The Sweet Spot of Hospitality: An Interview with Jenn Bouchard, Chief People Officer at the Museum of Ice Cream
In the realm of hospitality, the creation of memorable experiences is essential. This principle is exemplified by the Museum of Ice Cream (MOIC), founded by Maryellis Bunn and Manish Vora in 2016. This innovative and immersive environment invites visitors to step into a world filled with playful installations, artistic displays, and, of course, ice cream. With locations featuring interactive installations like sprinkle pools and giant ice cream cones, the museum is designed to engage all the senses and foster joy and connectivity among guests. Jenn Bouchard, the Chief People Officer at MOIC, shares valuable insights into the museum’s mission, thoughtful design, and the vital role of community.
For individuals unfamiliar with the Museum of Ice Cream, can you provide an overview of its purpose and concept?
Jenn Bouchard (JB): The Museum of Ice Cream is an immersion-focused experience that redefines traditional museum concepts. Our mission focuses on uniting and inspiring creativity while facilitating connections within the museum environment. Each location is meticulously designed to engage all five senses, allowing visitors to interact meaningfully with our employees, fellow guests, and their companions. Our founders conceived this space as a response to a digital age, aiming to encourage people to disconnect from their devices and prioritize genuine human connections, ultimately fostering joyful memories that can be shared and cherished.
How does the architectural and interior design of the museum contribute to this mission?
JB: The interior design of MOIC plays a crucial role in shaping the visitor experience. We prioritize specific elements such as rounded shapes and vibrant colors, which create a warm and inviting atmosphere. For instance, we use circular meeting formats during staff gatherings to promote engagement and teamwork. Our exhibits feature interactive components that invite guest participation, such as our famous sprinkle pool in which visitors can immerse themselves in colorful sprinkles, creating an environment that encourages exploration, spontaneity, and joy.
Why was the decision made to focus on ice cream as the museum’s theme, and what makes it universally appealing?
JB: Ice cream invokes nostalgia and happiness across various demographics and cultures. It is a treat that is often associated with childhood memories, summer experiences, and celebrations. Each community we serve contributes unique local flavors that further enrich the interactive experience. For example, in Boston, we feature lobster ice cream—a nod to the region’s culinary heritage—while Latin and Caribbean flavors influence the signature ice cream treats in our Miami location. This diverse representation not only satisfies a wide array of palates but also reinforces the museum’s mission to create inclusive and celebratory experiences.
Can you describe the evolution of the Museum of Ice Cream from its inception to its current form?
JB: The journey of the Museum of Ice Cream began as a pop-up experience born from our founders’ desire to create a playful and inclusive space for social interaction. The initial success led to expansion, establishing permanent locations. However, the COVID-19 pandemic posed significant challenges that forced us to adapt quickly to safety protocols while maintaining an engaging visitor experience. Despite these hurdles, the enduring appetite for joyful connections among visitors reaffirmed the relevance of our mission, prompting continual innovation and responsiveness to guest needs.
Local themes are prominently featured in the exhibits. How does MOIC integrate community elements?
JB: Community integration is foundational to our approach. Each museum incorporates several activations that reflect the local culture with unique regional flavors and traditions. We collaborate with local ice cream vendors to showcase their products, ensuring that our offerings resonate with the local community. For example, our Boston location includes an exhibit that pays homage to Fenway Park, allowing visitors to enjoy a themed experience that fosters a sense of local pride and belonging. This approach enriches visitor interactions by connecting them with their environment.
What experience does MOIC aim to deliver to its guests?
“Our primary aim is to evoke an atmosphere of joy among our guests. This joy fosters a sense of community and connection, leading to lasting memories.“
JB: The design of our exhibits, the interactions facilitated by our staff, and the overall ambiance are all carefully curated to cultivate an environment where everyone—employees and visitors alike—feels welcomed, appreciated, and meaningfully engaged.
How does the exercise of guests coming up with their own ice cream names enhance the overall experience?
JB: The exercise of guests creating their own ice cream names is an integral part of the MOIC experience. Upon entering, visitors are encouraged to step into a playful persona, leaving their everyday identities behind. This activity not only sparks creativity but also serves to lower inhibitions, allowing guests to engage more freely with the environment. By adopting their “sweet names,” visitors foster a sense of fun and community, making it easier to connect with others during their visit. It adds an additional layer of enjoyment to their experience and creates memorable moments that can be shared with friends and family.
Additionally, we refer to our employees as “scoops,” a term that integrates seamlessly with the ice cream theme while also emphasizing our company culture of shared experiences and teamwork. By using a playful term, we maintain the whimsical spirit of the museum throughout our internal communications, promoting an atmosphere of joy and collaboration. This approach creates a more cohesive and enjoyable workplace, which ultimately enhances the guest experience by allowing employees to embody the same sense of playfulness and engagement that we encourage in our visitors. When guests hear employees playfully refer to one another as “scoops,” it reinforces that they are part of an inviting and fun environment, which elevates their overall experience.
The emphasis on your employee experience is notable. What underpins this focus?
“Employee joy is foundational to our operational success. We recognize that happy and engaged employees are better equipped to provide exceptional service, thus enhancing the guest experience.“
JB: Our commitment to employee well-being includes robust training programs, opportunities for feedback, and a supportive work culture that emphasizes personal growth. This approach not only fosters internal fulfillment but also elevates the overall experience for our guests.
