Are You Experienced? is a podcast about the business of experiences — how the world’s most ambitious live, location-based and brand experiences get made and monetised.
Host Joe Timson, a first-time founder in the experience economy, talks to the operators, rights-holders, and creative leaders shaping the industry.
From mega-events to immersive worlds, Joe's on a mission to learn from the very best and get a candid look at what it really takes to turn great experiences into great businesses.
www.caveagroup.com
In this episode, I sit down with Vance Garrett to talk about a career that has taken him from New York nightlife and Sleep No More to 29Rooms, the Museum of Ice Cream, Westfield and beyond.
We get into why malls could become a major home for experiential entertainment, what still needs to change to make touring immersive shows commercially viable, and why the sector may finally be growing out of its awkward teenage years.
But the part I found most interesting was our conversation about collective joy. Vance explains the ideas of collective effervescence and entrainment, and why some of the most powerful live experiences happen when people move, react and feel something together.
It’s a brilliant conversation about human connection, the future of experiential entertainment, and why the real value of a live experience often lies in what happens between people, not just within each individual.
1 Jul 2026
Ep12. Step Into the Music - Alicia Yaffe, Living Album Experience
I’m joined by Alicia Yaffe, founder of The Living Album Experience, for a brilliant conversation about music, fandom, IP and the future of immersive entertainment.
Alicia has spent her career working with some of the most iconic artists and catalogues in the world, from The Doors and Janis Joplin to Otis Redding and Michael Jackson. Now she’s focused on creating experiences that let fans step inside the world of an album, not just watch or listen from the outside.
We talk about why albums still matter, how immersive experiences could open up new revenue and new fandom, and why the industry needs clearer language around what “immersive” actually means.
Alicia is also brilliant on rights, catalogues and the commercial realities behind creative ideas. A really fun, thoughtful conversation about art, audiences and the next wave of music experiences.
11 Jun 2026
Ep 11. Magic With Heart - Christian Lachel, BRC Imagination Arts
In this episode, I speak to Christian Lachel, Chief Creative Officer and partner at BRC Imagination Arts, one of the world’s most respected experience design firms.
Christian has spent nearly three decades creating brand homes, cultural attractions and destination experiences around the world. We talk about BRC’s roots in EPCOT and World Expos, what makes a great brand home work, and why the best physical experiences are never just adverts.
We also get into deep storytelling, the power of place, audience insight, creative process, and Christian’s belief in creating “magic with heart.” At its core, this is a conversation about how brands can use story, emotion and place to create experiences people pay for, remember and recommend.
25 Feb 2026
Ep10. Capital, Community & the Future of Experiential - Wendy Heimann-Nunes, Nolan Heimann LLP
In this episode, I sit down with Wendy Heimann-Nunes.
Wendy is co-founder and co-managing partner, leading the Location-Based (LBE), Immersive, and Experiential Entertainment group at specialist IP/Entertainment law firm Nolan Heimann.
We talk about what sparked her passion for experiential and track how it’s moved from the sidelines of entertainment to the strategic core of brand and community building.
We also tackle the harder commercial questions: why immersive is still capital-constrained, why investors struggle without clear metrics, and how greater rigour and shared standards could unlock growth without reducing creativity.
You’d be hard-pressed to find anyone as passionate, knowledgeable and future-facing than Wendy and it was a real privilege to hear first hand how she sees the changing shape of the experience economy.
11 Feb 2026
Ep9. The Long Game of Live Experience - Veronica Hart, RWS Global
My guest this week is Veronica Hart, Chief Growth Officer at RWS Global and Chair of the Board of Directors at Licensing International.
Veronica has spent her career leading teams responsible for some of the world’s biggest entertainment brands and now masterminding the growth of RWS Global to help live experience producers create memorable moments at scale.
In this conversation, we dig into the tension between short-term monetisation and long-term brand building, the hallmarks of an experience-ready IP, and why live sport is becoming as much about entertainment and atmosphere as it is about the game itself.
If you care about the future of the experience economy — and how to build things that truly last — you’re going to enjoy this one!
4 Feb 2026
Ep8. Form Follows Fiction - Mel McGowan, Storyland Studios
In this episode of Are You Experienced?, I sit down with Mel McGowan, the founder of Storyland Studios, to discuss the art of "spatial storytelling" and the future of the experience economy.
The Disney Foundation: Mel reflects on his ten years at Disney, emphasizing that "walking in the guest's shoes" (and even cleaning toilets in operations) is vital for any designer. True magic requires empathy for both the guest and the cast member.
