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Strategic
Design
Design is not
the beginning; it is not an end in itself. Design is the end of
the first phase construction of the ideas that first define strategically
why and economically how, and only then the “what” of
architectural design.
The true beginning of a successful Strategic Design is a process
which artfully balances analytical and creative thinking. Strategic
Design assesses the challenges and the opportunities, and then tangibly
defines, in both behavioral, financial, and physical terms what
is to be achieved. This results in a Conceptual
Development Strategy.
This Conceptual Development Strategy process directly combines multi-variable
analytics and parametrics, with high concept product positioning
and the correlating guest experience. Strategic Leisure’s work
brings into sharp focus the strategic vision, which will then guide
the architectural design, marketing, and operating tasks.
Storyline Design
Beyond pure strategy, Strategic Leisure's Conceptual Development
Strategy process moves on to Storyline Design. People are motivated
by emotions, by feelings.
In the realm of leisure destinations, positive changes in behavior
(greater attendance, longer lengths of stay, higher per capita expenditures)
all start with clear, compelling and rewarding emotional experiences.
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Strategic Design
directly combines
product positioning and
multi-variable
analytics,
 
with the narrative of place,
the effective telling of a three dimensional tale, communicating
through the multi-sensory medium of immersion.
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Emotions are driven by stories, from the guest’s experience
of place, from the environmental narrative that connects the scenes,
binding myriad perceptions into a whole of potent meaning.
The narrative of place, the effective telling of a three dimensional
tale, is communication through the multi-sensory medium of immersion,
the cohesion of elements into a singleness of purpose which instills
the suspension of disbelief and transports consciousness in time
and place.
In a very real sense, the success of a leisure destination is storyboarded,
scene-by-scene, embracing the latent strengths and confronting the
inherent challenges of context.
With determined vigilance, the director of the daily intended drama
demands of each proposed prop, and of each auditioned character
that they directly support the story, and that the roles of each
principal player of design, each ongoing program and marketing campaign,
and communiqué of identity, inure directly to the benefit
of the primary plot, never driving guests to distraction, but always
leading their emotions to an orchestrated understanding.
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