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Wayfinding and the Visitor Experience
Wayfinding and the Visitor Experience 7 November 2013 Texas Downtown Development and Revitalization Conference © 2013 FD2S INC. Wayfinding = Signage 7 November 2013 Texas Downtown Development and Revitalization Conference © 2013 FD2S INC. Wayfinding = the practice of helping people find their way 7 November 2013 Texas Downtown Development and Revitalization Conference © 2013 FD2S INC. Communities dicover that visitors are constantly lost I’m lost! 7 November 2013 Texas Downtown Development and Revitalization Conference © 2013 FD2S INC. Or potentially popular destinations are being under-used I’m lost! How is it I can’t find the Visitors Center?! 7 November 2013 Texas Downtown Development and Revitalization Conference © 2013 FD2S INC. The first inclination is to install more signs I’m lost! We need to put up some signs! How is it I can’t find the Visitors Center?! 7 November 2013 Texas Downtown Development and Revitalization Conference © 2013 FD2S INC. Look at every point of contact PAGEANTRY CT S WE B E AG GN SI DI ST PS RI MA VOLUNTEERS 7 November 2013 Texas Downtown Development and Revitalization Conference © 2013 FD2S INC. Wayfinding will actually play a leading role in shaping the overall experience of visitors, which is a critical component of a strong, valuable brand for your community. BA ST ROP Visitor Center & Museum E s t . 183 2 Parking Lot 1 Fisherman’s Park Sign Type 1 TxDOT Informational Sign Sign Type 2 Sign Type 6 Vehicular Directional Existing Pole Along US71 Feeder / SH21 / SH95 Historic Homes High School Fisherman’s Park Lot 3 Lot 3 WA T E R S T R E E T WA T E R S T R E E T Visitor Center & Museum Opera House Library Bastrop State Park Fisherman’s Park Riverwalk Parking Lot 1 Christmas 2 01 2 B A S T R O P, T E X A S Sign Type 7 Vehicular Directional New Pole Sign Type 8A Sign Type 8B Existing Pole New Pole Sign Type 9A Pedestrian Map Sign Type 9B Pedestrian Map Sign Type 9C Pedestrian Map Wall Mounted Sign Type 10 Directional Panel Mounted to Existing Structure Bastrop, Texas 7 November 2013 Texas Downtown Development and Revitalization Conference © 2013 FD2S INC. Wayfinding will actually play a leading role in shaping the overall experience of visitors, which is a critical component of a strong, valuable brand for your community. Bastrop, Texas 7 November 2013 Texas Downtown Development and Revitalization Conference © 2013 FD2S INC. Wayfinding will actually play a leading role in shaping the overall experience of visitors, which is a critical component of a strong, valuable brand for your community. Bastrop, Texas 7 November 2013 Texas Downtown Development and Revitalization Conference © 2013 FD2S INC. Wayfinding will actually play a leading role in shaping the overall experience of visitors, which is a critical component of a strong, valuable brand for your community. Bastrop, Texas 7 November 2013 Texas Downtown Development and Revitalization Conference © 2013 FD2S INC. In its broadest and most valuable sense, a brand is actually an organization’s promise to its customers, who in our case is visitors and residents. Promise Expectation Brand 7 November 2013 Texas Downtown Development and Revitalization Conference © 2013 FD2S INC. When a brand is managed effectively, every contact point with a customer is viewed as an opportunity to reinforce the brand promise. PAGEANTRY CT S WE B E AG GN SI DI ST PS RI MA VOLUNTEERS 7 November 2013 Texas Downtown Development and Revitalization Conference © 2013 FD2S INC. Sophisticated organizations have increasingly sought to differentiate themselves by moving away from traditional promises like speed, luxury, or value, and instead putting the focus of their brand promise on the “experience” of using their product or service. speed 7 November 2013 luxury Texas Downtown Development and Revitalization Conference value © 2013 FD2S INC. Examples of experiences that could form the basis for compelling