Drafting an immersive theme park strategy sprint

Dear reader,

Look at this I've pushed the writing and publishing of my monthly newsletter to the end of the month again! Shocker.

We're closing in on the summer, it's back to school for French children tomorrow. The summer deck chairs, sprinklers, and various 'Paris plages' installations and games by the river will be shutting down tomorrow. That includes swimming in the Seine. I went again twice this week. I was extremely dubious about the idea of bathing in the river Seine at first, but loved it immediately. I've been raving about it to friends since then.

In the last newsletter, I mentioned corporate training ideas at different locations, in particular at a theme park, and I’m also looking at Paris. Frankly I shoulda coulda done that before. It is one of the most visited cities in the world, why not organise training sessions here. If it’s in the summer we could even go swim in the Seine!

I like the idea of approaching different theme park destinations based on the types of training or objectives to achieve, though I’m not certain how realistic or appealing it would be for a business to buy this (let alone when the general atmosphere is about cutting costs, beginning with marketing budgets but let’s set that to the side for now).

As mentioned I’m also looking at programmes in Paris, and nearby parks like Disneyland and Parc Astérix.

That said, I have Phantasialand in mind for this first draft, it’s near Cologne in Germany. It is a gorgeous world-class theme park, frequently acclaimed for the extremely high quality of the theming. They win awards for best rides, theming, food, etc.

It is a very small park in terms of size, and it punches way above its weight, attracting theme park enthusiasts from around the world. They have significant space and real estate challenges, and have found innovative ways to turn them into a surprising number of strengths. It’s also not too far from Paris, Brussels, Amsterdam, Frankfurt, and a quick flight away from London.

Last but not least, their winter season event is coming up, and it’s beautiful. Who knows, maybe I could organise a test before the end of the year. Keep in touch if you’re interested.

[Draft: theme park immersive brand design sprint – enticing name pending]

What it is: a brand strategy programme with an immersive design sprint phase in a theme park.

Who it is for: start-up/scale-up founding members, company owners, c-suite, or entrepreneurs, perhaps leadership teams. Professionals who are open and willing to tackle specific brand challenges in an unusual location, playing with original ideas and solutions.

I’m envisioning this first draft for a very few participants, likely less than ten, possibly something more like five to seven people. I’d rethink and structure it differently if ti were for a larger group.

Consider this programme when you / your business is…

• Thinking it might be time for a brand refresh or update; perhaps it is not delivering on the current business vision and objectives.

• Looking for bold moves to reinvigorate, such aiming for new markets, products, or verticals.

• Open to new perspectives and input to develop mid to long term strategy plans.

• Interested in training leaders, managers, top performers, or a key set of employees to go out of their comfort zones.

Why it is worth considering

• Complete change of context and environment for the participants, far from their day to day work, to open up new breakthrough ideas.

• Commit dedicated thinking time to tackle strategic challenges; time otherwise unavailable in the day to day business operations. As the idea often attributed to Einstein goes: spend time 95% of the time thinking of the problem, and the rest on the solution.

• Gain new insight that will shed light on the business challenges and opportunities at hand.

• Stronger connections with the rest of the team, both on a human level, as well as to discuss and agree on a shared vision for the future of the business.

Objective: Think through a brand strategy challenge and develop a innovative solution thanks to an immersive design sprint experience in a theme park.

Quick side note: I appreciate the whole idea might seem tricky at best, or even outlandish. For some people, a theme park might seem particularly frivolous a place to get serious work done. Business parties or celebrations might be more likely.

Theme parks do a brisk trade hosting businesses though, it’s quite common. Professionals often want a place that is separate from the ‘real world’ and theme parks quite literally promise a different world to step through and experience.

[draft] Programme details

Phase I. Preparation (2-6 weeks)

• Brand immersion call

• Gathering relevant documentation about the brand, business, research.

• Individual interviews with participants.

• Immersive training experience preparation call.

Phase II. Immersion design sprint (2 days)

Location: Phantasialand, near Cologne in Germany

Eve of day 1 / night prior

Arrival and welcome the night prior, dinner at Hotel Matamba or Ling Bao.

Day 1

9:00am - 11:00am: welcome workshop session (hotel conference room)

• Preliminary results diagnostic and highlights.

• Establish context, expectations and objectives for the two day workshop.

• Consider both known and alternative challenges and opportunities.

11:00am - 11:15am: break before heading into the park.

11:15am - 12:30pm: in park session

• Brief discovery and overview of the park.

