I Rock Therefore I Am. 20 Legendary Quotes from Prince
Designing Happiness: Cantor
1. Grossman, Martini, Mason, Oxendine, Perez-Borges, Turri
From Exhibition to Engagement
CANTOR ARTS
CENTER
Fall 2010, MKTG 555 Stanford University
2. Park Approach Greeted by Guard Put Bag Look at Walk to
Vehicle Museum + Front Desk in Locker Map Exhibit
THE CANTOR EXPERIENCE : TIMELINE
FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
3. Read, View, Eat Shop Retrieve Retrieve
Communicate Bag Vehicle
THE CANTOR EXPERIENCE : TIMELINE
FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
4. Insight
HAPPINESS shifting the focus from
EXHIBITION to ENGAGEMENT
FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
5. Exhibition Philanthropist
builders Exhibition
Coordinators
Stanford
Curator Board of
Trustees Cleaning
Exhibition
Designers Marketing Team
Head
Guard
Docent
Training
Administrative
Cantor
Program
support
Docent Front
Desk/
Cashier Gift
Shop
Guards
Café
Visitor
direct contact MUSEUM-CENTRIC ORGANIZATION
brief contact
FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
6. Philanthropist
Stanford
Marketing
Exhibition
Builders
Cantor
Curator Board of
Exhibition
Coordinators Trustees Head
Guard
Administrative
support Docent
Exhibition
Designers Training
Program
Cleaning Force
Front
Desk
Gift Shop Worker Docent
Guards
Cafe
Visitordirect contact VISITOR-CENTRIC ORGANIZATION
brief contact
FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
7. THE STORIES
FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
8. HILLARY
Front Desk Greeter
“Would you
like a map?
Lockers are to
the le.”
FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
9. HILLARY
Front Desk Greeter
Anticipation The brain sometimes enjoys the anticipation of reward
more than receiving it.
Gateway. Make the coat check Priming. Ask visitors questions at the Discovery. Spread out the
and front desk a ritual that begins beginning of their visit. “What are experience over multiple locations.
a journey as you leave the outside you looking forward to seeing today?”
world and your backpack behind.
FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
10. DAPHNE + SON
Cantor Weekday Regulars
“I like to bring
him here
when it’s not
busy so he can
run around.”
FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
11. DAPHNE + SON
Cantor Weekday Regulars
Flexibility As you age, your definition of happiness changes every 3-5 years.
Special Events. Social events and activities Child’s Play. Engaging play for Yoga and Meditation. Akin to mall
targeted at specific age groups, bringing children, leaving parents free to walking. Use the serenity of museum
them together to share the experience. explore and enjoy the museum. space to bring employees and visitors
together for daily practice.
FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
12. LA TRISH
Head Security Guard
“My favorite
part of the
day is when I
get to talk to
people.”
FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
13. LA TRISH
Head Security Guard
Motivate through Autonomy, Mastery, and Purpose
Moccasins. One-day job swaps to Staff Picks. Museum staff selects Visitor as Curator. Visitors
connect with visitors and feel favorite pieces for special attribution document trip highlights, and create
better-understood by coworkers. within the museum. playlists providing valuable feedback
for curators and other visitors.
FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
14. “e Don’t f*ck
museum’s this up
been great. for me.
It’s the IRS ERIC
that’s the Donor BERNARD
Curator
problem!”
FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
15. ERIC + BERNARD
Front Desk Greeter
Prosocial Happiness is giving, not receiving.
Simplifying Donations. Remove tax Dorators. Remove information Crowdsourcing Docents. Leverage
issues and other barriers to donation. barriers between docents and visitor knowledge through Foursquare
curators, and have curators checkins and meetups, giving visitors
regularly lead museum tours. a way to contribute and interact.
FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
16. FOOD + FLOW It is 2PM.
Do you know
where your
visitors are?
FROM EXHIBITION TO ENGAGEMENT
EXHIBIT TO ENGAGE Fall 2010 MKTG 555 Stanford University
17. FOOD + FLOW
Sandwich Power Happiness comes in the form of a small sandwich.
Flow Happiness is being fully immersed in the experience.
Box Lunch Lectures. Create an Contextual Menu. Food enhances the Sandwich Power. Greeter with finger
informal community discussion experience by engaging all senses. sandwiches before each section to keep
around food and art. visitors engaged and happy.
FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
18. (No photos allowed)
NANCY
Gift Shop Cashier
“Everybody
wants to take
some part of
the exhibition
home.”
FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
19. NANCY
Gift Shop Cashier
Ending on a High Note Happiness is heavily dependent on the final
moments of an experience.
Frequent Visitor Card. Swipe on the
Mint on Your Pillow. A surprise QR Code Souvenir. Personalized
way out to receive exclusive access to
experience to end the visit, like a way to remember one’s visit.
special tours, lectures and events.
exhibition-specific keychain.
FROM EXHIBITION TO ENGAGEMENT Fall 2010 MKTG 555 Stanford University
21. Social
weddings
No regular
community date night purely social
parties eat at café
events.
vacation destination
typical visit
symposium special exhibition
Event respite from daily Continuing
life in unique space
visiting lecturers docent tours
educational permanent
rotating through
collection
tourism trips collection
field trips
Educational
EXHIBIT TO ENGAGE Fall 2010 MKTG 555 Stanford University
22. Single moment
Almost no
serendipitous
socializing!
headphone audio
photographing
exhibit
video lunch
kiosk with friends
evening
reading
parties
descriptions
Reflective Social
books for gift shop
members-only
purchase events
empty chatty
exhibit benches guards
to sit on How can we have institution
interact over here?
Structural
EXHIBIT TO ENGAGE Fall 2010 MKTG 555 Stanford University
