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Paul
Belserene has been active as an envisioner and storyteller in
a wide range of media and interactive environments for more than 30 years,
first as a writer and marketer in the arts community, later as a writer
and producer of large interactive installations and environments, more
recently as the Strategic Storyteller at Envisioning
and Storytelling, and continually as a consulting storyteller, branding
consultant, namer, marketer and producer.
Belserene first received international recognition for his work on behalf
of EXPO 86. Called upon to provide all presentation materials used by
the EXPO Corporation itself, he and his longtime collaborator Paul Smith
were responsible for four major attractions at this world's fair including
the Celebration Theatre in the Canada Pavilion, the 315-seat interactive
Futures Theatre in the EXPO Preview Centre, The BC Pavilion's Discovery
Trees, and the Air Canada Pavilion (in its entirety). They also played
a major role prior to the exposition in producing materials instrumental
in securing international participation, corporate sponsorship, public
support and ticket sales for British Columbia's largest and most successful
event.
At World Expo 88 in Brisbane, Australia the two also produced "This
Is Our Home" for the highly successful Canada Pavilion at World Expo
88 in Brisbane, Australia as well as designing, fabricating, and installing
British Columbia's interactive theatre at the same World Exposition.
Belserene has been a pioneer in the development of Interactive Theater
and object theater as part of a new wave of interactive storytelling in
museums, attractions, science centres and interpretive centres. The Kwakiutl
House in the Museum of Civilization in Ottawa, the Native Heritage Centre
in Duncan, BC, the "Frozen in Time" exhibit at the Royal London
Wax Museum and the Grouse Mountain Theater in the Sky are each examples
of his ability to conceive and create powerful storytelling environments
capable of making three dimensional artifacts "come to life."
in combination with advanced theatrical technologies.
For the Columbus Quincentennial Year, Paul Belserene collaborated with
the Smithsonian Institution and the Ohio Historical Society to write and
produce the 14,000 square-foot exhibition "The Smithsonian's Seeds
of Change."
For the Expo '92 Corporation in Seville, Belserene led the Canadian-based
design team which provided marketing and design services to the Expo Corporation
and which developed the "Siempre Adelante" concept and storyline
for the Exposition's 10,000 square-metre Navigation Theme Pavilion.
When Intrawest first aquired Blackcomb Mountain, Belserene began a 20-year
relationship with that company. His storytelling for their resorts was
instrumental in that company's transformation from a general purpose property
developer to one of the world's leading experience-oriented resort developers.
The stories and storydriven tools developed by Belserene for Intrawest
played an important part in the maturing of mountain resorts from "uphill
transportation" to a powerful global phenomenon. Belserene's ability
to envision a visitor experience that does not yet exist, and to communicate
that vision to those who must work together to make it real became part
of the core of Intrawest's business model until the acquistion by Fortress.
He was engaged in the planning and marketing of resorts throughout North
America and Europe, including Blackcomb, Whistler, Mont Tremblant, Mammoth,
Snowshoe, Squaw Valley, Panorama, Keystone, Straaton, Les Arcs, Sandestin,
Winter Park, Blue Mountain and Copper Mountain. Other resort clients include
KSL Recreation (La Quinta Resort and Spa, PGA West, Lake Lanier Islands,
and Grand Traverse), Mount Washington, Pinehurst, and The Homestead.
The Envisioning and Storytelling process was initially developed as a
way to extract essential marketing and positioning information from company
leaders in order to effectively tell their story to others. It quickly
became apparent that it was far more powerful than that - literally capable
of uncovering essential branding capabilities that were present but "unconscious"
within organizations. Helping companies see themselves from the outside
in, Belserene's work was instrumental in the formation of the company
Envisioning and Storytelling (E+S) where, as a consultant, he assisted
companies in strengthening their internal vision and purpose and also
in communicating that purpose outward to partners, associates and the
public. In addition to experience-based resort and tourism clients in
North America, Australia and Europe, clients included Vancity, Ethical
Funds, CNL and Newland in the financial industry, The Toronto International
Fillm Festival Group (TIFF-G), St. Andrews of Scotland, and, in higher
education, The University of British Columbia and Simon Fraser University.
