ASAE’s Xperience Design Project Offers Detailed Insight to Create Impactful, Accessible, and Relevant Events

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WASHINGTON–(BUSINESS WIRE)–lt;a href="" target="_blank"gt;#ASAElt;/agt;–ASAE hosted its Xperience Design Project (XDP), April 11-12, at the
Gaylord National® Resort & Convention Center. The two-day
event drew a total of 1,654 professionals and industry partners
representing 628 organizations, from 40 states, and eight countries.
They surrounded themselves with new ways of thinking, uncovered
actionable opportunities, and tackled the most important issues facing
the meetings industry today.

“As we planned for the third year of XDP, we challenged ourselves to
look at the event through a new lens,” said John H. Graham, IV, FASAE,
CAE, President and CEO of ASAE. “Through knowledge based on feedback
from the community we not only made changes to the learning formats and
meeting setting, but also to the pricing structure for the event with
the overall goal to provide the most value to association professionals
and industry partners.”

The new event pricing structure was announced during the 2018 ASAE
Annual Meeting & Exposition in Chicago. Annual Meeting attendees were
given the opportunity to register for XDP onsite in Chicago for free,
and then only pay what they felt the event was worth after attending.

During the Lab, attendees were led by XDP host and keynote speaker Dan
Klein. Klein teaches improvisation at Stanford University where he is a
Lecturer in the Graduate School of Business and the Department of
Theater and Performance Studies. Other keynote speakers included Scott
Stratten, President of UnMarketing; Alton White, singer, dancer, actor,
and Broadway star; and Dr. Natalie Nixon, President and Founder of
Figure 8 Thinking, LLC, and University of Pennsylvania lecturer.

On Thursday, Stratten kicked off the event with a fast paced and comical
keynote that illustrated to co-creators that marketing never stops, and
that each interaction members have with your association can impact how
they view the overall brand. White followed with a keynote that included
his skills as a singer and insightful commentary that encouraged
attendees to be flexible when faced with challenges and be open to the
possibility of great things.

Day two began with Dr. Natalie Nixon sharing her research on why
creativity is an essential component for success in the Fourth
Industrial Revolution. Host Dan Klein took the stage to share a keynote
on incorporating elements of improvisation to create connection.

In addition to the four keynote speakers, co-creators could select from
seven Idea Accelerators over the two-day event. Zones were used to
categorize the learning focus into three areas: experience, community,
and strategy.

Xperience Accelerators offered deeper dives into specific methods,
approaches, and ideas. This included a behind the scenes look at how an
event like XDP comes together, and a breakdown of how any association,
no matter the size, or the budget, can incorporate aspects of XDP into
their future events.

On both days, participants took part in the Business Exchange. Unlike
past years, appointments were not required, and co-creators were
encouraged to wander the Business Exchange and interact with partners,
some of which were hosting fun activities, and food around the room.
Within the space co-creators could also listen to strategic partners
share some of their most closely held trade secrets on the Idea Xchange

ASAE closed the event with the new FriYay Experience where Nina West,
from “RuPaul’s Drag Race” season 11, delivered an inspiring musical
performance for co-creators to leave the event on a high note.

Next year’s date is May 19-20, 2020.

ASAE thanks the following Alliance Partners for their continued support
of the association community:

Strategic Partners
Atlanta CVB
Business Events Canada
Experience Columbus
Community Brands
Greater Fort
Lauderdale CVB
Naylor Association Solutions
Discover Puerto

Corporate Partners
Visit Austin
Visit Baltimore
Destination Cleveland
DelCor Technology Solutions
Louisville CVB
Visit Omaha
Salt Lake
Travel Portland
Visit San Jose

Event Partners
IMIS by Advanced Solutions International
Higher Logic
the Palm Beaches

About ASAE: The Center for Association Leadership

ASAE is a membership organization of more than 44,000 association
executives and industry partners representing 7,400 organizations. Its
members lead, manage, and work in or partner with organizations in more
than a dozen association management disciplines, from executive
management to finance to technology. Together, they create a vibrant
community that makes the world smarter, safer, and better every day.
With support of the ASAE Foundation, a separate nonprofit entity, ASAE
is the premier source of learning, knowledge, and future-oriented
research for the association and nonprofit profession and provides
resources, education, ideas, and advocacy to enhance the power and
performance of the association and nonprofit community. Visit ASAE at


Lauren Precker, CAE,,

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