Deep Story: A Complete Guide for Creating Transformational Visitor Attractions

Transformational visitor attractions turn guests into lifelong fans by blending scholarship, showmanship, and salesmanship. If you seek to change the world, permanently and measurably increasing your visitors' interest in your subject or your brand, read on. This book is for you. Deep Story is an expert practitioner's guide to the creation of truly transformational exhibits and visitor experiences that millions of people remember and treasure. At many locations in the US, and abroad, are examples of these attractions--the Las Vegas Raiders' Allegiant Stadium Tour, the Abraham Lincoln Presidential Library and Museum, and the Johnnie Walker Experience on Princes Street in Edinburgh, to name but a few. They transform visitors into lifelong fans of a brand, a team, a country, or a historical subject. The stories in this book, drawn from decades of the author's experience creating transformational attractions, show leaders and creators how to combine scholarship, showmanship, and salesmanship to do more than entertain or inform. More than merely sending a message or creating awareness, experiences powered by DEEP STORY seek to permanently lead visitors to see differently, act differently--to become different. As visitor's identities are changed, so are their subsequent actions. Learn how to fire the imagination and create real changes in behavior with Deep Story.