Immersive entertainment has always been popular, but it is reaching new heights as people flock back to in-person events and seek new experiences.
Enchant, a Christmas-themed experience featuring over 4 million holiday lights, has been making moves to expand its leadership team in recent months with has announced several high-profile additions, including Cirque veteran Jerry Nadal as COO, and most recently, former Paramount executive and Hollywood marketer LeeAnne Stables as CMO.
The company also just announced that it will be expanding to four new cities this holiday season, bringing the total up to eight. Tickets go on sale September 15th.
XLIVE spoke to Stables about making the move from movies to live events and how live entertainment trends are shifting.
XLIVE: What led you to make the move from Hollywood to a live entertainment experience?
LeeAnne Stables: I’m lucky to have spent much of my career in the film business at a major studio – Paramount Pictures – working with the best directors, producers and talent in the industry. But after traveling the world non-stop for 12 years and 100 films – including big tentpoles like Mission Impossible, Iron Man, Star Trek, and all 5 Transformers movies – I needed a break. Family obligations arose, after which I decided to dial it down and do some consulting. I got very busy with projects during the pandemic, and I stumbled across Enchant during the holidays last year. It looked like a brand I could bring value to – so I reached out to Kevin, and he invited me to see the event in Las Vegas. What I thought would be a great consulting gig, turned into an offer to be the CMO at Enchant. I actually started my marketing career in location-based and touring entertainment as a Marketing Director for the Ice Capades and shows at major arenas, and spent 7 years at Universal Studios Hollywood running Advertising & Promotion for the theme park. So Enchant is really a return to my roots.
XL: How do you plan to leverage your experience in the movie industry in the live entertainment/event space?
LS: To sell thousands of tickets to anything there is a basic strategy- whether it’s going to the movies, a concert or live events. You have to give people a good reason to get out of the house, especially now post-covid! So those key tactics of publicity, advertising, digital marketing and promotion partnering are the same. I’ve already leveraged my experience securing global partnerships for Paramount as we just announced our first national “presenting sponsor” at Enchant with the Hallmark Channel. They were at the top of the list as a perfect brand fit as they are so holiday-centric with all they do to promote their Christmas film and programing and they have such a dedicated fan base. Hallmark Channel will have a robust presence of activations at Enchant this year and we will benefit from significant marketing support on their network. I’m enjoying the challenge of building a young brand, and applying all my experience to craft the company image, promote our events and bring it all to life in market. Our goal is to keep expanding each year and make Enchant the leader in holiday celebrations around the country.
XL: Do you feel that people are seeking out more in-person, immersive experiences over other entertainment options like movies as a result of the past two years?
LS: Yes, I really do. The world has changed, and there is pent up demand for safe community events where friends and families can get together and start making those holiday memories again. The theatrical exhibition business was already struggling pre-Covid with the challenge of high ticket costs, movie product and the impact of Netflix and other streamers. Sadly, with the advent of Covid consumer behavior radically shifted and people became accustomed to the new habit of consuming entertainment content mostly at home. It’s going to take years to build the box office back up- and there is a large demographic of folks who just won’t return to an enclosed, dark space sitting quietly side by side with strangers for 2 hours. (except maybe to see Mr. Tom Cruise!) The result is a growing popularity of alternative outdoor events, where people can build community, interact with their friends and have that true shared experience. Fortunately, that is exactly what Enchant offers.
XL: What are you most looking forward to in this new role and the upcoming holiday season?
LS: I’m just excited to know that literally millions of people in the U.S. are going to visit Enchant this year and we are going to deliver one of the most incredible nights of their holiday season. We have such talented teams all around the world – even lighting designers currently living and working in Ukraine – that are dedicated to producing a premium event. With 4 million sparkling lights designed in an immersive maze, ice skating, delicious treats and Santa – I can’t wait. Even the cocktails light up.