Co-creation is the idea that organizations can be more innovative and inclusive by working with consumers rather than for them. IAAPA Expo Europe devoted an EDUSession to examining how attractions can leverage co-creation in experiential entertainment, transforming audiences from passive observers into active participants.
Louis Alfieri, principal and chief creative officer of Raven Sun Creative, began by defining co-creation. “It refers to inviting the audience—usually customers or employees—to participate with you in the design or solving of a problem, a product, a creation, or an interaction that results in something they have created themselves, something your brand may create, or something that is a solution or impact change in the world.”
Heather Doggett, founder and CEO of Immerse Universe, says co-creation could “push our industry to become more relevant, more engaging, and more fun.” According to creative director Daniel Kerscher, who has worked in the theme park industry for 22 years, co-creation can change project teams’ conversations at the start of a creative development. “Co-creation can deliver new ideas and perspectives and improve the experience,” he says.
Co-Creation Examples
The panel shared a wealth of co-creation examples. At the forthcoming teamLab Phenomena Abu Dhabi, the artwork will change endlessly through guest interactions. In the retail sector, LEGO Ideas is a website where LEGO fans can share their creations. Public voting picks the winners who will see their LEGO sets become a reality. The Droid Depot at the Walt Disney World Resort allows guests to assemble their own droids.
Museums are involving their communities in producing exhibitions and events. Alfieri is working on Turning Point, an immersive art project that connects global artists, scientists, programmers, activists, and the public with experiential interventions to inspire positive social change. Kerscher has worked on the Minecraft version of Europa-Park, which allows people to build the park of their dreams in their own homes.
Alfieri believes co-creation can change the form of a story, allowing for more freedoms. New technologies such as artificial intelligence and game engines could facilitate this evolution.
Risks and Rewards
Co-creation could open exciting possibilities. However, there is an important caveat. Attractions that embrace co-creation might have to give up some of their expectations about the outcomes. “The biggest key for a co-created project to succeed is being flexible as a designer or owner about what it will look like in the end,” Doggett says. She believes clients must understand how to control the risk connected to their brands and put guard rails in place to keep projects on track. “Know what your brand can handle as far as risk goes.”
One way to do that is through moderation. Doggett shared the example of the Blue Waters digital poetry wall at the National Aquarium. The project team pre-selected words that people could use to write poems for display to avoid inappropriate compositions.
“If you are ready to co-create with your audience, it is a mindset that you check in on during the design and build process and the evaluation. And it’s a mindset that your entire team needs to buy into, even when it gets a little scary,” Doggett says.
“It involves creating trust,” Alfieri explains. “Project leaders must build a community and a dialogue with their audiences.”
The rewards could be great for businesses that take the lead. Audiences’ active participation could transform an event or park into more than a pre-designed attraction. By contributing their creativity, choices, and energy, visitors can shape the environment, making each experience personal and unique. Co-creation can also deepen the relationship between brands and audiences, strengthening brand loyalty and creating experiences that resonate with their communities.
Tips for Success
Approach co-creation with a learner’s mindset
- Define outcomes
- Prepare the team
- Determine the risk and comfort level
- Engage communities, build trust, and meet their needs
- Find partners
- Be ready to compromise
- Build in guard rails
- Evaluate successes, challenges, and failures
- Iterate rapidly and adapt
- Emphasize play and self-expression
- By giving guests the opportunity to be creative, attractions can encourage emotional connections and lasting memories.
