Sesame Summit 2026 – application open

blank

Daniel Dumig

Daniel Dumig’s Corporate to Innovation Journey

Daniel Dumig’s transition from the corporate world to the realm of innovation is a fascinating journey. He recounts his early days leading marketing for major sports lifestyle brands and how that led to the creation of the TenKan-Ten Startup Accelerator under Asics. This venture further evolved into two separate entities – The MotherTrees and U-Skale, leading to his latest project, the Venue Barcelona. “We spun off into our own companies,” Daniel shares, emphasizing the seamless move from corporate to innovative entrepreneurship.

The Birth of Innovative Event Planning: Venue Barcelona

The Venue Barcelona, an upcoming innovation zone located in the city’s Olympia Stadium, is poised to become a central hub for music, sports, and a variety of events. Highlighting the project’s origins, Daniel explains, “Our landlord is the City of Barcelona via B:SM (Barcelona Serveis Municipals)… They had the innovative concept to transform a section of the Olympia Stadium into a dedicated innovation zone.” This ambitious initiative, actively supported by the Barcelona municipality, aims to cultivate an ecosystem that further enriches Barcelona’s already vibrant culture in music and sports.

Driving Innovation in Music and Sports

Daniel and his team are driven by a clear mission for the Venue Barcelona – to actively stimulate and support innovation in the realms of music, sports, and events. Utilizing Barcelona as their dynamic playground, the project ambitiously aims to provide a creative sandbox for testing innovative solutions, particularly in areas like fan engagement, media, and sustainability. Importantly, Daniel underscores the significance of addressing key challenges such as water consumption and overall sustainability in large-scale events, noting, “When you think about big events, there’s inherently a sustainability challenge around it.”

Creative Event Solutions: Beyond Traditional Event Formats

The Venue Barcelona approaches corporate-startup collaboration uniquely, steering clear of what Daniel terms ‘innovation theater.’ Instead, they focus on practical, value-driven partnerships. “It’s actually corporate-driven,” he states, emphasizing the importance of real-world application and impact. The project aims to create tangible solutions, moving beyond mere ideation to implementation and scaling.

The Future of Event Organization: Vision of Venue Barcelona

Looking ahead, Daniel envisions the Venue Barcelona playing a significant role in transforming business events. Drawing from his experience with networking dinners, he aims to challenge traditional event formats and create more engaging, value-driven experiences. “We always look at the stuff and ask ourselves why people do what they do and what the result is out of it,” he explains, highlighting his commitment to innovation not just in products but also in event experiences.

Find Daniel on:

Find Ben on:

you might also like

Events Startup
blank

Last week, I spent three days at Bits and Pretzels in Munich — a startup-focused event with a distinctly Bavarian flavor. Think Oktoberfest meets startup conference, complete with dirndls, lederhosen, and more beer than you might expect. As someone building an AI-powered event platform, I went in with a specific mission: Observe how startups actually market themselves at events. Here’s what I discovered: GoodBytz: The power of good demos What they did: Robotics startup GoodBytz set up a booth where its robots prepared kaiserschmarrn (a traditional German dessert) all day long. Why it worked: Nothing beats seeing a product in action. While other booths had brochures and demos, GoodBytz’s robots were actually cooking. The smell, the movement and the end result stirred together an experience that people will remember and talk about. The lesson: If you have a physical product, show it in action. The old writing adage generalizes well: Show, don’t tell.  Let people see, hear and touch the product. WeRoad: The bathroom hack What they did: Posted “Missing Investor” flyers in bathroom stalls with QR codes pointing to their website. Why it worked: Pure genius. Every startup at the event was looking for investors, but the “Missing Investor” headline, while a bit on the nose, proved irresistible. Plus, bathroom stalls are one of the few places where people have 30 seconds to actually read something. The lesson: Think about where your target audience’s attention will remain undivided. Sometimes, the most effective marketing leverages the most unexpected places. Emqopter: Visual impact matters What they did: Designed a bright orange booth that displayed their drone prominently. Why it worked: In a sea of grey, white, beige and brown, Emqopter’s bright orange booth was impossible to overlook. The drone was real, too, and proved a real conversation starter. The lesson: Your booth is competing with hundreds of others. Make it visually distinctive and ensure your product is the hero. Quests: Community building using the product What they did: Created a busy, branded booth with accessories (toy car, traffic cones, a bulletin board) and used their anti-loneliness app to build communities among founders at the event. Why it worked: Quests used their product to solve a real problem right at the event, and the busy booth design generated energy and curiosity. The lesson: Use your product to solve a problem at the event — if it’s possible, of course. Demonstrate your value in real time. Dyno: Event-themed marketing What they did: Distributed branded electrolyte packs with the tagline “Your hangover ends. Your pension lasts – with Dyno.” Why it worked: Dyno aligned its messaging perfectly with the Oktoberfest theme. Every attendee was thinking about beer and hangovers, so Dyno’s goodies were quite relevant. The tagline was clever, memorable, and directly addressed a pain point most people at the event might have to deal with later. The lesson: Tailor your marketing to the event’s theme and culture. The more you tie your messaging and product to the context, the more memorable you become. So, what did I learn? Event marketing is about more than just showing up and setting up a booth; you have to understand your audience and create experiences that people will remember. Here’s what really struck me: most startups and even big companies don’t know how to leverage events properly. They book the booth, show up and hope for the best; maybe they bring some branded pens and a pop-up banner. Then they’ll go back home and wonder why they spent €5,000 in exchange for 50 business cards that never convert. The startups that stood out at Bits and Pretzels understand something fundamental: event ROI isn’t about booth size or location; it’s about strategy, creativity and planning. None of the startups above improvised on-site, or planned something the night before the event in their hotel rooms. They laid everything out 4-6 weeks before the event. A solid pre-event strategy is what separates successful event marketing from expensive booth rental.  But what matters most for early-stage startups is that you don’t need a massive budget to stand out. WeRoad’s bathroom stall hack probably cost €50 to print the flyers. A standard booth package at Bits and Pretzels would go for €3,000 to €5,500. The ROI difference is staggering when you compare the cost per meaningful conversation. That’s the difference between simply spending money and investing smartly. Building Sesamers has taught me that helping startups find the right events is only half the equation. The other half is helping them understand how to maximize ROI once they’re there. Good props aren’t a marketing expense; they’re opportunities to meet customers, investors and partners, and strike up engaging conversations.

Events + 1
New Materials
blank

Lios Group, the Irish startup behind SoundBounce, was a winner of JEC Composites Startup Booster 2018, and has been making significant strides since taking home the award.

New Materials
New Materials
blank

Tree Composites aims to accelerate the energy transition with innovative composite joints.

New Materials

Subscribe to
our Newsletter!

Stay at the forefront with our curated guide to the best upcoming Tech events.