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Ilkka L?nkinen - Santa Park, Rovaniemi Finland
Story ¨Cmain ingredient of creating Experiences 
CASE SANTAPARK
LEO certified Experience Expert 2006 
Experience educator of the year 2007 
in Finland 
Pine&Gillmore certified Experience Expert 2009 USA 
Experience MBA in university of Lapland 2011
2014 EXPY award by P&G
Rovaniemi ¨COfficial Hometown of SantaClaus 
Brief history of christmas tourism in Rovaniemi
Beginning 1950 
60-80 
Since 91 
SantaPark 98 
2000 and forward
How it Official started?
Creating Experiences ¨C Basic
? 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert 
MakeGoodsCommodities 
Extract 
DeliverServices 
StageExperiences 
Progression of Economic ValueNatural stuffTangible thingsIntangible activitiesMemorable eventsAgrarian EconomyIndustrial EconomyService EconomyExperience Economy
? 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert 
MakeGoodsCommodities 
Extract 
DeliverServices 
StageExperiences 
GuideTransformations 
Commoditization 
Commoditization 
Commoditization 
Progression of Economic Value
Tools of creating experiences and places
? 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert 
Hitting the Sweet Spot
? 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert 
Active 
Passive 
Absorption 
Immersion 
Entertainment 
Educational 
Escapist 
Esthetic 
Four Experiential Realms
? 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert 
Educational 
Escapist 
Active 
Passive 
Absorption 
Immersion 
Esthetic 
Four Experiential Realms 
What can be done to make the experience more fun and enjoyable?
? 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert 
Escapist 
Active 
Passive 
Absorption 
Immersion 
Esthetic 
Four Experiential Realms 
What can be done to make the experience more fun and enjoyable? 
What do you want guests to learn from exploring new activities?
? 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert 
Active 
Passive 
Absorption 
Immersion 
Esthetic 
Four Experiential Realms 
What can be done to make the experience more fun and enjoyable? 
What do you want guests to learn from exploring new activities? 
How can you transport guests from one sense of reality to another?
? 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert 
Active 
Passive 
Absorption 
Immersion 
What can be done to make the experience more fun and enjoyable? 
What do you want guests to learn from exploring new activities? 
How can you transport guests fromone sense of reality toanother? 
What can be done to make guests want to hang out and just be? 
ENJOY? 
LEARN? 
BE? 
GO? 
Four Experiential Realms
? 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert 
Entertainment 
Educational 
Escapist 
Esthetic 
Absorption 
Immersion 
Lift 
Lesson 
Lounging 
Locale 
Four Quintessential Elements 
Active 
Passive
? 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert 
THEME-ing
? 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert 
? 
? 
? 
? 
?Engage all five senses 
THEME the Experience 
Theme the experience 
Harmonize impressions with positive cues 
Eliminate negative cues 
Mix in memorabilia 
T 
H 
E 
M 
E
. 
Santas¡¯schairis veryimportant, 
belowarecoupleof examplesof chair 
ThatcouldbeSanta¡¯sand oneexample 
Thatis NO,NO. 
Thereis alsoa needto havetwo 
smallerstoolsnextto eachside of Santa
Value based co-creation 
Case How much wood does the woodchuck chack?
? 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert 
Theme 
Memorabilia 
Senses 
Signature 
Moment(s) 
& 
Impressions 
& 
Cues (-/+) 
Depicting Experiences
? 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert 
Self- explanatory 
motifs 
Undisclosed motifs 
All-encompassing motif 
Undercover motif 
Theme Schemes 
Stated 
Subtle 
Umbrella 
(for all locations) 
Unique 
(to individual locations)
What is Christmas? 
Christmas is about Values..
El?myskolmio 
Yksil?llisyys Aitous Tarina Moniaistisuus Kontrasti Vuorovaikutus 
Henkinen taso 
Emotionaalinen taso 
?lyllinen taso 
Fyysinen taso 
Motivaation taso 
aistiminen 
oppiminen 
el?mys 
muutos 
kiinnostuminen
? 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert 
Transformations 
Wisdom 
Intelligence Hierarchy
Draaman kaari 
G 
G 
- 
L?himuistot, kokemuksen jakaminen 
E 
E 
- 
Tasaantumisvaihe 
F 
F 
- 
Kokemuksen loppupiste 
Dramatic 
Action 
Aika 
L?hde: Dave Norton, Yamamoto Moss, adapted from Freytag,Gustav 
Techniqueof the Drama 
, 2nd ed. (Chicago: Foresman, Scott, 1898) 
C 
C 
- 
J?nnitteen voimistuminen 
D 
D 
- 
Huippukohta 
? 
