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Tucked inside a suburban mall about 19 miles outside of Philadelphia sits a vibrant playground where lights, cameras and calls to action transform superfans into the heroes and villains from their favorite films and series. The fog is thick, the plots love twisting, and the rivalry is real. Welcome, outcasts, pirates, demon hunters and debutantes… You’ve entered Netflix House. The permanent experiential venue, which opened Nov. 12 at King of Prussia mall, spans two floors of high-tech games, themed...

The week before Thanksgiving marks IAAPA Expo’s annual return to the Orange County Convention Center and takeover of Orlando’s I-Drive tourist district, gathering the global attractions industry for a week of conference sessions, show floor exploration, networking and celebrations. From Nov. 17-21, more than 40,000 professionals took part in 170-plus education events and walked a 500,000-square-foot trade show floor to see the latest industry innovations from over 1,100 exhibitors representing rides,...

2025’s Ryder Cup was defined by friendly competition, passionate fans, plenty of spectacle, and a weather event that created a scheduling plot twist for LEO Events. Follow along for an unreleased look at the production of this high energy, high stakes, globally broadcast sporting event. Complete this form for access: The post Ryder Cup 2025 Exclusive Behind the Scenes on Golf’s Biggest Stage appeared first on Event Marketer.

Halloween is becoming big business. This year, consumers are expected to spend a record-busting $13.1 billion on products and activities related to the occasion (including $3.9 billion on candy), according to the National Retail Federation’s annual consumer survey. But tapping into the holiday is nothing new for experiential marketers. Halloween has long inspired some of the industry’s most creative campaigns, and 2025 was no exception. Across global stunts, experiential products and installations,...

There’s never been a better time to be a part of an industry built on bringing people together. Which is why Event Marketer declared October to be Experiential Marketing Month. As part of this celebration, we produced four weeks of insights, ideas, conversations and connections spanning in-person seminars across the country, meetups and digital classes, all designed to help you level up your live events in 2026. Thirteen leading brand-side event marketers were recruited as our digital “instructors”...

The second annual Watchlist, presented by Proscenium, recognizes the most influential brand-side people in experiential marketing—agnostic of age, title, tenure or level. The post Meet the Honorees: The 2025 Watchlist appeared first on Event Marketer.

We unpack the latest thinking on event sustainability and how event marketers can transform complex environmental data into credible—and actionable—metrics. The post Experiential Marketing Month On Demand: Measuring Sustainability in Events appeared first on Event Marketer.

FIVE THINGS TO KNOW THIS WEEK This week’s hot takes on hot topics in experiential marketing cover Farmer’s Barkets, Pizza Plazas and Hair Monsters.   DOGGOS COME FIRST AT THIS POP-UP ‘FARMER’S BARKET’ Someone needs to give BARK’s creative team a raise. Last year, it was luxury flights for dogs and their humans. This year, it was a “Farmer’s Barket” that served as a reimagined Saturday market experience built entirely for pups. Indeed, to celebrate BARK’s new positioning as a company that’s “co-owned...

Experiential marketers have wasted no time experimenting with AI-fueled activations and applications to drive personalization and streamline the work behind the scenes. But this year, marketers are ready to accept AI as a member of the team. Enter: AI agents, which are shifting from “curiosities” to game-changing assistants for marketers and attendees. Demonstrating both its capabilities and the power of AI agents in a tangible way, CollegeVine, which uses a network of students, data and AI agents...

There are many ways to describe the Hendrick’s Gin brand, but “boring” isn’t one of them. Over the years, the company has built a peculiar “Giniverse”—inspired by the unusual way its liquid is distilled—and an assortment of eccentric live experiences to match. Take this year’s Tales of the Cocktail conference in New Orleans, LA, where the Hendrick’s Time Traveler’s Tavern mega-bar experience enveloped members of the spirits industry in a bizarre world of paradoxical characters and concepts through...