The Experiential Marketing Summit (EMS) 2025 truly hit its stride on April 15, as day two unfolded with a diverse range of activities designed to engage the mind, body, and creative spirit. Whether it was getting the adrenaline pumping with a morning 5K run through the Las Vegas Strip or centering oneself with a calming meditation session inside the MGM Grand, attendees kicked off their day in ways that catered to their unique preferences.
From an interactive keynote with creativity expert Phil Hansen to deep dives into essential industry topics like sponsorship ROI and event collaboration, day two offered a treasure trove of insights. The day culminated with lively networking opportunities, meetups, and exclusive events—truly, EMS 2025 is proving to be the ultimate gathering for experiential marketers. Here’s everything you missed on day two!
Morning Activities: Start Strong with Fitness, Focus, and Fun
The sun came up over the Las Vegas Strip and so did the EMS 2025 attendees. A group of early risers participated in the annual EMS 5K run, jogging past the neon lights and iconic landmarks of Las Vegas—a perfect way to shake off the previous night’s festivities and start the day with a burst of energy. But for those looking for a calmer beginning, a guided morning meditation at the MGM Grand provided a peaceful alternative to set a mindful tone for the day ahead.
Afterward, the energy turned up with a lively breakfast session, complete with trivia contests and tunes from DJ Aaron Smalls, who set the stage with an infectious playlist to get everyone in the mood for a day of learning and inspiration. Whether participants were refueling after a workout or simply enjoying their coffee, the atmosphere was lively and engaging.
The Keynote: Phil Hansen and the ‘Science of Limitation’
Following breakfast, the spotlight shifted to Phil Hansen, a global creativity expert, artist, and author, who delivered the first keynote of the day. His talk, titled “The Science of Limitation”, was not just thought-provoking but also interactive, leaving attendees with powerful takeaways that could be applied both in their work and personal lives.
Hansen’s message centered on the idea that limitations—rather than being obstacles—can be a catalyst for creativity. He encouraged attendees to embrace the constraints they face, whether in budget, time, or resources, and use them as a springboard for innovative thinking. “Seize the limitation, not just the day,” Hansen urged, stressing that sometimes the best ideas come when we are forced to think within boundaries.
Key takeaways from the session included:
- Intentional limitations: Setting boundaries in creative projects can help focus energy and ideas, leading to unique outcomes.
- The importance of a creative buddy: Hansen advocated for having a “creative buddy” — someone who challenges, supports, and critiques your ideas in a constructive way, ultimately sharpening your vision.
- Reframing challenges: Instead of shying away from obstacles, embrace them. This mindset can not only lead to better projects but can transform how you approach challenges in your everyday life.
For many attendees, Hansen’s talk served as a powerful reminder that constraints aren’t things to be feared—they’re often the very thing that sparks true innovation.
Hot Topics of the Day: Exploring Key Trends in Event Marketing
As the day unfolded, attendees dove into a range of panels and sessions, each designed to explore the hottest trends and most pressing issues in experiential marketing. Here are some key themes and discussions that emerged throughout the day:
Collaboration & Transparency
The importance of strong partnerships was a major theme, with numerous speakers emphasizing how effective collaboration can lead to innovative solutions. One of the central messages was that transparent communication is key to successful partnerships. It’s not just about working together—it’s about setting clear expectations, building mutual trust, and maintaining open dialogue, even when friction arises. Many marketers agreed that honesty and problem-solving are crucial components of strong, long-lasting collaborations.
Emotional Impact
Creating events that truly resonate with attendees was another hot topic. As event marketers, the goal isn’t just to showcase a product or service—it’s to evoke emotion and create lasting impressions. Experts emphasized that successful events should be designed around creating genuine connections with attendees, whether through personal stories, brand narratives, or interactive experiences that encourage engagement.
From the invitation to the final farewell, every touchpoint should be emotionally compelling. The idea is to leave attendees with more than just a good memory—they should walk away feeling something deep and meaningful, which in turn fuels brand loyalty and word-of-mouth marketing.
Sustainability
With sustainability on the minds of many, discussions around eco-friendly practices were central throughout the day. As event marketing becomes increasingly intertwined with sustainability goals, experts highlighted how companies are prioritizing reusable materials, modular designs, and digital content to reduce their environmental footprint.
Some exciting innovations in this space include carbon-neutral events, where organizers are actively working to offset the carbon emissions of their activities. The use of biodegradable materials and zero-waste initiatives are also on the rise, and EMS 2025 attendees shared their successes and challenges in implementing these practices. It’s clear that going green isn’t just a trend—it’s becoming a critical part of the event industry’s future.
Inclusivity
Inclusivity remains a top priority for many event marketers. From providing alcohol-free options to offering culturally sensitive accommodations, the focus is on ensuring that all attendees feel welcome and respected. Many sessions discussed the importance of creating spaces where diverse groups can thrive and feel heard, including initiatives such as mentorship programs for BIPOC professionals and the creation of safe spaces at events for underrepresented communities.
This commitment to inclusivity is reshaping the events landscape, encouraging organizations to think critically about their diversity and inclusion practices, both in terms of content and experiences.
Evening Networking and Activities: From Happy Hour to After Dark
After a day of inspiration and knowledge, attendees flocked back to the Hall of Ideas for another round of networking, product demos, and mingling during a happy hour. In a relaxed, yet vibrant atmosphere, conference-goers could exchange ideas, forge new partnerships, and enjoy some curated snacks and drinks.
As the sun set, the evening transitioned into a series of exclusive meetups and activities, including a mixer hosted by EMS and the Experiential Designer and Producers Association (EDPA). For those with a penchant for fashion, there was even a sneakerhead contest, where attendees strutted their stuff down the “catwalk” to show off their coolest kicks.
For those who wanted to extend the fun, the EMS After Dark networking event took place at Clique in The Cosmopolitan. VIP access to several of Las Vegas’ hottest nightclubs followed, with attendees dancing and unwinding at the hottest spots in Sin City. From meditation in the morning to nightclubs at night, EMS is where professional development meets unforgettable experiences.
Final Thoughts: Day Two at EMS 2025
Day two of EMS 2025 was packed with valuable insights, inspiring stories, and meaningful connections. From Phil Hansen’s keynote on embracing limitations to the wide variety of panels discussing everything from sustainability to emotional impact, it was clear that the experiential marketing industry is evolving fast—and attendees are eager to lead the charge.
With one more day to go, the energy at EMS is palpable, and we can’t wait to see what the final day of this unforgettable summit will bring. Stay tuned for more updates as we wrap up EMS 2025 and continue to push the boundaries of what’s possible in experiential marketing!