The Three Pillars of Storyland: Mel breaks down his studio’s framework:
Strategic Storytelling: Defining the "why" and achieving consensus.
Spatial Storytelling: Creating physical worlds where "form follows fiction."
Interactive Storytelling: Using technology to augment reality and deepen connection.
"Soil-Specific" IP: A deep dive into Nate Land, the upcoming Nashville theme park with comedian Nate Bargatze. Mel explains why this project focuses on the "DNA of a place" rather than just licensing a movie brand.
The "Unplugged" Necessity: As digital addiction and "AI slop" rise, Mel argues that physical theme parks are a global necessity for human connection and "self-actualization."
https://www.storylandstudios.com/ (https://www.storylandstudios.com/)
https://www.themedattraction.com/themed-attraction-podcast/ (https://www.themedattraction.com/themed-attraction-podcast/)
21 Jan 2026
Ep7. Building the Home of Immersive - Damian Norman, Immerse LDN
My guest this week is Damian Norman, founder of Immerse LDN, about the business realities behind immersive entertainment.
We unpack why immersive shows succeed or fail commercially: infrastructure costs, operational risk, location strategy, and the brutal power of reviews in a young category.
Damian explains how the ImmerseLDN project aims to remove friction for producers, protect margins, and allow creative teams to focus on what drives demand and repeat visitation.
We also discuss the biggest threats to the sector and where the next wave of scalable, investable immersive formats could emerge.
14 Jan 2026
Ep6. Better Experiences, Better Lives - James Wallman, World Experience Organisation
I'm joined this time by a man who needs no introduction.
As head of the World Experience Organisation (WXO) and author of "Stuffocation" (superb title) and "Time and How To Spend It", James Wallman will be well known to many listeners.
We cover his journey to the forefront of the experience economy, the incredible, mission-driven growth of the WXO and their recently announced venture builder.
Enjoy!
www.worldxo.org
7 Jan 2026
Ep5. Marketing Experiences vs Experience Marketing - Dawn Farrow, On Sale Group
My guest this time is Dawn Farrow and we're talking about the art and science of SELLING TICKETS.
Dawn has had an incredible journey from dancer to marketer and now as the founder of On Sale Group, a community dedicated to setting and improving standards in marketing within the experience economy.
Enjoy!
https://www.onsale.live/ (https://www.onsale.live/)
https://www.thegiem.com/ (https://www.thegiem.com/)
10 Dec 2025
Ep4. Making Music with Ideas - Brendan Brown, George P. Johnson (GPJ)
My guest this time is Brendan Brown, Global SVP of Strategy at GPJ.
We cover Brendan’s journey from actual rockstar to strategy rockstar, deep-dive what makes experiential such a potent marketing channel and explore how technology should and shouldn’t be used in the service of creating experiences that drive impact.
A great conversation packed with actionable insights for any experience business!
27 Nov 2025
Ep3. Start with Story - Matt Ferguson, Storyland Studios
My guest this time is Matt Ferguson, Chief Innovation Officer at Storyland Studios.
On my short journey through the experience economy so far it's become clearer and clearer how influential theme park design and, in particular, the legacy of Walt Disney has been on the best thinking in the world of experiences.
Matt's comments on why that is stopped me in my tracks. This episode is an absolute treasure trove of insight into how experience strategy and design in any sector can benefit from the same thinking.
Links:
Storyland Studios: https://www.storylandstudios.com/ (https://www.storylandstudios.com/)
Matt's new venture: everafter.group (https://everafter.group/)
12 Nov 2025
Ep2. Handle With Care! Bringing the World's Biggest IP to Life - George Wood, Luna Entertainment
My guest this time is George Wood is Founder and MD of Luna Entertainment Group.
Starting out as The Luna Cinema in 2008, George takes us through the highs, lows, pivots and breakthroughs of building a leading producer/operator in immersive entertainment.
We discuss the opportunity and risk associated with handling major IP and how to manage it.
28 Oct 2025
Ep1. From Mega Events to Immersive Worlds - Heather McGill, Unify Experiences
My first guest on "Are You Experienced?" is the incredible Heather McGill. We dive into the secrets of planning mega events, the changing landscape of guest expectations, and how to the fundamental principles of guest experience that apply regardless of scale.
Tune in and get ready to be inspired!
www.unifyexp.com (http://www.unifyexp.com)
24 Oct 2025
AYE Season 1 Trailer
COMING SOON!
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