Michael Lee Design’s Definition Of “Story”
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”
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