Media Highlights: IQ Magazine’s Touring Entertainment Report 2025

June 20, 2025

In IQ Magazine’s Touring Entertainment Report 2025, Jonathan St-Onge, Executive Director of Moment Factory Originals, shares how we scale immersive experiences across the globe. From building adaptable entertainment formats to forging local partnerships, he shares how Moment Factory balances artistic ambition with real-world execution and dives into the creative and operational strategy behind taking immersive experiences worldwide.

Read an excerpt here, then head to IQ Magazine’s website to access the full interview and complete report.

Build, Partner, Scale: A Creative Blueprint for Global Growth

Jonathan St-Onge shares how Moment Factory balances artistic integrity with operational strategy to deliver immersive experiences to audiences worldwide – and how others can do the same.

At Moment Factory, scaling our immersive experiences globally has meant more than just exporting creative ideas – it’s been about building a smart, sustainable network of partnerships that allow us to grow without losing sight of our creative DNA.

We started out in live events and concerts more than two decades ago, gradually expanding into museums, theme parks, and public installations. But it was in 2014, when we began developing our own ticketed experiences, that we truly stepped into a new phase. Creating original IPs allowed us to build a more direct relationship with audiences – but to expand internationally, we needed a new kind of distribution model. That meant rethinking not just how we create, but how we collaborate.

Jonathan’s perspective is one of several featured in IQ Magazine’s Touring Entertainment Report 2025, which offers a comprehensive look at the trends, strategies, and creators shaping the future of live and immersive entertainment.

The full report is available on IQ Magazine’s website, along with this year’s Showstoppers segment—a curated selection of innovative touring products, including AURA, recognized for reimagining cultural landmarks through immersive storytelling, technology, and respectful site integration.