Everyone says they want something different next year...But do they really?

This is the time of year when teams are deep in next year’s budgeting, planning, and pressure to deliver what’s “new.”

But here’s the problem we keep seeing: Everyone wants a breakthrough idea — but few are ready to do what breakthrough actually demands.

Real change takes guts. You have to be willing to challenge assumptions, invite discomfort, and let go of “how we’ve always done it.” You have to be willing to think bigger, risk smarter, and trust that bold doesn’t mean reckless — it means intentional.

If you’re already in the room where you want the breakthrough to happen, you likely don’t lack creativity. But maybe… it’s about process. The kind that makes space for bold thinking to land and take shape.

What if the most overlooked tool in your toolkit is how you brainstorm?

In most environments, logistics get scheduled. Creativity doesn’t. There’s time set aside for run-of-show, timelines, and production — but rarely for the kind of deep thinking that leads to original ideas.

That’s exactly why we've been carving out space for open, no-agenda brainstorms — not to sell, not to pitch — but to help people unlock what they didn’t know they needed. And we've noticed something: most teams don’t need more ideas. They need better conditions for ideas to take shape.

Las Vegas isn’t just a city. It’s a living, breathing ecosystem of spectacle. A sandbox. A high-octane theatre of possibility where every billboard, building, and bartender is part of the show. It’s where stories are told in light, sound, luxury, and excess—and if you’re lucky, in moments that actually matter.

But here’s the truth that not enough marketers are saying out loud:

Just because you brought your brand to Las Vegas doesn’t mean you’re doing experiential well. You’re not just competing for attention here—you’re competing with the city itself. And doing experiential in Las Vegas isn’t about doing more. It’s about doing it right — that takes precision, personality, and the guts to be both bold and intentional.

Mark your calendars.

November 15th, 2025, we’re bringing waves, beats, and purpose to the shores of Cerritos Beach, Baja California Sur - and POP | X is partnering with Cero Basura to  take on the production.

Tucked along Mexico’s Pacific coast, just outside the artistic enclave of Todos Santos, Cerritos is a rare kind of place. The waves are friendly but fierce, the sunsets are straight-up cinematic, and the vibe? Effortlessly local. It’s long been a go-to for surfers, seekers, and off-the-grid adventurers. Now, it’s about to become home to one of the most exciting, sustainability-driven events of the year.

Introducing the 2025 Surf Show, a one-day experience powered by surf culture, community, and a zero-waste mission. Programming will include a pro/am surf competition with regional talent, live music by local and touring bands, DJs spinning on the sand, vendor pop-ups, art, food, and interactive experiences designed to activate around sustainability.

At the heart of the event is our nonprofit partner Cero Basura, an incredible organization working to make Todos Santos the first certified zero-waste community in Mexico. Their mission is hands-on and deeply rooted: reduce landfill-bound trash, promote composting and recycling, and empower locals and visitors alike to rethink waste. This event will be a living, breathing extension of that vision.

Cero Basura will be teaming up with Mario’s Surf School, a local institution that’s taught generations to ride these waves. Their partnership will help ensure the event stays connected to the community, surf culture, and the unique rhythm of Cerritos.

POP | X, led by our Head of Experiential Mark Roberts, will be part of the production team producing the event from the ground up. Think of it as a collision of creativity, cause, and cultural energy - something we’re building not just for the day, but for the story it tells and the ripples it leaves behind.
This newsletter is your first peek behind the scenes. Over the next few months, we’ll be sharing updates, creative development, behind-the-build moments, sponsor announcements, and a look at how we’re threading purpose through production.

If you’ve ever wanted to see what it looks like to design and deliver an event with soul, in the sand, in one of the most stunning places on the planet

- stay close.

We’re just getting started.

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