The inside scoop on the Encore activation at IMEX: With Tara Higgins, President Hargrove and SVP and Direct Customer Sales at Encore
The Encore team is renowned for combining creative design and cutting-edge tech. How have these elements come together for this activation?
Our Journey of Discovery activation is a true showcase of our full-service capabilities. Encore’s creative team developed a concept that feels like a moving adventure, brought to life by Hargrove’s design and fabrication experts. Our production specialists layered dynamic lighting, immersive audio and interactive technology to transport attendees. It’s creativity and craft, powered by technology—and it reflects how we bring ideas to life for our clients every day.
Can you share the journey that attendees go on when they step into the activation?
Attendees begin their experience at Encore Station, where they check in, receive their boarding passes and join the line for a very special train, the Encore Express, ready to take them on a Journey of Discovery. While they wait to board, they’ll co-create a song powered by AI that previews their journey. Once on board, they’ll enjoy a transformative ride through the event planner experience. At their destination, they’ll explore future journeys through educational sessions and connect with our team.
How do you measure the impact of an activation like this, not just in terms of footfall, but in deeper engagement or planner empowerment?
While attendance numbers matter, we focus on deeper engagement metrics including response, session participation, dwell time and follow-up conversations. We want to understand how the experience resonates. One of the most powerful indicators is seeing people connect—with the experience and with each other. But the real return on experience? When planners leave with new strategies, the confidence to try something bold and connections that lead to real projects.
What advice would you give to planners looking to create their own immersive experiences?
Immersive experiences can happen in any space if you start with a strong story and a clear outcome. Tech and wow-factor elements are powerful, but they’re most effective when they support a narrative that resonates. Think holistically—design, fabrication and technology should work together. And always leave room for surprise—a small, unexpected detail often becomes the moment people remember.
What are you most looking forward to at IMEX America over the next couple of days?
I’m excited to see more attendees experience the Journey of Discovery—those “aha” moments when creativity and technology click are always rewarding. But for me, IMEX is about connections and inspiration. I’m excited to meet with more planners and hear how they’re pushing the boundaries of live events.
Encore booth F131
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