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Program and Speakers for SATE 2012 at Disneyland Paris, 19-21 Sept


SATE is the annual Experience Design conference of the Themed Entertainment Association. SATE 2012 addresses “Cultural diversity in Themed Entertainment: Obstacle or Opportunity?” with Yves Pépin and Joe Rohde as co-chairs.  Details of the program and speakers for SATE 2012, 19-21 September at Disneyland Paris, are set out below and are also available as a PDF download here.

Wednesday, Sept. 19 (Evening)

6:00 pm: Check-in/registration
6:30-8:00 pm: Welcoming Reception & Champagne Toast
Sponsored by le Puy du Fou and Futuroscope

8:00 pm: Opening Keynote
Joe Rohde, Walt Disney Imagineering

Thursday, Sept. 20

7:00-8:15 am: Breakfast buffet – Cape Cod Restaurant at Hotel Newport Bay Club
9:00 am – 6:00 pm: SATE Day 1 presentations
after 6:00 pm: Networking event, complimentary admission to the Disney Park and VIP viewing of Disney Dreams Details TBA
Segment 1 – morning

Working within a Multicultural Environment with a Multicultural Team
Successfully blending the diverse talents and perspectives of clients and creative teams for the best possible guest outcomes; finding ways to better understand and communicate with each other.

Michel Linet-Frion, Center Parcs
Bart Dohmen, BRC Imagination Arts
Co-chair: Christian Lachel, BRC Imagination Arts

Yves Pépin & Bart Dohmen, and Steve Simons, Event Communications

Session 1.1

Multicultural teams for cross-culture projects: good reasons or bad excuse?
Owners and/or creators nowadays tend to assemble international teams in which the members are selected for their expertise and talent rather than geographic proximity. The Internet and other contemporary tools have made this easy – is it the ‘best’ way?

Moderator: Bart Dohmen, BRC Imagination Arts
Respondent & Speaker: Patrick Stalder, Events Producer
How the Olympic Games and Youth Olympic Committees assemble and federate teams that will create the biggest event worldwide for a global audience.


Koert Vermeulen, ACT Lighting
Vernon Teo, Asia Pines Entertainment and Events
Being part of a multicultural team: two personalities, two cultures. Testimonials on two projects.

Matthew Jessner, Franco Dragone Entertainment
Live multicultural production in a fixed location: House of Dancing Water, Macau. How F. Dragone tailors his model/concept to the local environment.

Yuree Hong, Yeosu Expo Committee
Jean Christophe Canizares, ECA2
Case Study: The Big-O Project at Yeosu Expo 2012.

Session 1.2

From concept to logistics, how project teams penetrate cultural barriers
Emerging economies often import creatives from other countries where they’ve already proven their talent. How then can these creatives adapt their approach to fulfill the end-users’ expectations … does it take understanding another culture? What is specific to working within a multicultural environment?

Moderator: Bart Dohmen


Steve Rhys, Forrec
From Aqua Dunya, Dubai to Aesop’s Gardens Korea: Storytelling is the key, but how does this require adaptations? 

Keith James, Jack Rouse Associates
A success story with Ferrari World plus a difficult challenge story: “Getting into India.”

Speaker: Bob Weis, Walt Disney Imagineering
Case Study: Disney going into China.

Segment 2

Thursday, Sept. 20 – Afternoon

Interpretation/cultural Representation Challenges & Responsibilities
Overcoming our inherent views and approaches when working with different cultures; setting aside built-in biases to better satisfy the client’s and visitor’s objectives and needs.

Chair: Jan Maarten de Raad, JoraVision (Netherlands)
Co-chair: Audrey O’Connell, Natural History Museum

Session 2.1

Engaging Culturally-Interpreting Authentically
Is there a long term future in exporting our knowledge to places such as China, Africa, the Middle East, South America, and Eastern Europe? Insight into the theory behind why we all should want to work ‘authentically’ will set the stage for a panel of seasoned professionals to shed light on their style of cultural engagement.

Andrew McIntyre, Morris Hargreaves MacIntyre
Audrey O’Connell, The Natural History Museum
On developing the natural, cultural and social history concept for Gallery 4 of the King Abdulaziz Center for World Culture.

Louis Allen, Adirondack Studios
On the Seneca Tribes celebrating their heritage in a thematic environment.