• Warm-up walkthrough ride in Berlin area: Das Verrückte Hotel Tartuff.

  • Loosen up body and mind in a fun house.

• Discover Rookburgh, the recently built and critically acclaimed steampunk airport area.

• Overview of the Rookburgh area, discussion, e.g. how the park tackles significant space and real estate challenges and turns issues into world-class entertainment.

  • Visit of the Charles Lindbergh themed hotel. 

  • Ride F.L.Y., the world's first launch flying roller coaster.

12:30pm - 1:30pm: lunch at restaurant Uhrwerk in the Rookburgh area

• Feedback and discussion from the morning sessions as appropriate: meeting, rides, and Rookburgh.

• Set up afternoon insight exploration

2:00pm - 6:00pm (park closing time): insight hunting in the park

• Conscious time away from the business challenge at hand to gain different perspective.

• Guided time to experience Phantasialand, in a freeform fashion adapted to the needs and wants of the participants.

• Discussion continues in the park, queueing for rides, over coffee or drinks, as may be appropriate.

• Simple prompts and exercises will be provided, for example to notice different aspects of theming or details that could be related to the participants interests, business, and/or competitors.

• Closing discussion for the first day.

Optional evening event

• Award-winning Fantassima dinner show in Phantasialand; or dinner in a traditional German Bierhaus in nearby Brühl.

Day 2

9:00am - 10:30am: in park session

• Overview of the Mystery / Klugheim area of Phantasialand (if not covered the previous day).

• Wake-up riding Taron, the world’s fastest multi-launch roller coaster with a top speed of 117km/h. The train crosses over or under its own track a total of 116 times throughout the medieval themed village of Klugheim.

• Optional ride of nearby Mystery Tower, Chiapas, or Black Mamba, time allowing.

10:30am - 12:30pm: workshop session (hotel conference room)

• Gather and distill observations and insights from the previous day.

• Break through: shedding new light on the challenge with new insights.

• Kickstart brand strategy and planning discussion.

12:30 - 1:00pm: break time

1:00pm - 2:00pm: working lunch in the hotel conference room

Alternate: lunch at Rutmor's Taverne in Phantasialand 

• Pursue brand strategy discussion, as appropriate.

2:00pm - 4:30pm: workshop session (hotel conference room)

• Lay the ground work for an updated business vision and brand strategy.

• Discuss relevant strategy, copywriting, and design assets (e.g. statements, values, tagline, principles, tone of voice, visuals for the business)

• Closing remarks and discuss next steps.

4:30pm - 6:00pm: options to be discussed with participants.

• Close for the day should participants need to travel.
  or

• Enjoy Phantasialand until the park’s closing time.
  or

• Refine and keep formulating strategic plan going forward.

Third night stay in hotel optional.

Phase III. Finalise strategy output (2-4 weeks)

• Post immersion, refine and agree on brand strategy formulation.

• Final deliverables agreed on: e.g. slide presentation, briefing documentation.

That’s the draft for now! If you read this, I’d love to have your input. I will be refining this, I have to do some research for budgeting, and I’ll post it up on my website as soon as possible.

What else have I been up to?

• We had an excellent CreativeMornings event on Friday just past, the global theme was Nomad. My friend Jason Gardner shared his journey as a photographer, including his travels to different countries to take photos and portraits of carnaval traditions all over the world.

• It’s back to school for students soon, I have been preparing and updating my lessons, case studies, practice exercises and slides for ISCOM. I have a new course on the topic of global vs. local marketing challenges.

• I volunteer my time as a mentor for the 30 minute university of planning initiative, I had a great call with someone who contacted me about it last week.

• I went to visit my mother, brother, and nieces in the South of France for a long weekend. We enjoyed the beach a couple of days. I also worked on admin paperwork with my mother for a few days, so not exactly full time holidays.

• I picked up John Constantine: Hellblazer volume 1 Marks of Woe and volume 2 at the library. I was looking for the original Garth Ennis one, though that was actually the 2020 newly imagined series. I really enjoyed it! Here is a review.

• I saw Eddington at the cinema, the latest by Ari Aster. It’s a bit long but quite amazing, a fever nightmare set during the COVID pandemic. Lots of really good ideas, and a big climax like he knows to do.

• China’s BYD electric car brand just launched a theme park for cars. For those who dream of driving up a steep sand hill near their home (if living in China).

I hope you’re well, thank you for reading all the way!

Willem