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Urban Tourism in Today’s
Experience Economy
© 2018 Strategic Horizons LLP
B. Joseph Pine II Strategic Horizons LLP [email protected]
@joepine
Agrarian Economy
Industrial Economy
Service Economy
Experience Economy
COMMODITIES
EXTRACT
GOODS
MAKE
SERVICES
DELIVER
EXPERIENCES
STAGE
Commoditization
Commoditization
The Progression of Economic Value
© 2016 Strategic Horizons LLP
COMMODITIES
GOODS
SERVICES
EXPERIENCES
The Coffee Progression
© 2016 Strategic Horizons LLP
COMMODITIES
EXTRACT
GOODS
MAKE
SERVICES
DELIVER
EXPERIENCES
STAGE
Commoditization
Commoditization
The Progression of Economic Value
TIME WELL SPENT
TIME WELL SAVED
© 2016 Strategic Horizons LLP
COMMODITIES
EXTRACT
GOODS
MAKE
SERVICES
DELIVER
EXPERIENCES
STAGE
Time
Activities
Things
Stuff
You Are What You Charge For
© 2016 Strategic Horizons LLP
The Experience IS the Marketing
Time
is
Limited
Attention
is
Scarce
Money
is
Consumable
© 2016 Strategic Horizons LLP
Source: Dean MacCannell, The Tourist: A New Theory of the Leisure Class
(Berkeley, CA: University of California Press, 1999), pp. 110 & 170.
“Usually, the first contact a sightseer
has with a sight is not the sight itself but
with some representation thereof. . . .
[with a] marker.”
“The problem of modernizing areas
seeking to attract tourists is not an
absence of sights. Rather, it is the lack
of a fully developed system of sight
markers with worldwide extension.”
© 2016 Strategic Horizons LLP
© 2016 Strategic Horizons LLP
The Polonius Test
© 2016 Strategic Horizons LLP
William Shakespeare, Hamlet, Prince of Denmark, Act I, Scene 3, lines 80-82.
© 2016 Strategic Horizons LLP
Being True to Itself
© 2016 Strategic Horizons LLP
Being What You Say You Are
© 2016 Strategic Horizons LLP
© 2016 Strategic Horizons LLP
Source: Jon Adams Jerde, “An Introduction: Visceral Reality,” in The Jerde
Partnership International, Visceral Reality (Milano: l’Arca Edizioni spa, 1998), p. 9.
“Experiential Design: Our
purpose is to fabricate rich,
experiential places that inspire
and engage the human spirit.
We believe architects have, for
the most part, been entranced
by the static object to the
detriment of the movable
experience. What we do is
design time. . . . The primary
design focus is not an object,
but time itself. It’s designing
what happens to people in
time, in a place.”
The Placemaking Portfolio
© 2016 Strategic Horizons LLP
COMMODITIES
EXTRACT
GOODS
MAKE
SERVICES
DELIVER
EXPERIENCES
STAGE
Commoditization
Commoditization
The Progression of Economic Value
Customization
Customization
© 2016 Strategic Horizons LLP
© 2018 Strategic Horizons LLP
© 2018 Strategic Horizons LLP
From Smart. . . enius
From Smart to Genius
© 2018 Strategic Horizons LLP
Intelligence in Offerings
© 2017 Strategic Horizons LLP
Turns skills into superpowers
Goes well beyond original job
Gets job done
Gets in the way
COMMODITIES
GOODS
MAKE
SERVICES
DELIVER
EXPERIENCES
STAGE
TRANS-
FORMATIONS
GUIDE
Commoditization
Commoditization
Commoditization
The Progression of Economic Value
© 2016 Strategic Horizons LLP
Customization
Customization
Customization
Achieving Aspirations
© 2016 Strategic Horizons LLP
COMMODITIES
EXTRACT
GOODS
MAKE
SERVICES
DELIVER
EXPERIENCES
STAGE
TRANS-
FORMATIONS
GUIDE
Commoditization
Commoditization
Commoditization
Customization
Customization
Customization
The Progression of Economic Value
© 2016 Strategic Horizons LLP
Urban Tourism in Today’s
Experience Economy
© 2018 Strategic Horizons LLP
B. Joseph Pine II Strategic Horizons LLP [email protected]
@joepine