Martin Arnaud, Les Petits Francais
On working with local authorities and performers to produce the Mexico Bicentennial Project.

Laura Miotto, Gsmprjct Singapore
Cross-cultural content and design strategies for the Living Galleries, National Museum of Singapore

Session 2.2

Moderated Q&A with Andrew McIntyre, Morris Hargreaves McIntyre
This session will draw from both the audience’s and the panelists’ experiences, presenting the opportunity for a lively discussion an debate on the effectiveness and/or limitations of cultural interpretation engagement.

Session 2.3

Aulani, A Case Study
Joe Rohde, Walt Disney Imagineering
Jeanette Lomboy, Walt Disney Imagineering
Djuan Rivers, Disneyland Paris
When the Walt Disney Company set out to design a major resort destination in the Hawaiian Islands, the team faced a challenge. If a studio-designed destination is meant to offer an authentic experience, who is the judge of that authenticity? How can a corporate culture and an indigenous culture collaborate to create a place that meets the expectations of both? Aulani, A Disney Resort & Spa at Ko Olina, O’ahu, Hawaii, proposes to address these questions through the inclusion of contemporary Native Hawaiian voices in its development, design, and operation.

Session 2.4

A Philosophy of Deep Cultural Engagement
Speaker: Carmen Smith, Walt Disney Imagineering
Providing rich insights into the broader implications of the Disney philosophy towards a set of critical principles in delivering authenticity.

Friday, Sept 21
7:00-8:15 am:
Breakfast buffet, Cape Cod Restaurant, Hotel Newport Bay Club
9:00 am – 4:00 pm: SATE Day 2 Program

Evening: Informal/casual mixer – details TBD

Segment 3- morning

New Cultural Territories within the Global Market
Identifying new and different geographic, topical, industrial, and cultural opportunities; applying your skills and talents to help new markets tell their stories.

Segment Chairs:
Lesley Morisetti, Morisetti Associates
Chris Conte, Electrosonic

Session 3.1

Reaching Broader Audiences
Attractions around the world are tasked with broadening their audiences. Museums wish to reach beyond the established middle class visitor base. Heritage sites wish to attract younger audiences and address access issues. And the themed entertainment industry is taking its brands to new cultures across the world.


Manal Attaya, Sharjah Museums Dept, Government of Sharjah
Introducing museums into the Middle East: The new Sharjah Heritage Museum.

Andrea Dearden, Science Museum London
Role of social media in broadening audiences.

Frederic Nancel, Chateau de Chantilly
Broadening access to heritage sites.

Marie-Sophie Mugica, Universcience
Rolling out the Cite des Enfants concept to new geographies and cultures 

Session 3.2

Taking Our Skills Into New Sectors
Moderator: Chris Conte, Electrosonic
Where next? Are there new sectors, outside of the world of leisure and entertainment where our skills and experience could enhance their activities? We will learn from the experience of our speakers in how they have moved into new areas and through our panel debate aim to identify other sectors which we could apply our skills to in the future.

Ray Hole, ray hole architects
Applying attraction design and theming to the Oil and gas Industry: Kuwait Oil Collaboration Center

Alex MacCuaig, MET Studio Design
Applying museum design techniques to public awareness programs – Drug Information Center – Hong Kong

Jean Francois Zurawik, Lyon City Hall
How new entertainment technologies are used to enhance a 100-year old festival: Festival La Fête des Lumières – Lyon, France.

Sanjay Kara, Akshardham Temple/BAPS Charities
Using multimedia technologies to present Hindu philosophy: Akshardham-Gandhinagar Temple and Water Show – Gujarat, India

Segment 4

Friday, Sept. 21 – afternoon
Participatory Wrap-up
Moderator: George Wiktor, The GW Group

Join an open discussion centered on the ideas, trends and questions that have emerged from the previous SATE2012 sessions, and how those concepts can be taken forward into the future of the industry. The conversation will be facilitated by TEA past president George Wiktor of the GW Group. Throughout the conference, George will be working to capture important thoughts and remarks to help inform the conversation.

Closing Session
Yves Pépin
Joe Rohde

Sat. Sept 22 – Sun. Sept 23 – optional activity
10:00 am: Depart for post-SATE excursion to Puy du Fou & Futuroscope

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