by Sarah J.F. Braley | May 22, 2017
The American Society of Association Executives kicks off its new two-day Xperience Design Project tomorrow at the Gaylord National Resort & Convention Center in National Harbor, Md., replacing the annual destination show Springtime that was phased out last year. XDP aims to create a collaborative learning environment for association professionals; the event will feature a hub-and-spoke design with a stage in the middle, and many interactive elements, pop-up talks and more. The organization expects about 1,800 people to attend.
ASAE announced last week that it has partnered with Steelcase Event Experiences for the design and delivery of the Lab portion of XDP that takes place on day one. The full-day education experience will offer the opportunity for association professionals and industry partners to work side-by-side, sharing ideas and tackling important issues impacting their businesses.
The Lab's five zones will be aligned as an element of the core curriculum: Experience, Learning, Location, Marketing and Technology. Steelcase has designed and will furnish three of the five zones in the Lab, with the aim of demonstrating how environment can elevate engagement.
"We are excited to partner with Steelcase Event Experiences for our inaugural XDP event," said John H. Graham, IV, FASAE, CAE, president and CEO of ASAE. "They are creating unique experiences with special, high-level sets in the Experience, Marketing and Learning zones. Attendees will be able to listen, learn, network and participate in the different environments while envisioning how they can incorporate these designs in their future meetings." 
For events, Steelcase offers a portfolio of architecture, furniture and technology products and services "designed to unlock human promise and support social, economic and environmental sustainability." The company has a network of more than 800 dealer locations around the world. "To build a purposeful and powerful event experience, our team worked with ASAE to understand the needs and goals of each stakeholder in the Lab, from presenters to participants," said Jeremy Bergwerff, managing director, Steelcase Event Experiences. "We then used our insights on collaboration and expertise in spatial design to help the ASAE team reimagine the learning experience and their event space. This work will enable engagement and participation among attendees."
To learn more about the different zones, the speakers and the business exchange, visit XDP.