This session explores how the combination of data and creativity fuels the growth and long-term success of immersive experiences in today’s experience economy. Audiences increasingly expect live events to be not just entertaining but also meaningful, and the session unpacks how to design experiences that adapt, scale, and remain emotionally resonant.

Core Themes:

• Co-Creation at Concept Stage: How creative storytelling and data-driven insights merge to build scalable, testable experiences that balance imaginative design with audience reach.
• Continuous Evolution: Audience data and feedback are embedded throughout the process, guiding refinements and strengthening connections with spectators.
• Case Study – Candlelight Concerts: Demonstrates how a simple creative idea, combined with demand analysis, venue strategy, and consistent branding, grew from one city in Spain into a global phenomenon across 500+ cities, selling over 8M tickets.
• Adapting IP-Based Experiences: Creative studios bring narrative and design; Fever ensures operational efficiency and data-driven ticketing strategies that optimize engagement and maximize reach.