Pitching new and experimental engagements with your audience to your boss or client is no easy task, especially when your organization is unfamiliar with experiential design. In the experience economy, inspiring your audience with disruptive media can amplify your impact in monumental ways but too often ideas fail to come to fruition. So how can we advocate for creating engaging environments more effectively to our boss?
Understand your boss’ perspective For starters, striving to become more aware of the aspects of the business, specific strategies and endeavors, and opportunities for growth that your boss values is a step in the right direction. Likely, you are already intimately involved in many of these efforts but it can help immensely to put yourself in their shoes to see the organization from their eyes as best you can.
Say your boss is trying to create a campaign for a specific holiday to boost revenues. Then coming up with an experience that ties the celebration of that day to your product like Molson’s The Beer Fridge celebrating Canadian Federation Day is a great place to start.
Find a Big Hairy Audacious Goal (that’s tied to the quality of experience) Be prepared to connect the benefits of an improved experience to your goals as an organization. Where are you headed and what are your key performance indicators on the path to getting there? Great experiences come from big hairy audacious goals that require creative thinking and unconventional methods to create a memorable experience.
…And Solve It Map out the goal and how creating a memorable experience for your audience will get you there. Make sure to consult any experts within your organization that have an intimate stake in this goal to garner further understanding.
Working with a well-defined goal hand in hand alongside creative and marketing resources expedites the process to collaboratively developing a concept incorporating marketing strategies, innovative technology, and beautifully fabricated objects that accomplish said goal.
Ask questions to clarify with the experience designers any places where you aren’t clear. We’re here to help you to illustrate the experience inside and out with grace.
Experiential Marketing can have profound impacts on the bottom line for big and small companies alike. For instance in the six months immediately following Redbull’s World Record Stratos Freefall, sales rose 7% to $1.6 billion in the U.S., according to research firm IRI.
Plan how to measure the results Defining strategies to measure impact provides assurance that through studying the effects of the experience, you’ll ensure this is a sound investment of your organization’s money, time, and energy. When creating an interactive environment, there is a massive opportunity to connect the sensors that allow audiences to control various forms of light and sound to record and report their measurements as quantitative and actionable insights.
For Old Navy’s 20th Birthday their #Selfiebration wall generated 640 million twitter impressions, 13,669 contest entries, and 17,498 uses of the tag #Selfiebration.
Connect the experience to your digital presence In the information age, a majority of organizations are utilizing websites, social media, and other digital technologies to connect with their audiences online. Stepping outside the comfort zone of online marketing strategies into designing an experiential physical environment opens a whole new realm of possibilities to intertwine the two realms. In this case it’s important to illustrate the connection between the existing endeavors online and how this environment will galvanize more sharing on social media, more searches on google and more marketing qualified leads, subscribers, etc.
Refinery29 brought their imaginative spirit into the real world through 29Rooms an experience that connected 29 of their digital partners with audiences and created a plethora of highly shareable content that circulated throughout the web.
Visuals, Visuals, Visuals So now we have a great idea and a plan to measure its effectiveness. With all this legwork your almost prepared for a great pitch, but there’s one more key concept we’ve discovered along our travels. Developing visual materials of the idea is essential to stimulating the imagination of your boss. We commonly curate pinterest boards to assist with ideation but there is also a well of information from searching both Creative Applications and Vice’s Creators.
-by Paul Elsberg
Check out Alt Ethos’ Projectsfor examples of how experiential exhibitions, temporary or permanent, can excite a range of audiences.
Last yearwe hosted a similar event, right in this room, called Our Vision for Denver.
This year, we decided to speak on our Denver Vision with a focus on a new big thing happening, Meow Wolf coming to Denver.
I have a unique perspective as I lived in Santa Fe for thirteen years and have lived in Denver for almost three years. I’ve been an artist for over twenty years and like most of you, I worked day jobs then worked on my art at night.
Watch the entire keynote below.
I witnessed what was happening in the evolution of Meow Wolf pretty closely. At one point I served on the Javier for the Arts committee with now Meow Wolf CEO Vince Kadlubek. We helped former mayor Javier Gonzales get elected.
And now Meow Wolf is coming to Denver. It seems only right that I would help navigate the Denver community through this shift. I see this as a huge opportunity for this city.
