APRIL | ME, MYSELF & I
Goc O’ Callaghan
The founder & MD at Ubiqu Live, founder &
festival director of ArcTanGent, and vice chair of
the AIF, talks the power of participation
Interview by: Tom Hall
of an experience vary based on
the consumers active or passive
participation in or absorption of
their immersion in the experience.
Goc is the founder
of Ubiqu Live, an
event and music
management
and consultancy
company which
offers a range
of services from
band management
through to strategic
planning, creative
event production
and consultancy
An experience business charges
for the feeling customers get
by engaging with it and a
transformation business charges
for the benefit customers get by
spending time there. For those
unable to attend and have that
experience first-hand, FoMo (fear
of missing out) kicks in and the
desire to attend the following year
is enhanced.
Experiences are being pushed
further into immersive
environments. Event concept
designers now need to take this one
step further to stand out from the
crowd.
Experiences need to meet the
customer demands; they have to
work and be deliverable. Designing
an experience should encompass
the four realms. The four realms
50
Depending on the level of
participation an individual is
willing to put into that experience,
the more they will get out of
it. A well-designed experience
will encourage participation
in a number of different ways,
allowing the consumer to immerse
themselves in an experience in a
way they feel safe, and therefore
enjoying it without pushing
their own boundaries beyond a
comfortable level; unless of course
that is their aim.
As each experience is an individual
as a fingerprint, designing an
experience based on these four
realms is unique to your concept.
This is what will make your event
and experience stand out from the
crowd.
In turn you want your crowd to
have those unique experiences
within the environment you create
so they talk about it for days,
weeks, months and years to come.
The experience of others will be
what comes to define your brand,
business or event.
People are expecting the
experience economy as standard
and in the most parts, events are
now delivering this. But what if
events were being designed in such
a way that you simply can’t help but
participate and, in doing so, you are
creating memories designed by the
event producers which they can
trigger later to further facilitate
that feeling of FOMO encouraging
you to return again and again for
another dose of those memory
creating experiences?