Key takeaways

• Las Vegas’ Sphere has been driving $2 million in ticket sales a day for the film, “The Wizard of Oz.”

• The global wellness market is worth $2 trillion.

• Lifestyle brands increase their physical footprint with tours and new builds.

Empower research shows how people find value in experiences. Luxury, travel, and entertainment companies are meeting demand with new offerings that take each minute and pack it with meaning.

The $2.1 trillion “experience economy” continues its growth as more people embrace living in the moment. Nearly three in five Americans (59%) think happiness — being able to spend on things and experiences that bring joy — is the best measure of financial success, according to Empower research.

Earlier this year, global events company Live Nation committed to a $1 billion investment to build 18 new venues across large and smaller U.S. cities.¹ The company’s second quarter earnings call in August reflected strong consumer demand: Revenue grew 16% year-over-year to $7 billion, with global attendance rising 14% to 44 million people.²

Empower findings also show that shared experiences matter more to younger generations, with more than half of those Americans (55% Millennials, 50% Gen Z) believing that the “gift of time” and being present are more valuable than material gifts.

For people looking to get the most out of each minute, companies are rolling out new “immersive” experiences that can take memory-making to the next level. What used to be a simple visit to observe a scene or receive a service now adds interactive elements and puts people at the center of the action.

Sphere sets the stage

Deemed the largest spherical building on Earth with the largest LED screen, Sphere in Las Vegas has audience members feel like they’re experiencing a show inside of a snow globe. Sphere, which opened in 2023, cost $2.3 billion to build and has a capacity of 18,600 in its indoor amphitheater. Around 10,000 seats feature haptic technology to add motion and vibration effects.³

Sphere drove $175.6 million in revenue in the second quarter of 2025, a 16% bump over the same time last year. Sales from events rose $26.7 million year-over-year, with an additional nine concerts and other corporate events during the period added to this year’s roster. Its parent company has room to tailor its “Sphere Experience” business line, which includes regular showings of movies and standing features, after it saw the division’s quarterly revenue dip in Q2.⁴

The road ahead could be paved in gold. The newest movie to show on Sphere’s 160,000-square-foot screen is an AI-enhanced version of “The Wizard of Oz.” Modifications to the Hollywood classic cost close to $100 million, which included upscaling the film for the gigantic screen and adding sensory elements, such as simulating the wind of a tornado and having foam apples fall onto the audience.⁵

The upfront expenses could pay off: Before its late August debut, the movie had sold over 120,000 presale tickets, which cost more than $100 each.⁶ By mid-September, the showings generated an estimated $2 million a day in ticket sales.⁷

Concert residencies at Sphere have also shown how immersive experiences can have staying power beyond the initial schedule. 2000s pop group the Backstreet Boys expanded their July and August residency to dates in November and December (including a New Year’s Eve show), plus into January and February 2026.⁸ The Eagles’ run was set to end in early November, but the classic-rock band added four shows for January 2026 to meet demand.⁹ After seeing the Eagles perform there, Queen guitarist Brian May is considering a Sphere residency for his group.¹⁰

Spas embrace all-inclusive relaxation

Although concerts and shows can be a sensory overload for some, other businesses are banking on immersive technology to help people let loose — peacefully.

The global wellness market is valued at $2 trillion, with Gen Z and Millennials driving 41% of the annual spend. Compared to last year, in-person experiences saw an increase in spending intent — the share of people saying they’d spend more next year rather than less.¹¹

Coming to Austin, Texas, in 2026 is the Submersive spa, which will sport bathing rooms with wall-to-wall digital art in addition to outdoor spaces. The facility’s vision goes beyond just observing art; the experience is meant to tap into all senses through heat and cold exposure, different wavelengths of light, and a variety of sounds. Health wearables and heart rate sensors are on the docket to provide direct feedback on each feature’s impact on visitors.¹²

Read more: Shopping with all senses: How brands build sales beyond looks

A renovation to San Diego’s Fairmont Grand Del Mar spa includes new high-tech experiences — including “dryfloat” sessions (starting at $295 for 60 minutes) that uses warm hydrotherapy to massage muscles without getting wet, and “vibroacoustic” therapy that use vibrations and audio cues to help lower stress and encourage relaxation.^13,14

French luxury brand Dior opened its first permanent spa in New York City in August, and it brings attention to other physical ways to relax. A “Light Suite” offers a menu of light therapy skin treatments, while a combination of infrared mattresses, cryo-sleep masks, and weighted blankets maximize the science of sleep.¹⁵

Read more: The price of catching more Zzzs

The majority of people see wellness as an investment, according to Empower research, with 70% of Americans saying health equals wealth.

Brands develop interactive experiences

Beyond venues and spas, entertainment brands have been blending real-life partnerships and franchises to attract attention. After seeing success with previous pop-ups, two permanent Netflix Houses will open before the end of the year — Nov. 12 in Philadelphia and Dec. 11 in Dallas — for fans to feel like they’re part of the network’s famous franchises. Carving out space within larger shopping malls, the Philly location will feature virtual reality games, themed mini golf, and a theater for trivia nights and other hosted events. The Dallas space will have customized arcade games, and both will have a Netflix Bites restaurant for visitors to refuel.¹⁶

With each Netflix House spanning more than 100,000 square feet, these fixtures can fill a space for mall operators that have seen big-box stores sizing down and brands that want to expand into physical destinations.¹⁷ Nationally, the vacancy rate for shopping centers has been on the rise since the end of 2024, hitting 5.8% in the second quarter of 2025.¹⁸

Events company Fever, valued at more than $1 billion, is maximizing the availability of luxurious locations across the country for its theatrical shows.¹⁹ Its lineup of Candlelight concerts combine classical music performances and historic buildings, such as churches and theaters (with thousands of lit candles to set the ambiance). Music selection spans genres and decades — including instrumental takes on the “Bridgerton” streaming series and artists like Fleetwood Mac and Coldplay. Seasonal events can run from eerie to cheery, tied to holidays like Halloween, springtime, and Christmas, and the company runs concerts in over 100 cities globally.²⁰

Sweet escapes

With over half of Americans (53%) feeling financial stress more acutely than ever, interactive outings can be an investment in destressing. Whether they help stimulate the senses — by enjoying favorite characters, music, or art — or bring a mental refresh, immersive experiences have been added to the entertainment and wellness menu.