The Year Ahead: XP Land Council Members Share What They’re Most Excited About
Over at XP Land, we’re all abuzz about our next XLIST — a definitive guide to the creative visionaries turning big ideas into unforgettable moments. The inaugural class of industry innovators, creative masterminds, and ground-breaking leaders will be a tough act to follow. But we have high hopes that, with a little help from our friends (ahem, that’s you), we’ll discover the very coolest attractions, summits, cultural gatherings and immersive experiences — and the people behind them — to highlight in 2025.
Nominate now and help define the future of experiential.
But we’re not the only ones looking ahead to a big year. We asked our XP Land Council members to share what’s on their radar for 2025 — what trends they’re watching, what projects they’re excited about and what experiences they can’t wait to bring to life. Their answers? Proof that the experiential industry is only getting bolder, bigger and more ambitious.
Here’s what they had to say:
“The NFL has an unprecedented opportunity in the 2025 off-season—will they finally seize it? The timing couldn’t be better. They’re still riding the Taylor Swift wave of new fans, flag football is building Olympic buzz and authentic voices are reaching diverse audiences through podcasts (like Kylie Kelce, Allison Kuch, Erin Andrews and Charissa Thompson). Instead of relying on marketing alone, they could turn their off-season into immersive experiences that welcome new fans, especially women, into football culture. Imagine fan festivals, rewatch parties and meet-and-greets with players and their families — events that don’t just make the sport approachable but irresistible.”
— Jenna Isken: Global Group Director of Brand Experience, Siegel+Gale (LA)
“NBA All-Star Weekend is in San Francisco this year — I love when I can live it up and go home afterward!“
— Lesly Simmons: Head of Community Innovation at Amazon
“I’m excited to continue evolving the ESSENCE Festival and expanding the reach of the entire Sundial Media Group portfolio. Each brand — AFROPUNK, Beautycon, Refinery29, Somos, Girls United, ESSENCE Studios, Unbothered, Naturally Curly — represents a unique community. In 2025, it’s all about scaling these experiences to deepen engagement, push innovation and reinforce their cultural impact. Whether expanding AFROPUNK’s global footprint, reimagining Beautycon’s role in beauty culture, or elevating our approach to digital and live experiences, we’re focused on creating moments that matter and movements that last.”
— Michael Barclay II, Executive Vice President – Experiential, Essence Communications Inc.
“I’m watching Jennifer Crook’s next move with Dreamachine in London. I’m curious to see what Victoria Bousis does with her stealth projects and when Nick Moran from Phantom Peak will bring his immersive magic to the US. And I’m also eager to see what Jamestown has planned for One Times Square — and so much more.”
— Louise Murray, CEO, Lemuria Dreamer LLC
“I’m hoping we can finally launch our creative experience, Electric Chaco, by the end of the year. It’s been a long time coming and I can’t wait to bring this vision to life.”
— Dr. Lee Francis, Founder and Chief Imagination Officer, Indigenous Imagination Workshop
“We’re gearing up for the Brooklyn Nets’ upcoming games in Macao this October — can’t wait!“
— Ron Goldenberg, VP, International Marketing & Innovation, BSE Global
“Right now, I’m building an experience for The Doors’ 60th anniversary that I’m really excited about. I’m also looking forward to Eagles at the Sphere — and if I time it right, maybe I’ll even catch You Me Bum Bum Train while I’m in the UK.”
— Alicia Yaffe, Senior Vice President of Creative Marketing, Warner Music Group
“Experiential marketing is evolving faster than ever and I’m excited to be at the forefront. In 2025, we’ll see experiential take the lead as a strategic and creative powerhouse, with more integrated programs that drive greater impact and unlock even more exciting opportunities for the industry.”
— Gabriela Neves, President, Factory360
Are you an experiential creative, leader or innovator? Nominations are open for the XLIST — the most creative visionaries in experiential. Nominate yourself, a colleague or a collaborator now.
