For the past twenty years, brand homes, museums and other visitor centers have poured millions into making their experiences more immersive and entertaining. But according to Bob Rogers, this isn‘t enough.
In his forthcoming book, DEEP STORY; A Complete Guide to Creating Transformational Visitor Attractions, Bob shows how the next higher level of visitor experience achieves true transformation—not better temporary engagement or entertainment, but a true change in the visitors’ actions and lives. Guests who came looking only for something fun to do for 90 or so minutes, come away thinking and acting differently. They are more attracted to the sponsor’s brand and products, or more attracted to the museum’s subject. And that difference is lasting.
In this session, Bob gives a preview of his forthcoming book, DEEP STORY, and will discuss what transformation can really mean for brand homes, museums, and other visitor centers, why most visitor centers and museums are too often achieving only momentary impact, and how they can permanently connect their subject or brand with the departing visitor’s identity.
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DEEP STORY; A Complete Guide to Creating Transformational Visitor Attractions
If you seek to change the world, permanently and measurably, by increasing your visitors’ interest in your subject or your brand, this book is for you.
DEEP STORY is an expert practitioner’s guide to the creation of truly transformational exhibits and visitor experiences that millions of people remember and treasure. Examples of these attractions can be found at many locations around the world, such as the Johnnie Walker Experience on Princes Street in Edinburgh, the Las Vegas Raiders’ Allegiant Stadium Tour, Jameson Bow St in Dublin, and the Abraham Lincoln Presidential Library and Museum.
They transform visitors into lifelong fans of a brand, a team, a country, or a subject. The stories in this book are drawn from decades of the author’s experience creating transformational attractions. They show leaders and creators how to combine scholarship, showmanship, and salesmanship to do more than entertain or inform.
More than merely sending a message or creating awareness, experiences powered by DEEP STORY seek to permanently lead visitors to see differently, act differently—to become different. As visitor’s identities are changed, so are their subsequent actions.
DEEP STORY; A Complete Guide to Creating Transformational Visitor Attractions, will be officially released September 8, 2026. For more information or to receive a pre-publication copy go to www.Deep-Story.com or www.BobRogers.com.