brands cosmopolitan world of arts and fine dining Dallas: Big things happen here 7 November 2013 Texas Downtown Development and Revitalization Conference © 2013 FD2S INC. Examples of experiences that could form the basis for compelling brands Romantic Retreat Llano: Land of Legend and Lure cosmopolitan world of arts and fine dining Dallas: Big things happen here 7 November 2013 Texas Downtown Development and Revitalization Conference © 2013 FD2S INC. Examples of experiences that could form the basis for compelling brands Romantic Retreat Llano: Land of Legend and Lure cosmopolitan world of arts and fine dining Dallas: Big things happen here journey back in time Nacogdoches: The Oldest Town in Texas 7 November 2013 Texas Downtown Development and Revitalization Conference © 2013 FD2S INC. Examples of experiences that could form the basis for compelling brands Romantic Retreat Llano: Land of Legend and Lure cosmopolitan world of arts and fine dining Dallas: Big things happen here journey COMMUNE WITH NATURE Lufkin: Destination... Golf! back in time Nacogdoches: The Oldest Town in Texas 7 November 2013 Texas Downtown Development and Revitalization Conference © 2013 FD2S INC. Examples of experiences that could form the basis for compelling brands Romantic Retreat Llano: Land of Legend and Lure cosmopolitan world of arts and fine dining Dallas: Big things happen here journey back in time Nacogdoches: The Oldest Town in Texas COMMUNE WITH NATURE Lufkin: Destination... Golf! FAMILY-ORIENTED ADVENTURE Sulphur Springs: Great Parks. Great People. 7 November 2013 Texas Downtown Development and Revitalization Conference © 2013 FD2S INC. How do you want to be viewed by potential visitors? 7 November 2013 Texas Downtown Development and Revitalization Conference © 2013 FD2S INC. Wayfinding is a critical part of the visitor experience City Center, Katowice, Poland 7 November 2013 Texas Downtown Development and Revitalization Conference © 2013 FD2S INC. Wayfinding is a critical part of the visitor experience Austin Fine Arts Festival 7 November 2013 Texas Downtown Development and Revitalization Conference © 2013 FD2S INC. Wayfinding is a critical part of the visitor experience Austin Fine Arts Festival 7 November 2013 Texas Downtown Development and Revitalization Conference © 2013 FD2S INC. A city doesn’t have total control of the visitor experience 7 November 2013 Texas Downtown Development and Revitalization Conference © 2013 FD2S INC. A place that promises a folksy, small-town experience might have a more subtle, low-key wayfinding program... Orange, Texas 7 November 2013 Texas Downtown Development and Revitalization Conference © 2013 FD2S INC. ... than one that promises a fast-paced and upscale urban experience South Post Oak, Houston, Texas 7 November 2013 Texas Downtown Development and Revitalization Conference © 2013 FD2S INC. Broadest possible view of elements that comprise the wayfinding program: Website Do you have a separate website dedicate to the needs of visitors, of is visitor information buried within the city’s larger site? Does the site offer easy-to-use maps and directions? 7 November 2013 Texas Downtown Development and Revitalization Conference © 2013 FD2S INC. Broadest possible view of elements that comprise the wayfinding program: Website Village of Wauwatosa, WI 7 November 2013 Texas Downtown Development and Revitalization Conference © 2013 FD2S INC. Broadest possible view of elements that comprise the wayfinding program: Maps Do the materials you send to potential visitors make it easy for them to plan a trip and tell them what to expect when they arrive? 