And as we all know,
Artist communities are notoriously underfunded.
The world is changing rapidly and communities around the globe are witnessing increased rents.
Where there is a financial disparity there is gentrification. And just like many cities in the world, we are experiencing that in Denver.
The Meow Wolf Effect is an intimate and intentional look into a cultural phenomenon sparking the creative economy in a way that I have not witnessed in my lifetime. My plan is to explore the Meow Wolf Effect through our blog series, public events, and collaborations.
We have a unique opportunity to explore and experience this phenomenon as being one of the first cities Meow Wolf is coming to.
There are many influencers out there making a change. Meow Wolf is one of them. We have several in this community including our panelists whom I look forward to speaking within a few minutes.
You are all the experts on this town and on your experience. That is why you are here.
What I can do is help facilitate the beginnings of a conversation.
I want to help create a new possibility for you, my community.The possibility I see is an interconnected community that spans across the state of Colorado and into New Mexico (why not) that is inspired to create a new economy that is supportive for creative innovators.
Think of the most amazing community that you can imagine. What do you want that to look like? Let’s create that.
An opportunity to do what is your purpose with love and support from your community. That’s what I envision.
To make a living and thrive doing something that you love while inspiring others. That’s what I envision.
More ability to have the influence to shape the world in a way that you want to see it. That’s what I envision.
This is our moment of opportunity. If we do this with great intention, we can make a huge shift in the economy.
Traditionally, artists have not sought out to build businesses and focus on the creative economy.
We don’t feel supported by the current economic structure supporting creative jobs.
And like every other human we have a negative dialog going on in our heads.
Some of us even believe that we must suffer to be real artists. We place social pressure on other artists by calling them “sell outs” if they make money.
A few years ago I decided to change those beliefs in myself. Why I started Alt Ethos and DATA.
I no longer wanted to live hand to mouth and work for someone that wasn’t necessarily treating me with respect.
I want to have a larger influence in the world and these organizations will allow a bigger reach.
I want to have money to create more opportunities for everyone.
I want to share with you today some of my what-ifs and ask that you add to that list.
One of myfavorite clear indicators in identifying your what-ifs is judgment and uncomfortability or contrast if you will.
I want to ask, what are your what-ifs?
I encourage you right now and throughout this event to think about in what ways are you unsatisfied with the Denver Arts community?
What are you unsatisfied with or fearful of with Meow Wolf coming to town? Keep that and we will touch back on it later.
Is it gentrification? Is it access to space? Is it funding? Is that jobs? Is that all the above? Now take that statement and turn it into a positive action – something that you are going to do to work on finding positivity in that problem.
Here are some of the facts as we know.
Meow Wolf is coming to town.
Meow Wolf anticipates 1.5 million people a year to their Denver site. I anticipate 3 to 5 million people a year. Now think about that – 5 million people a year coming to Denver to spend money in the creative economy.
What opportunities are there?
Where are these people going to stay where they can eat?
Where can they get their entertainment?
What are they going to buy as a souvenir?
What kind of art will they buy?
Where will they want to visit when they like to do it in a group as part of a tour?
So I just want to say that this isn’t about whether or not you like Meow Wolf.
This is not whether or not you agree with the way that they’re going about expressing their art.
This is not about whether or not they can hire you.
Or if they you think they favored one group of people over another.
This is about harnessing the energy with strategic planning in order to make the best possible outcome. This is happening.
So tonight and moving forward, we will all be gathering knowledge.
What do you want to do with this knowledge?
Do you want to sit around and complain and point fingers and say I can’t have that we can’t do this we can’t do that how come they’re doing this is how come they’re doing that?
Do you want to use this as an opportunity for a catalyst for change?
We already have some ideas of what is going to happen. We can look at Santa Fe and we can compare our own economy and how things are going here and we can take some guesses we can take some risks and we can enjoy ourselves along the way as a community.
So what if we could do that? What if we could do this together? Let’s make this city in this state the best experience we could ever imagine. You’re welcome to come with me and you’re welcome to lead the way. I promise to walk beside you. Together, let’s make some change.
