But how, exactly, do we create a place so memorable people want to come back, again and again? We all have many options vying for scarce resources—our time, our money and our hearts.
To make an experience memorable—or sticky—is to curate it, from beginning to end.
In the book Made to Stick, Chip and Dan Heath say “The most basic way to get someone’s attention is this: break a pattern.”
So, ask yourself:
- How does your place break a pattern?
- How is it unexpected?
- How does it create opportunities to lean in, and learn more?
- How does it welcome a person, or a group, that maybe has not really felt welcome in your community before now?
The physical boundaries of your place—your district, your block, your community—are only one part of the brand experience. The careful curation of events and programming can transform your place in the hearts and minds of the people who use it.
Note—careful curation. Many places are pressured to have a full calendar of events, but we challenge you to say “no” to events and happenings that don’t align with your place’s ideology, and uphold the brand promise.
These events will be memorable, too, but not for the right reasons.
“Earlier this year, we were able to enjoy an interactive demonstration with Soarin’ Hawk (Raptor Rehabilitation) at the Birds, Bugs & Blooms spring celebration at Promenade Park. This event was a terrific fit for our nature-centric riverfront park. Indeed, as Soarin’ Hawk’s guides introduced the kids and adults in attendance to an injured vulture in the pavilion, two or three vultures in the wild happened sailed along the St. Marys River in the background. It was like nature’s version of an air show, but better; timed perfectly to spark delight, widen our perspective, and deepen our appreciation for the amazing-ness that surrounds us each day.”
– Matt Kelley
Then, when considering activating spaces, ask yourself:
- What is the experience we can promise each visitor, every time?
- How do we want them to feel when they get here?
- How do we want them to feel when they leave?
- What do we hope they’ll tell other people about our space?
Once you know the answers to these questions, you can work backwards to develop activation that supports it.
Interested in learning more about our process or areas of expertise? Hit us up.
