IT’S NOT THE SIDESHOW. IT’S THE STRATEGY.
Advertising Week New York is all about storytelling, brands, and the big ideas shaping culture. And yet, there’s rarely much good content dedicated to the very thing the whole event actually is: experiential.
So XP Land is gathering the gatherers a few blocks uptown at Rockefeller Center — a cultural icon and experiential playground in its own right — for The Business of Experiential, a half-day event for our industry’s most influential voices.
Together, we’ll explore why experiential is no longer a “nice-to-have,” but a central driver of brand strategy, growth, and connection.
Our industry has grown up. It’s time to get down to business.
EVENT SNAPSHOT
From data to design, ROI to IRL magic, this half-day gathering will show (not tell) why XP should be central to every brand’s strategy.
1:30pm: ARRIVALS
2pm to 4:30pm: CONTENT + CONVOS
- Welcome
- The Venue Is a Character in the Play
- Way Beyond the Pop-Up: Creating Culture IRL
- The Real Action: XP On and Off the Field
- New XP Models
- How Do You Measure Magic?
- The Artists would like a Word
- The Robots would like a Word
4:30pm to 5:30pm: GUIDED EXCURSIONS
5:30pm to 7pm: CURATED COCKTAILS
Participants include:
JIMMY KNOWLES
Global Head of Experiential
Canva
ALICIA YAFFE
SVP Creative Marketing
Living Albums Experience
ALICIA PARKER
CMO / Managing Director
Tishman Speyer
JESSICA STACEY
SVP, Comms, Experiential + Marketing
SEPHORA
JENNA ISKEN
Founder
Hey Isken
formerly Siegel+Gale
JAMEKA PANKEY
Head of Events and Experiential for Artist
Amazon Music
GEN CLEARY
Founder & CEO
Sound Tech Connect
DANE ALOE
EVP, Strategy + Innovation
Spiro
BRUCE REVMAN
Co-Host City Manager
FIFA World Cup 26 New York New Jersey™
JAMIE REILLY
GM, Sports + Entertainment
Moment Factory
ERICA BOEKE
CEO
XP Land
JUDY LEE
Sr. Director, Global Brand Experiences
Pinterest
JEFF FORTMANN
Co-Founder
TruNorth
TARA REILLY
SVP, Experiential Partnershps
Vox Media
KRYSTLE CHAMPAGNE-NORWOOD
Executive Producer The Atlantic
MAREN MCKENNA
Strategy + Development
NBA
MICHAEL GOLDBERG
Founder + CEO
Something Special Studios
JENNIFER PAULINE
Founder + Managing Director
With/Creators
JOSEPH STRIBL
Head of Revenue
Serve Robotics
ADAM RICHMAN
Co-CEO and Co-Founder
Medium Rare
STEVEN KOLB
CEO and President
CFDA
CAROLINE LEE
Senior Strategist Public School
DANIELLE MEDEIROS
Global Head of Industry Tentpole Experiences
LinkedIn
JULIETTE PAIGE
Co-Founder, Experiential
Slowdown Summit
PAUL NEEDHAM
CEO
The Infatuation
SHANTELL MARTIN
Artist
LYNDSAY SIGNOR
SVP, Sports Marketing
Universal Television + Entertainment Group
LAURA CORRENTI
Founder + CEO
Deep Blue
LAURA HERRING CASTILLA
Senior Director of Marketing
Tishman Speyer
BEYOND THE CONVERSATIONS
Because the business of experiential is experiential:
- Guided Excursions at Rock Center. Explore one of NYC’s most iconic venues through an insider’s lens.
- Curated Cocktail Hour. Because great ideas start flowing when the drinks do.
Space is limited. Program is in development and subject to change.
PARTNERS
