Minutes Exhibit B
Port Commission Regular Meeting of March 14, 2017
There is no Exhibit A for this meeting
Commussron-Public-Records

From:                        Brian Martin 
Sent:                            Wednesday, March 15, 2017 2:47 PM
To:                             Brown, Jeffrey; Commission-Public-Records
Subject:                         Public Comment 14 Mar 2017

To the commissioners of the Port of Seattle and Jeffrey Brown, Director Aviation Facilities and Capital Programs,

I would like to thank the commissioners for the opportunity to present my thoughts on new signage at SeaTac airport. It
is commendable that the Port of Seattle is poised to take action on improved signage. The airport is the first experience
that incoming travelers have of the Seattle area and it is often the first point of arrival for people visiting the Pacific
Northwest. Making that experience a positive one is good for the traveler and good for business.

As Port staff and its consultant Labozan Associates pointed out during their presentation, objective data and subjective
knowledge are fundamental to creating a signage system that creates efficient traveler pathways. Beyond the utility of
good signage, the Port would be well served to turn wayfinding into a marketing opportunity for the airport and the
region it serves. Doing that means looking at wayfinding in terms of user experience design, in this case traveler
experience design. Signage is a critical factor, but other ways to influence user experience could include one or more of
the following:

0   Video guides could offer a user friendly way to prepare for arrival and departure at the airport (arrival/departure
areas, pickups/dropoffs, baggage claim, domestic/international, parking and transportation, restaurants, etc.).
These would most likely be a number of very short "how to" videos, rather than a long, comprehensive one.
Travelers would access videos through the airport website and social media. New signage would need to be
installed prior to production.
0    3D animation, like video, could provide a highly focused method of communicating with travelers about options
and paths. As a platform for motion graphics, it eliminates the distractions of the real world while it emphasizes
the most useful information. Production could be done as soon as signage design is complete.
0    Augmented reality on smartphones and tablets would allow passengers to navigate the airport using additional
information that appears in relation to their location and orientation. The use of these technologies would tie in
with local AR companies, a growing area of economic activity for the Seattle area. It would also showcase this
region as a leader in this area of development. Production could be done as soon as signage design is complete.
0   Virtual reality and electronic games are other avenues that would support the travel experience and draw
attention this kind of work in the region. Both would allow the user to explore the airport at their leisure, at
home or en route. VR would be more oriented toward informing, while gaming would provide a fun way to
interact with the airport and its services. Production could be done as soon as signage design is complete.

Each of these methods could provide significant value to travelers by giving them information and positive experiences.
The Port and the region as a whole would benefit as the world connects with Seattle through powerful communication
and marketing interfaces. None of this would be free of course. The potential to develop one or a combination of these
should be explored to optimize return on investment.

I thank you again for the opportunity to present my ideas and hope that the Port of Seattle can make good use of them.
The ideas presented here come from my professional experience in community relations for public agencies and
research institutions, as well as consulting and management with private companies. l'm available to discuss this further
should you be interested.

Best regards,

Brian Martin
Owner, BrandAnimate

www.brandanimateusa.com
brian@brandanimateusa.com

Phone: 425-524-6100
Residence: 3728 Park Ave N. - Renton WA 98056