The March Recap: What a Small(er) Tennis Tournament, Hyper-Local Music Fest, and Upstart Literary Experience Got Right
Welcome to XP Land’s new monthly series: The Recap. Each month, we’ll spotlight three events that impressed us with their intentional design and thoughtful UX. We’ll dive into how they were ideated, funded, produced, and promoted — plus the attendee buzz and key takeaways. Consider this your cheat sheet for what’s working right now in experiential. First up, an intimate tennis tournament, a hyper-local music fest, and a literary retreat with cool-kid vibes. Here are the events that caught our eye in March: Photo courtesy BNP Paribas Open BNP PARIBAS OPEN 2025: SMALL(ER) IS THE NEW BIG You know how MLB’s spring training in Arizona and Florida just feels quainter? It’s easier to see your favorite players up close and the settings are gorgeous. The BNP Paribas Open at Indian Wells, known as the “Fifth Slam” or simply Indian Wells, is tennis’ spring training. In 2025, the event went beyond the courts to create an ultra-premium fan experience that mixed sports, entertainment and luxury. From exclusive rooftop lounges with views of the Stadium Court to culinary pop-ups featuring celebrity chefs, the Open embraced a hospitality-first approach — and set a new attendance record. “I enjoyed every day here. Yeah, it...