But Becher makes a crucial point: delivering on that experience has changed. Customers want more:

The modern expectation, the modern formula, is much stronger than that, and so you have to expand your definition of when the experience starts and when the experience ends… In my world, if the weather is bad or if traffic has an accident, or is heavier than normal, then one of our guests, or maybe many of our guests, may miss the beginning of a concert or the puck drop at a game that negatively impacts their experience.

Now the first reaction is, ‘Well, that’s not my fault. We didn’t control the weather,’ – but it doesn’t really matter, because that’s the memory they’ll live with. The negative memory is stronger than all the positive things we do, so therefore, we have to expand our mental model of what our experience looks like. We have to work with local authorities, consider alternative transportation, and encourage people to find different ways in there, or sometimes even delay the starts of events to deal with that.