INTERVIEW
Joe Pine (left) with Jim Gilmore
Today’s technology means there’s little reason to wait in line
Pine says Carnival’s Ocean Medallion app helps the operator create customised itineraries and improve the customer experience
lockdowns will enable them to provide a
Pine sets out four stages to the hybrid
better offer than before, says Pine. Here
experiences model. “Firstly, stage the live
he sets out some of the biggest trends he’s
experience for however many people can
seeing and what companies need to do to
attend– these people can be charged 100
survive and thrive during the years ahead.
per cent of the usual admission fee.
“One of the signs that the Experience
“Secondly, simultaneously offer the
Economy is very healthy is that whenever a
experience digitally to those who want the live
place does open up to whatever capacity it
experience but cannot or are unwilling to attend
can – guess what? It fills up to that limited
it physically. This same-time, different-place
capacity,” he says. “People will never stop
simulcast of the live experience can amplify
wanting exciting and meaningful experiences.”
it to many more people, who can be charged
pivoting to HYBRID
some portion of the physical admission fee. “The third level involves taking all of your
One of the biggest trends going forwards will be
sessions of the experience and offering them
hybrid digital and physical offers, says Pine.
for sale on an asynchronous basis, after the
“As companies responded to the lack of
event. These ‘different-time, different-place’
people coming to physical venues, more
viewers can absorb the bite-sized chunks you
and more of them turned to digital events.
offer online whenever and wherever they desire
But that alone is a poor business substitute,
– except in real-time, that is. That’s reserved
as it has yet to prove capable of generating
for those who pay the higher fees for the live
the same level of revenue,” he explains.
performance, whether in reality or virtuality.
“The right approach is to stage
“Level four is the recap. Any hybrid experience
hybrid experiences that amplify
stager can at least summarise the highlights
the live experience virtually.”
of the hybrid experience: in short, free videos
48
attractionsmanagement.com AUGUST 2021
