THE TEMPLE #01

Index Media & Design Skills The Moodboard Personal Film

Experience Design Ade Playground User Stories (FILM) Storyboard Advice

Event & Marketing The 10 Principle of Glastonbury Festival Target Group Persona Media Touch Points

Talent Development Personal Development (84 Hours) Achievement The SURFVICE Foundation Poster Events Appendix

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My Personal Film

THE MOODBOARD

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he initial concept of the design started with my own background in skateboarding, surfing, and love for nature. I have always loved to skate, and being part of the sub-culture of skateboarding. This background value has an influence towards the style of design that I want to present. In addition, the assignment of ADE Playground gives an idea of the color chosen by the overall look of the portfolio. The color itself are not overall implemented in the same way, some of the section have different feel of color used but tries to maintain the general similarity.

Moreover, the font used by both cover page and titles are influence by a skateboarding magazine. This view of the portfolio gives the impression of my own identity as a person, and things that I admire or have influence towards my life. The title of the cover page “The Temple” all started from my surname “Tempelaars”, and also another influence of the South East Asian culture resemblence of a temple. This all came at a sudden moment as I was working on the portfolio. Since the most difficult part of the assignment was the cover page, I had sometime to think of the title of the portfolio as well as the cover page style.

The moodboard itself depicts my ideal environment of an event. I have always been growing up in the tropics, therefore it is important to have a relax nature related. But at the same time I have always been associated with punk music since young age, as visualized by the

moodboard. The so-called “Minor Threat” text on the top-left corner and bellow-right corner shows my favorite first punk band. All influence that i have adapt since young is shown through this moodboard.

In addition, to better explain the mood of the ideal event in my own perspective, it is mainly not a mainstream culture and directed more towards alternative. However, behind the rough personality that is shown through the mood, there is a soft side which can be seen inside the text of “Minor Threat”. Another interest of mine lies within the love for cartoon and animated characters, which has been embedded in my life since young till present. My ideal event might be different than others, but this is due to my personal difference background and things that have influence throughout my life. Not to mention this is also influenced by the sub-culture skateboarding lifstyle that has a tremendous impact on my life. (Print screens are in the Appendix)

Click me!

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he film above represent the ideal future that I would like to pursue. In the beginning of the film, it shows my personal background from a young kid until present. The influence of a certain lifestyle that has been adopted since early age has been visualized through past photos and written dialog on what the picures may tell. From telling my own hobbies, interest, to vision of my future is briefly shown in a sympathetic way. While soundtrack gives a happy feelings at first, combine with a rather deep sorrowful feelings at the near end. The structure of introduction, trigger, structure, climax, and conclusion is presented in the best way possible in 1 minute and 23 seconds duration.

Since the initial launch of the ADE, the professional conference (ADE PRO) has been joined by an increasing number of labels and sub-conferences. These include: ADE Next, ADE University, ADE Green, ADE Dance & Brands and ADE Sound lab.

ADE Playground can be found anywhere and everywhere in the city center during the ADE. It is a unique, dance-related lifestyle program offering five days of film screenings, music hardware presentations,

art shows and exhibitions, exclusive fashion offers, interactive talk shows, promotional activities and pop-up musical performances at 25 creative hotspots around the city, including roof-top terraces, clothing shops, and art galleries, as well as outdoor exhibitions and cinemas (ADE, 2015).

During this Minor of Concepting and Events 2015, InHolland University of applied sciences has worked together with Amsterdam Dance Events (ADE) Playground to conduct research about its ideal perceived identity by the consumer. The assignment also aims to make sure that ADE Playground can reach the differentiable image between the playground and the festival.

ADE PLAYGROUND !

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n 2012, the ADE added Playground to the festival program. ADE Playground is a unique five-day, dance-related lifestyle program. It consists of a film program, music talks, exhibitions, performances, secret showcases, tech workshops and gear presentations.

