Report

The Multidimensional Venue

How to Create Year-Round Destinations

A practical guide for owners and operators of stadiums, music venues, museums, observation decks and expo pavilions to create more visits, longer stays and increased revenue across the year.

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The venue itself is the hardware.
Audiences are the main event.

The venue experience can no longer begin at the ticket scan and end at the exit turnstile.

With rising audience expectations, operating costs and partner pressure, a destination’s success now depends on how it makes audiences feel, from the anticipation before arrival to the memories that linger long after they leave.

The venues that will prosper must evolve beyond places where events simply ‘happen’, becoming multidimensional platforms where experience, environment, and commerce operate as a unified system, fostering audience participation, belonging, memory, identity, and repeat engagement.

$344B
Projected size of the global live entertainment market by 2035.
Source: Market.us
+74%
Projected growth of the global live entertainment market in a decade, up from $197.9B in 2025.
Source: Market.us
1.5×
Gen Z audiences are 1.5× more likely than the general population to visit an immersive experience.
Source: McKinsey
52%
of Gen Z prioritize spending on experiences over other discretionary purchases when traveling.
Source: McKinsey

The 24-hour venue cycle

The traditional model leaves most of the day commercially dark.
The multidimensional model turns dead time into active engagement and new revenue streams.

Select an icon to explore each point in the day

Multidimensional venue12+ hours of active engagementEngagement and revenue distributed across the day, with multiple revenue streams.

Traditional venue~3 hours of monetizable activityEngagement and revenue concentrated in a single event window.

In practice: how to create richer destinations

From observation decks to world expos, museums, music venues, and stadiums, our projects show how different approaches can extend the visitor experience, driving value, layering revenue, and building commercial resilience.

Participation drives value

Empire State Building Observatory

Interactive exhibits make the route to the observation deck an experience in its own right.

Impact

#1World attraction, Tripadvisor 2024
4MVisitors a year
35M+Instagram posts

Journey’s role Filmmaking & Animation · Immersive Media Design · Interaction & UX Design · Sound Design

The F1 DRIVE entrance at Tottenham Hotspur Stadium.

Experiences beyond match day

F1® DRIVE London

Immersive karting at Tottenham Hotspur Stadium gives fans a reason to visit beyond match day."

Impact

£255MClub commercial & other income, 2024
~£77MOther commercial revenue, 2025
+12%Annual growth since inception

Journey’s role Creative Concepting & Experience Mapping · Narrative Development · Filmmaking & Animation

Venues that engage all the senses

Sphere

The multisensory music and entertainment venue taken to the next level.

Impact

$1.2BAnnual revenue
~$1MDaily ticket sales
WinnerFast Company Innovation by Design

Journey’s role Experience Design · Interior Design · Lighting Design

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Get the playbook

A practical starting point for your next venue conversation.

Reach your venue’s full potentialIdentify where & when your venue could welcome a new audience.
Build a complementary programConnect culture, hospitality and entertainment across the day & night.
Bring your team into the conversationUse the playbook to turn possibilities into a plan.

Get the playbook now

The Multidimensional VenueHow to Create Year-Round Destinations

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About Journey

Journey is the multidimensional experience design agency. We help owners, operators, developers and cultural institutions create destinations that give people more reasons to visit, stay and return. From early visioning and strategic positioning through narrative, design, technology, fabrication and delivery, we help transform venues and destinations from static assets into multidimensional experiences built around participation, storytelling and active audience engagement.