The experience takes place every weekend from November 29thto December 23rd at Kansas City’s Crown Center, and features nightly Christmas tree lightings, gift wrapping stations, festive refreshments and events featuring Hallmark Channel stars.

Hallmark approached Bay Laurel Advisors to help develop the concept alongside their own creative team. BLA then moved into the role of executive producer, developing the project timeline and budget, and onboarding key partners – including concept design agency B Morrow Productions, event operator Superfly and experience design/build firm Dimensional Innovations.

“Hallmark represents everything that the Christmas season conveys,” says BLA Founder George Wade.

“This is a first-of-its-kind event that weaves all aspects of the company into a singular holiday event for all ages. Hallmark’s leadership team sees the Hallmark Christmas Experience as an opportunity to bring people together while connecting with consumers in exciting and innovative ways.”

Lindsey Roy, Hallmark’s SVP of Brand Development, added: “We are delighted to collaborate with Bay Laurel Advisors on the development of our Hallmark Christmas Experience, joining together our creative innovation and their years of leadership in location-based entertainment.

“This one-of-a-kind event will immerse guests in the joyful experience of a Hallmark Christmas.”

Chaz McEwan, BLA Executive Producer of the Hallmark Christmas Experience, continued: “Hallmark is an impressive creative organisation, and this inaugural experience leverages Hallmark’s talented team in new ways.

“Celebrating the holidays at Hallmark’s Kansas City home with their valuable movie IP and star talent is a smart strategy sure to drive engagement and help build the passionate and loyal Hallmark fanbase.”

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