A conversation with Madeleine Bart, VP, Global Brand & Direct Customer Marketing, Encore
Madeleine Bart reveals what Encore are bringing to IMEX America, from immersive technology and AI to unlocking the DNA of meaningful event design.
We’re always intrigued to see what Encore will create at IMEX America. Without giving away all the surprises, what can you tell us about this year’s booth experience?
This year, we’re inviting attendees to “Unlock Your Design DNA.” Rather than simply showing people new event ideas and technology, we want them to experience what thoughtful design actually feels like.
Attendees will move through our Design Lab, experiencing everything from an immersive entrance to interactions that explore how design choices influence connection, learning and engagement.
We’re also bringing our Experience Design research with Boldpush to life, showing planners how the findings translate into practical decisions for their own events.
And, of course, there will be plenty of technology to explore, from RFID smart badges and transparent OLED displays to an AI concierge and AI photo booth.
You will also be co-presenting a session on Designing for connection: how breakouts create more meaningful experiences. Tell us more…
Breakout sessions deserve more attention because the data tells us some of the most valuable parts of an event can happen in those smaller environments. Breakouts give attendees something the main stage can’t always provide: the opportunity to participate rather than simply consume content.
Our research with Boldpush found that roundtables generate the highest attendee satisfaction of any content format, followed by hands-on workshops. Nearly half of planners (49%) say attendee-to-attendee connection is the most important factor in event success. Yet there’s a disconnect between what planners say attendees value and how they structure events.
Measurement should start with the outcome. If connection is the goal, look beyond attendance and satisfaction to whether people participated, interacted and formed relationships. Polling, Q&A, smart badges and other engagement technology can reveal how people responded, but the most important thing is to define what connection means before designing the event.
Beyond your session and the booth experience, what else is happening for Encore at IMEX America, and how can attendees get involved?
There’s a lot happening in our Education Hub, with sessions built around the real challenges planners are facing today. We’ll share new research on what attendees really want, explore the technologies shaping events through 2027, and look at how AI is changing everything from attendee experiences to event connectivity.
We’re also getting very practical, with sessions on what planners should know about hotel pricing, how earlier collaboration can help uncover hidden costs and stretch budgets, and real-world examples of using personalization and experience design to create stronger connections.
Attendees will also have hands-on opportunities to explore emerging event technologies and some of the new solutions Encore has been investing in. Encore is making a $100 million investment in new products and innovations in 2026, so IMEX America is a great opportunity to see some of those ideas in action.
Finally, as someone who knows the show, what’s your top tip for making the most of IMEX America, and your top tip for Las Vegas?
For IMEX America, leave some white space in your schedule. It’s tempting to fill every minute with appointments, but some of the most valuable moments come from the conversation you didn’t plan to have. Give yourself enough flexibility to be curious.
For Las Vegas, my advice is similar: get beyond your agenda. There’s always something new to experience, whether it’s a restaurant, a show or simply seeing how the city continues to reinvent hospitality and entertainment. And wear comfortable shoes. You’ll thank yourself by day two.
Booth B4387
Madeleine Bart at IMEX America