Additionally he has written and produced materials for Tourism BC, Tourism
Vancouver, and Canada West. He has conceived, written and produced tourist
attractions in Singapore, Australia and the United States. His writing
and direction have helped BC government ministries and Crown corporations
to make powerful impressions to benefit international trade, as well as
tourism.
As an educator, Belserene headed the conceptual design for "Boosters,"
a national health and wellbeing program being formed out of Johns Hopkins
University. He consults for the Alberta Center for Injury Control and
Research as well as the Alberta Motor Association in the areas of injury
awareness and prevention. He was a member of the Smithsonian's conceptual
team for the permanent exhibit entitled "Forces of Change" scheduled
for installation at the National Museum of Natural History.
Belserene earned an AMI International Gold Award for "Heroes,"
a program designed to help reduce injuries among high school students.
Originally produced for the University of Alberta Hospitals, the one-hour
multimedia traveling program was experienced by some 200,000 Alberta teens.
Paul later adapted "Heroes" for national distribution (in both
of Canada's official languages) by the Canadian Injury Prevention Foundation,
now SMARTRISK. He has also produced a companion program for the Canadian
Air Command. Paul was also the writer and producer of "Outrageous
Acts", another AMI International Gold Award winner which took students
backstage at Vancouver Opera. Paul is also the holder of an IABC (International
Association of Business Communicators) Gold Quill award for work on behalf
of the University of Alberta Hospitals.
Addressing the emerging need for transformation in how our culture addresses
aging, Belserene has worked for numerous developers and operators of seniors'
communities, including the National Nikkei Heritage Centre, Amica, Pacific
Arbour, and Retirement Concepts.
Initially hired by the University of British Columbia in 1977 to teach
a poetry writing course, Belserene has become one of their most enduring
and respected instructors. Over the past three decades he has perfected
a unique and powerful program of teaching creative writing, (and creativity
in general), enabling students to cultivate their powers of communication,
spontaneity, precision and passion.
An early adopter of social media, Belserene became a host of the WELL,
one of the world's first virtual communities, in 1990, and has played
instrumental roles in Howard Rheingold's Electric Minds and Brainstorms
communities.
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NAMING
AND BRANDING
Naming
is the most concentrated form of storytelling. Belserene's creative and
strategic strengths are ideally suited to the naming and positioning of
products and services.
Belserene
provided the category "Hard Lemonade" to the
Mark Anthony Group, whose "Mike's Hard Lemonade" went on to
become one of North America's biggest beverage success stories.
The Catalyst Paper Company was named out of a long consultation
with the compay as it evolved from Fletcher Challenge Canada Limited to
Norske Skog to Catalyst, a name that came from one of the differentiated
paper products that Belserene initially named and positioned for the company.
He has named Iris Optical, Botticelli Chocolates, Credential Securities,
Amica Seniors Communities, among others. As part of the envisioning
of the Toronto International Film Festival Group's new building, he was
instrumental in naming the Bell Lightbox.
Companies with strong marketing capabilities in house often turn to Paul
to help them create effective names for new products and storytelling
for new projects. Belserene is sometimes called upon to give identities
not only to a company's products but to the company itself.
Some
Theater-Related Projects of Interest
Skyride,
Pavilion and Show: 195 projectors plus lasers, the largest multi-image
theatre in the world. Air Canada, EXPO 86. The Pavilion contained a 1937
Lockheed 10A airliner (Air Canadaís first aircraft) that was the star
of a show entitled "One Destination"
British
Columbia Pavilion, Brisbane 110-seat Interactive Theater. World
Expo 88, Australia with animatron host. "ABC - Adventures British Columbia"
"This
Is My Home" 14-screen, theater-in-the-round immersive experience.
The symphonic music score for "This Is My Home" has been called Canada's
"second national anthem."
(listen to it) A companion book was published by Douglas & McIntyre.
Show and pavilion concept were later adapted and used at the Canada Pavilion
at Expo 88 in Brisbane: 'This is Our Home."
