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.

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Our Programming Steering Committee

Behind every great event is a team of passionate minds driving it forward. The Experience on Main Street Programme Steering Committee brings together a diverse group of experts and industry leaders who help shape the vision, content, and direction of the conference. Their insight, experience, and strategic guidance ensure the event remains relevant, thought-provoking, and impactful. Meet the committee helping to curate two days of bold ideas, real-world insight, and meaningful connections.

Emily Smith

Executive Board/Conference Producer, Experience UK

Emily Smith is a seasoned culture and heritage professional with a diverse background spanning organisations like the Natural History Museum and Atlantic Productions. She recently authored a report for Experience UK on experience design in urban regeneration.

Bernard Storch

Partner, PLP Architecture

Bernard has exceptional experience on a wide range of commercial, residential, institutional and hospitality projects in the UK, Europe and the Middle East. He is a creative thinker and designs in an open and accessible manner that emphasises team involvement and end-user satisfaction.

Julie Fitzsimmins

Chairman, Lodestar

International Strategic Development Consultant, Co-Owner Lodestar, 25 years experience. Strategic direction to clients, supporting organisations turn thought into action. Developed leisure and placemaking projects in EMEA/USA. Chair Revo Educational Trust

Natalia Vartapetova

Senior Consultant, AEA Consulting

Natalia’s background includes 20 years of policy development and evaluation, strategic and business planning, and concept development in the cultural and creative industries in the UK and internationally.

Neil Dolan

Little Lion Entertainment, Managing Director

A passionate business leader in the experience industry who is passionate about utilising the power of in-person experiences to enhance communities and bring people together.

Yael Coifman

Joint Founding Partner, Leisure Development Partners (LDP)

Yael has over 24 years’ experience conducting market and economic testing for both new projects and existing operations, providing services to the development, investment and operations communities.

Dawn Foote

Co-Founder & CEO
Katapult

Dawn Foote is Co-founder and CEO of Katapult which she founded with her business partners in 2001. Since then, Dawn has built a team of entertainment industry specialists into a worldwide creative studio designing themed attractions and experiences. Dawn has a wealth of experience in guest destination, the cultural sector and strategic collaborations.

Dawn has worked with IP owners such as LEGO, BBC, Cartoon Network and Dreamworks and has personally activated projects in the Middle East, delivered globally with Merlin Entertainments, as well as locally with The Wildlife Trust.

Richard Parry

Chairperson
Experience on Main Street / 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).

Ian Clappison

Chief Executive Officer
Experience UK

Ian Clappison is the CEO of Experience UK and a leading figure in the UK’s experience economy. With extensive expertise in immersive, cultural, and visitor attractions, Ian has been instrumental in promoting UK talent on the global stage. He is a passionate advocate for experience-led regeneration, championing the role of creativity and innovation in revitalising town and city centres. Ian’s work continues to shape the future of place-making and experiential design across international markets.

Sarah Elderkin

Policy & Programmes Manager – Culture
Manchester City Council

Sarah Elderkin is the Policy and Programmes Manager at Manchester City Council with responsibility for the council’s cultural investments, strategic cultural projects and partnerships. Under her stewardship in 2024, partners in Manchester co-produced a new cultural strategy to shape the next 10 years of cultural development in the city. Sarah has a background in cultural and creative industries development having previously been the Council’s cultural economy lead, development director of a design industry support agency in North West England and Brighton and Hove City Council’s creative industries manager.

Join us on 8–9 July 2025 and experience the ideas, insights, and inspiration shaped by our expert Steering Committee.

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