The Ask
In 2025, eBay, powered by a global community of sellers, celebrated its 30th anniversary. From the first sale of a broken laser pointer in 1995 to becoming a worldwide marketplace that empowers millions of entrepreneurs, eBay’s success has always been rooted in its sellers.
The company wanted to honor this milestone while re-energizing its seller community, many of whom had not gathered in person since 2019. The goal was to host eBay OPEN25, a reimagined hybrid celebration designed to deliver education, inspiration, and connection for a global audience. eBay needed a partner capable of producing a large-scale, seamless experience that combined live, digital, and virtual elements to celebrate its legacy, energize its sellers, and showcase the future of selling.
Solution
FG|PG partnered with eBay to bring OPEN25 to life as a global celebration of learning, innovation, and community rather than a traditional conference. Hosted at The Venetian in Las Vegas, the event welcomed more than 1,300 sellers, including 200 Top Sellers, and more than 700 eBay staff experts offering one-on-one coaching and guidance. An additional 48,000 sellers joined virtually from around the world through a broadcast-quality digital experience that extended the excitement far beyond the venue.
Over three days, attendees took part in more than 100 learning and networking opportunities. From DJ-fueled keynotes and surprise grant announcements to 46 breakout sessions and fast-paced “Spotlight Stage” talks, every moment was designed to energize and inspire the seller community. The 100,000-square-foot Expo Hall served as the heart of the experience, combining education, entertainment, and storytelling. The journey began with a glowing tunnel that opened into a “clapping tunnel,” where eBay employees cheered sellers’ arrival and the CEO personally greeted attendees. Inside, the space came alive with experiences including:
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The Museum of eBay, a walk-through story of 30 years of milestones told through artifacts, soundscapes, and a giant anniversary photo moment.
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The Warehouse Photo Op, where oversized props like bubble wrap rolls and sneaker boxes let sellers step into their own brand stories.
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The Seller Clinic, which hosted more than 500 personalized coaching sessions to support business growth.
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The Live Print Shop, where custom, limited-edition T-shirts were silk-screened in real time as keepsakes.
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Sponsor Showcases, featuring 11 partner booths that offered demos, tools, and resources for sellers.
For virtual participants, FG|PG created an equally engaging experience. The eBay LIVE Studio, built as a two-story broadcast hub, streamed continuous auctions and live interviews, including a record-breaking Backstreet Boys collectibles auction. The eBay News Desk, set with a panoramic view of the Expo Hall, featured interviews, event highlights, and leadership insights that brought the excitement of Las Vegas to viewers everywhere.
Evenings offered more opportunities for connection and celebration, with a lively Welcome Reception, a Top Seller Reception at HaSalon, and a “Four Decades” closing party at TAO Nightclub featuring themed rooms, karaoke, arcade games, and a DJ-driven dance floor.
From beginning to end, every element of OPEN25 focused on one idea: celebrate the sellers and make them the heroes of the story.
Results
eBay OPEN25 delivered a global moment of reconnection and celebration. The event attracted more than 1,300 in-person attendees and 48,000 virtual participants from around the world. It featured over 120 speakers and 46 breakout sessions tailored to every stage of seller growth, along with more than 500 personalized coaching sessions in the Seller Clinic.
Social engagement, media coverage, and shareable moments extended the reach of the event long after it ended. Surprise grants, community celebrations, and personal interactions left a lasting impression on attendees and reinforced eBay’s commitment to its sellers.
By combining the energy of live experiences with the reach of digital storytelling, eBay OPEN25 became a true milestone. It celebrated 30 years of seller empowerment while setting the stage for the next era of innovation and community.
