Experience as a Business: Spending Money on Memories

Riding the tube to Secret Cinema with a fellow spy who went all out.

Last week in London, I was a spy alongside 007. I was a 1920’s socialite who did the Charleston at Jay Gatsby’s party where I was asked for love advice from Daisy. And I was a groundling at Shakespeare’s Globe and a member of the court at Kensington Palace during Queen Victoria’s reign. No, I wasn’t a child playing pretend. I was making memories every moment and it was the trip of a lifetime. What was different? I spent my time focused on buying experiences.

As I grow my own business I was recently asked, “what do you really want to work on?” and the truth is I want to be in the business of making memories. ultimately, what I do is sell experiences. But to sell anything, you have to understand the consumer. So, I did just that.

Let me go back a bit. Working in theater, I make it a point to see tons of shows. Some I am invited to, others I buy. It’s important to know what’s out in the marketplace but it’s also important to understand how a normal theater goer goes about buying a ticket.

People will pay good money to feel a part of something. My friends are currently racing to see “Moulin Rouge” as it’s not just a show, it’s an “experience”. I saw it with a group of friends last summer and can attest to the incredible feeling you get when you see sword swallowers the second you enter the theater and an…