There are so many people in this community already doing great things. It’s not fair to just sit back and say that they need to do more or do it this way or that. These people are putting their necks on the line. Through their experiences, they have a lot of information that if we all could harness it, would help make a better community. Let’s take advantage of some of that now. I welcome our panelists so gracious to spend their time with us and share their experience.
By now everyone in Denver is aware that Meow Wolf is coming to town. The overall reaction is one of anticipation as the famed immersive art experience from Santa Fe prepares for opening a 90,000 square foot experience in Denver in 2020. In this blog series, I will discuss such topics as the creative economy and how cities can best utilize this new form of entertainment. This overview will provide context as we explore how the Meow Wolf Effect will alter the ethos of Denver and perhaps a city near you.
The world is changing quickly as millennials and other generations alike hold increasing interest in experiences and Instagram over the purchase of material items. In 2016, Denver had the highest net annual migration of millennials of any metropolitan area in the United States (NYT). With an increasing millennial population and the fact that more than 75% of millennials “would choose to spend money on a desirable experience or event over buying something desirable” (Harris Group), how does a city like Denver keep up?
Denver is already leading the way in support of the creative economy with its Imagine 2020 Cultural Plan. Denver is actively striving for engagement in the arts that brings together local creative problem solvers. “Overwhelmingly, Denver residents believe that arts, culture and creativity contribute to the vitality of the city. Eighty-seven percent of Denver residents believe that arts, culture and creativity contribute to Denver’s economy, as reported in the scientific public survey conducted for the cultural plan. Additionally, 85 percent agree the sector attracts tourism. Eighty-one percent believe that arts, culture and creativity help develop active and unique neighborhoods.” – Imagine 2020. How does this all tie into the new addition of Meow Wolf to our community?
A few months ago I attended a talk at the Commons on B-Corp Certification to explore the option for Alt Ethos. Meow Wolf officially became a B-Corp late 2017 and CEO Vince Kadlubek was there speaking on the experience. According to the B-Corp website, “carrying the B-Corp status holds for-profit companies up [to] rigorous standards of social and environmental performance, accountability, and transparency.” With this kind of public declaration and actual certifiable commitment to transparency, a city and its counterparts would expect to work in collaboration with Meow Wolf to make the best experience for the city and its inhabitants.
So, how can local communities, cities, businesses, museums, and artists utilize this newfound momentum in Denver? In a world where we need more support for creative thinking to solve current global and local issues, how can we launch a statewide effort to harness this momentum? Here are a couple of concepts that come to mind:
Hire an Experiential Design Company to stay relevant and help transform your museum, event, or corporate lobby into an experience that captivates audiences. (Alt Ethos)
Create a driving tour between Denver and Santa Fe that outlines arts and cultural offerings in towns along I-25 and US 160. Towns such as Mancos and Trinidad are already boosting their creative and cultural districts. (DenverPost)
Create tourism packages that include an “art experience” inclusive of Meow Wolf. Purposefully creating tours around the city that have “Meow Wolf” type of art and experiences. (Santa Fe Example)
Support local artists by attending events and purchasing art.
Support local nonprofits. We recommend:
CBCA works to advance Colorado’s creative economy by connecting business and the arts. We accomplish our mission through year-round advocacy, research, training, and arts engagement efforts
Denver Arts + Technology Advancement (DATA) whose mission is Empowerment Through Creative Technology. Helping ensure that ALL people have access to digital literacy.
RedLine supports artists and builds community in Denver and offers arts education and engagement between artists and communities to create positive social change.
Think 360 Arts leads Colorado in cultivating and sustaining the arts as essential to all learning through creative experiences for students and teachers.
In a time when change is needed, most people’s imaginations need to be sparked. Cities are in need of a defibrillator shock to kickstart a creative economy revolution. Perhaps The Meow Wolf Effect is that spark that will help ignite that change. We can always hope for the best outcome and welcome any opportunities to create change, but the responsibility falls on our local community. Together we can help Denver to become a more progressive, expressive city that is recognized worldwide. Please register to join Alt Ethos on Wednesday, April 18th, 2018 at the Commons on Champa at 5:30pm as we present Denver Vision: The Meow Wolf Effect and lead an open discussion on how Denver can galvanize The Meow Wolf Effect in hopes of setting an example for other cities.
