Experience EconomyExperience EconomyNyord 1. June 2010Nyord 1. June 2010by Søren Sørensen, VisitEastDenmark by Søren Sørensen, VisitEastDenmark

Experience Economy - Dream Society

Our valuesOur values (the two main value drivers): (the two main value drivers): From materialism to postmaterialismFrom materialism to postmaterialism From uniformity to diversityFrom uniformity to diversity

Europe: postmaterialism + diversityEurope: postmaterialism + diversity USA: USA: postmaterialism + uniformity postmaterialism + uniformity Far East: materialism + uniformityFar East: materialism + uniformity

The full value chain

Commodities

Goods

Services

Experiences

The progresion of economic value

Extract

Deliver

Make

Stage

Key features of the Experience Economy

Focus on the individualFocus on the individual 4 dimensions of experience4 dimensions of experience All sensesAll senses Experience profile of the destinationExperience profile of the destination Experience oriented business developmentExperience oriented business development Linking experience and sustainable Linking experience and sustainable

developmentdevelopment

Entertainment

EscapismEsthetic

Education

The process of creating meaningThe value of experience

Sensory perception

Emotion Experience

Erlebnis

Meaningful experience Erfahrung

Creation of meaning

Company control vs. self direction

Individual creation

Com

pany

cre

atio

n Staging

Co-creation

Personaljourney

Xp 1.0

Xp 2.0

Xp 3.0

a couple of examples…

Staging the experience.

Interaction is the key to an experience

Experience room Personal (staff)

Customer

other customers

White party (EE 1.0)

Techno party in Amsterdam Arena

35.000 all dressed in white (tribute)

One time only

Huge success

4 weeks later the black party

EGO-Trips (EE 2.0)

Starting point, off season products

Diving

Angling

Biking

Golfing

Motorcycle club

Culinary experiences (EE 2.0)

35 potato producers

New quality agricultural products

Visitor centre

Experience trips (people pay to work on the farm)

attract a different kind of people; pioneers

‘here today, gone tomorrow’ creates a physical sense of time running out = exciting!

are uncertain and therefore attract daring entrepreneursare low cost

create easy opportunities for experimentation

Temporary projects (EE 2.0) (hidden places)

Some characteristic of an good experience

All senses are involved

Anticipation and a % of the unexpected

Sense of time is altered

One is emotionally touched

Process is unique for every individual

Process of doing and undergoing

Contact with the real thing (authenticity)

Element of playfulness

Sense of control

Thanks for your attention!