The report reveals a growing gap between what organizers think attendees want and what attendees actually value. The report, based on a survey of over 2,600 attendees and organizers, reveals a growing gap between what organizers think attendees want and what attendees actually value. “The experience isn’t the main event, it’s the X factor,” said Ken Holsinger, SVP of Strategy at Freeman. “The X factor isn’t about creating a moment that looks good on Instagram,” said Holsinger. “It’s about helping attendees walk away saying, ‘That was worth it.’”The full report, “Unpacking XLNC: Bringing the X factor to attendee experiences​,” is available for download here .