Welcome to XP Land’s new monthly series: The Recap. Each month, we’ll spotlight three events that impressed us with their intentional design and thoughtful UX. We’ll dive into how they were ideated, funded, produced, and promoted — plus the attendee buzz and key takeaways. Consider this your cheat sheet for what’s working right now in experiential.
First up, an intimate tennis tournament, a hyper-local music fest, and a literary retreat with cool-kid vibes. Here are the events that caught our eye in March:
BNP PARIBAS OPEN 2025: SMALL(ER) IS THE NEW BIG
You know how MLB’s spring training in Arizona and Florida just feels quainter? It’s easier to see your favorite players up close and the settings are gorgeous. The BNP Paribas Open at Indian Wells, known as the “Fifth Slam” or simply Indian Wells, is tennis’ spring training.
In 2025, the event went beyond the courts to create an ultra-premium fan experience that mixed sports, entertainment and luxury. From exclusive rooftop lounges with views of the Stadium Court to culinary pop-ups featuring celebrity chefs, the Open embraced a hospitality-first approach — and set a new attendance record.
“I enjoyed every day here. Yeah, it felt like two weeks of paradise, and I'm actually really sad leaving this place, and especially after this final.”
Aryna Sabalenka
XP takeaways
Elevate every touchpoint: Indian Wells didn’t treat hospitality as an add-on — it was the main event. Local volunteers of all ages served as ambassadors, while luxury suites, premium retail experiences and curated dining all created a feeling of exclusivity (without being overly corporate). XP leaders take note: Premium isn’t just about price; it’s about making every moment feel intentional and memorable.
Integrate brand partnerships seamlessly: Rather than plastering sponsor logos everywhere, the Open collaborated with partners like Moët & Chandon and Rolex to create elegant, interactive experiences. The result? A more elevated, immersive environment that felt aspirational instead of commercial.
TREEFORT MUSIC FEST 2025: AUTHENTICITY TAKES CENTER STAGE
Treefort is what happens when a festival really listens to its city. Over 500 bands across multiple venues. Mini-fests (aka "forts") like Dragfort, Kidfort and Hackfort. Art installations and local eats everywhere. And all of it powered by the community — from curation to production to ticket scanning. This wasn’t “a festival in Boise.” This was Boise throwing a festival. Organizers, including founder and XLISTER Eric Gilbert, handed over real ownership to local creatives and trusted them to build something magical.
“One of my favourite festivals of all time; it’s like a mini SXSW. Downtown Boise is also super cute and liberal, lots of great food options as well.”
XP takeaways
Let locals run the show: Treefort gave real creative control to local curators, and the result was a more dynamic, deeply engaged festival ecosystem. That kind of empowerment doesn’t dilute your brand—it strengthens it with heart, energy, and surprise. When you let different voices shape the experience, you get a richer, more responsive event that still feels cohesive.
Double down on authenticity: By staying hyper focused on Boise’s creative scene, Treefort attracted an audience of both locals and out-of-towners looking for something authentic. Going deep into local culture made the experience feel personal — and far more compelling than a generic big-stage lineup.
PAGE BREAK NYC: COOL PARTNERS > CORPORATE SPONSORS
Books in bathtubs. DJ sets inspired by banned novels. Poetry karaoke. Page Break NYC didn’t just rethink the literary fest — it blew it wide open and rebuilt it as a three-day adventure for storytelling in all its forms. The new experience sidestepped stiff author panels and went full immersive. No cookie-cutter sponsors, no stale venues — just unexpected formats and a fierce devotion to building something for (and with) the next gen of readers and writers.
“it was the highlight of my month! There were plenty of moments to get to know other people in between chapters, and the sit down dinner provided a chance for prolonged conversation. Not to mention, the food was delicious!”
XP takeaways
Ditch the ballroom: Page Break NYC transforms nontraditional spaces — warehouses, historic hotels, upstate nature retreats (with goats!) — into storytelling playgrounds, proving that where something happens can be just as impactful as what’s happening. Every spot became part of the narrative, blurring the line between setting and stage.
Find the right creative partners: Page Break NYC collaborates with indie publishers, local wine stores and arts nonprofits that share the festival’s vision. That choice gives the event room to take risks, protect its creative integrity, and still deliver a polished, high-quality experience.
WHAT ALL THREE EVENTS GOT RIGHT
Indian Wells proved that luxury is an experience, not just a product. Treefort reminded us that trust fuels the best creativity. And Page Break NYC showed that even a debut fest can rewrite the rules when it leads with vision and vibe. Bottom line for all of us experiential architects and strategists? Mega-budgets don’t buy soul. It comes from braver briefs, better partnerships, and a whole lot more creative courage.
Stay tuned for next month’s edition of the Recap, where we’ll break down the most successful events of April 2025—from immersive brand activations to grassroots takeovers. We’ve got our eye on Canva Create, returning for a full-day of programming at Hollywood Park on April 10th and London Experience Week, kicking off on April 28th. Got a standout event we should cover? Slide into our DMs — XP Land on LinkedIn or @xp_land on Instagram — or send us an email at editorial@xp.land.
