Blog

by Tom Carmichael,  Class of 2007

(Note: This is the second in two articles about the Chicago walking tour market and how we as CAC docents can respond. The first article, “The Walking Tour Marketplace,” appeared on Dec. 27. CLICK HERE to read part 1.

To inspire people to discover why design matters. This is the reason we give tours. Our guests enjoy and remember tours that engage them in seeing, understanding and discovering how design has influenced the city and the lives of the people here. An inspiring tour “sings.” Both the words – the information we provide – and the melody – what we do and how we say it – work together to create a memorable experience. Tours that fulfill our mission engage guests, catch their attention and get them involved. What’s the best way to make your tour an enjoyable memorable experience? Here are a few ideas.

People tend to remember stories more than they remember facts and figures. Facts are, of course, important. Accuracy is one of our hallmarks. But stories, especially stories about people, are what guests remember. Our city is filled with stories: Daniel Burnham, Frank Lloyd Wright, Mies van der Rohe, Marshall Field, Montgomery Ward, and the Bertha and Potter Palmer to name a few. Bring Chicago’s architecture to life through stories about the people who shaped the city.

Asking questions get guests involved. They switch from passive listeners to active participants. But ask the right kinds of questions. Guests don’t like being put on the spot. Do not ask questions that have right or wrong answers. Ask questions that encourage people to talk about their observations – what they are seeing – their opinions – their personal response to a building. Once people start sharing their thoughts, the tour becomes much more enjoyable and memorable for both them and you.

An important element in any tour is helping guests see things they would miss otherwise. Features of the city that are hidden in plain sight can enrich any tour. Pointing out a chamfered corner, a piece of neo-gothic ornament, or a classically-inspired roofline all expose people to seeing the details that make Chicago an architectural Mecca.

Looking and listening are not the only ways that guest can engage in a tour. Touch, smell and taste have roles in a tour of discovery: The feel of hones granite; the scent chocolate wafting across the city; the taste of a Chicago hotdog. Experiences like these linger long after a tour is over.

For many people, to experience something they need to take a photo of it. Where are the best photo opportunities on your tours? Encourage guests to take photos of hidden-in-plain sight details. Pause at the best places for guests to take photos of themselves in a setting that will help them remember what is special about their visit to Chicago. Pausing to let people take in the city is important. Don’t rush them. Take your cue about how to pace a tour from the people taking it.

Many visitors to Chicago want to have contacts with locals to get the inside stories about the city. They want to hear from people who live and work in Chicago. Talking about your personal experiences in and around the city makes tours personal experiences. Guests will remember you as much as they will remember what you tell and show them. Let your personal stories be part of your tours.

As the first article in this series explained, there are many organizations giving tours in Chicago. A vital competitive advantage that the Chicago Architecture Center has is the knowledge and passion of our docents. No one else in the city has the tour-giving talent of the Chicago Architecture Center to engage, enlighten and inspire. Engage your guests. Help them remember your tour as one of their best experiences in Chicago.