Experience On Main Street Conference: Transforming Spaces and Places
Join us at the Experience on Main Street Conference on 8 – 9 July 2025 in Manchester, where we delve into the transformation of spaces and places into vibrant experience led destinations.
The Speakers
The 2025 Experience on Main Street Conference brings together a bold and diverse line-up of leaders who are shaping the future of place through experience, innovation, and regeneration. This year’s headline speakers include Cllr Bev Craig, Leader of Manchester City Council, who will spotlight Manchester’s transformation into one of the UK’s fastest-growing experience-led cities; Sarah Green OBE, Chief Executive of NewcastleGateshead Initiative, and Vicky Smith, Executive Director at National Museums Liverpool, both leading landmark cultural and civic regeneration projects; and Henrietta Nowne, Development Director at Landsec, spearheading Manchester’s green city district, Mayfield. We’re also proud to welcome global thought leader James Wallman, CEO of the World Experience Organization; immersive entertainment pioneers David Hutchinson of The Path Entertainment Group and Eddy Hackett of The Lost Estate; along with a powerful roster of experts in public art, planning, urban sustainability, storytelling, and international placemaking. Together, they’ll share the bold ideas, fresh thinking, and real-world insights driving the evolution of Main Street into something extraordinary.
Councillor Bev Craig
Leader
Manchester City Council
Bev became Leader of Manchester City Council in December 2021, after serving as a councillor since 2011. She’s led efforts to build an inclusive, sustainable economy, improve neighbourhoods, tackle inequalities, and achieve net zero. Bev is Vice-Chair of the Local Government Association and leads its Labour Group. She also represents Manchester on regional economic growth. Originally from Belfast, Bev moved to Manchester in 2003, holds postgraduate degrees, and enjoys sport, culture, and the outdoors.
Sarah Green
Chief Executive
NewcastleGateshead Initiative
Sarah Green OBE has been Chief Executive of NewcastleGateshead Initiative (NGI) since 2020, leading destination marketing and inward investment across the region. A former lawyer and CBI Director for Regions and Nations, she has championed economic growth and innovation. Under her leadership, NGI became one of England’s first accredited Local Visitor Economy Partnerships and secured £2.25 million for the UK’s first Destination Development Partnership Pilot. She sits on the government’s Tourism Industry Council and holds an MSc, MBA, and PhD. Sarah is also a non-executive director, National Trust senior council member, and advisor to Tyne & Wear Archives & Museums.
James Wallman
CEO
World Experience Organisation (WXO)
James Wallman is CEO of the World Experience Organization (WXO), uniting 1,000 members in 44 countries. A leading voice in the Experience Economy, he’s authored two bestsellers, including Time And How To Spend It. A futurist and strategist since 2004, clients include Disney, KPMG, and IDEO. He’s a keynote speaker, media commentator, and advisor on climate and travel innovation. Educated at Oxford, London, and Cambridge, his most important role is being a dad to two amazing kids.
Nat Edwards
Director General and Master of the Armouries The Royal Armouries
Nat Edwards is the Director General and Master of the Armouries, overseeing the Royal Armouries – the world’s oldest museum, established in the early 1300s at the Tower of London, where it continues to maintain the Tower Armouries to this day. Born in the ancient wars of princes, the Royal Armouries’ mission today is to serve the people, not least around its Leeds headquarters. A veteran of community engagement and capital projects across the heritage sector, Nat is currently working closely with local, regional and national government and other cultural partners on the Leeds Transformation Regeneration Project.
Vicky Smith
Executive Director
National Museums Liverpool
Vicky Smith joined National Museums Liverpool in April 2024 to lead the newly established Strategy & Major Projects directorate. In this role, she is driving forward the organisation’s three transformation pillars, including the redevelopment of the International Slavery Museum and the Maritime Museum.
An architect by training, Vicky began her career in the private sector, where she co-founded and ran an award-winning architectural practice with her husband. In 2008, she moved into the public sector, taking on leadership roles in the delivery of major regeneration projects. Her portfolio includes Birmingham’s Eastside Park and Centenary Square.
At Bristol City Council, Vicky led the development of spatial frameworks and urban design policies to support the city’s growth and regeneration. Most recently, in Dudley, she established and led the Projects and Placemaking team, overseeing the coordination and delivery of regeneration programmes worth over £1 billion.
Henrietta Nowne
Development Director
Landsec
Henrietta Nowne is Development Director at Landsec, one of the UK’s leading real estate developers. She is spearheading the creation of Mayfield, Manchester’s new green city district. With over 15 years of experience, including the transformation of Deptford Market Yard, Henrietta is passionate about designing places that put people first, boost biodiversity, and celebrate community spirit. All of this is central to delivering one of the country’s most ambitious urban regeneration projects.
