Is the next Big Idea in ports of call all about sense of place?
IDEA, Inc., the international design firm specializing in destination branding, is convinced that's the case. And it's offering a vision planning process to transform ideas into action.
A key challenge for both ports of call and cruiselines is "to create a seamless transitional experience for cruise guests," says Hugh Darley, president and executive producer of IDEA, Inc. "Guests expect to arrive in places they've dreamed about. They anticipate world-renowned cultural capitals. But too often, they look out from cruise ship decks on dirty rooftops in industrial ports that don't seem capable of matching the comfort and entertainment offerings onboard. So they remain on ships instead of experiencing the places they sail to."
IDEA works with client teams to capitalize on unique aspects of a port's history and character, on elements likely to make it distinctive and appealing in an increasingly competitive travel marketplace. "The idea," says Darley, "is to enhance the sense of arrival so that the place delivers an experience of the same caliber the cruiselines deliver."
Approaching port-of-call enhancement from this angle can mean new life for struggling cargo-based ports and brownfield waterfronts. It requires re-imagining places and rediscovering hidden assets. And it will often require investment from committed partners in both the private and public sectors. But the process can create a wealth of possibilities.
"We think everybody can win with this approach - the port towns, the cruiselines, and, of course, the guests," says Darley. "As the cruise industry moves into a new era, we believe this is where it will thrive, in environments in which governments and private enterprise come to together to create first-class entertainment experiences in 'real' places."
It's a role that fits the company's vision and experience. "IDEA is the only consulting group we work with for creating high-concept themed destinations," says John Tercek, vice president of new business development for Royal Caribbean Cruises, Ltd.. "We look to them for assistance and inspiration on our most creatively demanding projects."