The Strategy of Storytelling
Storytelling has always existed.
It’s how we share information, preserve history, and pass down family legacies.
Storytelling…
Captures our attention, conveys information, tugs at our emotions, motivates and inspires us.
Carol Breeze, PGAV’s Lead Designer of Story Experience, is an expert in storytelling. She has been weaving captivating guest experiences for years. Carol says, "Humans have always shared stories. Without a story, something essential feels missing. Stories provide the guidelines and parameters we use to design a cohesive experience. Without them, guests don't have anything familiar to connect with."
Storytelling goes beyond who, what, when, and where. The "why" and the "what now" are arguably the most vital pieces. It is crucial to understand what drives our guests to visit, why they want to feed the giraffe, visit that piece of history, or ride the coaster, and what they will do next.
Breeze perceives storytelling as a strategic tool. "We consider all aspects of the guest experience within the story framework so they harmonize." During the project planning process, story components are selected that best convey the project goals in the most compelling way. Not every story needs character design or a thrilling plot twist, but many do. Breeze explains, “It is important to emphasize the right story components to deliver an experience that resonates with guests.” Breeze plays a pivotal role in assembling these elements. The setting is often a key story component for design. From there, it depends…Do guests already know and love this story, or are we setting up a new story world? What is the best vehicle to tell the story…is it best to walk through or float through it? Can the story be told through a meal or an event? We decide which story components—style, tone, theme, plot, interpretive goals, story vehicles, and characters—are right for that experience.
Breeze explains, "A story has an emotional arc. It's not just about facts. There are layers to consider: the messages and emotions that our clients want to convey and how and when the guests receive them. The right story components can be dialed up and down to create powerful, memorable experiences that influence what guests know and how they feel. That’s the strategy."
When considering a storytelling strategy, clients should think about several key questions to harness the full potential of storytelling:
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