Storytelling Magic: Building Brands for Attractions

Overview:

The latest episode of the “Live with Sondra Show” featured an insightful conversation with guest Peter Jude Richiardi, founder of Brandartica and a former brand strategist at Disney.  Host and Gatemaster CEO Sondra Shannon and Peter explored how attractions can create lasting guest experiences and build powerful brands by mastering the art of storytelling. 

Insights from This Live

• Extending the Guest Experience Beyond the Park:
  A truly memorable guest experience begins before they arrive and continues long after they leave. Peter emphasized that every touchpoint, from social media to the physical environment, should be part of a consistent narrative. This approach ensures your brand’s story is always present, creating a lasting emotional anchor.
• Trojan Horse Marketing:
  Peter introduced this clever concept, explaining that attractions can wrap important values in a compelling package. Instead of just advertising thrilling rides, a water park could highlight its commitment to water safety, building trust with parents—the key decision-makers. This strategy helps foster a deeper relationship with your audience.
• Consistency is Key to Success:
  One of the most common mistakes is a lack of consistency across all brand elements. Peter stressed the importance of having a unified storytelling foundation that every team member can easily embrace. When your messaging is fragmented, your brand becomes forgettable.
• The On-site Experience is Your Brand:
  Peter made it clear that the physical operation of your attraction is a critical part of your brand. Cleanliness, staff knowledge, and the overall atmosphere are all aspects of your storytelling. He challenged leaders to walk in their employees’ shoes to truly understand the guest experience.
• Poorly Managed Social Media:
  Ignoring customer feedback and comments on social media is a major misstep. Peter explained that responding to guests is as important as the content you post. Engaging honestly and openly builds credibility and shows that you genuinely value your guests’ voices.

5 Notable Quotes

•  “The one thing that always holds true is that consistency and storytelling. Is it a story that can be duplicated and told by everybody on the team? It’s simple enough to grasp, remember, and understand, and it feels natural.”
  – Peter Jude Richiardi
• “Storytelling isn’t just a department, it’s the entire foundation of a business.”
  – Sondra Shannon
• “When you get off a ride at Disney, where does it drop you? In the gift shop. They’ve already got you.”
  – Peter Jude Richiardi
• “It took Chick-fil-A years to get everyone to say “my pleasure.” With a smaller company, you can roll something like that out much faster.”
  – Sondra Shannon
• “You’ve got to be omnipresent with your branding. You got to be everywhere, so people know you. We go to Disney because we know and trust them because of all the things that they’re doing to communicate with us.”
  – Sondra Shannon

The Disney Approach: A Masterclass in Consistency

Drawing from his time at Disney, Peter explained how the company’s approach is a masterclass in brand consistency. Every detail, from the placement of a trash can to the layout of a gift shop, is meticulously designed to enhance the guest experience. He noted that this intentionality is what builds a world-class brand that feels cohesive and magical at every turn.

Sondra’s Perspective: The Power of Purpose-Driven Attractions

Sondra was inspired by the story of Morgan’s Wonderland, a fully accessible park founded on a mission of inclusivity. She highlighted how the park’s success is rooted in its genuine commitment to its guests, a story that resonates deeply with visitors. This example underscores the importance of having a clear, purpose-driven mission that informs every aspect of your attraction’s brand.

Advice for Aspiring Creatives

Peter shared his personal journey from hanging sheetrock to becoming a brand strategist at Disney, offering invaluable advice for those looking to break into the creative industry:

• Find a good mentor:
  Seek out people who can guide you and help you grow.
• Take any opportunity that gets you in the door:
  Don’t be afraid to start small and work your way up.
• Practice your craft:
  Continuously hone your skills and identify what you’re naturally good at.
• Be proactive and show up:
  Put yourself in the places where the people you want to work with are.

Connecting with the Speakers

We hope you enjoyed this insightful recap! For more deep dives into leadership, storytelling, and the attractions industry, be sure to connect with our speakers:
Connect with them on LinkedIn!