For more information on this event, please contact us.
Alt Ethos recently worked with Meow Wolf, providing a projection mapped balloon sculpture at the Meow Wolf Denver Announcement Party. Ethan Bach, Alt Ethos founding CEO met the Meow Wolf crew approximately ten years ago while living in Santa Fe, New Mexico. Through his participation in the local arts community and serving as the Digital Dome Director at the Institute of American Indian Arts, Ethan and the group regularly engaged in the community. Meow Wolf founders appropriated wood and other materials from Ethan’s garage for the building of the Due Return as many community members pitched in to support the local art group. Ethan also served on Javier for the Arts, an advisory committee for Javier Gonzales when he was running for Mayor, alongside Meow Wolf’s founding CEO Vince Kadlubek.
Alt Ethos is an experiential design studio that creates engaging experiences for events and permanent exhibitions. Alt Ethos creates engaging environments by transforming physical spaces into shared interactive experiences that meld various forms of light and sound into creative technology. We create moments that disrupt, engage, and inspire.
Meow Wolf is a Santa Fe, New Mexico based arts and entertainment group that established in 2008 as an art collective. They create immersive, interactive experiences to transport audiences of all ages into fantastic realms of story and exploration. The company is composed of nearly 200 artists across all disciplines including architecture, sculpture, painting, photography and video production, virtual and augmented reality, music and audio engineering, narrative writing, costuming and performance, and more. Basically everything.
The views, information, and opinions expressed in this blog are those of the authors and do not necessarily reflect the official position or policy of Alt Ethos and its employee.
We reserve the right to delete, edit, or alter in any manner we see fit blog entries or comments that we, in our sole discretion, deem to be obscene, offensive, defamatory, threatening, in violation of trademark, copyright or other laws, of an express commercial nature, or otherwise unacceptable.
“An entrepreneur with an eye on the future’s future, Ethan Bach and his crew specialize in experimentation with digital media and virtual reality — projected in domes, across walls and on interactive screens — in his search for the next big thing in visual technology. And as the guiding light at two startups — the media studio Alt Ethos Ltd. and Denver Arts + Technology Advancement, a nonprofit that provides residencies for new-media artists — Bach is interested in connecting with audiences through mind-blowing imagery and technological tricks of light. Catch him if you can, as he answers the 100CC questionnaire.”
We are honored that our CEO, Ethan Bach is recognized as Westword’s 100 Colorado Creatives 4.0. Bach moved to Denver three years ago to start our two organizations – Alt Ethos and Denver Arts + Technology Advancement (DATA). He built our teams through a collaborative structure and a vision for how humans can find a greater connection with each other through creative technology. Bach’s hope is to become more involved with urban planning design, public and private organizations, and leave his mark on Colorado by invigorating the creative economy through the DATA and Alt Ethos.
Our favorite highlights: Westword: What (or who) is your creative muse? Ethan Bach: My current creative muse is the vision of a humanity with a bright future. I am driven by the idea that humans are in a state of evolution. I participate in the exploration of human communication through using creative technology in ways that expand connection and consciousness.
Westword: What’s your best or favorite accomplishment as a creative? Ethan Bach: My current work — building two creative organizations, Alt Ethos and Denver Arts + Technology Advancement (DATA) — is my favorite accomplishment as a creative to date. These sister organizations were created on the same day, and both continue to grow and expand.
Kudos to our CEO who is responsible for holding the vision of the company, providing strategic leadership by working with the Members and other management to establish long-range goals, strategies, plans, and policies. He models our company’s culture, builds and leads the executive team, and drives the company to success. Read more here.
The views, information, and opinions expressed in this blog are those of the authors and do not necessarily reflect the official position or policy of Alt Ethos and its employee.
We reserve the right to delete, edit, or alter in any manner we see fit blog entries or comments that we, in our sole discretion, deem to be obscene, offensive, defamatory, threatening, in violation of trademark, copyright or other laws, of an express commercial nature, or otherwise unacceptable.
Alt Ethos is honored to be recognized by 303 Magazine as Denver Artists to Watch 2018. We started this company to band together and create art infused with creative technology that is bigger and better than we could have achieved on our own. Together we create engaging environments by transforming physical spaces into shared interactive experiences that meld various forms of light and sound into creative technology. Our goal is to create moments that disrupt, engage, and inspire that help to elevate museums, public places, events, and others. Please see our write-up below.
