Along the way, I discovered a resource that turned out to be very useful - Joe Pine's book 'The Experience Economy'. In this book Joe suggests using theatrical methodology to deliver a compelling client experience and he provides examples from a host of providers including Disney.
For PetLynx Corporation, this made perfect sense. In February 2012, management set up two streams of activity to bring about the new alignment: Weekly scrums were re-factored to incorporate 'rehearsal', 'performance' and other nomenclature that would remind each 'actor' of the need to deliver client experiences; and, A new management structure for the Summit program incorporating titles and responsibilities you would expect to find in a theater or on a movie set was outlined. Here's what the management structure for the 2012 International Summit in Lake Louise looks like:
Executive Producer: Sets the creative objective and vision for the Summit program and has the final determination of cast and management positions. The executive producer is responsible to deliver the delegate (client) experience within budget.
Production Manager: Reports directly to the Executive Producer and is responsible to supervise the physical aspects of the production including technology, production personnel, scheduling, equipment rental, infrastructure and other needs of the talent.
Director: Reports directly to the Executive Producer and is responsible to deliver the Summit vision through the content and staging of the Summit production. The Director brings talent to stage, manages thematic continuity and delivers an environment that encourages the best performance talent can deliver. All of this adds up to an experience that inspires delegates and creates a level of trust that facilitates Summit conversations.
Scrum/Stunt Coordinator: Reports directly to the Executive Producer and is responsible to facilitate real-time polls (Stunts) and Scrums that make up the Open Space aspects of the Summit program.
Screenwriter/Communications Manager: Reports directly to the Executive Producer and is responsible to develop content used in the Summit production as well as the Social Comm program that maintains contact with the broader industry audience.
Script Supervisor: Reports directly to the Executive Producer and is responsible for developing the briefing document for the Summit program that prepares delegates (clients) for their active role in the Summit production.
Casting Director: Reports directly to the Executive Producer and assists with the selection and management of talent for the Summit Program. During the Summit Production the Casting Director transfers the talent to the Director together with the briefing notes he requires to stage the production.
Archivist/Analyst/Production Assistant: Reports directly to the Executive Producer/Director and manages the nominating process as well as the academy style awards routines to select the winners of the Summit Awards. This assistant is also the goto person for historical items, data and analysis that is required to support the production.
Legal/System Administrator: Reports directly to the Executive Producer and administers the contracts and production agreements for the Summit production.
Accountant: Reports directly to the Executive Producer and administers the financial aspects of the Summit production.
Illustrator: Reports directly to the Screenwriter/Communications Manager and assists the S/CM and Script Supervisor as required with graphics and illustrations.
Various individuals from both inside and outside the companion animal industry will participate. Those with a passion for delivering 'experience' in the areas identified above are invited to contact the Executive Producer of the 2012 Summit, Larry Evans.
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