Meet Like a Mouse Apply theme park methodology. Deliver MAGICal meeting results. Written and presented by Lenn Millbower, The Mouse Man 329 Oakpoint Circle Davenport, FL 33837 (407) 442-8061 Lenn@OffbeatTraining.com> When contemplated building an amusement park, his wife dismissively asked, Why? They are so dirty. Walt replied, Mine will be different. And different it was. Disneyland was an immediate success. Some of that success came from cleanliness IE trash cans placed strategically the maximum length people will carry garbage before dropping it but there is more. Disneyland succeeded because of the insight, planning, and customer focus that went into its development. To bring his parks to life, Walt and his successors combined science and common sense. They maximized crowd flow for the efficient delivery of services, sequenced layouts to ratchet up excitement and anticipation, thrust people into immersive environments layered with sensory stimuli, structured stories for maximum emotional impact, and aligned park offerings with the needs and wants of their guests. The result is a worldwide phenomenon. In this insightful and illuminating session, the speaker a 25 year World operations, entertainment, and training veteran pulls back the curtain on Walt s science and sense approach. He will share what Disney does to make their theme parks so organized, so immersive, and so memorable. At each step in the process, he will help you apply s theme park methodology to your needs. Let s meet like a mouse so you can deliver your own magical results.
Our objectives: Today we will examine a Science and Sense approach that e Build anticipation and excitement through event layout; e Sequence events for maximum emotional impact; e Align offerings with the hidden desires of your attendees. SMGP NEC 2017 About the presenter: Our presenter today spent 25 years working in Operations, Entertainment, and Training at World. In that time, he managed every attraction in Epcot Future World, stage managed parades and shows at the Disney-MGM Studios, and wrote leadership training, firework safety, and even how to be Snow White. Prior to his Disney career, he spent ten years as a professional musician and a magician. He has written several books on learning, taught college, and speaks frequently at major learning conferences. Currently, he is president of Offbeat Training LLC where he specializes in Disney inspired innovation and creativity, presentation skills, teambuilding, and meeting makeover keynotes, workshops, and consulting. From Disney training leader to published author, from magician to college professor, from musician to workshop leader, Lenn Millbower will show you how to creatively keep your audience awake so your message can take. I suppose my formula might be: dream, diversify, and never miss an angle. Theme Park MAGIC A Science & Sense Approach: Message Anticipation Guidance Immersion Customerization You don't build it for yourself. You know what people want, and you build it for them. 2017 Lenn Millbower & Offbeat Training LLC Lenn@LikeaMouse.com Page 2
Meet Like a Mouse Apply theme park methodology. Deliver MAGICal meeting results. Theme What it is e Fantasy e Discovery A Science & Sense Approach: Message e Action e Adventure If I can t find a theme, I can t make a film anyone will feel. Story What it s about e Fantasies of the past and future e Technology and culture e The magic of Hollywood e The wonders of our world We learned one basic thing about bringing pleasure and knowledge to people the power of the story form. Message What it means e The happiest place on earth e It s a wonderful world and future e Get ready for your starring role e Celebrate and protect nature In all good entertainment there is wisdom, humanity or enlightenment to be gained. Message meeting suggestions: e Identify a clear message e Create a story to deliver the message e Select a pithy theme to communicate the story e Weave the theme throughout e Stay tightly focused on the message Page 3 Lenn@LikeaMouse.com 2017 Lenn Millbower & Offbeat Training LLC
SMGP NEC 2017 A Science & Sense Approach: Anticipation Disneyland is a show. Layout steps that transport you to a different world: 1. Pass the gate 2. Park your car 3. See the tram 4. Ride a tram 5. Spot the castle 6. Board the ferry 7. Cross the lake 8. See the castle grow 9. Spot the train station 10. Enter the turnstiles 11. Smell the flowers 12. Enter the tunnel 13. Read the posters 14. Exit the tunnel 15. Enter 1900s America 16. Walk Main Street 17. Focus on the castle 18. Stop at the statue Disney builds anticipation and excitement by: e Teasing what comes next e Placing visual draws that pull people forward e Making guests work for the reward e Giving them enough to be satisfied while still wanting more People move towards things that are exciting. Place a weenie at the end of each street. Anticipation meeting suggestions: e Envision your venue as a show set e Foreshadow coming attractions e Organize the venue to build excitement e Ramp up engagement with each room e Stage weenies strategically 2017 Lenn Millbower & Offbeat Training LLC Lenn@LikeaMouse.com Page 4
Meet Like a Mouse Apply theme park methodology. Deliver MAGICal meeting results. Disney guides guests by: A Science & Sense Approach: Guidance e Making Decisions Easy When guests make their own pathway, they probably have a good reason for doing it. e Decorating Entrances e Right Siding Facilities e Left Drawing Weenies e Adjusting Time and Flow e Discouraging Casual Queuing e One-waying Loading e Controlling Crowd Flow e Lengthening Stays Guidance meeting suggestions: e Use an easy to grasp layout e Provide visual cues e Right-side traffic flow e One-way crowded situations e Schedule must-sees at 3:00 Page 5 Lenn@LikeaMouse.com 2017 Lenn Millbower & Offbeat Training LLC
