A tenant of mine concerning the massive concert audio systems we employ is: turn the volume up to the point that the audience would like it just a little louder...and keep it there. This tenant illustrates, in a way, the Yerkes-Dodsen curve that states the optimal experience is midway between wakefulness
and over stimulation. I also spoke of the collaborative approach I take to producing these jobs. In addressing my production team's hierarchy of needs, allowing them to self-actualize, my hope is they each reach their individual Zone of Proximal Development-the concept put forth by Lev Vygotsky. Earlier, I talked about the development of a project for Coca-Cola whose purpose was creating a culturally accurate environment in which employees could immerse themselves and learn about these cultures through this experience. While not employing consciously the underlying elements of McCarthy and Wright's concept of Experience and Enchantment at the time, I believe we did. In terms of processing sense-making, we created a grand entrance way that functioned as a window into the environment. As our audience approached, they anticipated what was going to come, what lay ahead. There were no rules for our audience about where to venture first, into which cultural zone they ventured was governed by the individual's familiarity with and pre-cognative sensation about which environment to interact with first. With interaction in the cultural environments, the audience interpreted the experience, complex emotions driven by sights, smells, sounds and social interactions. This interpretation drove the audience to reflect on what was familiar and what new information they were gathering about other cultures. Our objective was the audience appropriation and sharing of this experience. Through interviews and post event polling, we learned our objective was met.

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