In May 2024, the XP Fronts was a first-of-its-kind gathering of the gatherers at C2 Montréal, designed for experience makers, creatives, curators, artists, leaders and decision-makers to:

Preview what’s new + next

Seek out creative + brand partners

Collaborate + connect on deals

Testimonials

  • What a privilege for wonderMakr to be a part of the first ever XP Fronts. They brought together some of the most influential, thought-provoking and creative minds… The future looks BRIGHT and full of EXPERIENCES!

    Carissa Stewart, wonderMakr

  • That XP Land experience at C2 was the microevent highlight of the year for me.

    Julius Solaris, BoldPush via LinkedIn

  • The opportunity to get to know you all and to participate in the magic you all created this week has truly been one of the highlights of my career. The experience you put together has me so reinvigorated and hopeful for the future… something that isn’t easy to achieve in my line of work.

    Vivian Belzaguy, Ascendance Events Group

  • Congratulations on such a successful launch! I was honored to be a part of your first year, and glad to get to know all the fascinating other folks you brought together.

    Leah Rubin-Cadrain, SNAP

  • I cannot fully express how awesome the XP Fronts at C2 was! I am just totally honored to have been a part of such and incredible gathering.

    Dr. Lee Francis IV, Native Realities

  • The planning, thoughtfulness and curation that went into the inaugural XP Fronts was phenomenal and a notch above the rest.

    Aamna Jalal, Superfly

  • I’m so glad I could join and see first-hand the amazing group of people XP Land pulled together to discuss the future of Experiential.

    Meg Parker, AREA15

Participants Included

Emilie Baltz

Artist

Emilie Baltz

Emilie Baltz has always been passionate about everything culinary, from junk food to haute cuisine. She explored American eating habits in her master’s thesis and authored a cookbook for the “lowbrow gourmand.” She is renowned for curating extravagant dinner parties that delve into our food experiences. However, her most acclaimed work lies at the intersection of food and technology, including the world’s first musical licking performance and an AI chef bot-led cooking show that uses emotions as recipe ingredients. For Emilie, food is more than sustenance—it’s a medium for immersive, boundary-pushing experiences that ignite curiosity.

Michael Barclay II

Essence Ventures

Vivian Belzaguy Hunter

Ascendance Sustainable Events

Vivian Belzaguy Hunter

Vivian Belzaguy Hunter is passionate about engaging communities to take better care of our planet. Her most notable project, Ultra Music Festival’s “Mission: Home” program, has reached millions of people and even took home a World Sustainability Award. In 2017, Vivian founded Ascendance Sustainable Events to support event organizers who want to turn negative impacts into positive influences through comprehensive sustainability programs that reach beyond event gates.

Ariel Foxman

Boston Seaport, WS Development

Ariel Foxman

Ariel Foxman — renowned for transforming InStyle into a leading fashion publication as its first male editor — has transitioned his narrative skills from the magazine industry to real-life retail experiences. Now serving as the VP of brand and experience for WS Development, Ariel is revitalizing Boston’s Seaport district by crafting engaging retail environments. He views his current role as a natural extension of his editorial work, emphasizing the common goal of inspiring and educating people. Ariel aims to enrich lives by introducing novel experiences and aspirations, drawing parallels between shaping magazine content and developing dynamic urban spaces.

Dr. Lee Francis IV

A Tribe Called Geek (ATCG) Media

Dr. Lee Francis IV

Dr. IndigiNerd aka Dr. Lee Francis 4 (Pueblo of Laguna) is the CEO of ATCG Media and the founder of the Indigenous Comic Con and Red Planet Books and Comics. His work revolves around sparking the Indigenous imagination and changing the perceptions of Native and Indigenous people through dynamic and imaginative pop culture representations. He is also an award-winning writer and editor and a strong advocate for Native American youth, with a focus on youth media literacy and entrepreneurship. He lives in North Carolina with his family.

Mikhael Tara Garver

Culture House Media

Mikhael Tara Garver

Mikhael Tara Garver is a distinguished figure in immersive experiences, having shaped transformative live events globally for over two decades. As the founder of Culture House Immersive and a pioneer in the field, she has collaborated with various organizations, from brands to social justice groups, creating impactful works in diverse settings, including the award-winning Star Wars Galactic Starcruiser. Garver’s contributions extend beyond entertainment; she consults and develops business models that emphasize artistic and cultural significance. Her work with prestigious entities like AMC Television, Amazon, and The National Park Service showcases her ability to merge immersive experiences with cultural change. Garver’s leadership roles in education and her involvement in influential immersive projects highlight her dedication to evolving the immersive entertainment industry and its capacity to foster community and cultural shifts.

Ron Goldenberg

BSE Global

Ron Goldenberg

Ron Goldenberg is the Vice-President of International Marketing & Innovation at BSE Global (parent company of Barclays Center, The Brooklyn Nets and New York Liberty) and is responsible for the company’s international efforts. Before joining BSE, Ron worked at the National Basketball Association in corporate sponsorship and marketing, most recently leading the NBA’s marketing business in Canada. Ron received his Bachelor of Commerce from McGill University.

