The Experience Lab will provide Destination Marketing Executives, attractions and travel suppliers with a framework of actionable strategies and tools to engineer experiential tourism products. It is a hands-on learning experience in Minneapolis, Minnesota, designed to showcase the successful implementation of the Experience Formula with Meet Minneapolis, Visit St Paul, the Mall of America and their travel partners.

  • Discover the Experience Formula to create innovative new tourism experiences
  • Gain insight into how the Twin Cities successfully created an Experiential region
  • Experience unique products firsthand through a series of mobile workshops.
  • Go behind the scenes with DMOs and travel suppliers to hear how they engineered new experiences
  • Learn the elements of the Experiential Development Process including design, story development, scripting and staging.
Participant Fee Includes:
  • Presentations and learning sessions
  • Panel discussions by DMOs & travel suppliers
  • 6 mobile workshop experiences
  • 6 Meals: 2 breakfasts, 3 lunches, 1 dinner
  • All mobile workshop transportation
  • Networking and learning on how to apply to your destination or company
Experience Lab Registration Fee:

$1,899 per person

$1,499 per person
Early booking rate through March 31, 2018

$1,599 per person
Early booking rate through May 31, 2018

$1,699 per person
Early booking rate through July 31, 2018

*Visa and MasterCard only

On checkout, please put the name you wish for your badge, and any other special instructions in the comments field

Click here to download a PDF version of the registration form. Completed forms may be emailed to or faxed to 617-786-1081.

Registration Policies

Note: Hotel accommodations are not included in the registration fee. A block of rooms has been reserved at a downtime Minneapolis hotel to be finalized in mid-January.

Cancellation Policy: All cancellations must be sent in writing. Cancellations received on or before August 15, 2018, are refundable; however, a cancellation fee of $100 will be deducted. Registrations cancelled between August 16th and September 17th are entitled to a 50% refund. After that date, registration fees are non-refundable.

Admission is limited to 45 participants. A waiting list will be maintained should the Lab reach full capacity.

For additional information or assistance, contact Joe Veneto at 617-786-9096; E-mail: