Book Review: Creating Great Visitor Experiences by Stephanie Weaver, part 1

The need to improve should be an ongoing consideration for a interpretive site, regardless of what kind of site it may be. In the modern contemporary world in which we find ourselves, interpretive sites, whether for profit, nonprofit, or state sponsored, find themselves in competition. This competition is for the the attention of the visitor. The potential visitor is time-poor; with all the labor saving inventions the modern world has given us, we are always spending our precious time on something, whether it is useful or not. For example, a potential visitor could take a nap, watch TV, mindlessly search the internet, read a book, go to a sports game, take a cruise, exercise, or visit a site. What makes them want to come to your site compared to taking a nap? What makes them select your site or a competitor's? Stephanie Weaver's book, Creating Great Visitor Experiences, addresses how interpretive sites, museums, parks, zoos, gardens, and libraries can improve their sites on a practical and affordable level to compete with other options and bring in more visitors.

Book review for Creating
Great Visitor Experiences by
Stephanie Weaver

There is so much in this little book that it really should be considered a workbook rather than an expose or a study. The book is divided in four parts, but for purposes of better understanding, the review of the book will be completed over the course of three blog posts, with Parts 1 and 4 being examined this month and Parts 2 and 3 in the next two months.

One of the points the author makes early on is that the culture has changed. While some have decried the "edu-tainment" industry, it seems that to a degree, it is here to stay. People want to experience a place, not merely be entertained by it or educated by it. Sites (used broadly in the book to include where ever you may be) are in the business of creating and selling cultural experiences. Think of a Disney-themed site and compare it to the last museum, Park, or library you visited; which is more appealing? This kind of thinking should apply to for-profit, nonprofit, and state sponsored sites.

Improving visitor experiences creates repeat visitation, increases duration of visitation, increases education value, creates word of mouth advertising, and increases revenue. All of these things in turn help fund more services, programs, materials, and opportunities.

Likewise, a poor visitor experience is also likely to lead to a poor financial situation. Many missions of the places where visitors go have a preservation, protection, or conservation mission and improving visitor experiences leads to more care and concern about those places.

Weaver argues that the visitor experience has a larger scope than interpretation. Interpretation effort is wasted if the visitor has a frustrating time, like trying to find a bathroom, or not finding a parking space or the front door.

Part of the goal of the book is working with what you have. Sites are not rolling in dough, so improving the visitor experience can be a cheaper and more effective way to bring in more visitors than remodeling. If the customer service is lacking, a new wing and a fresh coat of paint is not going to bring visitors back.

Everything that the site has to offer needs to be evaluated for branding aimed at supporting your message, whether it is called a theme, goal, or mission.

Likewise, a bad visitor experience crushes the financial bottom line. Bad publicity is more likely to be by reported word of mouth than a good experience. One star reviews last longer and tend to hold more weight than five star reviews on travel sites and forums, thus the need to evaluate the entirety of the site, from advertising, parking lots, bathrooms, programs, personnel, and branding. Spare nothing and evaluate everything.

Studying up and taking notes 

Weaver suggests that there is an inside and outside visitor experience. No two visitors are the same. The inside experience is all the things that each visitor brings on the day of their visit, the bad and good days. A visitor may perceive things differently than originally intended by a site. The site cannot really fix what is inside a visitor, but can change the outside experiences of the visitor. That outside visitor experience begins when the visitor decides to visit the site and lasts until they drive away.

The visitor experience does not start at the door. In evaluating the site, step back and look at the whole picture. Everything matters. Your brand, your name,  and your mission is what your site is. The brand is the experience and your brand is only as good as your visitor's worst part of the experience. The exact definintion of brand is discussed in later chapters. All aspects of the experience fit together like a puzzle to form a whole. One bad or missing piece can ruin a puzzle.

Skipping parts two and three for now, part four is the practical side of the book. It gives suggestions for action groups and exercises to be completed to review what each site has, what it does well, and what it could do to improve. The exercises are grouped by each chapter, so an action group could read a chapter and discuss it, or do their "homework" between meets. However, the author suggests reading the whole book beforehand and then go through the book slowly, chapter by chapter, in the action groups. If you are serious about creating a greater visitor experience, this is where all the action is, so do not gloss over the exercises and questions; your site will be better for it.

I found the book useful and thoughtful and worth turning into a blog post. Next month, Part 2 of Creating Great Visitor Experiences will be the focus. One part will be about learning more about the visitor and what they want and what they need. The second part addresses preparing the staff for customer service and investing in them to improve themselves and ultimately, the site.