Research Brief
By Ryan McKnight | How parks can lead in the experience economy
Parks and rec pros have always been in the experience game, but now there’s a lot more competition.
What is the experience economy?
- Experiences are services made memorable.
- It’s not just a spin class; it’s “a safe space to ride through whatever you're facing” (Soul Cycle). It’s not just a room for the night; it’s “unique homes and experiences that let travelers belong anywhere” (Airbnb).
- The concept was first proposed in a 1998 Harvard Business Review article by B. Joseph Pine II and James Gilmore – “An experience occurs when a company uses services as the stage – and goods as props – for engaging individuals in a way that creates a memorable event. And while experiences have always been at the heart of the entertainment business, any company stages an experience when it engages customers in a personal, memorable way.”
Why does it matter to parks and rec pros?
- Parks and rec pros have always been in the experience game, but now there’s a lot more competition! You need to innovate to capture value and stay relevant.
- New experience offerings can become new dedicated sources of park revenue. You can charge real money for great memories.
- Experiences can attract and retain visitors.
- Experiences can be cheaper to implement than building new park infrastructure.
How can parks and rec pros lead in the competitive experience economy?
- Figure out what memories your visitors value.
- Model your programming after popular consumer experience trends – e.g. “Yoga in the Park.”
- Market experiences, not services. E.g. Many parks list out their rentable “facilities” with descriptions that heavily emphasize regulations and fees. This is a missed opportunity; these venues could easily be reframed as memorable experiences waiting to happen – weddings, parties, etc.
What experiences can I offer that don’t require new infrastructure?
Here are a few innovative examples:
- “Screen on the Green” (outdoor film screenings)
- “Yoga in the Park”
- “Poetry in the Park”
- “Astronomy in the Park”
- “Urban Fishing”
- “Canoe under the Stars”
Where can I learn more?
Learn from your peers! Start or join the conversation about parks and the experience economy at community.muniparks.com.
