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SATE 2012 Experience Design Conference :
Interview with Rick Rothschild and Philip Hartley
Update : 17/09/12 - 19h43Published by François Mayné the 10 September 2012, Event.
It is within about ten days - from September 19th to 21st - that the Themed Entertainment Association (TEA) will hold its annual conference SATE on Experience Design organized for the first time in France at the heart of Europe's most important tourist destination : Disneyland Paris.
SATE - whose acronym stands for Story + Architecture + Technology = Experience - brings together each year the professionals that work in creating themed experiences for visitors, ie designers, architects, developpers, scenographers, technicians, experts or master planners.
During these two days and a half, about thirty international speakers will share their experiences around a main topic that will be for this edition the cultural diversity. Co-chaired by the American Imagineer Joe Rohde and the French producer Yves Pépin, SATE will be divided into several working sessions with presentations, case studies, discussions and Q&A. Attendees will also have the opportunity to discuss during informal networking meetings and special events.
Among the themes to be discussed at the conference, there will be for example the work in a multicultural environment, which will include case studies on the project Big-O (Yeosu 2012 Expo in Korea) and the implantation of Disney in China with Shanghai Disney Resort. Companies represented by the speakers will come from around the world, such as Walt Disney Imagineering (with Joe Rohde, Bob Weis, Carmen Smith and Jeannette Lomboy), ECA2, WET Design, Jack Rouse Associates, Forrec, BRC Imaginations Art, Electrosonic, Jora Vision, Franco Dragone Entertainment Group or Les Petits Français.
For more information about the conference program, download the brochure with all the details on sessions, speakers bios and networking events.
Interview with Rick Rothschild and Philip Hartley
We asked some questions to Rick Rothschild, the current president of the Themed Entertainment Association, and Philip Hartley, president of TEA Europe & Middle East (EME) Division.
NewsParcs : How are going the final preparations for the conference?
Rick Rothschild : The preparations are in the final stages at this point. The chief creative producing team of Yves Pepin and Joe Rohde have envisioned an excellent three days of exciting panels and thought provoking presentations, working with a wonderful producing committee of TEA members drawn from across the globe.
NP : What about the TEA EME Division? What is your role in the organization of this conference?
Philip Hartley : Various members of the EME Board are involved in the preparations for SATE 2012 but I should make specific mention of Evelyne Villame and Klaus Sommer Paulsen who have been at the forefront of the interface between the EME Division and the rest of the TEA team. Other EME members, not on the board, are also active in various roles as speakers at the event, to assistance in logistics and support. In contrast to SATE 2011, which was primarily organised by and for the EME Division, this event is being prepared as a collaboration between all TEA Divisions and this will set the standard for procedures at future SATE events – wherever they are.
NP : Why did TEA choose to organize SATE in Europe?
PH - The TEA membership is a global one and, with an increasing membership of the EME Division, I believe this is a major step forward in recognising that.
In previous years, SATE has been exclusively a US event with some non US attendees. In 2011 we ran two SATE's, one in the US and one in Europe (Amsterdam) but it was recognised by the International Board that this stretched resources to an extent which, perhaps, could damage future SATE events, if we were to continue on that basis. Concentrating our resources on one SATE event, per year, switching between Europe and the US (with other options for the future), recognises the global nature of the business and membership. This was considered to be the best move forward and it was decision fully supported by the EME Division Board.
RR : It is our goal that this conference is an international conference, important to our global members and worldwide theme park industry colleagues. We will host this conference in different parts of the world each year as part of making it a truly international conference.
NP : Why did you choose to come in France, and especially at Disneyland Paris ?
RR : Our choice of Paris and the Disney property was in part due to its central location in Europe as well as the fact that Disney - and especially Walt Disney Imagineering - is a most supportive TEA member.
NP : What do you expect from the conference?
PH - The quality and line up of speakers is quite staggering in their profile, depth of experience and knowledge that they are prepared to share. This is an event "not to be missed" and I hope it will build upon the high standards already set by the previous SATE events in the US and our own EME SATE event in 2011.
I also hope for an increase in the visibility of the Themed Entertainment Association in Europe and the Middle East which can only be of benefit to the existing members and the Association itself. In the US, membership of the TEA is seen as a "must have" for individuals and companies in this business but that is not reflected in the various regions of the EME Division. I hope that bringing the annual SATE event to the EME Division on a regular basis will be a part of the process that will change that.
NP : Why is that important for a professional working in the attractions industry to attend this event?
PH : It is THE annual event to attend for those in this business or wishing to be in this business, from an educational, business and networking perspective. In my opinion, it is quite unique in its' purpose and in its' format and with the speaker line up that we have this year, I can only believe it will be better than ever.
RR : It is going to be a great SATE conference, so I hope many find there way to Disneyland Paris resort to enjoy it. We expect an attendance of 125 to 150 participants. We can easily have a great conference with over 200, so for anyone considering attending, please know that there will be room for you!
It is indeed not too late to register for this unique event that professionals of the experience design should not missed. For all practical information, please visit sate2012.blogspot.com.
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NewsParcs will do a full coverage of the IAAPA Attractions Expo 2013 in Orlando to have a look at the latest trends and developments of the global theme park industry.
