… compelling & memorable places … playfull experiences Michel LINET-FRION, Creative Director GROUPE PIERRE & VACANCES CENTER PARCS 24/09/2014 Get insights. Get educated. Get inspired.

Preamble As Creative Director on the ‘Owner’s side’ I have been confronted many times to having to revitalize existing attractions. Several examples came to mind when I have been approached for this panel :

Grevin Wax Museum, Paris Was 120 years old but attendance had never been so low Every French knows of it, many have been there with their parents years ago We couldn’t change it, but we had to change it The key was to take everything out and put everything back in An example of Needs to be revitalized / made contemporary But without changing it

Dolfinarium Harderwijk Same story, different leisure activity The key was to theme it to make it look and feel as it felt in the guest’s memory Revisit each of it’s components

Dive into an aquarium… litterally

St-Malo Grand Aquarium A new generation aquarium, just built, but attendance not high enough to survive Everything was there … The key was to move away from the traditional ‘aquarium recipe’, turn it into an experience We are in someone’s place, someone who has a passion to share Really dive in the tanks (not marketing wise) In this can « surprise the audience »

The Brief … turn the « lets go out for diner/lunch » into a playfull Experience into a compelling place ! To convince our customers to leave their fully equipped cottages, and to attract them into our restaurants, we have to offer them “a good time”, an unforgettable time… "enjoy a fun experience” Furthermore, this experience must reinforce the overall experience: disconnect by immersion in our quality environments Then came to mind a more recent « story » at Center Parcs

The Brief We must stage/ theme to our restaurants (tell stories), and not simply decorate them. Bring it alive and make it interactive, as if something exceptional is happening here! The décor comes alive; the tables are decked, soundtracks, light effects, etc… To achieve this, we must stage/ theme to our restaurants (tell stories), and not simply decorate them. Thus, the children encourage their parents to go there so as “not to miss out”!  It will not be sufficient to create a theme for the location…. We want to bring it alive and make it interactive, as if something exceptional is happening here! The décor comes alive; the tables are decked, soundtracks, light effects, etc…

We Create Emotion It’s the emotion our guest is coming for The emotion is triggered by the experience our guest engages in This experience is created around a storyline Let’s always remember that WE CREATE EMOTIONS - It’s the emotion our guest is coming for (true in any leisure activity)   - The emotion is triggered by the experience our guest engages in - This experience is created around a storyline, and all details contribute - But our guest is getting ‘used to it’ ….we need the best stories … there are many writers, but only a few great writers

Tell me a Story … disconnecting from your day-to-day surroundings and life style to reconnect with your family and friends !

The Rainforest Grill concept Inspirations The Rainforest Grill concept

Mario’s pizza/pasta concept Inspirations Mario’s pizza/pasta concept

Inspirations Aqua burger concept And now I pass the mike to Ernest