Canada
Pavilion, World Expo 88 600-seat 5-screen panorama Celebration
Theater in Brisbane, Australia "This is Our Home"
"Our
Spirit Soars" Grouse Mountain Resort, The Theater In The Sky,
a $5.5 million mixed-media mountaintop attraction included a preshow,
the main theater experience featuring artist Robert Davidson, Ann Mortifee
and Long John Baldry, a Gallery and a themed gift shop
3-D
multi-image theater Haw Par Villa, Singapore. The world's first
application of Steroscopic multi-image projection with laser perspective
animation. "Creation of the World"
Interactive
Theater Concept, design, script, production and installation
of the worldís first truly interactive theater: the 315-seat Futures Theater
at EXPO 86 (Now Science World). "Oracle - Futures theater." Theatre opened
one year prior to the Exposition and ran throughout the World's Fair.
The technology was later adapted for a tourism related interactive theatre
for The British Columbia Pavilion at Australia's World's Fair
Ko
Olina Resort, Hawaii Visitor Information Center and show "A Place
of Joy." Awards for outstanding photography, outstanding programming and
outstanding art direction
Lotte
World, Korea Mixed-media theater, Swiss Pavilion, "All Around
The World"
Multi-lingual
Shows. Scripts and shows designed to communicate to bilingual
and monolingual audiences without subtitles or versionaing. Examples include
the visitor information Center and theater, at Mont Tremblant, Quebec:
two multi-lingual theater presentations. "Toujours Tremblant" and "Tant
de choses a dire"
Museum
of Civilization Grand Hall, Central Coast House Theater and show
"What Brings You to this Place?", Son et Lumiere (Grand Hall) "The Raven"
Soundscape (Grand Hall), Museum of Civilization, Ottawa, Ontario
Native
Heritage Center Theater and show, "The Great Deeds", Duncan BC
The
Smithsonian Concept, design and production of 15,000 square foot
multimedia exhibit, the "Seeds of Change at AmeriFlora '92", National
Museum of Natural History and Ohio Historical Society, Columbus, Ohio.
Sanctuary
Cove, Australia Visitor Information Center theater and two shows,
"The Spirit Lives On," "One Day".
University
of Alberta Hospitals "Heroes". One hour mixed-media traveling
show for teens. AMI International Gold Award winner. Achievement Awards
for soundtrack, writing, photography and art direction
A
Partial List of Clients
Air Canada
Alberta Motor Association
Amica Seniors Communities
Aquilini Group
Arts Umbrella, Vancouver
Blackcomb Mountain
British Columbia Trade Development
British Columbia Communications
Blue Mountain, Ontario
Canfor
CNL Financial Group
Collingwood Neighborhood House
Credential Securities
Davis & Company, Barristers and Solicitors
Disneyland
Dossier Creative
EXPO '86
EXPO 92, Spain
Fletcher Challenge, Canada
Film Development Board, BC
GTE Enterprise Solutions
Harbor Properties, Seattle
Harbourfront Corporation
Health Sciences Association of BC
Homestead Resort, Virginia
Intrawest Corporation
Lareto Bay, Mexico
MacMillan Bloedel
Management Resources (L.A.)
Mark Anthony Group
Ministry of Transportation of BC
Molson
Canada
Mont Tremblant, Quebec
Mountain Creek Resort, New Jersey
Mount Washington NH
Newland Communities
New York Seltzer
Native Heritage Centre, Cowichan BC
National Museum of Natural History,
Smithsonian Institution
PARC Amusement Parks
Pinehurst Resort
Proctor & Gamble Canada
PPMG, US
Relais & Chateaux
Resort Municipality of Whistler
Royal London Wax Museum
Saint Andrews of Scotland
SCI, Calgary
Schweitzer Resort, Idaho
Secretary of State (Canada)
Simon Fraser University
Sterling Crane
Stone Creek Properties
Stratton, Vermont
Subaru Canada
Theme Design Inc. (L.A.)
Toppan Printing (Japan)
Toronto International Film Festival Group
Tourism Alberta
Tourism B.C.
Tourism Vancouver
Trans Mountain Pipeline
University of Alberta Hospitals
University of British Columbia
Vancity
Vancouver Board of Trade
Vancouver Children's Hospital
VLC Properties Ltd.
Vancouver Opera
Vancouver Symphony
Whislter Mountain
World Trade Centre, Vancouver
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