I feel that the writer stresses that the design of an experience is as important as, if not more important than, the design of products. This is often a somewhat cheap way to provide customers with an experience that will keep them coming back for repeat purchases. Certain "trigger points" such as comfortable beds in hotels are used to attract customers and keep them coming back. If the experience is good the customer is going to want to enjoy it again.
The design of experiences and the design of products are very similar yet at the same time quite different. Experiences are designed to instill a certain memory in the customer to keep them coming back for that same kind of experience. Products are a one-time buy and only have to attract the user at the time of the purchase. Design of experiences and products go hand in hand--if a customer has a good experience, they are more likely to buy that product.
If I were to plan a social, community-building activity for our class with a $100.00 budget I would plan a flag football tournament. The $100.00 would go to providing flags and footballs for the games.