Advertising Week New York focused on storytelling, brands and big cultural thinking. Yet the conversation around experiential stayed quiet again this year. So, XP Land shifted the energy. We built our own stage up at Rockefeller Center, staking our claim in a place built on history, imagination, and that undeniable charge you only get IRL.
The Business of Experiential was XP Land’s half-day event at Rockefeller Center, created to bring the experiential community together for content, conversations and a shared look at the future of our industry. People streamed in from Herald Square and the space filled quickly (chairs disappeared, in fact). What started as a crowd became a community — leaning in, taking notes, and tuning into what’s next for experiential.
A COMMUNITY THAT SHOWS UP
Leaders who guide global platforms took their seats beside founders who shape emerging ideas. They took note as we allowed the Artists to have a word. Then the Robots. And then the Indies. The amazing voices below brought the conversations to life onstage. Their presence guided the afternoon’s vibe and conversation — and gave the room its energy. Many thanks to all of our speakers listed here, in alphabetical order, because we couldn’t possibly pick favorites:
- Adam Richman – Co-CEO and Co-Founder, Medium Rare; XLISTER
- Alicia Parker – CMO / Managing Director, Tishman Speyer
- Alicia Yaffe – SVP Creative Marketing, Living Albums Experience, XP Council
- Bruce Revman – Co-Host City Manager, FIFA World Cup 26 New York New Jersey
- Caroline Lee – Senior Strategist, Public School
- Dane Aloe – EVP Strategy + Innovation, Spiro
- Danielle Damiano Medeiros – Global Head of Industry Tentpole Experiences, LinkedIn
- Gen Cleary – Founder & CEO, Sound Tech Connect; XLISTER
- Jennifer Pauline – Founder + Managing Director, With/Creators
- Jameka Pankey – Head of Events and Experiential for Artist, Amazon Music, XP Council
- Jamie Reilly – GM, Sports + Entertainment, Moment Factory, XP Council
- Jenna Isken – Founder, Hey Isken; XP Council, Recent op-ed
- Jessica Stacey – SVP, Comms, Experiential + Marketing, Sephora; XP Council
- Jimmy Knowles – Global Head of Experiential, Canva, XLISTER
- Joe Stribl – Head of Revenue, Serve Robotics
- Judy Lee – Sr. Director, Global Brand Experiences, Pinterest, XLISTER
- Juliette Paige – Co-Founder, Experiential, Slowdown Summit
- Krystle Champagne-Norwood – Executive Producer, The Atlantic, XLISTER
- Laura Correnti – Founder + CEO, Deep Blue
- Laura Herring Castilla – Senior Director of Marketing, Tishman Speyer
- Lyndsay Signor – SVP, Sports Marketing, Universal Television + Entertainment Group
- Maren McKenna – Strategy + Development, NBA
- Michael Goldberg – Founder + CEO, Something Special Studios
- Paul Needham – CEO, The Infatuation
- Shantell Martin – Artist
- Steven Kolb – CEO and President, CFDA
- Tara Reilly – SVP, Experiential Partnerships, Vox Media, XLISTER
THE CONVERSATIONS THAT CARRIED WEIGHT
The afternoon was marked by a series of conversations that revealed where experiential is headed, including how:
- The venue sets the tone
- Culture grows through live moments
- Athletes and artists influence engagement far beyond a single event
- New models in creative development are emerging
- Robotics is reshaping how teams build and scale ideas
- Measurement is becoming clearer
- Artists continue to reimagine what experience can hold
Across every session, the themes aligned. Leaders from sports talked about the same audience needs that retail teams are tracking. Artists echoed ideas raised by technologists. The throughlines were clear and steady. Experiential is having a moment.
ROCK CENTER BECAME A LIVING CASE STUDY
Once the sessions wrapped, the event moved through Rockefeller Center for guided excursions, up to Top of the Rock for a view from SkyLift and then to Radio Park, where XLISTER CJ Hendry was waiting with samples from her Flower Market. The tours opened up stories behind the spaces, the design choices and the cultural footprint of the venue. People explored together and absorbed the environment through a new lens. And boy did they bond.
Throughout the day, one idea held steady. Experiential shapes how people connect and how brands earn trust. We didn’t just talk about it. We showed it. And people felt it.
THE WORK CONTINUES
The Business of Experiential offered a clear look at what happens when this community gathers with purpose. People ended the day with ideas, partnerships, lots of selfies from the Beam, and, of course, renewed energy for the work ahead. XP Land welcomes those ready for the next chapter to join the XP Council and help shape the future of experiential.
But for now… we gathered the gatherers.
And the artists.
And the brands.
And the upstarts.
And the indies.
And the legends.
And the robots.
A whole community in motion.
GRATITUDE TO THE PARTNERS WHO BUILT THIS WITH US
- Public School, creative studio, for guiding a session on new formats
- Spiro for leading the conversation around measurement
- Inspira Marketing Group as underwriting partner
- Expand International for beautiful (and glowing) signage and staging
- HALO Branded Solutions for the awesome branded chargers
- Edge by Pinnacle Live for our amazing event video and interviews
- TruNorth X and the full Rock Center team for bringing the experience to life
