Conference Program
We are proud to present two days of on topic presentations and panel discussions, interspersed with ample networking opportunities:
Day 1, 28 Jan 2025
Welcome at the first Brand Experience Conference
Speaker: Bart Dohmen -Organisor
Our two-day conference delves into the exciting realm of Brand Experience Centers, also known as brand homes, product homes, visitor centers, or brand museums. These immersive spaces cater to a diverse range of audiences, including B2B, B2C, or a combination of both. Whether driven by profit or purely for marketing purposes, Brand Experience Centers can be exclusive or open to the general public.
In this opening session, our keynote speaker will set the stage by providing a comprehensive overview of the Brand Experience Centers landscape. You’ll gain a deeper understanding of the motivations behind creating these centers, their various formats and target audiences, and the distinct benefits they offer.
This introduction will serve as a springboard for our two-day journey, equipping you with the foundational knowledge to explore the full potential of Brand Experience Centers.
Speaker: Christian Lachel, VP BRC Imagination Arts
The opportunity to meet or catch up with others working in Brand Experience Centers over a nice cup of coffee, tea and refreshments.
A panel of Brand Experience Center Executives will delve into the strategic rationale behind the Brand Experience Centers. The discussions will outline the overarching strategy, key performance indicators used to measure success, and give a sneak peak in the challenges encountered in developing and operating these centers.
Moderator: Catherine Toolan, Managing Director Guinness Storehouse
Panel members announced soon
While they are often not covered on the front pages of the magazines, smaller brand experience centers score often very high on guest ratings. Learn in this session more on how they thread their guests on a smaller scale, with limited staff and without reasonable budgets to create the latest immersive spectacles.
Smaller Brand Experience Centers often score well on guest satisfaction, despite limited resources and budgets. This session explores how these centers deliver exceptional experiences on a smaller scale. Learn how to maximize impact with minimal resources, create unforgettable moments with limited staff, and craft compelling narratives without the latest immersive technology. Discover the secrets to punching above your weight in the world of Brand Experience Centers.
Speaker(s) Announced Soon
While enjoying a complimentary lunch you have time to learn more about the background of the other conference attendees.
This session delves into the world of Brand Experience Centers that specifically target a Business-to-Business (B2B) audience.
The design aesthetics and rationale behind these B2B Visitor Centers differ significantly from those for consumers. As an example: Success here is not measured by ticket sales, but rather by a different set of Key Performance Indicators (KPIs). This session provides valuable insights into the unique landscape of B2B Brand Experience Centers and explores the typical KPIs used to measure their effectiveness
Speaker(s) announced soon
Ticket sales are no longer the primary revenue source for attractions. Secondary revenue streams are becoming increasingly important. While it can be challenging for Brand Experience Centers to generate additional revenue in line with brand values, there are certainly opportunities. Learn from insights on generating secondary spend while staying true to the brand.
Speaker(s) announced soon
The chance to connect with others working in Brand Experience Centers over a pleasant cup of coffee, tea and refreshments. Discuss the creation of these centers, their diverse formats, target audiences, and the unique benefits they provide.
Brand Experience Centers typically operate within the complex structures of larger corporations or multinational companies. Often positioned under marketing or facilities departments, these centers can face challenges in aligning with the broader organization’s focus on the guest experience. This session explores the typical organizational landscape of Brand Experience Centers. We’ll examine the opportunities and obstacles inherent in this structure, providing insights into effective navigation within corporate environments
Speaker(s) announced soon
In 2011 Krishan Maudgal traded his role at Heineken (Affligem & Alken-Maes breweries) for the entrepreneurial pursuit of starting his own marketing agency. Building a Belgian beer experience center became one of his major projects. This dream culminated in the Belgian Beer World, which opened its doors last year. Before we explore this remarkable space and enjoy its rooftop bar, Krishan will share his inspiring journey. He’ll delve into the challenges of collaborating with government bodies, architects, and numerous independent breweries to bring this ambitious public-private partnership project to life.
Speaker: Krishan Maudgal, Board member, Belgian Beer World / CEO Belgian Brewers
The moment to digest from all information received today, refresh in your hotel and prepare yourself for some great Belgium beers
It’s time to explore one of the latest Brand Experience Centers in the world: The Belgian Beer World, celebrating Belgian beer culture.
Enjoy a immersive tour and discover the nuances of Belgian beer, a perfect primer before heading to the top-floor bar for a great networking dinner with a fantastic view over Brussels.
Day 2, 29 Jan 2025
A warm welcome ro the second day of the Brand Experience Center Conference
Speaker: Bart Dohmen, Organiser
Traditional attractions often balance ticket pricing between market average and attraction reputation. However, Brand Experience Centers have brand value related pricing challenges. While premium brands may justify higher ticket prices, mass brands might opt for market-aligned rates. Or what strategy do you follow when faced with overwhelming popularity and rising the ticket price conflicts with your brand values. In this session you can discover strategies for optimizing ticket revenue while maintaining brand integrity.
Speaker(s) announced soon
Reconnect over coffee or tea and pastries, picking up where we left off last night.
Factory tours are highly coveted by visitors, offering a unique glimpse into the manufacturing process. However,operational challenges such as safety, staffing, and productivity can make them difficult to execute successfully. Learn how a factory tour in Europe (tba) has overcome these hurdles to create an exceptional guest experience while maintaining efficient operations. Discover practical strategies to implement in your own facility.
Speaker(s) announced soon
Technology plays a crucial role in creating immersive and engaging Brand Experience Centers. It’s not just about what visitors see, but also the underlying infrastructure that powers the experience.
In this session, we’ll explore the latest technological trends shaping the industry and showcase innovative solutions that are revolutionizing Brand Experience Centers.
Speaker: To be announced
While enjoying a complimentary lunch you have time to catch up with the other conference attendees.
Many Brand Experience Centers depend on tourism. But what will tourism look like in the future? The Breda University of Applied Sciences explores this every day and will give us a glimpse into the future of tourism and relate it to Brand Experience Centers.
Speaker: Perry Hobson, Director – Academy for Tourism, Breda University of Applied Sciences (BUas)
Before we wrap up these two inspiring days of sharing knowledge and insights, we invite you to join us for an interactive closing session. Our conference advisory board has curated a series of questions and statements based on the conference topics, as well as broader issues related to Brand Experience Centers.
Through a mix of voting and open discussion, we’ll delve deeper into the challenges and opportunities facing our industry. Feel free to share your own questions and perspectives. This is your chance to gain fresh insights from your peers!
Speaker: Bart Dohmen, Organiser
Join us for a farewell drink in the Belgium Brewers House bar to wrap up two inspiring conference days. Enjoy a Belgian beer and exchange contact details before we all head home. See you next year!
The published conference program is subject to change.