What is TiLE?

TiLE, which is an abbreviation of Trends, Technology, Theming & Design in Leisure & Entertainment, are events (normally conferences/seminars with exhibits) for professionals that operate/develop and supply venues and special events in the Experience Economy.

TiLE addresses aspects of the Experience Economy in venues and special events that entertain, educate or inform the public in its leisure time ie museums, theme parks, heritage sites. See HISTORY.


The 12th TiLEzone London, which is supported by the UK’s Department for International Trade (DIT – formerly UKTI), is the next TiLE:

  • Thursday 23rd March 2017
  • London Transport Museum
  • Reception on the previous evening
  • Mixer on the evening of the event
  • 37th TiLE
  • More than 25 years

Why attend TiLE?

At TiLE you network with fellow professionals, both operators & suppliers, and build business relationships.

You are inspired by speakers presenting trends, technologies, design/branding and new ideas that can be used to improve attractions & museums and their relationship with their visitors/guests.

You hear about opportunities for business from around the world and you will be introduced to new companies and their products & services.

12th TileZone London

Thursday 23rd March 2017
London Transport Museum




    Day 1
    23 Mar 2017

    In 1999 Jo Pine established the term the Experience Economy – two words that have revolutionised our industry. One suggests excitement and subjectivity, the other pragmatism and objectivity – naturally we are drawn to the former – yet is it the latter that is more important?

    Speaker: Tony Sefton

    Tony Sefton will demonstrate a scientific link between great visitor experience and great economics – whether diagnosing an existing attraction or prescribing a new attraction’s strategic parameters – the ability to integrate the 5 essential models: Market, Business, Experience, Spatial and Cost – provides a methodology which can quantify and qualify the potential economic performance of the Visitor Experience.

    Speaker: Bob O’Connor

    Bob O’Connor will explain how the Kent located, award winning, original wild animal park day ticket model has been transformed incrementally through strategic development and marketing of the attraction. Over a few years …

    Speaker: Eddie Kemsley

    Eddie Kemsley will outline the unique market and business model that underpins one of the most exciting children-centric experiences in the world. Kidzania, London is the flagship of the global brand …

    Speaker: Eleanor Harris

    From the team that gave us the London Eye – Eleanor Harris will explain the challenges but ultimately the triumph in delivering such attractions. Their latest elevated observation experience has a very different funding model which could provide a route for other attractions in the future…



    Increasingly a local museum (if it survives) may be the only outlet apart from a multiplex or a bowling alley for many people. Work on communities and regeneration has shown how museums can capacity build, provide training and development and are also worth the twin government measures, financial and social, the Return on Investment (ROI) and the Social Return on Investment (SRI). This requires new models that centre much more on events, activities, festivals and coproduction and co-creation. This has an impact on the world where visitors are treated as customers rather than co-creative partners.



    Media production and presentation methods have gone through exponential development over the past two decades, greatly expanding the creative possibilities for museum and visitor experience media designers. With the rapid increase in recording and display resolutions, combined with tools such as desktop editing and visual effects, projection mapping, VR and AR, how have the top Creative Directors of experiential media exploited some of these things to realize their ideas, and how would they like to take it further? Speakers will be Professor Peter Higgins (RDI) of Land Design Studio, who has designed a wide range of major award winning experiences including; the UK Pavilion, Expo’05, Aichi, Japan, the Centre of the Cell, and The Famous Grouse Experience; Antony Pearson of Clay Interactive who specializes in designing interactive media has created work for the Science Museum, Natural History Museum and the UAE Pavilion at Milan Expo 2015; David Bickerstaff of New Angle and Atomictv, who has directed a range of films for the cinema and for museums such as the V&A, Wellcome Collection, Historic Royal Palaces and the British Museum; and Damien Smith of ISO Design, whose diverse work spans TV, Online, Interactive and Video Installation for clients such as Channel 4, Film 4, BBC, St Pauls Cathedral and the British Music Experience.

    Speaker: Antony Pearson

    Presentation description to follow

    Speaker: Damien Smith

    Presentation description to follow



    The 12th TiLEzone London “Opportunities Overseas” session will look at a range of markets and projects, which have been identified by the UK’s Department for International Trade (DIT – formerly UKTI) Experience Economy Team as offering business opportunities. DIT’s business planning for the year 2017/18 will not be complete until early 2017, but it is likely that the session will address opportunities in the UAE, with the latest on EXPO 2020; the USA; China, Hong Kong & Macau; and/or Central and Eastern Europe. As usual, we will have a group of speakers offering the latest insights into these markets and we hope to have one or two prominent overseas guests taking part. To set the session in train, Mari Thynne of the University of Lancaster will present the conclusions of a research paper DIT have commissioned on the future dynamics of the experience economy.

    Speaker: Mari Thynne

    Products and services are becoming increasingly interchangeable with ‘experiences’ emerging as consumer products. Presently difficult to measure, there are no explicit figures from the UK experience industries. Nevertheless, we can glance at the creative industries as they encompass many of the experience sectors. In January 2016, the British Government stated the ‘GVA of the Creative Industries was £84.1bn in 2014 and accounted for 5.2 per cent of the UK economy’.   A substantial figure, yet the value within sales of meaningful experiences can additionally produce social value to the consumer, leading to novel commercial, economic and societal value considerations.

    Adapting to these new ‘market’ conditions within the emerging experience economy is presently under researched. This study begins to answer the call for investigation into the organisation required when creating a successful world of experience. A critical literature review, and UK case studies on two iconic visitor attractions were conducted. The results are insights offering new knowledge for those practitioners operating within the experience sector.


    London Transport Museum
    Covent Garden Piazza, London WC2E 7BB

    A guide to the UK’s creative excellence in visitor attractions & museums: