December 2017 - Parks & Recreation - 45

* Create a gateway for all to go outside and enjoy Horicon.
* Generate awareness and recognition.
Bret Owsley, wildlife management district supervisor of WI
DNR, says, " The mammoth is the most photographed thing in
the state of Wisconsin. It generates awareness when people see
similar exhibits elsewhere in the world. If they see a story on
mammoths in Russia, it brings them back to Horicon. It's like
reading a good book that pops into your mind unexpectedly
when you see something that relates. "
The mammoth functions as both an anchor and entry point
for the rest of the Horicon Marsh story. Other iconic pieces
include a larger-than-life children's room with equally large
sculpted animal models, an immersive ice cave that literally
cools you off as you walk through and an airboat simulator
ride. There has always been hunting at Horicon, and it comes
in many different forms. Visitors can still hunt the traditional
way, or they can hunt for memorable pictures to be captured
with their camera.
The Horicon story also highlights the importance of managing the marshland and cautions against the mistakes that were
made when it was used for other purposes. Horicon Marsh is
the largest freshwater cattail marsh in the United States, and
once it was returned to its natural state, hunting, wildlife and
people returned. The Explorium's oversized pieces generate
recognition and help to reinforce the Horicon story, just like
the mammoth and Paleo hunter. These experiences can spark
memory for visitors outside of the park and reconnect them to
the land and history at Horicon.
Today's experience economy is fueled by millennials, who
outnumber baby boomers and overwhelmingly prefer experiences over things. Creating experiences will help draw them to
your park, but they'll need to know that these larger-than-life
experiences exist! Millennials and other visitors use the internet to search for experiences to add to their lives. They look
for photographs and reviews through social media, and they'll
want to share their experience on those same platforms. Having the most photographed piece in Wisconsin helps Horicon
tap into modern day destination marketing.
These iconic pieces trigger visitors to share their experiences with the world, further multiplying the experience. Horicon
aids in the sharing - the airboat ride automatically takes a
picture, which can prompt a visitor to share the experience. It
is one of the most popular exhibits at the Explorium! In online
reviews, many visitors write about the exhibit where they experience the smell of a mammoth. Visitors rely heavily on social
media before and after visiting sites, and the iconic pieces at
Horicon encourage social sharing.
Oliver Wendell Holmes says, " A mind stretched by a new
experience can never go back to its old dimension. " The ex-

hibits at Horicon create a sense of wonder, excitement and
lasting memories. Horicon understands that each visitor
will experience the park differently and that perceptions are
formed by the opportunities offered, and the experience and
knowledge gained. It has created an experience outside of
the usual environment that creates positive emotions and
word-of-mouth, increases visitor satisfaction and leads to repeat visitation. In creating these inspiring experiences, Horicon has not only achieved its goals but has also stretched the
minds of its visitors.
Betty Brennan is President of Taylor Studios, Inc.
(bbrennan@taylorstudios.com).
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December 2017 - Parks & Recreation

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