#TBF24 Q&A: Compelling, immersive experiences

Grande Experiences is a Melbourne-based arts organisation that works with clients worldwide to create engaging narratives and unforgettable experiences for visitors.

Ahead of TheTicketingBusiness Forum 2024, which kicks off in the UK city of Manchester next week, we spoke to Rob Kirk, head of touring experiences at Grande Experiences. Kirk discusses choosing projects and making sure the right technology is available to deliver experiences in the most gripping way possible.

What have you been focused on over the last six months?

Rob Kirk: “The launch of our latest multi-sensory experience, Leonardo da Vinci – 500 Years of Genius, which opened at THE LUME Melbourne on March 16. In addition to this, we also opened the 100th display of Van Gogh Alive in Tokyo at the start of January.”

What are your expectations and wishes for 2024?

RK: “Exploring collaborations and projects with some exciting global partners to create new immersive experiences to tour.” 

What’s the next challenge for you and your team?

RK: “Figuring out what projects to commit to. We’ve always got a wide variety of options to consider and can’t say yes to them all, so it’s always a challenge to narrow our focus!”

What are you evaluating for future adoption?

RK: “We’re constantly looking at what IP and content can be delivered as a compelling immersive display with an engaging narrative, and what fit for purpose technology we can deploy to suit the visitor experience.”

What’s exciting in ticketing/entertainment eCommerce right now?

RK: “For us, it’s around the development of platforms that can assist with increasing the total yield per visitor by delivering a seamless end-to-end purchasing experience.”

Explore the future of ticketing with Rob Kirk and hundreds of industry leaders at #TBF24 at Emirates Old Trafford, Manchester, from April 16-17. BOOK TODAY.