The Future of Retail Over the Next 5 Years, with Bill Coan, President and CEO of ITEC Entertainment

I had the pleasure of interviewing Bill Coan, President and CEO of ITEC Entertainment

Can you tell us a story about what brought you to this specific career path?

From my youth, scratching my imaginative itches was part of my life. Whether it was doodling, drawing, building models or tinkering, I always enjoyed creating something from nothing. My love for the outdoors led me to study Landscape Architecture which in turn led me to my first job at Walt Disney Imagineering. During my tenure there I was fortunate to work throughout their system of theme parks and resorts, moving through the design studios on wonderfully innovative projects and then into design management. That experience and education resulted in my passion for entertainment design as a business.

Can you share the most interesting story that happened to you since you started your career?

The most interesting thing is my great fortune of beginning my career Imagineering where the world of storytelling, creative design and bleeding edge technologies come together to create unique and immersive experience. Though I was awestruck by the endless magic that Disney represented, I had never paid much attention to amusement or theme parks. Walt Disney’s approach to Guest experience was a revelation and remains my inspiration each day for our design and production projects throughout the world.

Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?

Imagine developing a major highly themed and technology based ride that combines amazing special effects, aggressive ride systems, and an immersive story based on the movie The Revenge of the Mummy for a project in Southeast Asia only to discover after opening that their culture is put off by anything related to the ‘undead’. Millions of dollars and three years in the making and a queue line of a dozen people. I always heard that experience means taking the test first and then learning thereafter. Lesson learned.

What do you think makes your company stand out? Can you share a story?

Entertainment design is a very volatile business, so our success is largely based on our ability to apply our creative and technical abilities to a wide variety of design challenges, as well as maintain a healthy respect for the cultural diversity of leisure entertainment and what makes a compelling experience. We continue to raise the bar for our clients based on what we know their guests want to experience. The collective process involved with delivering this is very unique to us, and begins with the development of the concept all the way through production, and the unique technologies that help to bring these experiences to life.

Which tips would you recommend to your colleagues in your industry to help them to thrive and not “burn out”?

Stay inquisitive and enjoy the journey. Remember that regardless of the challenges, the pursuit of creativity is endlessly invigorating, rejuvenating and redeeming.

None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are?

Strangely that would be a person I never really met. An image of Walt Disney is the only framed picture on the walls of my office. His essence and inspiration permeated everything in my early years in Imagineering. His vision for creating extraordinary Guest experiences, as exemplified by his masterpieces, and taught through his apostles (some of whom became my mentors) reside within me each day I come to work.

Can you share a story?

Creatives often leave their formal education process believing they understand the value and application of tools like color, composition, textures and focus. Until I walked Disneyland with brilliant film makers, animators and set designers did I understand how to effectively articulate a physical place. How to use combinations of color, shadow, lighting and even music to make a theme park look like springtime every day. The art of focusing the views of the Guest organizing and distributing them while moving them along in the right direction without signs remains a lesson learned from the masters of entertainment design I worked with in my early career.

Are you working on any exciting projects now?

An ocean and beachside mixed-use Project in Thailand featuring residential, commercial, cultural attractions, entertainment and hotels. This will be an innovative application of story, branding and marketing of this unique destination. The techniques and processes used in theme parks to develop a comprehensive and engaging visitor experience will be in full display in all aspects of this project designed for the local, regional and international market.

How have you used your success to bring goodness to the world?

I do a lot of mentoring and we of course believe everything we create brings joy and entertainment to the visitors to our projects. We are, however, strong supporters of the Give Kids the World Village just south of Walt Disney World here in Central Florida. ITEC helped with the original designs and we continue to support the entertainment systems working each day at this very special place that caters to children with critical illnesses and their families.

Can you share 5 examples of how retail companies will be adjusting over the next five years to the new ways that consumers like to shop?

My opinion is that retailers will continue to:

• Gain a better understanding of the shopping dynamic in the ever-changing world of digital content and on-line shopping. How can the trend of shopping at home be interrupted to present a compelling experience worth visiting and exploring
• Enhance the in-store shopping experience itself though innovative design and content beyond the display of product, exploring interactivity, media, augmented and virtual reality.
• Leverage the added value and experience provided by well-conceived mixed use centers designed as destinations featuring engaging environments, interesting venues and innovative programming of activities and events
• Certain brands will have their flagship store surrounded by elements that entertain their store visitors and reinforce the lifestyle that their products embody. An example of this is Missouri’s top attraction: Cabela’s Outdoor World. In addition to their mega store, they have complementary attractions such as the Tracker Boat display room, Dale Earnhardt’s Bass Pro NASCAR, an archery hall of fame.
• Brick-and-mortar retail will need to go beyond selling product to successfully co-exist alongside e-commerce, and instead sell an experience. Retail will need to incorporate more entertainment, and certain events/shows that match their brand in order to justify the often higher price tags on goods.

This was very enlightening, thank you so much for joining us!