Strategy & Innovation for SLO County Food, Beverage, and Hospitality
Three Ideas Based in Disney Design and Behavioral Science - with Short Videos
By Dr. Troy Hiduke Campbell | Former Disney Imagineer and Behavioral Scientist
Hello SLO County Business Leaders,
I work globally in strategy & innovation, but recently I've worked on some local projects here in SLO County where I live, and I've gotten to know many of you and your awesome businesses.
In talks with you, I've seen the drive you have to create better experiences (at wineries, bars, restaurants, hotels, and events spaces) and tell new stories to new modern audiences (such as Gen Z) in this changing world.
So I thought I'd share a few ideas that might be useful to you with these challenges that are baed Disney design and behavioral science -- along with a few thoughts on how each one might be applied to Food, Beverage, and Hospitality in SLO Country.
If you have any questions, you can reach me at troy@hidukehouse.com.
Deliver Multiple Types of Happiness
SLO County businesses often have very high quality experiences, but often their experiences lack variety within the experience.
Great experiences like those at Disney deliver multiple types of happiness: such as happiness that comes from a sense of meaning, exciting stimulation, or a state of feeling "care free."
Delivering multiple happinesses is not only a plus it is also becoming an expectations as the modern consumer has come to expect more “mixed” experiences such as the modern theme park or a modern movie that is both super entertaining and meaningful.
Learn More: Podcast on Dynamic Design
Begin Experiences with Strong Portals
SLO County businesses have so many options to create specular portals such as themed drives up and walk-ins.
Portals are beginnings that make experiences feel special and make guests feel ready to enjoy and engage.
When you think about portals, you can see so many opportunities, such as better social portals (e.g., how guests are greeted) and transportation portals like themed buses (e.g., a bus that takes Poly students and Gen Z to wine country).
Learn More: Podcast on Portals
Make People Feel They Belong with a Big Identity Net
SLO County businesses have been trying to figure out how to bring people to SLO County, especially to places like wineries. One reason for this difficulty is that modern consumers don’t strongly identify with things like wine the way they use to.
A Big Identity Net (BIN) is an identity definition that is big enough that many people can feel a part of.
The right Big Identity Net that is more broadly appealing or one that uses a softer “side” like Disney did with the "Disney Side" campaign, could capture more people for SLO County.
Learn More: Podcast on Big Identity Nets
Final Note
An Ideation Approach to Consider
To create amazing things, start with the most relevant science and best practices, balancing the classic principles with the cutting edge.
It's what Walt Disney Imagineering does (for instance using the science of memory and emotion), and it's what we should all do.
Plus not only is effective, it's fun and comfortable to start with such a solid foundation for your creative thinking.
Troy Hiduke Campbell
Strategy & Innovation | Experience & Story Design