Xperience 2030 #LetYouthCreateJobs

17 International Festivals & Events Association professionals from the USA are coming to South Africa to support Xperience 2030 #LetYouthCreateJobs . This project showcases events that have been planned, prepared and produced by a new generation of young entrepreneurs.


Tuesday 16 July 2019


Skills Village 2030 at 108 Frere Road , Makers Valley, Bez Valley , Johannesburg (on the eastern edge of the Inner City of Joburg)


08:30 – Sustainable Development Goal venue Cast your vote for the best “Sustainable Development Goal Table Top” .  Planned, prepared and produced by a new young generation of event decorators and designers.

09:00 Welcome – Janet Landey CSEP – IFEA International Festivals & Events Association 2019  World Chair  – #LetYouthCreateJobs  – building  capacity for young entrepreneurs in the Event Value Chain

Introducing local ‘changemakers’ in the Makers Valley, Johannesburg.

  1. Anne Steffny – Johannesburg Inner City Partnership – Makers Valley
  2. Brian Green – Developer of Victoria Yards – a uniquely integrated urban complex that is as much about social development as it is commercial enterprise
  3. Simon Sizwe Mayson – Inspirational ‘changemaker‘, in the Makers Way, Makers Valley. Based at Victoria Yards. An integral driver and community facilitator
  4. Mariapaola McGurk – The Coloured Cub – visionary of the “Makers Way” project in the Makers Valley
  5. Anne Graupner – 26’10 South Architects – visionary behind the proposed design and development of a youth driven makerspace tech hub at Skills Village


Introducing IFEA – International Festivals & Events Association World

  1. Steven Wood Schmader CFEE – President & CEO IFEA – International Festivals & Events Association – World
  2. Cindy Lerick CFEE –  Shares her insight of the previous week spent at Skills Village with young entrepreneurs
  3. Keli O’Neill Wenzel CFEE – 2019 Chair of the IFEA Foundation Board & President & CEO O’Neill Events & Marketing – Kansas City – Missouri
  4. Jazelle Jones – Deputy Managing Director and Director of Operations. City of Philadelphia Office of Special Events (MDO-OSE) Philadelphia
  5. Sam Lemheney – Executive Vice-President and Chief of Shows & Events, PHS Philadelphia Flower Show – Pennsylvania Horticultural Society (PHS) Philadelphia. Pennsylvania. (attracts roughly 250,000 attendees in 9 days)
  6. Kevin Grothe – Vice-President of Sponsorships, Memphis in May International Festival – promoting and celebrating Memphis culture, foster economic growth, and enhance international awareness through education.
  7. Stephen King CFEE – Executive Director, Des Moines Arts Festival, Des Moines, IOWA. Impacting lives through the Arts is the mission of the five times Grand Pinnacle Award-winning Des Moines Arts Festival. The Festival is a three-day celebration of Arts and Culture in IOWA’s capital city.
  8. Gayle Hall CFEE – Director of Festivals & Events – Grapevine Convention & Visitors Bureau, Grapevine, Texas, USA.
  9. Cassie Dispenza – Sr Director of Marketing & Partnerships – Saffire, Austin, Texas.
  10. Ira Rosen MA CFEE – Assistant Professor/Programme DIrector Event Leadership Programme. Temple University School of Sport, Tourism and Hospitality Management, Philadelphia, Pennsylvania. PA
  11. LuAnn Chapman Community Volunteer Programme – Grapevine Texas
  12. Carol Popejoy-Davis – Executive Director Outdoor Adventures by Boojam, Temecula, California. Root 66 Cruisin’ reunion, Christmas on Euclid, Ontario, California
  13. Alison English – Executive Director, North Carolina Azalea Festival. Wilmington, North.
  14. Insights – Councilman Curtis Jones Jnr. represents the 4th District of Philadelphia, Pennysylvania. A champion for education, an ally for criminal justice and a friend of the environment

13:00    LUNCH

13:30    Presentation from the South African Cultural Observatory – South African Festival Economic Impact calculator.

14:15     DISCUSSION PODS with our International Festival Professionals at the FireHouse / Rooftop /ThemeXperience – 85 – 89 Frere Road, Bez Valley, Johannesburg

15:45 The Birthday Xperience – enjoy tea time with Birthday Cake in the Theme Xperience warehouse and

Enjoy the sounds of Sophiatown with legends and their proteges.

For more information – contact Janet Landey 082-920-5182

Tickets available on Quicket

Inviting Government, Business, Civil Society and individuals to come to the party – investing in
B-BBEE solutions that work, putting the needs of our youth first, connecting with youth through events.