In 2014, almost 40 different hot spots were involved in the Playground program. Venues ranged from a secret bunker, to a roof terrace, trendy hotel lobbies to galleries and art cinemas. ADE Playground will take place for the fourth time in 2015.

(VIDEO)

CLICK ME!

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he use stoires in this section shows the journey that took place on the 14th and 15th October 2015 in Amsterdam. The journey was based on the assignment given by ADE Playground to conduct research on what could be improve for ADE Playground as a brand on its own. The purpose of user stories is to hear comments on what people think about ADE Playground from the perspective of program, contect, location, brand, and many more related topics. On the video above, it is shown that customer journey is one part of the video and combines with the stories represented by several interviewee. From all the information both interviews and questionaire that were handed out, eventually an adivce could be formed.

THE ADE JOURNEY

User Stories

Experience Design

Advice Pre-exposure

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Offline-map: he day program and evening program should be distinguished clearly from each other on the floor plan in the offline map of ADE. This problem arose during the search of the ADE playground venue by the project group and had been recommended by several playground event attendees.

Website: The construction of information on the website should more distinguishable by separating the ADE Festival, Playground and Conference.

According to the qualitative information retained during interviews, the participants were not aware of the difference in type of events and not to mention the existence of Playground itself. Therefore, it is important to individualize the brand Playground in pre-exposure platforms such as website, street banners, magazine, and maps.

Promotion: Since there were a lot of tourist from all over the world, it would be wise to collaborate with airline or airport (e.g KLM, Schiphol, etc) to inform tourist that just arrives in the Netherlands about ADE Playground.

Most of the visitor that speak

during the interview knew ADE festival only and not Playground. It would be a smart strategy to promote ADE Playground with multiple brands/ company that associate with tourism. Not to mention it is also important to give local advertisement through tour guide information, tours and ticket plane, and any other related tours within Amsterdam.

In this sense, ADE Playground is lacking in its Festival DNA’s information and marketing.

Exposure Branding: Brand recognition is important to familiarize people with playground to make a distinctive type of event. The signs at the venues that participate as location for Playground events should be visible at foremost, which was not present at the Amsterdam Museum’s – New York Meets Dam Graffiti. This lack of promotional material at the scene is vital for the brand recognition, which needs to be improved and visible for the visitor to recognize a Playground event. A solution would be to create different banners for ADE Festival, ADE Playground and ADE Conference.

Program schedule: The time schedule of events offer by ADE Playground should be reconsidered. Since

people are attending festival during the night, it was mostly barely possible for some people to attend events early in the morning. It was advised by several participants during interview to put different scheduling of musical events during playground and conferences.

Distance of the event: According to Mark, “it is impossible to go to multiple different events at a short period of time”. It can be said that both distance of venue and time scheduling of the event should be reconsidered. Nevertheless, there should a more convenient way to travel from one place to another, especially for tourists who are unfamiliar of the route.

Route: As mentioned before, route is a struggle for tourists both nationally and international visitors. There have been numerous feedbacks about the rout of the Playground events, since it was a hassle to go from one venue to another due to its distance from each other.

Our own project group had had difficulties on looking for the right venue, since most of us are either from other cities or abroad. The essential advice to create a better routing for visitor is to put walking path, in yellow, showing ADE Festival or ADE Playground that would be widespread across the city

to show which events is Playground or Festival.

It could also be used to show direction from one venue to another. Moreover, Google map is a excellent tool to show direction in the most effective way, hence this will guide tourist and inform them about Playground in a more visible form. Keep in mind that WIFI spot is needed for tourist without pre-paid phones, tablets or laptop.