7 November 2013 Texas Downtown Development and Revitalization Conference © 2013 FD2S INC. Broadest possible view of elements that comprise the wayfinding program: Maps Printed Map 7 November 2013 Dimensional Map Texas Downtown Development and Revitalization Conference © 2013 FD2S INC. Broadest possible view of elements that comprise the wayfinding program: Visitor Center Staff and Volunteers The design of the center and the services it offers should reflect the desired experience, and volunteers should be skilled at providing directions and advice that support this experience 7 November 2013 Texas Downtown Development and Revitalization Conference © 2013 FD2S INC. Broadest possible view of elements that comprise the wayfinding program: Visitor Center Staff and Volunteers Marshall, Texas Asheville, North Carolina 7 November 2013 Texas Downtown Development and Revitalization Conference © 2013 FD2S INC. Broadest possible view of elements that comprise the wayfinding program: Districts and Pathways Creating distinct zones or corridors within a city can assist with wayfinding and also highlight the presence of relevant attractions 7 November 2013 Texas Downtown Development and Revitalization Conference © 2013 FD2S INC. Broadest possible view of elements that comprise the wayfinding program: Districts or Pathways Streetscape Elements 7 November 2013 Texas Downtown Development and Revitalization Conference © 2013 FD2S INC. Broadest possible view of elements that comprise the wayfinding program: Convention Center Districts or Pathways THE CITY OF EL PASO TEXAS Union Depot y wa ail cR ifi n Pa c kli Fr io o Un an ur i n Fr isso d ct El Paso d lan El Paso P Doubletree Hotel Library Wyoming Missouri Main Mills Anto Texas nio Over San San Jacinto Plaza 1st Mesa El Paso Community College Rio Grande Campus Holocaust Museum Oregon Oregon Yandell P ell History Museum Cleveland Square Park Montana Arts Festival Plaza Plaza Theater Mills Promenade Pioneer Plaza Yand Arts District Interstate Hwy 10 Visitors Center P Art Museum Franklin 3rd no pe Scottish Rite Temple Santa Fe on a ton Paisa son lan Anto Pros P Shopping District Kans Up 5 MINUTE WALK P Stan sco Railway Oreg Mes ar t Ballpark Loft Light Studio so les Stew Williams Convention Center San Exploreum Camino Real Hotel Mercado Paisano anci a Fe Abraham Chavez Theater El Pa nge Grace Chope Park nio Over ahua Paisa no Chihu 10 MINUTE WALK Sa n Fr P Sant Creative Kids/ OLO Gallery Railroad and Transportation Dur ango Museum Sa sA M Leon Firefighters Memorial Park P y n Union Plaza District Lo Union Plaza thon an An ngo cisc Dura Mesa UTEP Graduate Business Center as Percolator Art Space Tom Lea Institue Stanton Flo renc Aztec Calendar Park pbell El Paso County Courthouse e Gardner Hotel Office District Kansas Myrtle Cam County Jail Holiday State Office of Administrative Inn Express Hotel Hearings Government District a Magoffin Ocho City County Building Campbell City 2 City 1 Florence Federal Courthouse http://downtownelpaso.com Ochoa Ochoa You Are Here Parks Union Plaza District Arts District Shopping District Government District Aparcamiento Público Está Aquí Parques Distrito de Union Plaza Distrito de Artes Distrito Comercial Distrito de Gobierno Ballpark Distrito de Oficina 4 P Union Plaza District Union Depot ano Pais nio Anto P Overland San c Railw lin Frank Pacifi o Union 5 MINUTE WALK Ballpark Arts District Yandell Myrtle County Jail Franklin Missouri Holiday State Office of Administrative Inn Express Hotel Hearings Government District Campbell City 2 City 1 Magoffin Ochoa City County Building Florence Federal Courthouse http://downtownelpaso.com Ochoa Ochoa Public Parking You Are Here Parks Union Plaza District Arts District Shopping District Aparcamiento Público Está Aquí Parques Distrito de Union Plaza Distrito de Artes Distrito Comercial Government District Distrito de Oficina 4 Union Plaza District Antonio San 3 5 P 2 Santa Fe 7 P Main Antonio Arts District 10 San Overland 5 MINUTE WALK 1 P 6 P P 9 Missouri Fe Office District 11 Government District 12 Doubletree Hotel Art Museum Museo de Arte Arts Festival Plaza 1. Visitor Center 2. Ballpark 3. Williams Convention Center 4. Union Depot 5. Abraham Chavez Theater 6. Art Museum 7. History Museum 8. Holocaust Museum 9. Library 10. Plaza Theater 11. El Paso County Courthouse 12. Federal Courthouse Plaza de Festivales de las Artes