An Executive Voices Blog by George Wade, President of Bay Laurel Advisors

The past decade has seen tremendous change in consumer habits, and location-based entertainment (LBE) is evolving to meet the growing demand for experiences that bring brands to life in new and exciting ways.

It’s crucial for brand owners and experience operators to explore innovative formats in order to allow consumers to be immersed in the storytelling and enjoy adventures that cannot be found in a home setting. As developers, we have to discover new ways to play to meet—and exceed—these expectations.

First and foremost, we must deliver a creative experience that touches the heart and drives an emotional connection. That begins with well-crafted storytelling but now, instead of telling the guest a story, we are using new technologies and formats to invite them into the story to create a richer and more immersive attraction.

A perfect example of this is the Cartoon Network Hotel in Lancaster, PA. The design team was charged with creating a destination where Cartoon Network characters could exist together. It was an unusual challenge to find a narrative thread that explained why these characters would all be found in a single location, since each television show is so unique. But Cartoon Network and Palace Entertainment developed the hotel as a space where all of the characters live, creating an opportunity for guests to visit them in their natural habitats. The project opened in 2020 and, if you’re wondering whether this storytelling technique succeeded, a 10-year-old reviewer believes it did.

Technology companies have helped us achieve this more immersive experience by providing new, more affordable tools that allow storytellers to bring added layers to LBE offerings. A great example is the Van Gogh Exposition, which literally brings guests into the works of one of the world’s renowned painters.

We are also now seeing how consumer products and packaged goods companies are utilizing experiential tools and a sense of play to better engage consumers through brand immersion.

For example, Fanatics will stage a three-day festival in New York City in August. The Fanatics Fan Fest is designed to serve as a hub where fans of sports, pop culture, and collecting will gather, connect, and celebrate. The goal is to create an event that is far more immersive and interactive than the typical card and autograph collector shows that are so prevalent in the world of sports and pop culture.

Additionally, it was recently announced that the Hallmark Christmas Experience will launch this November at Crown Center in Kansas City, MO. Taking place just outside of Hallmark’s headquarters, the immersive experience (elements of which are free and open to the public) will feature high-profile talent from Hallmark Christmas movies and include behind-the-scenes discussions.

These experiences join a number of successful location-based experiences that have connected with consumers and created lifelong brand memories. Other recent examples include The Friends Experience in New York; Monopoly Lifesized in London, U.K.; Snoopy Garden in Jeju, Korea; Angry Birds at Topgolf locations; and the Peppa Pig Land at Heidi Park in Germany.

How does a brand begin to explore this world of immersive play? How can a brand create memorable experiences that develop deeper connections to consumers, leading to profitable engagements?

• Define the initial story you want to tell. This will help the creative team with its mission.
• Explore other experiences in the marketplace. Attend attractions both big and small for inspiration.
• Read trade publications that focus on the new and unique in the market. Three great outlets are InPark Magazine, Funworld Magazine (the official publication of IAAPA), and online publication Blooloop.
• Attend experiential industry trade shows, including the International Association of Amusement Parks and Attractions (IAAPA) in November and the Themed Entertainment Association’s (TEA) Inspire Conference which occurs each spring.
• As a licensee, seek out operating partners that have experience in immersive branded attractions. Strong operations are a critical function of profitable success.
• Identify producers with prior track records in delivering fantastic guest experiences.

Most importantly, have fun while you are on this journey of exploration! It will be evident in your final guest presentation.

Bay Laurel Advisors focuses on making matches between brands and LBE. This practice’s global client list includes Halo, Angry Birds, Hasbro Entertainment, Peanuts, Crayola, Care Bears, Hershey and Cartoon Network. Bay Laurel Advisors helps clients identify strategic entertainment approaches that will be popular with consumers and that will allow the developer/investor to realize a respectable return on investment. Bay Laurel also supports clients in identifying and managing creative talents required to develop the overall creative vision and bring the concepts to fruition.