Post Exposure Social Media: From post-exposure point of view, the importance in advice is to keep customer loyal. The media environment, more specifically social media, is the most important part of keeping customer loyalty. As seen from Facebook, rarely any visitor mention ‘ADE Playground’ as a hashtag or any post, whilst in Instagram only 263 tags, and twitter barely people talk about ADE Playground, not to mention there is a ADE Playground profile not link to the event itself. This makes confusion and gives a logical sense why most people do not recognize ADE Playground as a brand on its own from ADE Festival. Most international visitors were not aware of the existence of ADE Playground, although they do recognize ADE as a brand itself. The best advice to give for this is to choose several people as an ambassador for ADE Playground and make post that uses ADE Playground hashtags, pictures of the programs, write blogs, and other viral promoting aspects. Ambassador has been used by different clothing brand to create virals and scene of lifestyles. To create a brand, ADE Playground needs to show its lifestyle through ambassadors.

Event & Marketing G

lastonbury Festival is a five-day festival held once a year in South West England at Worthy Farm between the small village of Pilton and Pylle, in Somerset, six miles east of Glastonbury.

The festival hosts contemporary performing arts (musical performances), dance, comedy, theater, and other types of arts. The creation of the festival was inspired by the ethos of hippie, counterculture and freedom festive moments, which has led to its brand value and identity.

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Relaxed Atmosphere: People come with families, with children, therefore the vibe that it conveys is more relaxed in comparison to other events that limits age of participation. The term escapism portrays Glastonbury’s audience, since they want to experience something out of ordinary to what their daily life. It also conveys a long-term tradition, where family would bring their young ones to the festival and that pattern follows. It is appreciated in their after movies the visitors relaxing in the grass whilst enjoying the live music. In addition, the relaxed atmosphere principle and rock culture tradition might contradict each other, but there is visible understanding where the two exist.

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Promote Artistic Expression: From their festival look ‘n’ feel until its underlying value of hippie ethos, it is obvious that artistic feeling is present. Nonetheless, this value is also present in the co-creation of the festival, where line-up would focus more towards uprising artists (indie artists) and local artists from the UK. The support artists that do not have to be commercially toned, but throughout the years they have gained wider audience in which unsuited artist such as ‘Kanye West’ have been put into their performances. Still it main focus lies towards alternative artists that play their own alternate values and perception towards their music.

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Religious Expression: The principle of religious expression comes from the founder’s (Michael Eavis) background in farm lifestyle and grew up in a rather religious family.

His father was a local methodist preacher, and his mother, a local religious affiliated schoolteacher. This value still gives somewhat relation towards his event. Their recent invited special guest speaker Dalai Lama could prove that this value is one of their principles. Although its religious tradition is apparent, the term Spiritual Expression would better suit their perceived

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Open-mindedness: This festival has an atmosphere since the 70s, which is focused on stimulating creativity and ‘open-mindedness’ in the visitors to ‘all become as one and fight the power together’. This feeling still prevails in the older visitors and young well documented visitors, and also it is clearly appreciated when referring to the choice of decorations, the creation of the stages, the musical choice and the whole creation of the concept as a whole. This is also link to the hippie and counterculture movement, as its value is delib-

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International Media Awareness: This festival features visitors from all around the world making it an internationally wellknown festival and also the line-up is getting more international meaning more international visitors as well as international artists. To mention, the festival or so-called company makes films and recording of the event, which are being sold all over the world. They also focus on large amounts of donation to many NGOs to enhance their company’s popularity and identity across the world.

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Environmental consciousness: When looking back at the history of this festival, this festival started in the ‘hippie’ era and still keeps the tradition going in which there is a high focus on the conservation and treatment of the environment. Leave No Trace campaign gently pushed revelers to respect the environment and clear up after themselves. In their green policy, it is stated that they are committed to reduce, reuse, and recycle the waste with efficient methods. Moreover, they have been trying to create awareness for attendee’s transportation, maximize carload (rideshare), re-usable tents, volunteers contribution, using hybrid generators, installing solar panels, use less plastic bags, amplify urinating policy and most importantly creating as much rubbish bins (15,000) across the site. In contrary, Radiohead refuses to perform at Glastonbury festival due to its carbon footprint emission. Significant sign of waste or litters across the fields are still found each year, while the effort to maintain cleanliness has been maximized though with limited results.

