Join us on July 28th for our first Next Stage Salon in Brooklyn. The topic: Finding Your Audience. Join the peer-to-peer discussion lead by those who have cracked the code to marketing immersive work in the modern era. The amazing Dead Letter No. 9. will be open exclusively for us that night.

Next Stage Salon: Finding Your Audience

The Immersive Experience Institute presents an evening long event exploring the issues around marketing immersive art & entertainment.

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Our summer series Understanding The Immersive Audience launches today Come along as @kathrynyu.com dives into some of the latest research on the audience for immersive experiences, including a fresh study of immersive enthusiasts, how the classic Conversion Funnel maps to immersive... 1/2

Going to be on an Instagram Live in just a few minutes talking Miami Immersive Summit. www.instagram.com/juggerknot_t...

Instagram

Create an account or log in to Instagram - Share what you're into with the people who get you.

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Due to incredible demand The L.A. Immersive Invitational has added an 8:15pm show on Sunday May 3rd! The teams are devising their pieces RIGHT NOW. www.eventbrite.com/e/los-angele...

Los Angeles Immersive Invitational

Journey through four immersive pieces created by LA's top immersive storytellers, challenged to innovate in 48 hours.

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It’s Back! Faster & More Intense! The 2026 Los Angeles Immersive Invitational is less than a month away! Journey through four immersive pieces created by LA's top immersive storytellers, challenged to innovate in 48 hours. Co-presented with After Hours Theatre Company on May 3rd.

Los Angeles Immersive Invitational

Journey through four immersive pieces created by LA's top immersive storytellers, challenged to innovate in 48 hours.

eventbrite.com

We're kicking off our NYC programming with a Meetup in Brooklyn on 3/17. Come connect with other professionals in New York's immersive & experiential performing arts, marketing, XR, nightlife, and location based entertainment fields. www.eventbrite.com/e/nyc-immers...

NYC Immersive Industry Meetup

Connect with other producers, performers, and experience designers across the breadth of immersive arts & entertainment.

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Monday’s event is now SOLD OUT. The wait list is active and there will be NO SALES AT THE DOOR. We are at capacity. It isn’t happening. Attendee arrival info and survey has gone out via email.

The Immersive Experience Institute@immersiveexperience.org · 7mo ago

Kicking Off The Immersive Experience Institute's Spotlight Series Yannick Trapman-O'Brien (Undersigned, The Telelibrary) joins us for a unique format that puts him in conversation with some of the most dynamic figures in the LA immersive scene.

Kicking Off The Immersive Experience Institute's Spotlight Series Yannick Trapman-O'Brien (Undersigned, The Telelibrary) joins us for a unique format that puts him in conversation with some of the most dynamic figures in the LA immersive scene.

Spotlight Series: Yannick Trapman-O'Brien

Join us for a dynamic conversation between the artist behind Undersigned & The Telelibrary and LA's immersive luminaries.

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Lisa Spira of @roomescapeartist.bsky.social has released their annual US Escape Room Industry Report. roomescapeartist.com/2025/12/29/u...

US Escape Room Industry Report – December 2025 - Room Escape Artist

Room Escape Artist and Morty present the 2025 Industry report, a data-driven look at the escape room industry.

roomescapeartist.com

We have a handful of tickets left for tonight's Salon on "Immersive @ Play" at the Pasadena Playhouse and there will be NO SALES AT THE DOOR. Ticket sales END AT 6PM. Doors at 6:30. $35 and comes with two complimentary drinks (beer, wine, soda).

The Next Stage Immersive Salon: Immersive @ Play

A standalone edition of The Next Stage Summit's signature event: expanded and upgraded!

everythingimmersive.com

Spinning out of The Next Stage Immersive Summit: an ongoing series of stand alone salons. This month the theme is “Immersive @ Play” and we’ve got guests from The 20-Sided Tavern, Hasbro, and more to help us kick things off. Two very special editions in LA & Pasadena. Learn more at the link!