David Hutchinson
Founder & CEO
The Path Entertainment Group
David Hutchinson is the Founder and CEO of The Path Entertainment Group, an award-winning immersive entertainment company. With nearly 20 years in the industry, David has produced acclaimed immersive theatre, branded experiences, and international rollouts. Under his leadership, the company has partnered with major IPs like Hasbro and The Copyrights Group, creating experiences such as Monopoly Lifesized and Paddington. He is also developing a new Dirty Dancing stage production with Lionsgate. A passionate storyteller and entrepreneur, David drives the company’s global growth, including a North American expansion, and champions the power of live entertainment to connect and inspire.
Kitty Vaughan
F&B and Leisure Leasing
Pradera Lateral
Kitty joined Pradera Lateral in 2023 as an F&B and Leisure specialist, managing key UK assets including Trafford Centre, Eldon Square, and Lakeside. She is leading a 200,000 sq ft redevelopment in Newcastle, featuring a live music venue and food hall. Other projects include the world’s longest indoor go-kart track in Glasgow and a food hub in Manchester. Prior to this, Kitty spent seven years at Landsec. She holds master’s degrees in Real Estate and Theology.
Dr Angela Connelly
Senior Lecturer
Manchester School of Architecture
Dr Angela Connelly is a Senior Lecturer at the Manchester School of Architecture, specialising in the intersections of climate change, resilience, and the built environment. Her interdisciplinary research explores how cities adapt to environmental risks, with a particular interest in policy, nature-based solutions, and community engagement. Angela has contributed to major UK and EU-funded projects and advises on climate resilience strategies, bringing a critical social science perspective to architectural and urban research.
Eddy Hackett
Co-founder and Executive Producer
The Lost Estate
Eddy Hackett is Co-Founder and Executive Producer of The Lost Estate, the UK’s leading immersive arts and hospitality company. Based in London, TLE creates transformative live experiences blending storytelling, performance, and hospitality. Its hit productions include 58th Street, Paradise Under the Stars, and The Great Christmas Feast, with over 200,000 guests to date. A former freelance percussionist, Eddy performed with top orchestras including the Royal Opera House and London Philharmonic. He lectures widely on arts entrepreneurship and designed BA modules at the Institute of Contemporary Music Performance. In 2025, he was made an Associate of the Royal Academy of Music.
Ellie Nicholson
Project Manager – Phase 2 Castlefield Viaduct
The National Trust
After spending 20 years working in science engagement in Manchester and across the UK, Natalie is now at the National Trust, supporting the charity’s ambition to end unequal access to nature, history and beauty. Leading on the Trust’s urban work in Manchester, Natalie works with local organisations and communities to support urban communities, heritage and nature to thrive.
Castlefield Viaduct is one of National Trust’s flagship urban projects; a green oasis in the sky, bringing joy and connection to many local people. With partners the Trust is embarking on plans for the future of the project.
Jean-Paul Haenen
CEO
JPHaenen
Jean-Paul Haenen is a leading Dutch leisure consultant with over 30 years of experience. He studied Economic Geography at the University of Nijmegen and began his career in government leisure policy before founding KWAN Leisure in 2001 and JPHaenen in 2022. He specializes in leisure strategy, operations, and concept design, and partners with ParkProfs and NewArmstrong. Jean-Paul has published over 100 articles, speaks at global conferences, and lectures across Europe and China. He has worked on major projects for clients like Westfield, WWF, and Neinver, and received an Innovation Award in 2005 for his consumer-driven project, Binckle.
Katey Goodwin
Deputy Chief Executive and COO
Art UK
Katey Goodwin is Deputy Chief Executive and Chief Operating Officer at Art UK, the online home for the UK’s public art collections. She joined in 2005 and has led major digitisation projects, including cataloguing oil paintings and over 50,000 sculptures. She currently oversees a UK-wide murals and street art programme. With 35 years in the museum sector, Katey studied at Winchester and Leicester and worked as an archaeologist and curator at The Potteries Museum. She has lectured at Keele University and is a Trustee of Crewe Heritage Centre and a Fellow of the Royal Society of Arts.
Dave Chetwyn
Managing Director/Partner
Urban Vision Enterprise
Dave Chetwyn is Managing Director of Urban Vision Enterprise, Director of D2H, and Communications Secretary for the Institute of Historic Building Conservation. He is a former Chair of the National Planning Forum, Historic Towns Forum, and IHBC, and was Head of Planning Aid England. Dave has advised national planning programmes, Parliamentary committees, and led mediation on planning, regeneration, and heritage. He is an Associate of the Consultation Institute, a Design Council Expert, and former High Street Task Force Expert. He has authored key planning and heritage guides, including parts of BS7913.
Anita Stampfl
Owner
AniSta & Partners
Anita is a seasoned professional with a strong background in retail real estate and management consulting. Educated in London and New York, she held roles across various industries, including Head of Operations at the former fashion label Rena Lange. She later worked in business development at Value Retail and MK Illumination before becoming a freelancer, collaborating with companies such as Estama, Multi, Innesco, Spaceflow, and HBB. At HBB, she focuses on introducing new fashion and entertainment concepts to the German market. Anita also serves on the SOLAL planning committee and as a judge for the SOLAL Awards.
Julie Fitzsimmins
Chairman
Lodestar
Julie Fitzsimmins, Chairman of Lodestar, is an International Strategic Development Consultant with over 25 years of experience. As Co-owner of Lodestar, she provides strategic direction to clients, helping organisations translate vision into action. Julie has successfully delivered leisure and placemaking projects across EMEA and the USA, working with both public and private sectors. Her leadership extends to education and industry development through her role as Chair of the Revo Educational Trust, supporting future talent.
Keith Thomas
Chief Executive
Petersham Group
With a distinguished career spanning decades in the attractions industry, Keith has played a pivotal role in shaping some of the most iconic visitor experiences across the UK and Europe. Joining the emerging Sea Life business in 1985, they later served as Development Director, spearheading the rollout of Sea Life and Dungeon attractions across multiple markets. Their expertise extended further upon joining Grant Leisure, where they contributed to high-profile projects ranging from national museums to theme parks. Drawing on extensive industry knowledge, Keith brings invaluable insights into attraction development, visitor engagement, and the evolution of immersive experiences.
Daniel Atherton
Regional Interpretation Coordinator
RHS at Bridgewater Garden (Salford) and Harlow Carr Garden (Harrogate)
Daniel Atherton is Regional Interpretation Coordinator for the RHS at Bridgewater and Harlow Carr Gardens, leading interpretation and exhibitions to engage visitors and highlight the power of gardening. With a background in public engagement across heritage, garden, and museum sectors, he spent seven years with the National Trust. Daniel has also worked as a freelance research and interpretation consultant on major projects, including Blackpool’s Showtown Museum and The Buxton Crescent Heritage Experience.
Charlie Langhorne
Managing Director
Wild in Art
Charlie, a former sports executive and army officer, led CowParade exhibitions across Europe. Before co-founding Wild in Art with Sally-Ann Wilkinson, he launched a match-funding programme for grassroots sport and worked with major organisations including the ITF, Royal Ascot, and the World Athletics Championships. A former Skeleton athlete for Great Britain, he champions collaboration to bring event visions to life. Charlie is a Royal Society of the Arts fellow, a member of the British New Zealand Business Association, and was named one of 2024’s Top 100 Influential People. He also serves as a global ambassador for the ICPCN.
Sheena Wrigley
Executive Director
Factory International
As Executive Director, Sheena Wrigley oversees key strategic and operational areas including audiences, people and culture, producing, technical operations, and venue management. She is the main contact for Manchester City Council and Arts Council England. Sheena led the transition of Manchester International Festival into Factory International and supported the Aviva Studios capital project. With extensive leadership experience in the cultural sector, her previous roles include Director of the Palace Theatre & Opera House and Chief Executive of Leeds Playhouse.
Fay Cannings
Senior Inward Investment Manager
Place Directorate
Waltham Forest Council
Fay is a regeneration and social impact leader with 20+ years’ experience driving economic growth, inward investment, and place-making in the public and private sector. As Senior Inward Investment Manager and previously Town Centre Lead at Waltham Forest, Fay has spearheaded a range of investment and regeneration in town centres and industrial areas. She is also founder of a marketplace championing ethical retail and sustainable design.
Tim Fanning
Director, Urban Solutions
Hatch
Tim is an expert in measuring the place-based economic footprint of organisations and sectors, and assessing the impact of proposed investments, policies and economic shocks. This includes work for major corporates such as BT and Bloomberg; cultural institutions including the Tate, Barbican Centre, and South Bank cluster; higher education institutions such as the Institute of Cancer Research, UAL and Queen Mary University in London; sector bodies (e.g. UK Sport, renewables); and major infrastructure investments such as those by Transport for London.
Jaime J. Izurieta
Founder and Chief Creative
Storefront Mastery
Jaime J. Izurieta, Quito, 1975. Founder and Chief Creative of Storefront Mastery, a creative agency that connects local stories and storefronts to create unforgettable downtown experiences. Architect, urban designer, bookseller, and entrepreneur, with over 20 years experience in both the public and private sector, guiding developers, cities, and downtown organizations to create spectacular urban places. Currently serving downtowns everywhere from Montclair NJ.
Richard Parry
Chairperson
Experience UK
Recently retired from fifty years at the UK’s trade department where his achievements included leading the GCC export promotion team, transforming the approach to educational exports, co-founding Experience UK, creating Experience On Main Street (EOMS) and successfully failing to sell a UK subway system to China, Richard now relaxes by chairing Experience UK and working on EOMS. A published author, Richard has written for numerous in-flight magazines, Business Traveller, the Guardian, International Herald Tribune and Judy for Girls. Clubs: Arsenal, Surrey CCC, Dallas Cowboys, Racing (Buenos Aires).
Nancy Miyahira
Director of Arts & Culture Programs
Georgetown Business Improvement District
Nancy Miyahira is an urban place management leader in Arts & Culture programming. She spearheaded Georgetown GLOW, D.C.’s only light art exhibition, and leads experiences such as Fête de la Musique – World Music Day Georgetown, partnering with the Embassy of France for a night of 40+ musical acts in 25 locations. She is currently the Director of Arts & Culture Programs for Georgetown Heritage after 15 years as VP of Marketing for the Georgetown BID.
Steven Cochrane
Director
Oxford Road Corridor Project
Steven is Partnership Director for the Oxford Road Corridor, Manchester’s Knowledge Quarter. This collaboration brings together the University of Manchester, Manchester Metropolitan University, Manchester City Council, Manchester University NHS Foundation Trust, Bruntwood, the Royal Northern College of Music, and leading cultural institutions.
Previously, Steven was Director of Growth Lancashire, the county’s economic development and business support company. He also held senior policy roles with the Pennine Lancashire Leaders and Chief Executives, and was Director of Regenerate Pennine Lancashire, leading economic, skills, and regeneration programmes across the area. He began his career on a Graduates into Industry programme, spent five years in the private sector, and holds an MA in Local and Regional Regeneration.
Josh Yeager
Partner
Bright Brothers Strategy Group
Josh is a seasoned place-based strategist with over 30 years’ experience in marketing, communications, and business consulting. As Bright Brothers’ account lead, he handles strategy, planning, events, and activations. Josh served seven terms on Tempe Tourism’s Board, co-chairs ULI PHL’s TAPs Committee, and actively volunteers with the International Downtown Association. He contributed to IDA’s Leadership in Place Management certification curriculum and serves on their Top Issues Council for Place Branding/Making.
Ms. Doris Fong
Head of Creative Industries, Sports & Entertainment, Invest Hong Kong
The Government of the Hong Kong Special Administrative Region
of the People’s Republic of China
Ms. Doris Fong is Head of Creative Industries, Sports & Entertainment at Invest Hong Kong
(InvestHK), the government department responsible for attracting and facilitating foreign direct investment into Hong Kong.
Ms. Fong joined InvestHK in 2010 and oversees a wide spectrum of Creative Industries sectors,
encompassing art and culture, design, advertising, media, digital entertainment, publishing, film, music, and sports. To date, she and her team have facilitated over hundreds of creative enterprises and entrepreneurs in setting up or expanding their operations in Hong Kong and the region.
In addition, Ms. Fong is a member of the Creative Industries and Consumer Products Committee of The British Chamber of Commerce in Hong Kong, and the Design, Marketing & Licensing Services Advisory Committee of the Hong Kong Trade Development Council.
Olivia Coxhead
Head of Design and Experience Economy
Department for Business and Trade
Olivia Coxhead is a Head of Design and Experience Economy at the UK Department for Business and Trade, with a focus on international trade and economic policy. A graduate of the University of Oxford, Olivia has held various roles in both government and consulting, bringing a strategic approach to complex policy challenges. Olivia is passionate about shaping effective trade frameworks and supporting sustainable economic growth. She regularly engages in high-level policy discussions and cross-sector collaboration.
Edward Perchard
High Streets Lead
Department for Business and Trade
Edward Perchard is the High Streets Strategy Lead at the UK’s Department for Business and Trade, based in London. In this role, he leads the development and delivery of national initiatives aimed at revitalising local high streets, coordinating engagement with businesses, local authorities, and community groups. His work focuses on funding allocation, policy design, and supporting high-quality research and pilot interventions to ensure vibrant, resilient town centres.
Ben Pugh
Director of Production
Bradford 2025: UK City of Culture
Ben Pugh, MBA, is Director of Production for Bradford 2025: UK City of Culture, leading delivery of a city-wide cultural programme spanning performance, placemaking, and community engagement. With over 30  years’ experience across theatre, festivals, exhibitions, and international events, he has delivered major public projects like Bradford Mela and the York Mystery Plays, as well as site-specific shows in diverse contexts from heritage ruins to urban car parks. Ben also consults on strategy and operational planning, and has lectured in production and event management at Leeds and Manchester universities – bridging bold artistic vision with practical delivery to create meaningful cultural experiences.
Don’t miss your chance to hear from the visionaries shaping the future of spaces and places – join us on 8–9 July 2025.
© 2025 Experience On Main Street Limited a subsidiary of Experience UK Trade Association