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Rock Culture: Inspired by seeing the performance of Led Zeppelin. When looking at the line-up of every year there have been rock legends such as ‘The Who’, ‘Motorhead’ and so many more. A special corner devoted to rock music called The Rocket Lounge, this reveals that Glastonbury festival dedicates its value and appreciation towards rock culture.

While it began it inspiration from a rock concert and continued preserving the rock culture

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Supporting good causes: As mentioned before, their main activity other than organizing festival is supporting good causes.

They have been regularly donating to Water Aid awareness to support Water consumption for (£250,000), Oxfam The power of people against poverty (£ 500,000), Greenpeace supporting environmental issues (£250,000) and many ‘good causes’ related to cancer, education, disabled, and children. It also donates discarded wellies (boots) from the festival for Calais migrants.

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Supporting local artists: Awards are given to up-and-coming artist within UK and Ireland the chance to compete for a slot on one of the main stages at the festival. This is aim to help songwriter and performers to the next level of performances. (Music Foundation Talent Development). When analyzing the festivals and their line-up, it is clearly appreciated that local artists perform supporting acts.

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Stimulate youth culture: One of the main objectives of this festival is to be a festival for all ages, meaning the entrance is for all ages enhancing the number of families visiting the festival. This also means a focus on the young visitors due to their importance in the future years of this festival and the ageing of the present visitors. Bringing hope, opportunities, and platform for youths interested in music. It stimulates youth culture such as an emerging talent development award given for Declan MCkenna, a young local artist from the UK and On top of that, they are offering youngsters, a place to show freedom or party with safety. Giving a place to socialize with other youths and giving grown-ups the young hearted

media touch points Glastonbury festival

Target audience: •

Psychosocial meaning:

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•Stimulate youth culture (feeling young and free)

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•Escapism (escape daily basis routines)

Mellow and friendly, open minded person, outgoing, you-hearted • Not afraid of getting dirty (not fancy or whimsy)

Perceived performance: •Authentic festival/ Hippie Festival •Alternative atmosphere festival

•Dirty and Muddy

Families, middle-aged, middle-class • Interest in performing arts, rock culture, artistic community,

•Togetherness (community)

•Rocks culture

Children, young-adults, adult and elderly (Mostly fans among the age of 25)

Brand name awareness: •Glastonbury festival shows their brand connection with indie music and rock music that attracts or gives brand value towards these subculture.

•The festival aligns their line-up with the brand value they offer, therefore artists that are invited are mostly alternative related (to an extent).

•The brand has existed since the year 1970, which gives traditional, cultural, and hippie vibes towards the festival.

• Someone who like to be outside, in the nature, feeling freedom for being outside.

• Someone who appreciate to socialize, meet other people, being open-minded

Lovemarks Glastonbury’s Lovemark Theory

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n the website of Lovemarks their Lovemarks Profiler was carried out, this does the following: “The Lovemarks Profiler is a series of in-depth questions which can help you locate a brand, product, service or experience on the Love/ Respect Axis. It also helps identify gaps and opportunities for enhancing a Lovemark’s potential” (Lovemarks, 2015).

This Profiler helped me to come to the following score on the Love/Respect axis.

Glastonbury is a lovemark because they have a very high love and a high respect ratio. They are able to provide their visitors with a certain quality and atmosphere. This atmosphere is what makes Glastonbury so irresistible, the freedom and open-mindedness of the festival is unlike that of any other festival. Glastonbury has been able to provide the value they promised over the years. Glastonbury started with 1.500 visitors, Wikipedia Glastonbury (2015) explains the growth Glastonbury has see through the years: “Glastonbury is now the largest greenfield festival in the world, and is now attended by around 175,000 people”. This number is growing every year and clearly shows the popularity and the love their visitors have for the festival. And most importantly the fact that they keep returning to the festival.

Glastonbury is more then music alone, with their love for performing arts they have been able to set themselves apart and

keep the element of surprise. The performing arts do not only entertain their crowds they also help upcoming artists by providing them a stage.

giving away most of their profits to different chairities.

