Press Release: Veneto Collaboratory Announces Experience Lab 2021

“The Ultimate Placemaking Experience” Happening October 25-27, 2021, in Louisville, KY

For Immediate Release

Experiences are the currency of destination placemaking and savvy travelers alike.

As a result, experiences elevate, motivate, and inspire people to visit destinations around the world. Experiences are also a reflection of the essence, attributes, and the people in a place.

Plan to attend the 2021 Experience Lab October 25-27, 2021 in Louisville, Kentucky to be immersed and inspired by the Unfiltered Truth Collection.

The Experience Lab is a comprehensive, interactive workshop for Destination Marketing Executives, Travel Suppliers and Businesses interested in innovating their destination landscape. Participants will learn how to convert their existing tourism assets and destination drivers into amazing new visitor experiences.

The results will transform a destination’s sense of place as well as drive visitation in multiple market segments.

The 2021 Experience Lab program features the experiential development process implemented with Louisville Tourism and their destination partners to create amazing new multicultural experiences. The new offerings showcase the history, heritage, and contributions of the city’s African American community.

Join noted Tourism Thought Leader Joe Veneto — consultant, professional speaker and experiential travel guru — who will host the event, which is limited to 25 participants.

Benefits of attending the Lab include:

—Discover the Experience Formula™ to engineer innovative new tourism experiences for leisure visitors, meetings, conventions, group travelers and locals.
—Gain insight into how Louisville Tourism and their Partners created the Unfiltered Truth Collection.
—Immerse yourself in six amazing mobile workshops to experience the Unfiltered Truth Collection.
—Go behind the scenes with DMOs and Louisville Tourism’s travel partners to hear the stories of how they engineered new experiences.
—Learn the elements of the Experiential Development Process and the application for your destination or organization.
—Create an action plan to transfer the Experiential tools, insights and strategies to your destination or organization.

Joe Veneto, a 25-year Tourism Industry veteran, is an expert in designing, crafting, scripting and staging unforgettable visitor experiences. He is the Chief Experience Officer of Veneto Collaboratory, a consulting and training organization that specializes in Tourism, Hospitality and Service-related industries.

In addition to Louisville, Veneto has worked hands-on with several other destinations that have implemented the Experience Formula; these include Philadelphia, Pennsylvania; Columbus, Ohio; Baltimore, Maryland; Minneapolis and St. Paul, Minnesota; Paducah, Kentucky; Hilton Head, South Carolina; Madison, Green Bay and Eau Claire, WI and others.

For additional information about the Experience Lab, please visit the web site at or contact Joe Veneto, Chief Experience Officer at 617-786-9096 or email

To learn more about the Experience Lab and this unique immersive placemaking experience, attend a free webinar:

Provide your destination or organization with a placemaking strategy to innovate and develop unforgettable visitor experiences by leveraging your existing assets.

Take advantage of this special offer! Reserve your spot to The Experience Lab, October 25-27, 2021 today. The Lab is regularly $1,299 per person. Act now for a special booking rate of $999 and save $300 per person!

The Lab is limited to twenty-five people so don’t delay! To obtain this very special offer of $999, go to