Erica Boeke is the founder and creator of XP Land, a platform dedicated to connecting, elevating, and defining the experiential industry. With a background spanning journalism and brand strategy at Condé Nast and Fast Company, Erica has built some of the most influential experience-driven platforms, including the Fast Company Innovation Festival, Wired Store, and Teen Vogue Summit. She sits at the intersection of strategy, creativity, and community, helping shape how brands use experiences as a core business driver—not just an add-on.

This episode we discuss:

• Erica’s path from journalism to building some of the industry’s most influential experience platforms.
• Why experiential is no longer an “add-on” but the most powerful marketing channel today.
• The shift from events as media support to standalone revenue-driving businesses.
• The importance of community, fandom, and shared experiences in building brand loyalty.
• The lack of connection, measurement, and structure in the experiential industry and how XP Land aims to solve it.
• Why agencies need to get honest about their specialties instead of trying to “do everything.”
• How collaboration not competition is the key to unlocking bigger opportunities across the ecosystem.
• The role of experiential in a world saturated with AI-generated content—and why real experiences are the new source of truth.

Follow Erica at:

https://www.instagram.com/xpland/

Thanks for tuning in. Check us out at:
https://www.markstephenagency.com/podcast

Thanks for tuning in. Check us out at https://www.instagram.com/markstephenagency/

Lash Fary is the founder of Distinctive Assets and the visionary behind celebrity gifting as a global marketing platform. Known as the “Gift Guru,” Lash has spent decades creating high-impact brand moments tied to the biggest stages in entertainment — from the Grammys to the Emmys and beyond. By transforming product placement into a cultural strategy, he has redefined how brands connect with talent, media, and audiences at scale.

This episode we discuss:

• Lash’s path to building and defining the celebrity gifting industry.
• How gifting became a strategic marketing channel, not just a perk.
• What brands often get wrong when trying to connect with celebrities.
• The importance of timing, curation, and cultural relevance in brand placement.
• How to create moments that generate real visibility and lasting impact.

Follow Lash at:

https://www.instagram.com/swagassets/

Thanks for tuning in. Check us out at:
https://www.markstephenagency.com/podcast

Thanks for tuning in. Check us out at https://www.instagram.com/markstephenagency/

Thanks for tuning in. Check us out at https://www.instagram.com/markstephenagency/

The Experiential Exchange is a special speaker series within Creating the Perfect Experience, designed for marketing professionals building experiential programs and brand activations. Each session brings together industry leaders, strategists, creative directors, producers, and brand innovators, for practical insights, real-world lessons, and behind-the-scenes perspectives on what it takes to deliver meaningful live experiences.

A trusted leader in business development and experiential strategy, Staci Hallmon has spent over two decades helping brands build innovative live event platforms that drive connection and growth. As founder of SHB Enterprises, she has led revenue-generating programs for Fortune 500 companies, media brands, and nonprofits, with leadership roles at Endeavor | IMG | On Location and BET Networks, alongside a deep commitment to community impact through Project Morry.

Adrianne Mellen, Owner and Lead Planner of Propeller US, began her career in publishing at Vogue and Real Simple before launching her event planning business in 2009. Today, she leads a purpose-driven company empowering women and recently expanded into bespoke experiences at New York Fashion Week.

With more than 25 years in the industry, Mark Testa is a leader in experiential design and production and the Founder and Creative Director of Mark Stephen Experiential Agency. His work spans global activations and large-scale cultural moments, including Essence Festival of Culture and Beautycon, grounded in curiosity, empathy, and innovation.

This episode we discuss:

• Staci, Adrianne, and Mark reflect on the career pivots and early creative roots that shaped their paths in experiential production.
• The importance of building experiences with intention—where audience connection, brand purpose, and community impact align.
• Adrianne shares how her background in publishing informed her approach to planning bespoke, high-touch events, including her newest work at New York Fashion Week.
• Mark and Staci unpack what it takes to scale major cultural moments, from sponsorship strategy to long-term brand partnerships.
• A candid conversation on leadership in live events—trust, collaboration, and knowing when to say “no” in order to protect the work.
• Advice for emerging professionals: stay curious, embrace feedback, and remain open to starting over as you grow.
• The value of mentorship, active listening, and building strong creative teams rooted in honesty and shared standards.

Thanks for tuning in. Check us out at:

https://www.markstephenagency.com/podcast

https://www.instagram.com/markstephenagency/

Thanks for tuning in. Check us out at https://www.instagram.com/markstephenagency/