They have earned the high respect because they have been around since 1970 when their first edition was held. Since then they

Glastonbury is loved for their originality and their atmosphere. The have been able to stay original, by going with the new music, arts etc. They are also love for all the work they do for the environment and different good causes. They for example don’t have a festival every fifth year. They choose to do this so the grass and the landscape are able to recover from the event from the year before. They help the good causes by

have been able to grow and innovate, while keeping their original atmosphere and ethos.

This is the “ethos of the hippie, counterculture, and free festival movements” (Wikipedia Glastonbury, 2015). “The majority of staff are volunteers, helping the festival to raise millions of pounds for good causes” (Wikipedia Glastonbury, 2015), this also makes the visitors respect the festival profoundly.

Descrpiption of Glastonbury’s visitor/Community

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lastonbury website states the following: “all kinds of people, of all ages, backgrounds, nationalities, lifestyles, faiths, concepts of fashion (or lack of it) and musical taste” (Glastonbury, 2015). The visitor of Glastonbury can be any age and any gender. Glastonbury is known for having visitors that are young, old and even families with small children come to the festival.

The visitor is a mellow, open-minded and friendly person. The visitor is also interested in performing arts. This is one of the main reason for visiting Glastonbury because a lot of different kinds of art is expressed here. Glastonbury wants its visitors to have a “weekend of the year experience”, so for the visitors it’s like a retreat, a mini vacation away from real life. Where you step into a different world where people are open-minded and the atmosphere is relaxing. Glastonbury says about this: “There will be enlightenments, awakenings, surreal happenings, Damascene epiphanies and people doing the strangest things in public” (Lovemarks, 2015).

The visitor also cares about the environment and a better world. Therefor they do not mind to get their hands dirty for a good cause.

The visitor is also a big media lover. They share their experience of the event on Facebook and twitter.

Foursquare is used a lot to check in and show your friends where you are at the event during a specific time. For music the visitors use Soundcloud and Shazam the most.

Talent Development Personal Focus: Assignment 1

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n my current stage of life, as well as my third year bachelor of leisure management, I have been enlightened with the future career that I personally dreamt of since ages. Although it might not be directly related with leisure management study, I would still like to pursue my idea and apply the knowledge that I gained dedicatedly. I have always been inspired by my parents’ sympathy towards the lower class citizen and less fortunate people in Indonesia.

Volunteer for helping young kids in orphanage has always been the tradition in my family and as part of the Muslim tradition. Therefore, this mindset of helping others in need has a great influence in my vision for the future.

Professional wise I have been interested in marketing and communication related job, but personally I have always wanted to create a foundation or my own NGO to help others in need.

With this in mind and as talent development helps me to pursue my future; I have enabled myself to correlate both professional and personal ambition to the test.

Moreover, this idea became perfectly bind when I went to a guest lecture in The Hague University, by Raphael Fellmer, a well-known German postgraduate student who traveled from The Hague to Mexico without any use of money as part of his money strike campaign. He created an NGO called Locomotive, in which their objective is to create consciousness for the nature and the global injustice of hunger, borders and exploitation of humans and Mother Earth. They want to show everything that happens in this world is related to each other and each human

being can do something about it in order to create a better world. His inspiration gives me more motivation to pursue my dream, and if he can do it, then should I. Therefore, a group of 3 friends, and also a close friend of mine will help me pursue this idea into reality. With this help I hope the idea of making a foundation for people in remote areas and isolated community within the region of Indonesia. Our so-called organization name would be considerably named SURFVICE, but this is still uncertain. “SURFVICE main objective is to help people in non-urban areas, more specifically small villages or tribes in certain parts of Indonesia to help maintain their lives in a sustainable approach. It is also aims to promote health and welfare, harmony in humanity, education, against money induced living, sharing and giving culture, and most foremost love for our mother nature.�Niels Tempelaaars & Angelo Schneider Nevertheless, my aim for now would not be as big as his (Raphael Fellmer), but I would like to do something similar and mainly give back something to the community I have lived with and shared same values throughout my life.