2000 YamamotoMoss 
A 
A 
- 
Kokemuksen odotus, j?nnite 
B 
B 
- 
Kokemuksen alkupiste
Ilkka L?nkinen - Santa Park, Rovaniemi Finland
Selected withhandpicked pure ingredients:
Plenty of Devotion:
Firm Commitment:
PrecisePlanning:
Great deal of Imagination:
Dash of Love:
Surrounded by Story
Mixedcarefullywith Details:
This is what makes Your experience with us Extraordinary
My gold 
Thank You, 
Ilkka@santapark.com 
+358505176989
Ad

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Rajshahi Tour.pdf:A place of Peace and Beauty,A clean city ,A great Beauty of...
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Ilkka L?nkinen - Santa Park, Rovaniemi Finland

  • 2. Story ¨Cmain ingredient of creating Experiences CASE SANTAPARK
  • 3. LEO certified Experience Expert 2006 Experience educator of the year 2007 in Finland Pine&Gillmore certified Experience Expert 2009 USA Experience MBA in university of Lapland 2011
  • 5. Rovaniemi ¨COfficial Hometown of SantaClaus Brief history of christmas tourism in Rovaniemi
  • 6. Beginning 1950 60-80 Since 91 SantaPark 98 2000 and forward
  • 7. How it Official started?
  • 9. ? 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert MakeGoodsCommodities Extract DeliverServices StageExperiences Progression of Economic ValueNatural stuffTangible thingsIntangible activitiesMemorable eventsAgrarian EconomyIndustrial EconomyService EconomyExperience Economy
  • 10. ? 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert MakeGoodsCommodities Extract DeliverServices StageExperiences GuideTransformations Commoditization Commoditization Commoditization Progression of Economic Value
  • 11. Tools of creating experiences and places
  • 12. ? 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert Hitting the Sweet Spot
  • 13. ? 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert Active Passive Absorption Immersion Entertainment Educational Escapist Esthetic Four Experiential Realms
  • 14. ? 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert Educational Escapist Active Passive Absorption Immersion Esthetic Four Experiential Realms What can be done to make the experience more fun and enjoyable?
  • 15. ? 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert Escapist Active Passive Absorption Immersion Esthetic Four Experiential Realms What can be done to make the experience more fun and enjoyable? What do you want guests to learn from exploring new activities?
  • 16. ? 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert Active Passive Absorption Immersion Esthetic Four Experiential Realms What can be done to make the experience more fun and enjoyable? What do you want guests to learn from exploring new activities? How can you transport guests from one sense of reality to another?
  • 17. ? 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert Active Passive Absorption Immersion What can be done to make the experience more fun and enjoyable? What do you want guests to learn from exploring new activities? How can you transport guests fromone sense of reality toanother? What can be done to make guests want to hang out and just be? ENJOY? LEARN? BE? GO? Four Experiential Realms
  • 18. ? 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert Entertainment Educational Escapist Esthetic Absorption Immersion Lift Lesson Lounging Locale Four Quintessential Elements Active Passive
  • 19. ? 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert THEME-ing
  • 20. ? 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert ? ? ? ? ?Engage all five senses THEME the Experience Theme the experience Harmonize impressions with positive cues Eliminate negative cues Mix in memorabilia T H E M E
  • 21. . Santas¡¯schairis veryimportant, belowarecoupleof examplesof chair ThatcouldbeSanta¡¯sand oneexample Thatis NO,NO. Thereis alsoa needto havetwo smallerstoolsnextto eachside of Santa
  • 22. Value based co-creation Case How much wood does the woodchuck chack?
  • 23. ? 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert Theme Memorabilia Senses Signature Moment(s) & Impressions & Cues (-/+) Depicting Experiences
  • 24. ? 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert Self- explanatory motifs Undisclosed motifs All-encompassing motif Undercover motif Theme Schemes Stated Subtle Umbrella (for all locations) Unique (to individual locations)
  • 25. What is Christmas? Christmas is about Values..
  • 26. El?myskolmio Yksil?llisyys Aitous Tarina Moniaistisuus Kontrasti Vuorovaikutus Henkinen taso Emotionaalinen taso ?lyllinen taso Fyysinen taso Motivaation taso aistiminen oppiminen el?mys muutos kiinnostuminen
  • 27. ? 2014 Strategic Horizons LLPCertified Pine & Gilmore Expert Transformations Wisdom Intelligence Hierarchy
  • 28. Draaman kaari G G - L?himuistot, kokemuksen jakaminen E E - Tasaantumisvaihe F F - Kokemuksen loppupiste Dramatic Action Aika L?hde: Dave Norton, Yamamoto Moss, adapted from Freytag,Gustav Techniqueof the Drama , 2nd ed. (Chicago: Foresman, Scott, 1898) C C - J?nnitteen voimistuminen D D - Huippukohta ? 2000 YamamotoMoss A A - Kokemuksen odotus, j?nnite B B - Kokemuksen alkupiste
  • 34. Great deal of Imagination:
  • 38. This is what makes Your experience with us Extraordinary
  • 39. My gold Thank You, Ilkka@santapark.com +358505176989