SMGP NEC 2017 A Science & Sense Approach: Immersion The one thing I learned from Disneyland was to control the environment. I don t want the public to see the world they live in. I want them to feel like they re in another world. Details that distract subtract. Control the environment through all five senses It is up to the designer to provide guests with the appropriate sensory information that makes each story environment convincing. John Hench Disney immerses guests visually by: e Separating On and Back Stage e Controlling Sightlines e Hiding Distractions e Transitioning Scenes with Fast, Medium and Slow Dissolves e Propping the Scene e Speaking through Color What does color suggest? Well-chosen color draws guests in; it catches the eye and directs and focuses attention. John Hench 2017 Lenn Millbower & Offbeat Training LLC Lenn@LikeaMouse.com Page 6
Meet Like a Mouse Apply theme park methodology. Deliver MAGICal meeting results. Communicating Mood A Science & Sense Approach: Immersion People see color BEFORE content: e Bright colors spark energy and creativity e Dark colors lower stress and increase feelings of peacefulness Yellow: e Commands attention, the first color the brain sees e Encourages positive moods, conducive to physical activity Red: e Entices engagement and emotion e Boasts creative thinking, can trigger aggressive behavior Green: e Connotes abundance, rest, leisure, and good health e Enhances productivity, long-term memory Blue: e Promotes calmness and a sense of well-being e Aids study and deep thinking, focuses concentration Brown: e Indicates dependability, strength, and solidarity e Represents the earth, reminiscent of food Black: e Defines sleek and stark or dark and dangerous, is the absence of color e Sharpens silhouettes, highlights colors through shadowing White: e Represents purity and cleanliness e Challenging for the eyes when combined with black Grey: e Suggests the characteristics of black but feels lighter, less stark e Neutral, overlooked, used to hide items in plain sight Page 7 Lenn@LikeaMouse.com 2017 Lenn Millbower & Offbeat Training LLC
SMGP NEC 2017 A Science & Sense Approach: Immersion Music s got to carry the story from one scene to another. Speak through Music by: Themeing the Environment: Fashion industry e Sharp Dressed Man e Walk This Way e Got My Game On Physical therapists e U Can t Touch This e Bad to The Bone e Be Okay Travel agents e Fly e Holiday Road e I ve Been Everywhere Managing Mood: Major Key: Happy, Positive, Optimistic e Pre-sessions e Breaks e Raising energy levels Minor Key: Sad, Reflective, Thoughtful e Reflection periods e Group discussions e To calm frayed nerves Moving People during Transitions, Breaks, and Exits Speak through Aroma, Taste, Touch Aroma Taste e Lemon e Healthy snacks e Peppermint e Protein e Coffee e Natural carbs Touch e Exhibits e Table toys e Giveaways Immersion suggestions: e Sensify everything to your story e Separate on stage and backstage e Prop the venue with themed items e Colorize to manipulate mood (drapes, cloths, napkins, signs, materials) e Use music to enhance your theme, change moods, and move people 2017 Lenn Millbower & Offbeat Training LLC Lenn@LikeaMouse.com Page 8
Meet Like a Mouse Apply theme park methodology. Deliver MAGICal meeting results. A Science & Sense Approach: Customerization Assessing Guests in 3D: Assume the guest s position and point of view, and just as Walt did, take the guest s interest to heart. Demands What they say they are asking for John Hench Dramas What emotional stress they are feeling Desires What they secretly wish for Disney takes surveys and customerizes offerings by matching guest desires: e Energy Levels e Morning Coffee e Last Minute Purchases e Wait Time Information e Lasting Memories e Pub Food without Beer e Trash Can Psychology e Magical Transportation Assessing your guests in 3D example: Demand What do they ask for? Drama What is their worry? Desire What do they wish for, and how can you deliver it? Customerization suggestions: e Relate to attendees in 3D (listen to the demand, understand the drama, respond to the desire) e Focus your event to meet their desires e Match bio-energy levels e Place services at locations where attendees will likely desire them Page 9 Lenn@LikeaMouse.com 2017 Lenn Millbower & Offbeat Training LLC
SMGP NEC 2017 How can you mousify your meetings? What s next? We can lick them all. Quality will out. Message: Anticipation: Guidance: Immersion: Customerization: The way to get started is to quit talking and begin doing. Resources Want to know more? Here are some interesting resources. Gabler, Neal (2008). : The triumph of the American imagination. New York: Alfred A. Knopf Green, Amy Boothe and Green, Howard E. (1999). Remembering Walt: Favorite memories of Walt Disney. New York: Hyperion. Hench, John (2003). Designing Disney: Imagineering and the art of the show. New York: Disney Editions. Millbower, Lenn (2000). Training with a beat: the teaching power of music. Alexandria, VA: Stylus. Millbower, Lenn (2011). The Learnertainment pocket tip book: 101 tops that make learning engaging & effective. Davenport, FL: Offbeat Training LLC. Smith, Dave (2001). The Quotable. New York: Disney Editions. Thomas, Bob (1994). : An American original. New York: Disney Editions. Meet Like a Mouse is in no way authorized by; endorsed by; or affiliated with the Company, Inc., or World. The Magic Kingdom, Epcot, Disney s Hollywood Studios, and Disney s Animal Kingdom are registered trademarks of the Company. Other trademarks include, but are not limited to, Disneyland, Main Street USA, Adventureland, Frontierland, Fantasyland, Tomorrowland, The Many Adventures of Winnie the Pooh, The Enchanted Tiki Room, Pirates of the Caribbean, Tomorrowland Speedway, it s a small world, Liberty Square, Big Thunder Mountain Railroad, Spaceship Earth, The Land, Test Track, The Voyage of the Little Mermaid, Kilimanjaro Safaris, Dinosaur, Rock n Roller Coaster, and Chester & Hester s Dino-Rama!. All references to such trademarked properties are used in accordance with the Fair Use Doctrine and are not meant to imply that this presentation and handout is a Disney product for advertising or any other commercial purposes. 2017 Lenn Millbower & Offbeat Training LLC Lenn@LikeaMouse.com Page 10