The Next Stage Salon Series Kicks Off This December — The Immersive Experience Institute

Our Signature Salons are the most memorable part of The Next Stage Immersive Summit , a place where real peer-to-peer connections are forged in the immersive & experiential arts. Now, we’re excit...

immersiveexperience.org

The latest edition of our LinkedIn Newsletter is live with some not-great-news, Bob, out of Denver along with a fresh report from Immersive Arts UK, a LARP exploring a new financial model, and experiential building its own stage at Advertising Week in NYC. www.linkedin.com/pulse/good-b...

The Good, The Bad, and The Experiential: The Next Stage of Immersive

And we’re back tapping into the conversations shaping the professional world of immersive and experiential art & entertainment..

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For more insights into the immersive art and entertainment industry, download this free report from the Gensler Research Institute and the The Immersive Experience Institute: www.gensler.com/gri/immersiv...

Evolving Immersive: The 2025 Immersive Entertainment & Culture Industry Report

Explore the most comprehensive evaluation of the state of Immersive Experience available today, published in partnership by Gensler and the Immersive Experience Institute.

gensler.com

Thus making it easy for consumers to identify the "wish" being fulfilled and what the experience is going to be like.

So an immersive experience like Bridge Command can use the phrase "Ever wanted to fly a starship?" on their posters in the London tube while Phantom Peak entices customers with the tagline "step into a real life video game."

When I was taking classes from former Imagineers Joe Garlington and Larry Gertz, we often discussed the concept of "wish fulfillment": what is the promise you're making to your guests and how are you going to deliver on that promise?

And some survey respondents also mentioned their projects being audience-driven or described an experience which was happening “all around you.”

Some practitioners said they use phrases like “your chance to be the hero” and “be part of the story,” while other focused on the appeals of immersion itself with phrases like “it’s a movie you can walk around inside of.”

However, our survey respondents cautioned against using the word in isolation, without additional details. Additional specifics are needed, as just saying a project is “immersive” is too vague on its own.

Prospective audience members in the know will have their interest piqued when they see these phrases being used in marketing for immersive projects.

Why? The terms "immersive," "immersive experience," and "immersive theatre" — while being open to interpretation — remain effective because they are familiar to the intended audience.

Even if you believe the term "immersive" to be overused, the most common response from immersive art and entertainment professionals was that the word continues to be useful in marketing materials, with caveats.

In our survey of #immersive practitioners, we asked what “What words have you found to be *most* effective in marketing your work?” and “What words have you found to be *least* effective in marketing your work?” Link: www.gensler.com/gri/immersiv...

Immersive Experience Institute co-founder Noah Nelson (@noahjnelson.com) was recently on USA TODAY’s The Excerpt podcast, talking about the rise of immersive entertainment. Available now wherever you get your podcasts from and also on their YouTube channel! youtu.be/SBCZN5-Ecmc

Escape rooms to theme parks: immersive entertainment is booming | The Excerpt

YouTube video by USA TODAY

youtu.be

#NextStage25 is so inspiring and it’s only the first day. Phenomenal insights into all aspects of immersive experience design, production, operation. And so many awesome sounding experiences I’d love to see one day!

Escape rooming in a box at Hatch Escapes in #NextStage25 @immersiveexperience.org @noproscenium.com

See you there?

Excited to be speaking at #NextStage25 — the best Immersive conference around! Pasadena, CA August 1-3 - I’ll be on a panel talking about Location Based Experiences, and how they work in immersive with my #CultureHouseImmersive crew! #NextStage25 www.immersiveexperience.org/the-next-sta...

First time in LA and having a blast checking out the local immersive experience & escape room scene! Here all weekend for #NextStage25.

In LA for The Next Stage @immersiveexperience.org. Two years ago I attended the first edition on a scholarship, which propelled my work and introduced me to so many amazing other people in the immersive realm. Glad to be back and hopefully pay it forward - plase come say hi if you’re here too!