Wendy Heimann-Nunes

Nolan Heimann

Wendy Heimann-Nunes

Wendy Heimann-Nunes, co-founder and managing partner at Nolan Heimann, is a pivotal figure in the immersive and location-based entertainment law sector. She offers strategic counsel, especially in monetizing intellectual properties, creative content, brands and technologies for a diverse client base including licensors, operators and developers. Starting her legal career in Chicago with Mayer Brown, Wendy later worked on theme park developments for Universal Studios in Los Angeles. Recognized for her contributions with the Peter Chernack Distinguished Service THEA Award, she is also on the Board of The Third Floor, a top digital visualization company. Beyond her professional accolades, Wendy is passionate about drumming and performs in her band, Crinoline. She holds degrees from the University of Chicago Law School and Northwestern University and has played key roles in various global entertainment projects.

Bjarke Ingels

BIG

Bjarke Ingels

Bjarke Ingels — the founder of BIG – Bjarke Ingels Group in 2005 and former co-founder of PLOT Architects — is renowned for integrating architecture with contemporary life’s demands through rigorous analysis of culture, climate, and economic patterns. His design philosophy champions information-driven design, reflecting his belief that architecture should enhance how we live. Named one of Time Magazine’s 100 Most Influential People in 2016, Bjarke has a distinguished portfolio of globally recognized, award-winning buildings.

Aamna Jalal

Superfly

Aamna Jalal

Aamna Jalal is the Head of Global Business Affairs & Strategic Initiatives at Superfly, an experience company focused on shaping global entertainment through shared experiences. With 16 years of expertise at the business-law intersection, she excels in legal strategy, business development, and forging global partnerships. A skilled negotiator and general counsel, Aamna is committed to advancing business objectives, mitigating legal risks, and driving transformative change in experiential entertainment, where she blends innovation and creativity to create impactful experiences.

Harry Julmice

Never Was Average

Harry Julmice

Harry Julmice is a conscious entrepreneur and investor. He is the co-founder, CEO and community engineer of Never Was Average. Through immersive public art and wellness experiences, he uses the power of experiential to inspire conscious minds and strengthen ties between communities, both in the real world and Web 3.0.

Joe Killian

Killian & Company

Joe Killian

Joe Killian is a music and entertainment marketing executive with 25+ years of experience connecting artists, brands and audiences through live events, multi-media content and social activations. Joe is the founder of the award-winning Central Park Summerstage concert series, and served as the Executive Producer between 1985-1993. He has produced shows at Radio City Music Hall, Madison Square Garden, Carnegie Hall and Lincoln Center, among others. Additionally, Joe is a two-time Emmy award winner, and has received Music Clios, a Webby, an X award and has been shortlisted for a Cannes Lion award.

Felix Lajeunesse

Felix & Paul Studios

Felix Lajeunesse

Félix Lajeunesse, co-founder of the Emmy-winning Felix & Paul Studios, has been a pioneer in immersive entertainment, producing AR, VR and MR content. Based in LA and Montreal, the studio merges Hollywood creativity with Montreal’s tech prowess. Meeting co-founder Paul Raphaël at Concordia University, they produced the first VR film, pioneering a shift from traditional film to virtual reality despite challenges. Their innovative work extends to franchises like Jurassic World and collaborations with celebrities like the Obamas, making significant impacts in VR over the past decade.

Abbey Londer

Netflix Is A Joke

Abbey Londer

When Abbey Londer moved to LA in 2009 to pursue stand-up comedy, she found her passion in producing shows. Noticing LA’s lack of a comedy festival, she initiated Riot LA through a Kickstarter campaign, establishing a celebrated multi-day event that showcases local talent. Over a decade later, Riot LA thrives in downtown LA, maintaining its original grassroots and grunge essence. Abbey’s achievements include working on the world’s largest international comedy festival and serving as Chief of Staff for Netflix is a Joke Fest. Her focus as a producer is on creating unparalleled, unique experiences for her audience.

Lou Murray

Lemuria Dreamer LLC

Lou Murray

Lou Murrary is a WXO Founding Member and a Venture Partner at Triptyq Capital. Previously, she was the President of the Los Angeles Studio at Thinkwell Group, enhancing business results through excellence in the design and production of experiential, immersive and interactive media across physical and digital platforms. Lou served as Senior Vice President of Business Operations at TD Garden Boston, revolutionizing the guest experience to establish a top-tier experiential ecosystem. At The Walt Disney Company, she was Vice President of Creative Entertainment Parks & Resorts, leading an international team of over 500 to deliver live entertainment and experiential broadcasts at Walt Disney World. Additionally, she was Vice President of Strategic Planning and Partnerships at Cirque du Soleil’s touring division, managing the creative and distribution strategies of this multimillion-dollar segment.

