The 23rd Annual Experiential Marketing Summit (EMS) opened its doors on April 14, 2025, in Las Vegas at the MGM Grand with an electric buzz that captivated more than 1,500 professionals from the world of B2B and B2C marketing. This year’s summit brought together a dynamic mix of event organizers, agency execs, technologists, meeting planners, and sustainability advocates, all united under the theme of a “Big Bold Future.” As the curtain rose on this three-day gathering, attendees were treated to a thrilling first day filled with thought-provoking workshops, exciting experiences, and the glitz and glamour of the Ex Awards Gala. Let’s dive into all the highlights from day one at EMS 2025!
EMS 2025 Day One: Workshops, Networking, and Creativity in Motion
Workshops and Content-Rich Sessions: A Day of Learning
The opening day of EMS 2025 was all about education, innovation, and professional development. The afternoon kicked off with an extensive lineup of workshops and sessions tailored to suit every corner of the experiential marketing ecosystem.
From mastering the art of connection within exhibits to diving deep into Dreamforce case studies, day one provided a rich slate of knowledge for attendees to consume. There were practical tips on how to launch successful campaigns in new markets, field event strategies that drive significant ROI, and actionable insights on nurturing year-round event communities. With over a dozen focused sessions, the workshops touched on a range of key topics, including:
- Revenue-boosting strategies for field events
- Leveraging data for hyper-personalized experiences
- Creating emotionally resonant brand experiences
One of the standout moments came from Event Marketer‘s group editor Jessica Heasley and head of content Rachel Boucher, who hosted a special First-Timer Roadmap session. For newcomers to EMS, this was an invaluable guide, offering tips on how to navigate the summit, make lasting connections, and ensure they got the most out of their experience.
In addition to the general workshops, there was an exclusive Executive Forum hosted for senior brand marketers, providing a platform for high-level conversations on building trust and forging deeper connections with customers. Sponsored by InVision, this invite-only event focused on how leading companies create emotionally impactful experiences that resonate with audiences.
A Journey into the World of Meow Wolf’s Omega Mart
For those looking for an adventure beyond the walls of the MGM Grand, the afternoon featured an opt-in field trip to Meow Wolf’s Omega Mart, a wildly immersive art installation that left participants in awe. Sponsored by Meow Wolf, this three-hour journey into a surreal and vibrant universe captivated marketers with its blend of creativity and unconventional storytelling. The experience was a breath of fresh air, providing experiential marketers with a trove of inspiration for future projects.
Omega Mart, a maze of strange products, quirky characters, and mind-bending visuals, is part art exhibit, part interactive experience, and all-around creative gold. For the 100 marketers who attended, it was an opportunity to stretch the imagination and explore new ways to engage audiences in bold, boundary-pushing ways.
The Hall of Ideas: The Heartbeat of EMS
Back at the MGM Grand, the Hall of Ideas was the central hub for all things experiential. This bustling space housed an array of immersive content theaters, product demos, and networking opportunities designed to spark creativity and foster collaboration.
Attendees were treated to a smorgasbord of curated bites and beverages, while also engaging with the latest innovations in the industry. The Paws and Reflect Studio was an unexpected hit, offering visitors the chance to interact with puppies—a surefire way to add some lighthearted fun to an intense conference environment.
EMS Community Meetups and Special Events
The Hall of Ideas also hosted a series of community meetups, catering to specific groups including first-time attendees, international marketers, sustainability advocates, and members of the Experiential in Color Mentorship Program. These informal yet impactful gatherings provided valuable networking opportunities and deepened the sense of community within the industry.
For those who wanted to shake things up, there was a mixology class and the return of the ever-popular Vintage T-shirt Contest. The Hall of Ideas truly embodied the spirit of EMS, blending inspiration, connection, and a dash of fun to create an environment where both creativity and collaboration could thrive.
The EMS Sustainability Challenge
A noteworthy initiative this year was the EMS Sustainability Challenge. As part of the summit’s commitment to environmental responsibility, the EMS team has tasked a “top-secret sustainability patrol” with scouting out examples of sustainable practices throughout the event. From eco-friendly swag to innovative waste-reduction efforts, attendees were encouraged to integrate sustainability into every aspect of their experiential marketing activations.
The Ex Awards Gala: The Golden Globes of Experiential Marketing
No EMS would be complete without the Ex Awards Gala, the most anticipated event of the summit. This year’s ceremony, held in the heart of the MGM Grand, brought together the crème de la crème of the experiential marketing world for a dazzling evening of celebration, music, and entertainment. The Rat Pack-inspired gala was a night to remember, featuring performances from Event Live Entertainment, dance-offs, and a series of table drops that added a touch of surprise to the festivities.
As the awards were unveiled, brands from around the globe received recognition for their groundbreaking campaigns. The 2025 awards program garnered over 1,000 entries across 29 categories, making it one of the most competitive years in the event’s history. PepsiCo, Verizon, Samsung, and Cadillac were just a few of the names that earned top honors, but it was Visa—in collaboration with agency partners Imagination and BRUT—who snagged the night’s most prestigious award: the Grand Ex Award for their stunning activation, “Live at Le Louvre.” The activation, which took place in Paris at the world-famous Louvre Museum, was celebrated for its innovative approach to combining art, culture, and immersive storytelling.
With the excitement of the awards and the revelry of the gala behind them, attendees were left buzzing about the future of experiential marketing and the endless possibilities that lie ahead.
As day one of EMS 2025 came to a close, it was clear that this year’s summit was set to break new ground. With powerful workshops, hands-on experiences like Meow Wolf’s Omega Mart, and a star-studded Ex Awards Gala, EMS 2025 proved to be a dynamic platform for marketers to exchange ideas, discover new trends, and celebrate the best and brightest in the industry.
Stay tuned for more updates as the summit unfolds, and check out some behind-the-scenes photos from day one below. The next few days promise to be just as exciting!