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Designing through “Mom-Colored Glasses”

PGAV's Vice President Diane Lochner skiing with her son

Designing through “Mom-Colored Glasses”

 

 – By Diane Lochner, vice president

 

We all understand that our life experiences influence us and affect our approach to problem solving.  And as a “Destinologist,” a term we at PGAV Destinations like to use to describe ourselves, I am influenced and affected by my role as Mom of my two sons, Alex and Ethan.  They are my very own special focus group.  I have asked them about product development ideas, listened as they evaluate our own travels, and solicited advice on what they think is cool at places we visit.

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And who is better equipped than a Mom to convey the sense of empathy, see the world through the eyes of the client, customer, and visitor?  Who better than a Mom that has been in the throes of a temper tantrum in a queue line, has searched for the next closest restroom to avoid disaster, and has found the gift shop with the perfectly cute plush manatee?  It’s my experience as a Mom that helps my abilities to contribute to this process for others.

Mom, where are we going for Spring Break?

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There is some truth to Mom’s status as prime decision maker.  Like we found in our Art of the Family Vacation study, Moms make 85% of the family travel decisions. I am the family vacation decision maker, the one who determines the next destination.  I use outside sources at my disposal; maps, Trip Advisor reviews, floor plans and photos.  I use my internal critics, Al and E. If I can appease these two, generate a little excitement, take care of the unexpected, and prepare the family, we can arrive ready to enjoy our experience.  I try to choose a location with a mix of activities and a dash of education.  The destinations that have the key ingredients for my family are the ones that are at the top of my list.

Where are the bathrooms?

We all know this is an important question.  But as a mother with two now teenage boys there was a time when the first thing I looked for on the park, zoo, or museum map was the restroom icon.  With this information I could feel more at ease that our day would go well.  Or at least better.

photoI am able to project myself into the visitor experience and my family into the destination.  I can reflect on how my family would work through the arrival process – how do we get to the parking lot, where are the elusive bathrooms, will there be a nice place to get lunch without a long wait, where do we buy the sunscreen we forgot again?  The importance of wayfinding, efficiency in operations, and clear and identifiable information is critical to relieve stress and allow my family, any family, to begin to enjoy the experience.

When my son Alex was hot, tired, and hungry, there was no getting through to him, no way to show him the importance of a moment in history or to connect with the animals.  Give him a little shade, a place to sit, and chicken fingers to nibble, and he was ready to engage.  Of course Mom could use the same kind of respite, but more along the lines of a nice chicken Caesar salad and glass of chardonnay, and maybe a visit to a unique retail shop. After our family’s basic needs are met, the transformational experience can occur. I want to create places where this happens.  I want these places we are creating with our clients to be places I take my family.

What was your favorite part?

In our family we always have a post-vacation survey.  It acts as an evaluation of the latest  adventure; but it also gives me, Mom, an insight into what we might alter, change or make sure what we do again on our next trip.  During our download from our trip to SeaWorld Orlando, my younger son Ethan’s “favorite part” was the queue at Manta.  Ethan, a self-proclaimed coaster enthusiast, enjoyed viewing the rays and sea horses while waiting in line to ride Manta.  For Alex, my oldest, on a recent spring break trip, it was the proximity of our condo to the variety of activities within walking distance.  Our various excursions into the village allowed us to shop, grab a bite to eat, and stop and listen to the band of the day.  As I experience these attractions and destinations with my family, I gather information to evaluate and create better projects for clients.

For me, being a mom defines me and is my most important job.  And it brings a perspective and understanding to my other job, as an architect and Destination Consultant. I call it my maternal lens, and since acquiring it, I see the world with a new perspective.

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