Project: Assignment 2

ings mostly focused on creating the promotional tools such as follow:

ithin this project I am for finding the right network to receive advice from NGOs and professionals that has experience in this specific processes of creating a foundation. Moreover, I would like to improve my media skills that would be useful to promote my own foundation in the future. These skills will be practiced with existing NGOs that is currently operating in the Netherlands.

1. Dinner with Kembe (Feb 2 2016) 2. Insurance fine informational form for 1st years international student (Health and welfare EUCS) 3. Student Party Event in 19th of January (Facebook banner) Kembe + ESN 4. Pop-Quiz banner 5. Movie Night Banner Facebook

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Personally goal: To be able to implement my dream into reality and have social skills to promote the foundation. Social and interpersonal skills will start through networking and conducting meetings in order to gain more information.

Professional goal: Understand better about marketing and communication, event planning, and research skills that will help to improve my knowledge for the creation of foundation.

Practices: Assignment 3 Organization name: Kembe Foundation/Health and Welfare EUCS Contact person: Carmen Natalie van de Kuilen Task: Promotional & Event Material

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ith the hours that I have the past months, I have been having contacts with NGO in Rotterdam and spending time brainstorming ideas for the event material.

Although most part was not done formally, the content of the discussion are formally operated. I have met a lot of people in the sector of NGO and had small talks to promote my own vision of the foundation. Moreover, the meet-

The relationship I have with the employees of Kembe is mostly work related in colleague perspectives, but also as friends. It has focused on implementing ideas toward the promotional material. Meetings and feedback sessions are mainly the activities that were involved on daily basis. Moreover, the meetings are also held in pub with relaxing atmosphere to give more creative ideas. These are the types of relationship I have been encountered with working with people from representative of Kembe.

Organization name: SURFVICE Foundation Contact person: Niels Tempelaars & Angelo Schneider Task: Creating a foundation In this part of the practices, it is mainly done through group meeting with several other people. The person in charge of the meeting was Angelo Schneider and myself. We had brainstorming session and desk research about the problems that communities or tribes are confronted with in Indonesia. A meeting was also specially focused on creating the core values that the foundation will stand for. Activities that was conducted are as follow:

1. Create objective, mission and vision. What do the foundation stand for?

2. Process of constructing a foundation in the Netherlands 3. Research on communities in Indonesia 4. Contact with other NGOs and Foundations 5. Contact with people in Indonesia via skype (David Schaap & Leo Hermawan) 6. Brainstorming ideas 7. Sending out email, concept for developing promotional material with Awan Michael Tempelaars

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he relationship I have with people in working with this foundation is mainly friendship and family working together.

This helps the atmosphere to be less formal, less rigid, astatic, and more flexible, which improves the flow of work and ideas. These are basically friends with same values and aim in life, therefore SURFVICE arouse in this specific aim to help Indonesia’s community. The aim is also to expand international if it succeeded.

Acquisition and Application Process: Firstly, the process of contacting people started quite difficult for me since I haven’t had idea of what I want to do at the beginning. After understanding the assignment properly and having meeting with Josine, it came out clear on what I could do and wanted to do after all these years.

My game plan at first was not to find a job, but to find what I want to pursue after I graduate from Leisure Management study. Although I want to pursue something that I like, it still leaves me out of the comfort zone. I have never go out and perform a meeting with friends that aim straight for creating an organization. Moreover, it force me to get out of my comfort zone due to meeting with several people in NGOs which give me nervous feeling. It also challeng-

es me to think critically when talking with people in a formal conversation or a meeting.

The foremost important aspect that I learned from this process is just to do it and doubt myself. Being a professional and wanting to create a foundation has to start with no fear in failing.

This aspect thought me to have the right state of mind when it comes to communication with people in the working field.

APPENDIX