You can read the entire article here
Light displays are no longer exclusive to live concerts—they are being used to create ambiance, mood and improve engagement to many other facets of social interaction.Alt Ethos is a talented group of artists and computer programmers who spend their time “cultivating memorable experiences that disrupt and inspire.” Ranging in age from early 20s to mid-40s, Ethan Bach, Zac Layman, Eric Davis, Paul Elsberg and Amy Lynn Herman each bring their own set of unique skills to the group. “We are trying to create things that are memorable,” Elsberg explained. “Why create things that are memorable? So they can help people find meaning, they can sneak back up on them. I think of really good conversations months or years later and it resonates with me in a new way. And I think that the desire to create art or technology, but really an experience, is the same. It’s about creating a disruptive moment that gets you out of yourself and comes back to you over and over.”
These experiences Alt Ethos designs and curates come in the form of virtual reality programs, projection mapping, digital dome projection and temporary light displays. Each one is particular to the experience Alt Ethos wants to amplify or draw attention to, which makes their style hard to pin down. Much of their energy this coming year will be focused on digital dome projection, where they are casting images or videos onto a half-sphere ceiling [through] the nonprofit that founding member Bach started called Denver Arts and Technology Advancement, or DATA.
The marriage of technology and art comes more easily to the members of Alt Ethos than it does to most. That’s their biggest obstacle at the moment— convincing people that technological art can be just as reliable as the computers we keep in our pockets every day. What puts them on the path to success is their desire to provide education to those who are skeptical or wary, as well as their eye-catching and engaging installations. Just in the first month of this year, Alt Ethos provided unique experiences at two separate parties— the Meow Wolf artist mixer and Moxie’s Dark Fairytale event. Next month they will represent Colorado at a small business showcase in Washington D.C. and as soon as they return they’ll be working (through DATA) on their annual international artist-in-residency program for digital dome projection.
Their largest project so far this year will culminate in November in old town Fort Collins,, where they will continually project images and light onto an exterior mural. The mural artist will work with Alt Ethos to envision a collaborative design in the hopes that Alt Ethos’ projections may illuminate the mural in an enriching manner as well as light it up at night when mural art is not appreciated as much. “We want this to be a one-of-a-kind experience for people,” Layman commented, “and the challenge of making it permanent is part of the joy of doing it.”
The views, information, and opinions expressed in this blog are those of the authors and do not necessarily reflect the official position or policy of Alt Ethos and its employee.
We reserve the right to delete, edit, or alter in any manner we see fit blog entries or comments that we, in our sole discretion, deem to be obscene, offensive, defamatory, threatening, in violation of trademark, copyright or other laws, of an express commercial nature, or otherwise unacceptable.
The world is changing quickly as millennials and other generations alike hold increasing interest in experiences and Instagram over the purchase of material items. In 2016, Denver had the highest net annual migration of millennials of any metropolitan area in the United States (
A few months ago I attended a talk at the Commons on B-Corp Certification to explore the option for 
Our favorite highlights:
to many other facets of social interaction. 
The marriage of technology and art comes more easily to the members of Alt Ethos than it does to most. That’s their biggest obstacle at the moment— convincing people that technological art can be just as reliable as the computers we keep in our pockets every day. What puts them on the path to success is their desire to provide education to those who are skeptical or wary, as well as their eye-catching and engaging installations. Just in the first month of this year, Alt Ethos provided unique experiences at two separate parties— the Meow Wolf artist mixer and Moxie’s Dark Fairytale event. Next month they will represent Colorado at a small business showcase in Washington D.C. and as soon as they return they’ll be working (through DATA) on their annual international artist-in-residency program for digital dome projection.
images and light onto an exterior mural. The mural artist will work with Alt Ethos to envision a collaborative design in the hopes that Alt Ethos’ projections may illuminate the mural in an enriching manner as well as light it up at night when mural art is not appreciated as much. “We want this to be a one-of-a-kind experience for people,” Layman commented, “and the challenge of making it permanent is part of the joy of doing it.”