Camino Real Hotel Plaza Theater land nio Over Anto 12 Legend Arts Festival Plaza 1. Visitor Center 2. Ballpark 3. Williams Convention Center 4. Union Depot 5. Abraham Chavez Theater 6. Art Museum 7. History Museum 8. Holocaust Museum 9. Library 10. Plaza Theater 11. El Paso County Courthouse 12. Federal Courthouse Plaza de Festivales de las Artes Teatro Plaza Shopping District Distrito de Compras Information (915) 534-0600 Art Museum Museo de Arte Legend Hotel Camino Real www.visitelpaso.com Government District 8 Hotel Doubletree Holocaust Museum Museo del Holocausto Museo del Holocausto 10 MINUTE WALK P Paisano Santa El Paso Shopping District Centro de Convenciones Union Plaza Plaza Unión Holocaust Museum P Parque de Baseball Chavez Theater Teatro Chávez Convention Center Office District Distrito de Gobierno Ballpark Interstate Hwy 10 Virginia 8 Hotel Doubletree Gardner Hotel Office District Kansas Florence 9 Doubletree Hotel Oregon Mesa Tom Lea Institue Stanton P Plaza Unión P El Paso Community College Rio Grande Campus Holocaust Museum Wyoming Main Texas Antonio Mills San 1st Percolator Art Space Aztec Calendar Park El Paso County Courthouse P El Paso Doubletree Hotel Library UTEP Graduate Business Center Kansas Campbell Union Plaza 7 Arts District 10 Office District 11 History Museum Cleveland Square Park P Mesa Yandell P Oregon San Jacinto Plaza Montana Santa Fe El Paso Plaza Theater Mills Promenade Pioneer Plaza Overland Scottish Rite Temple Visitors Center P Art Museum Arts Festival Plaza P Stanton Interstate Hwy 10 Abraham Chavez Theater P Camino Real Hotel 3rd Francisc t Prospec Fe Loft Light Studio Shopping District Paisano Upson Williams Convention Center Railway Santa Oregon Mesa es Stewart 5 MINUTE WALK Santa Fe 6 P Shopping District Centro de Convenciones Angel Grace Chope Park ri o Antonio Paisano Francisc Exploreum El Paso Mercado Paisano 10 MINUTE WALK San Railroad and Transportation Durango Museum San P Firefighters Memorial Park a P Creative Kids/ OLO Gallery Missou Leon Chihuahu Los ay Union Plaza Anthony 2 1 P San Convention Center TEXAS 3 5 Teatro Chávez THE CITY OF EL PASO Durango Union Plaza District 10 MINUTE WALK P a Fe San Sant El Paso Missouri Parque de Baseball Chavez Theater Office District Main Convention Center inia Public Parking Interstate Hwy 10 Virg P Police (915) 564-7000 www.elpasotexas.gov/police Camino Real Hotel Hotel Camino Real Plaza Theater Teatro Plaza Shopping District Distrito de Compras Information (915) 534-0600 www.visitelpaso.com Police (915) 564-7000 www.elpasotexas.gov/police El Paso, Texas 7 November 2013 Texas Downtown Development and Revitalization Conference © 2013 FD2S INC. Broadest possible view of elements that comprise the wayfinding program: Signage Beyond wayfinding signage, this could include interpretive exhibits, custom street identification, and seasonal or event-specific pageantry 7 November 2013 Texas Downtown Development and Revitalization Conference © 2013 FD2S INC. Broadest possible view of elements that comprise the wayfinding program: Signage History Wall, The Alamo 7 November 2013 Texas Downtown Development and Revitalization Conference © 2013 FD2S INC. Broadest possible view of elements that comprise the wayfinding program: Placemaking Elements Everything from architectural gateways and landmarks to street furniture and transit shelters can create a sense of place and reinforce the desired experience 7 November 2013 Texas Downtown Development and Revitalization Conference © 2013 FD2S INC. Broadest possible view of elements that comprise the wayfinding program: Placemaking Elements Art Wall 7 November 2013 Sculpture Texas Downtown Development and Revitalization Conference Infrastructure © 2013 FD2S INC. Wayfinding will help you build a stronger, more valuable brand Brand Experience Wayfinding 7 November 2013 Texas Downtown Development and Revitalization Conference © 2013 FD2S INC. 7 November 2013 Texas Downtown Development and Revitalization Conference © 2013 FD2S INC.
