First Brand Experience Centre Conference Was a Success

(eap) This week, the newly conceived “Brand Experience Centre Conference” took place for the first time in the former La Bourse stock exchange building in Brussels. The new event, which is intended to serve as a networking and experience exchange event specifically for professionals from this industry segment, was launched by Bart Dohmen and his TDAC partners (see EAP news of 20 Dec 2024). We spoke to the organiser about the conference and its results.

EAP: The first “Brand Experience Centre Conference” is now behind us. Were your expectations of this new networking event met? Was all the hard work worth it?

BD: Yes, absolutely. Expectations were far exceeded. It all started with the number of registrations – we initially hoped for around 60 attendees, but in the end, 86 people signed up. Unfortunately, we had to dissapoint some interested parties, but the venue at the Belgian Beer Experience had a limited capacity, and we also wanted to maintain the right balance between Brand Experience Centers and suppliers. While suppliers are an essential part of the ecosystem, our primary goal was to create a space for Brand Experience Center operators to connect, share insights, and learn from each other. This balance turned out to work perfectly: on the first morning, many attendees were unfamiliar with each other, but by the end, everyone was speaking to each other, meaningful conversations had been sparked, and experiences exchanged. Our main objective was achieved.

(f.l.t.r.): CEO Talk with Kathrine Kirk Muff, LEGO House; Laura Sileo Pavat, Pernod Ricard Brand Homes; Catherine Toolan, Diageo Irish Brand Homes Another highlight was the incredible partnership with the Belgian Beer World Experience and the Belgian Brewers. From the very start, they were fully on board, helping to turn this vision into reality. Their dedication resulted in not just a stunning and inspiring conference venue but also exceptional catering, featuring, of course, an outstanding selection of Belgian beers. And yet, despite the indulgence, everyone was back on form for day two! <laughing> Ultimately, what matters most is the response from attendees. While the energy during the event was already incredibly positive, the true measure of success is often found in post-event feedback. Based on the overwhelmingly enthusiastic reactions across social media, I can confidently say: the hard work was absolutely worth it!

EAP: Two days of conference programme – presentations and discussions by and with 18 speakers – that’s concentrated knowledge transfer ... Do you still know at the end what you heard at the beginning?

BD: That’s a very valid question and one we’ve often discussed within our Advisory Board. The program was designed to have a clear structure, starting with history and concluding with the future, providing a solid framework for the conference. In between, we covered a diverse range of topics, all highly relevant to Brand Experience Centers. To keep the sessions engaging, we balanced individual presentations with panel discussions, interactive sessions, and interviews. And, just as importantly, we built in regular, relatively long breaks, because at a conference like this, networking and exchanging ideas are just as valuable as the sessions themselves.

Perry Hobson EAP: Which key topics are particularly memorable?

BD: Let me start by saying that I am absolutely thrilled with the quality of speakers at this conference. Together with the Advisory Board, we somehow managed to curate a lineup that was not only perfectly matched but also kept the audience fully engaged. The program featured a well-balanced mix of essential topics, including technology, pricing strategies, and guest experience. However, one of the absolute highlights for me was the CEO Talk: a fireside chat bringing together three CEOs from leading Brand Experience Centers in Europe. An interesting detail: All three were women. In fact, nearly 60 percent of the Brand Experience Center delegates were women…

I also want to extend my gratitude to our two keynote speakers. My former colleague, Christian Lachel of BRC Imagination Arts, opened the conference with a fantastic deep dive into the world of Brand Experience Centers, his presentation was clearly the result of incredible preparation. And then, closing the event, we had Prof. Perry Hobson from Breda University. Being the final speaker at a conference is never easy, but Perry had the audience captivated for a full 60 minutes.

EAP: What trend do you see for the brand experience centre industry in Europe?

BD: In my opinion, the biggest takeaway was the sheer diversity and scale of the Brand Experience Center industry. It ranges from small visitor centers welcoming just a few thousand guests per year to large-scale destinations attracting over a million visitors annually. These high-profile centers are the most visible, but there is an even larger segment operating in the B2B space, often behind closed doors and not publicly known.

What was clear to everyone in the room is that Brand Experience Centers are a rapidly growing sector, benefitting both the attractions industry and the marketing world. A well-executed Brand Experience Center has a powerful impact on brand loyalty, making it an increasingly valuable investment for companies. This strong momentum and shared enthusiasm confirm that Brand Experience Centers are more relevant than ever. With the industry’s rapid growth and undeniable impact, there is a clear need for continued knowledge exchange and networking. This makes for a perfect foundation to organize the next conference edition again next year – bringing together even more professionals to share insights, inspire each other, and further elevate the Brand Experience Center industry.

EAP: Thank you Bart for this insights.■