LEO Events Hosts Thought Leadership Panel at Event Marketer’s Experiential Marketing Summit
Vegas vibes, big ideas, and legendary talent – LEO Events is coming off another great week at Event Marketer’s can’t-miss Experiential Marketing Summit.
The LEO team – and friends – took the stage at EMS’s Experiential Expo with a thought leadership session designed to challenge how brands utilize talent, entertainment, and audience engagement in the B2B event space.
Titled “Beyond Booking: How to Curate the Right Talent and Entertainment for B2B Events,” the pro tip-packed session explored how today’s most impactful events go far beyond celebrity appearances, focusing instead on intentional talent strategy, audience connection, gripping storytelling, and cultural relevance.
Moderated by Michael Dalton, SVP of strategy at LEO, the panel featured Debbie Sweeney, head of franchise relations at Domino’s, Robert Norman, senior agent with Creative Artists Agency, and Kevin Underwood, LEO’s SVP of events. The group unpacked the strategy behind creating meaningful audience experiences through celebrity speakers, artists, and athletes – and how the right talent partnerships can take business messaging from merely informative to electric and profound.
One standout piece of the discussion pulled back the curtain on the GOAT (Greatest of All Time) panel from last week’s Domino’s Worldwide Rally, during which sports icons Wayne Gretzky, Michael Phelps, and Lindsey Vonn took the stage for a high-impact conversation on excellence, legacy, and performance under pressure. The conversation highlighted the intentional thinking behind pairing iconic personalities with brand storytelling in a way that felt authentic, energizing, and audience-first.
From navigating talent partnerships to designing emotionally resonant moments that actually move the needle, the session delivered a candid look at the evolving expectations surrounding live events and experiential marketing.
Forward thinking, great conversations, and sharp perspectives on the future of B2B events – last week at EMS 2026 was exactly the kind we love! Looking to create a more impactful audience experience through talent, entertainment, and strategy? Let’s talk.