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,

Add new comment

This question is for testing whether or not you are a human visitor and to prevent automated spam submissions.

Enter the characters shown in the image.

Partner Voices

As event professionals and destinations adjust, adapt and evolve in these uncharted waters, it is imperative that substantial resources be put in place for all of the people responsible for planning and executing trade shows, expositions and conventions. An example is Mohegan Sun, which built an industry-leading, COVID-19 Resource Center with a combination of pictures from recently held successful events (the property reopened on May 1, 2020) along with several widely available and informative documents, such as an evolving operational framework: