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

2. 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 :

4. 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

6. 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

7. Dive into an aquarium… litterally

8. 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 »

9. 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

10. 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…

11. 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

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

13. The Rainforest Grill concept
Inspirations
The Rainforest Grill concept

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

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