"Everything speaks" at Tijuana Estuary Reserve

Imperial Beach, California: Last weekend I spoke to the new docents at the Tijuana Estuary National Marine Research Reserve. This park is a joint venture between California State Parks and a number of other state and Federal agencies to study and preserve a rare habitat in Southern California. The visitor center was lovely and I'm looking forward to going back and hiking around the trails. I'm going to highlight some of the ways that attention to detail enhanced this experience.

The phrase "Everything speaks" comes from the Disney Institute's great book, Be Our Guest. They describe how fanatical attention to detail, what author Seth Godin calls vernacular, helps create a seamless impression of quality.

The visitor center is beautifully integrated into the landscape, and welcomes you in. (Inset is the entry panel at the parking area.)

A floor map that begins outside the door gives a visual of the size of the watershed, maps the area, and can be used as a teaching tool. Best of all, in my view, is its artistry. (Inset shows one of the circles that indicate place names. The line of pebbles is the U.S./Mexico border.)

An interactive exhibit inside teaches through trial and error how the size of the bird's beak determines what kind of food they eat. When you put the beak into a hole in the "mud flat", the black bar will light up with the type of food. Deeper holes (and their corresponding food) can only be reached by long thin beaks. I've seen this content many times; this is the most memorable interactive I've seen. (Inset on right shows the full light-up panel.)

After I finished my presentation, I walked out into the foyer, where the docents and staff were busily re-arranging the front desk to make a better first impression. They pulled out this table to display some of their printed matter that had been cluttering the front desk. Instant gratification for yours truly, seeing Experienceology put to work!

On our way out, I had to get a picture of this utility box, depicting local bird life. Great way to tie in and beautify a necessary component of the hardscape.

Tip of the day: Taking the extra time to add artistic elements elevates your experience. Pull in artists from your community to add touches to your building that bring it to life. Think through all the details that enhance your experience, and take a fresh look at your first impression. Simple changes can make an enormous difference and don't have to cost a thing.

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