Support a young entrepreneur to attend the Xperience 2030 Sustainability Starter Programme: 6 – 19 July 2019

    • 6 July International Cooperative Day at Skills Village
    • 8-12 July Planning, preparing for the Art of Sustainability Challenge
    • 15-July 17 International Special Event Professionals from IFEA World
    • 16 July International Festivals & Events Association USA will share best 
    • 17-19 July: Close down, feedback and formalization of Cooperatives formed


Fund a youth on a Skills programme or learnership leading to participation in the Skills Village Cooperative movement for a youth driven Cooperative Village

    • New Venture Creation NQF4
    • Hygiene & Cleaning NQF1
    • Short Skills Programmes


Support the BIRTHDAY CLUB where local community children benefit from learning about the Sustainable Development Goals as well as participate in the planning, preparing and producing of their own Birthday Party.    For each group of 20 Birthday Club children learning about the SDG goals, a youth will complete a one-year New Venture the learnership

SUPPORT THE SDG’s – join us for the Art of Sustainability Challenge – 15– 16 July 2019

MULTIPLE EVENTS AND ACTIVITIES aligned to the SDG’s will enable a shared resourced space for a social circular economy where the multiplier effect can be measured and attract local, national and international business and tourism to the space. Turning Eventing know-how Into A Collective Vehicle for Sustainable Development Solutions – getting the job done and making a difference in the lives empowered in the process 

Art of Sustainability Event Objectives, Mission & Vision

Strategic objective

The creation of a social circular economy using events aligned to the Sustainable Development Goals


To create a shared value resourced environment driven by the new generation of young entrepreneurs -planning, preparing and producing unique event solutions that create jobs and offer a return on investment by leveraging value from events spend.


:To turn eventing know-how into a collective vehicle for sustainable development solutions.   Delivering the best experiences, getting the job done right and making a difference in the lives of those empowered in the process.

   ‘Sustainable events for sustainable livelihoods’

Xperience 2030 #LetYouthCreateJobs

If you are in the Festivals &  Events Industry July 16 at Skills Village in Bez Valley is going to be the place to be.

“We are challenging a new generation of young entrepreneurs to plan, prepare and produce unique event solutions that create jobs and offer a return on investment by leveraging value from events spend,” says Johannesburger Janet Landey, currently the World Chair of IFEA – International Festivals & Events Association Africa.

The Xperience 2030 project showcases events that have been planned, prepared and produced by a new generation of young entrepreneurs. The process is contributing towards the pilot of a cooperative shared value Circular Social ‘Experience’ Economy.

Turning eventing know-how into a cooperative vehicle for sustainable development solutions – delivering the best experiences, getting the job done right and making a difference in the lives of those empowered in the process – towards  ‘Sustainable events for sustainable livelihoods’.”

Steven Wood Schmader, CFEE President & CEO, IFEA World describes events as the ‘core’ of the community.

“In a constantly changing, complex and often frightening world, there is a real need for consistent, trusted, safe and positive outlets that bring us all together. Outlets that are an essential part of building and ensuring common community visions and quality of life. That celebrate who we are when we are at our best. That serve as our community ‘calling cards’, he says.

“Those in our industry and those we partner with often talk about the economic impact of our events and organizations to the communities that we serve – a topic that has come up more often in the last decade as city, county, state, provincial, territorial and national governments look to justify their continued support (in cash and/or services) of those events.

“And, while the events (individually and combined) that make up our industry have no trouble justifying the economic infusions that they provide, it is the much larger and broader appreciation for and understanding of the ‘Community Capital’ that our industry has helped to build and provide around the world, that is the truly undervalued return in this equation.

“’Community Capital’ that creates and builds value for virtually every segment of the cities, countries and regions that we serve. ‘Community Capital’ that further gains in value during tough economic and politically turbulent times. ‘Community Capital’ that grows when nurtured and holds us all together as one. ‘Community Capital’ that can be fairly argued is a far better investment, with far greater returns – especially long-term – than most any other ‘economic stimulus’ alternative that I am aware of, and one which is especially difficult to replace if allowed to go away.

“Investing in the ‘Community Capital’ created by Festivals and Events may provide the most valuable, long-term, returns available to our global cities.”

On July 16, the visitors will be treated to  a full day of activity including a chance to vote for the best ‘Sustainable Development Goal Table Top’, planned, prepared and produced by a new young generation of event decorators and designers.

Lunch at the Container Community Market – a concept highlighting a replicable and scalable model for a cooperative movement in communities

Young entrepreneurs and festival and event organisers and suppliers will have the opportunity to interact with the International participants at Discussion Hubs at The Firehouse, The Rooftop and Theme Warehouse

“The power of the IFEA brand to affect change, build credibility and create new opportunities for our industry – whether it is in Boise, Idaho or Johannesburg, South Africa – does not lie in a single person, event/organization, or location,” says Schmader.

“It lies in the strength of the whole, working together. It lies in all of us – every event and every event professional, in every community, state, province, territory, country, continent or region around the world – working every day to produce the highest quality events possible, exemplifying the credibility of our peers, participating on behalf of something larger than ourselves and our own organizations, and sharing visions that can change communities, change people and change the world for the better.