamaJam is set out to be a yearly event that takes place on the Country Crossing Resort, which also was master planned by MLD. Country Crossing is a entertainment destination resort that includes “Little Nashville”, a retail, dining & entertainment zone that includes dinner theatres, live music, a George Jones tribute museum and a recording studio. The “Mandolin Grove” amphitheater will seat up to 15K people where country music stars perform. The “Fiddlers Cove” is a place where families can enjoy attractions like arcades, bowling, miniature golf and various other events. Country Crossing also includes an R.V. Park and an Indoor Water Park Hotel themed for guest to be immersed in the South Pacific.

As for BamaJam, well, what a success! The producer of the event Ronnie Gilley expected to see around 30 to 40 thousand people attend the 3 day event. After the 3 day event it was estimated that over 200,000 people attended, WOW! Very exciting for all those involved and who will reap the benefits of such an event. Here is an article about the success of the event.

Michael Lee Design is involved in The Proscenium Sandy project which was announced previously here. MLD decided to post the “Pitch Video” created for the projects announcement at the Sandy City Hall on April 2nd. This video was used to display the different media used to show the concept for the project, which included illustrated drawings and a CG model. Enjoy!

You may have heard recently about a project announced in Sandy, Utah called The Proscenium, a very exciting project in which Michael Lee Design is involved. Scott McQuarrie the developer of The Proscenium approached MLD regarding the dynamics of such a project and the components involved and asked to help in the design & planning. The project includes a retail, dining and entertainment walk thats path leads right to the entrance of a Broadway style theater. Also, includes an office park, residential high rise living and a cultural center for the performing arts.

Artwork & renderings below show some of the design ideas that help to depict what’s possible.

Michael Lee Design will continue to update you on the progress of the proscenium project. Please feel free to view other projects that MLD has been involved in.

Geyser Falls Water Theme Park made it on the cover of World Waterpark magazine in which an article describing the project lyes inside. You can view the article here. If you would like to know more about Geyser Falls see Michael Lee Designs water park projects page.