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2025 ULI Fall Meeting 2025 ULI Fall Meeting
, November 04 – 06, 2025
Panelist

Ms. Ann Morrow Johnson

Global Entertainment Leader, Design Director Gensler

Ann Morrow Johnson, one of XLIST’s 100 Most Creative Visionaries in Experiential, leads the global Immersive Experience and Entertainment Practice for Gensler. Her decades of experiential innovation across theater, cultural, institutional, and entertainment sectors, recently as Global Head of Creative Development for Walt Disney Imagineering, builds upon Gensler’s unique position to drive design innovation around the world.

 

Ann Morrow creatively and strategically led over 60 major projects in the United States, Europe, and Asia for Disney Parks & Experiences. As head of Creative Development she was responsible for development of any and all new experiences including resorts, live performance shows and venues, RD&E, hotels/hospitality, restaurants, exhibits, rides, attractions, walk through and interactive experiences for Disney globally. Having consulted for future leaning companies and the foremost cultural institutions such as National Geographic, the Royal Shakespeare Company, the Association for Cultural Enterprises, and ILMxLAB, she combines insights from the cutting edge of emerging experiential possibilities with the deep tradition of how people engage.

Speaking at

Wed Oct 30 9:00 AM — 10:00 AM (GMT-05:00) Eastern Time Resorts World Las Vegas - Level 2, Jasmine CD

The Experience Multiplier: How Entertainment Experiences Are Driving Today’s Vibrant Mixed-Use Districts

Las Vegas, the entertainment capital of the world, has long been the spiritual home of immersive experiences. With the success of the Sphere, it has also become the literal epicenter of this trend. While Vegas offers endless hospitality and entertainment opportunities, its real value lies in the lessons it can teach the real estate industry about placemaking, blending physical and digital spaces, and creating shared experiences that foster a sense of community. Immersive experiences can transform mixed-use developments and urban centers, but without careful planning and foresight, they risk falling flat and missing the mark with diverse audiences. Join this panel of experts, moderated by Gensler's co-ceo Elizabeth Brink, as they explore the future of location-based and retail-immersive entertainment. This discussion will dive into the growing convergence of dining, hospitality, nightlife, entertainment, and urban public spaces, using insights from Las Vegas's unique position in experiential entertainment development. The panel will highlight the success stories of AREA15 and the Sphere and draw on global examples from intimate dining establishments to large-scale planned districts. Attendees will learn how to blend themed entertainment design with commercial strategies to transform ordinary spaces into extraordinary experiences. Discover how these insights can shape the future of urban development, making cities more engaging and community-focused.