American Society of Association Executives Unveils Sneak Peek of Xperience Design Project

January 1, 2017

The American Society of Association Executives recently hosted a successful pilot for their newest event, Xperience Design Project (XDP).

Held Dec. 16, the exclusive, one-day, sneak peek of XDP was at the Gaylord National® Resort & Convention Center, and it brought together more than 80 association meeting, marketing, programming, and technology professionals, as well as industry partners to test and fine-tune the new format.

The inaugural event, May 23-24, will attract upwards of 1,800 total guests, according to ASA officials.

“XDP is an innovative, business-focused experience that will be a unique opportunity for the association industry and our members,” said John H. Graham, IV, FASAE, CAE, president and CEO of ASAE. “The pilot gave us the ability to see how the different aspects of XDP played out, so we can provide attendees with an exceptional experience in May.”

The format of the pilot was a microcosm of the two-day XDP experience.

 First, guests participated in The Lab - an immersive, facilitated learning journey around three core topics and each led by a prominent industry leader.

·         Experience Design and Event Innovation: James H Gilmore, co-founder of Strategic Horizons LLP and Adjunct Faculty, UVA Darden Business School

·         Content Strategy and Learning Design: Jonathan Finkelstein, CEO, Credly

·         Marketing and Technology: Reggie Aggarwal, CEO, Founder of Cvent

Afterwards, pilot participants took part in the Business Exchange, a series of one-on-one conversations with industry partners.

Participants could engage in one of three fast-paced accelerator labs that were focused on embracing change and experience enhancements they could implement at future events. It was followed by two unique “Surprise and Delight” team created activities.

The full group reconvened to close out the event with key takeaways and a one-of-a-kind ending with a co-created XDP song, written, and performed by Jonathan Mann.

“With XDP, ASAE has built a creative environment that fosters collaboration and business between association professionals and the industry partners with whom they work,” said Lisa Kay Solomon, author, strategist and host of XDP.

She added, “The best part is that it’s a true ‘learning by doing’ approach where participants get exposed to new concepts and ideas through conversations and then build on them through immersive experiences. Guests will discuss proven best practices and co-create new solutions they can take back to their offices and start implement immediately.”

ASAE partnered with 360 Live Media, a marketing and experience design agency based in Washington, D.C., to create the XDP pilot and upcoming event in May.

For more than a year, ASAE and 360 Live Media have been conducting research, developing the experience design strategy, and building partnerships within the association meetings industry in order to successfully launch XDP in 2017.

“ASAE is changing the game with XDP because it’s the only experience that integrates the principles of design thinking in order to help association professionals deliver more impactful events that will deliver even more value to their members,” said Don Neal, Founder and CEO of 360 Live Media.

He added, “We are proud to partner with ASAE in creating an unprecedented format that challenges guests to transform their traditional association meetings, trade shows, and conferences into experiences that will inspire their audiences and improve their organization’s bottom line.

To reserve a spot for the inaugural XDP, members and industry partners can register on January 23, 2017. For information about XDP, visitwww.xdpbyasae.org

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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.