Engaged employees also have a direct impact on financial performance; satisfied employees contribute significantly to heightened customer satisfaction, which correlates with increased repeat business and revenue. Moreover, a positive workplace culture leads to improved employee retention, which reduces turnover costs and contributes to a more stable workforce. Investing in our employees ensures they are motivated to provide exceptional service, which, in turn, fosters loyalty among our guests and cultivates a thriving business.
How does MOIC define hospitality within its operations?
JB: Hospitality at MOIC is fundamentally tied to our values and reflected in every aspect of our operations. We see hospitality as the act of creating a welcoming, inclusive atmosphere that makes every individual feel valued and inspired. This extends beyond mere service; it involves crafting meaningful interactions and unforgettable experiences that resonate with both our guests and employees, ensuring everyone leaves with a sense of joy.
What attributes differentiate MOIC from other immersive experiences in a competitive landscape?
JB: The unique attributes of MOIC stem largely from our people and our approach to community. Our employees are trained to engage personally with guests, often recalling specific details that enhance the visitor experience. This level of personalized service and connection sets us apart. Additionally, our commitment to inclusive playfulness and innovative, engaging exhibitions resonates strongly with our audience, engaging them on multiple levels and creating lasting impressions.
What role does sustainability play in the Museum of Ice Cream’s business practices?
JB: Sustainability is integral to our operational strategy at MOIC. We aim to minimize our environmental footprint by sourcing materials responsibly and utilizing eco-friendly products. This includes implementing biodegradable utensils and packaging, encouraging recycling, and continuously evaluating our vendors to ensure they align with our sustainability goals. By emphasizing sustainable practices, we hope to inspire our guests to embrace environmentally responsible choices and contribute positively to their communities.
How does MOIC utilize guest feedback to enhance the overall experience?
JB: Feedback from our guests is of paramount importance and is actively collected through surveys, social media interactions, and guest comments made during their visits. This feedback provides valuable insights into how our experiences resonate and allows us to identify areas for improvement. Our team regularly analyzes this data to implement changes that enhance satisfaction, whether it involves refining our offerings, adjusting exhibits, or introducing new activities based on visitor preferences. This commitment to continuous
improvement is essential to ensuring that the museum remains relevant and engaging.
How does the concept of play influence the design and experience at the Museum of Ice Cream?
JB: The concept of play is central to our mission and is woven into the very fabric of the museum’s experience. We believe that play not only fosters joy but encourages creativity and social interaction. Our exhibits incorporate various interactive elements, such as immersive installations and artistic displays that invite guests to participate actively. For instance, guests might enjoy physically engaging with our sprinkle pool or manipulating dreamlike art installations. By prioritizing play, we create an atmosphere where guests feel free to express themselves and fully embrace their experience.
What is your perspective on Experience Innovation, and how does it manifest within the Museum of Ice Cream?
JB: Experience Innovation is about creating memorable moments that resonate emotionally with our guests and encourage meaningful interactions. At MOIC, we prioritize designing environments that invite guests to engage and play. For instance, we incorporate local themes to enhance relatability and educational opportunities, ensuring that each visit is unique. This approach allows guests to experience nostalgia while fostering creativity and connection, ultimately transforming how they interact with space and each other. Our guests get to experience innovation in our approach to customer engagement. It’s all about creating unforgettable moments that are special to our guests – special enough that they want to come back, again and again. We’re building relationships with our guests that are based on a foundation of bringing them joy.
How does MOIC balance traditional experiences with modern innovations?
JB: At MOIC, we recognize the importance of blending traditional experiences with modern innovations. While we leverage technology in our interactive exhibits to enhance visitor engagement, we also prioritize tactile, human-centered elements that foster genuine connections. For instance, while some installations incorporate digital features, they are designed to encourage active participation rather than passive observation. This combination results in a multifaceted experience that caters to diverse preferences and keeps our offerings fresh and exciting.
What trends do you envision influencing the immersive experience sector, and how does MOIC plan to adapt?
JB: Moving forward, we anticipate that trends focusing on personalization and sustainability will significantly influence the immersive experience sector. Guests are increasingly seeking tailored experiences that align with their interests while also being mindful of their environmental impact. At MOIC, we are committed to continually exploring innovative partnerships and practices that promote sustainability. Furthermore, we plan to actively incorporate guest preferences into our future offerings, ensuring that we remain relevant and engaging in an ever-evolving landscape.
The Museum of Ice Cream exemplifies the significance of joy, community, and creativity within the hospitality industry. Jenn Bouchard’s insights illustrate that by fostering a joyful workplace for employees, nurturing authentic connections with guests, and continuously innovating, MOIC transcends mere entertainment to create lasting memories.
Experience Innovation forms the scaffold for how MOIC consistently seeks to enhance visitor engagement through creativity and localized experiences. For professionals in hospitality, the essential lessons are clear: a commitment to community, personalization, and experiential engagement are vital for enhancing any establishment. As the Museum of Ice Cream evolves and inspires, it serves as a model for how successful hospitality can intertwine with joy, laughter, and the transformative essence of ice cream. By integrating Experience Innovation into every facet of its operation, MOIC not only defines what it means to create unforgettable experiences but also sets a benchmark for the future of immersive attractions.
Embracing these principles will enable hospitality professionals to not only meet but exceed guest expectations, turning ordinary visits into extraordinary memories that resonate long after guests leave. The approach taken by the Museum of Ice Cream is a powerful reminder that at the heart of every successful hospitality venture lies the ability to connect with people on a profound level, celebrating the simple joys of life, community, and shared experiences.