May 2010 Newsletter on Wayfinding

"Christopher Columbus did not stop at convenience stores for directions, and neither will we." Everyone knows real men don't ask for directions! These days we use GPS, if we have one and understand it. Technology is cool. Having to actually ask someone for help is embarrassing. Who wants to tell the world we don't have a clue where we're at and need help getting to Aunt Millie's house?

Having worked in nearly 900 communities, we can tell you that finding places is by far our biggest frustration. What should be a pleasant experience becomes an exasperating exercise as we drive around, map in hand, wondering why so many communities treat their top amenities as "hidden treasures."

Frustrated visitors spend less time and less money and they seldom come back for repeat visits. You can spend millions of dollars marketing your destination, but if we can't find what you're selling, we say one word - "Next." And we're gone.

We don't have much patience in this get-it-now world, and why should we waste our vacation or business trip time wandering around in uncharted territory, desperately trying to find our destination?

Visitor centers are one answer. But national statistics show only five percent of visitors ever stop at an information center - IF they can find it and IF it happens to be open.

Enter the age of 24/7 "Wayfinding" - a system of signs, gateways, banners and kiosks that helps visitors connect the dots and find their way, making for a pleasant experience, extended stays and additional spending.

A well-designed system lets your guests know what you have to offer and how to find it - day or night. Your front-line employees also benefit from the constant reminder of what you have, where it's located and how much more pleasant it is to deal with visitors who are not frustrated and angry from arriving too late for the last tour.

A comprehensive wayfinding system includes the following:

Pedestrian wayfinding signage at key locations - downtown districts, attractions, etc.
Vehicular directional signage
Decorative pole banners
Decorative crosswalks
Visitor information kiosks and displays
Community and downtown gateways
Amenities signage - restrooms, parking, information
Services signage - police, fire, hospital, municipal offices
Marquee signage at specific locations - attractions, parks, museums, cultural arts facilities, government offices, etc.

The best wayfinding systems do much more than simply guide people to their destinations. They make locals and visitors feel at home and welcome. They enhance the ambiance and attractiveness of your community, and they build and promote your community's brand or theme.

Your wayfinding is as much a part of your marketing as your website and collateral. If you are a seaport village, your signage should reflect your nautical heritage; if you are an arts community, your signage should show off your artistic flair. Whatever your theme or heritage, your signage should mesh with the look and feel of your marketing for a consistent image or brand.

Developing a wayfinding system is an investment, not an expense. Every community we've talked to that has implemented a wayfinding system has seen retail sales increase by double digits. An expertly conceived system will increase sales and services, mitigate traffic, route visitors to key destinations, avoid or eliminate eyesores, and foster community pride.

Wayfinding is a science as well as an art. Look for professional help when designing and implementing your system - it takes more than a good graphic designer; it takes a specialist in environmental graphics. Issue a Request for Qualifications (RFQ), not a Request for Proposals (RFP), to make sure you get the best professional expertise. You have one chance to get this done right. The cost of a wayfinding system is directly related to miles of surface streets, county and state roadways, pedestrian areas, population, neighborhood centers and many other factors. It is next to impossible to provide a reliable cost estimate, via RFP without first visiting your community. The right professionals will take all those things into account.

A good wayfinding system is enormously important to the health and vitality of your community. Don't let your community be a frustrating maze to wandering visitors. Helping people connect the dots and get to and from your attractions and amenities will go a long way to improving the visitor experience. That will lead to longer stays and repeat visits, and that's something every community can get behind.

Fewer than 5% of travelers have GPS units. The other 95% want an easier experience than Columbus had - whether they're off to find the new world or Aunt Millie's house.