Gabriela Neves

Factory360

Gabriela Neves

Gabriela Neves has 17 years of experience running Factory360, one of the top award-winning brand activation agencies in the U.S. with clients such as Meta, Amazon, Deutsch Wines, Oatly and Grubhub. Gaby has a passion for technology and has adapted growth hacking techniques to drive business for clients. As a leader in the industry at large, Gaby created the first-ever incubator program with Florida International University and serves on the DE&I advisory board for Event Marketer magazine.

Dan Pelson

AREA15

Dan Pelson

Dan Pelson serves as the COO of AREA15, the inaugural purpose-built immersive entertainment district near the Las Vegas Strip, which has attracted nearly 4 million visitors since its 2020 opening. Under his leadership, AREA15, known for its live events, art installations, and innovative technology, is set to expand in Las Vegas and globally, with new locations in Riyadh and Orlando. Pelson, who reports to CEO Winston Fisher, oversees operations, finance, and expansion efforts. His background includes over 25 years in executive roles at major companies like Warner Music Group and entrepreneurial ventures in digital and social media. Pelson, a graduate of Colgate University and NYU, is also recognized as a dynamic speaker in the industry.

Jay Rinsky

Little Cinema

Jay Rinsky

Jay Rinsky is a serial entrepreneur and multimedia artist, and the founder and Chief Creative Director of Little Cinema and LCDigital. Under his leadership, Little Cinema transformed from an artist collective into a leading experiential agency, even earning an Emmy nomination. In 2020, he launched LCDigital to complement Little Cinema, delivering award-winning experiences for notable clients including Disney, Netflix, Amazon, and Warner Bros. Pictures. Jay excels in creatively connecting, directing, and amalgamating multi-disciplinary ideas, talents, and technologies to produce exceptional outcomes.

Leah Rubin-Cadrain

Snap Inc.

Leah Rubin-Cadrain

Leah Rubin-Cadrain is a pioneering creative technology leader in augmented reality and leads the creative team at Arcadia, Snapchat’s in-house AR innovation studio. At Arcadia, she has enhanced live music experiences with LiveNation, brought fans closer to the World Cup with US Soccer, and reimagined vending machines with Coca-Cola. A Snapchat veteran, Leah introduced AR to both consumers and marketers, earning accolades for her work, including a Clio Award for Netflix’s “Stranger Things” AR portal. She has served on the Clio Awards jury and spoken at various industry panels. Leah resides on the Hudson River with her family.

Lesly Simmons

Amazon

Lesly Simmons

Lesly Simmons is a celebrated content and programming expert recognized for engaging thousands of speakers for major companies like Amazon, Twitter, Google, and Facebook. As the Global Head of Community Innovation at Amazon, she leads global audience engagement efforts and has produced an extensive range of events, including fireside chats with world leaders and CEOs, panels for Oscar-winning films, and large-scale brand activations. Simmons is known for her commitment to inclusivity and impact, with a talent for creating exciting, engaging stories and experiences that resonate with diverse audiences.

Louisa St. Pierre

MA+ Group

Louisa St. Pierre

Louisa St. Pierre has been a dynamic force in the creative and art industries for over 25 years. As the Global Director of Art and Experiential at Management + Artists | MA+Creative, she leverages her extensive experience to bring strategic opportunities to artists and brands. Louisa’s career includes significant roles such as Board Member at SUPERPLASTIC®, Global Head of Art & Experiential at Great Bowery, and Executive Agent & Partner at Bernstein & Andriulli. Her work has consistently focused on creating memorable creative solutions and strategic connections, guiding a global team to provide comprehensive strategy, creative direction, and experiential design.

Dylan Thuras

Atlas Obscura

Dylan Thuras

Dylan Thuras is the co-founder and creative director of AtlasObscura.com, a collaborative guide showcasing the world’s hidden wonders, attracting eight million monthly visitors. He has co-authored three New York Times bestsellers: “Atlas Obscura,” “Gastro Obscura,” and “The Explorer’s Guide for The World’s Most Adventurous Kid.” Dylan is also the host of the top-ranked travel podcast, “The Atlas Obscura Podcast.” Residing in the Hudson Valley, he lives with his wife, Michelle, and their two children, Phineas and Jean.

Debi Wong

re:Naissance Opera

Debi Wong

Debi Wong, an XR producer and interdisciplinary artist, merges opera with video game elements through her work with Canada’s re:Naissance Opera. She innovates by integrating human voice and movement with motion capture technology, creating immersive and interactive storytelling experiences. Her contributions have garnered international recognition, including awards from the AUREA XR Awards and acknowledgments at SXSW and by the Canadian Independent Music Association. Debi also plays a significant role in promoting XR works at the Vancouver International Film Festival and IndieFest. Beyond her artistic endeavors, she advocates for diversity, equity, and representation within the experiential industry.

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