Many younger attendees say they expect more meaningful, personalized team-building experiences at events. Courtesy of Sandy Mill

Elite event planners know that memorable team-building activities can play a critical role in an organization’s success … or lack of it. The secret is to generate genuine enthusiasm among participants — and while there are innumerable ways to go about that, it is a mission that must be accomplished long before attendees ever arrive at that escape room, cooking class, golf course or whichever other entertaining venue you select.

Team building is about creating opportunities for your group to get acquainted and establish a deeper personal connection in an environment outside their everyday workspace, where they can let their guard down and develop trust in each other. It’s a chance for colleagues to interact on a personal level, discover mutual interests and learn more about one another — plus, traveling together as a group can further enhance the experience by introducing new shared memories that promote a sense of unity.

However, while the concept of team building seems simple and fairly straightforward, implementing successful activities can present some unique challenges. That’s why informed planners will appreciate the expert guidance in this article to help them avoid pitfalls and generate real excitement among attendees, ensuring event success.

A Tip of the Hat to Royals & Regular People Alike

Lasting connections usually begin with a memorable introduction. And that’s what event attendees can expect upon arriving in Calgary, Alberta, Canada. There Tourism Calgary representative Fraser Abbott is known to give visiting groups a Western-style welcome, placing white cowboy hats atop each attendee’s head and asking everyone to raise their right hand and take the “oath.” The initiation concludes with a loud “yahoo!” and a tip of the new hats. (Fun fact: Previous “initiates” include the Dalai Lama and the Prince and Princess of Wales!)

“Family Reunion” in a Family-Friendly Town

Another memorable gathering was last year’s Annual Warrior’s Convention — the 11th such event held by the Sickle Cell Consortium. The five-day conference was attended by about 400 individuals living with sickle cell disease, as well as members of their extended support networks.

“It’s like a family reunion for a deeply bonded community,” says Sandy Mill, founder of Sandy Mill Works (SMWevents) and the contracted producer of the convention. It was held at the Westin Atlanta Perimeter North in Sandy Springs, GA, an Atlanta suburb offering something for all ages and interests.

One particularly novel offering is Battle & Brew, which is the nation’s “first-ever” gaming bar/restaurant of its kind and should be a hit among Millennial and Gen Z event attendees. There they will be able to enjoy a selection of food and drink as they play Sonic the Hedgehog, MarioKart and other games they grew up with, whether they prefer to take part just for fun, or in a more competitive format.

Another option is The Splatter Studio. Inspired by the “action painting” movement of the mid-20th century, this venue is ideal for fun (but messy) team-building outings, where attendees can channel emotions into creativity by throwing, shooting and splattering paint to create a work of art.

Sandy Springs is also home to more than 22 miles of the Chattahoochee River shoreline and the Nantahala Outdoor Center, which offers guided rafting, tubing, paddleboarding and kayaking trips for groups of more than 100 people. Of course, if your group is smaller, nothing inspires teamwork better than putting six people in a raft, where they must work in tandem to successfully navigate fast-moving river rapids.

Making a Lasting Impact

Planners can easily connect with one of the many nonprofits in Sandy Springs to curate a team-building activity that has a lasting impact on both the city and the participants. The Sickle Cell Consortium took this to heart when planning its event there.

“We don’t just enter a city — we engage it,” says Mill, whose convention involved local vendors, invited Sandy Springs Police Department and designed a service project to give back to the community. “The city itself becomes part of the experience, and that’s how you create meaningful, place-rooted events.”

Partnering with Atlanta’s Donnie Johnson and his organization, Misfit Turned Mogul — which empowers young people to take positions of leadership in their communities — Mill’s group donated more than 200 backpacks filled with school supplies for underserved neighborhoods in the area.

Whatever the activity, Mill defines team building as something that teaches people to rely on each other. “I believe you can always learn from the person beside you, in front of you or even behind you,” she says. “In this work, team building isn’t optional — it’s essential. The magic is in the collaboration.”

Mill adds that the success of her events depends on the strengths of the people behind the scenes — from the logistics team to the volunteers — as she relies on the group’s efforts and insights to shape something that truly works. “It’s about knowing how the pulley wheels and axles operate — that’s how you move the entire machine forward,” she says.

And Mill follows a set of six important steps to build excitement among attendees:

• It starts with branding. “I treat it like the first step of being ‘pregnant with the vision’ — the colors, the name, the logo, the feeling. It should evoke something emotionally, cognitively, even spiritually,” Mill says. She then taps into nostalgia — what the event meant in the past and how the association is now growing it. “I bring people back to the heart of the experience and let them know that this year is going to be even more powerful.”
• Inclusivity is a starting point, not an afterthought. “I always ask: ‘Who’s going to be in the room?’ I want to understand the ages, backgrounds and energy of everyone involved — from the CEO to the usher, from the speakers to the vendors,” Mill says. She operates from the perspective that every voice matters — and every event is better when all perspectives are woven in.
• Fun works best when there’s a purpose. “I love giving people incentives — not just prizes, but things like inclusion, visibility or voice,” Mill says. When people feel like they have a reason to show up and shine, she adds, the energy changes — whether they’re sharing their talent, repping their team or receiving recognition for accomplishing something special.
• Social media is a great bridge for engagement. “I’ve done selfie challenges, live leaderboards and content-driven games that let people use their devices as tools for connection,” Mill says. To her, it’s not just for enjoyment — it’s also smart marketing and a way to tap into audiences who might not normally participate.
• To best communicate, Mill says to keep things simple — no complicated jargon or long instructions — making it comfortable for attendees to jump in. “Whether it’s signage, announcements or digital tools, I make sure communication is clear, friendly and intuitive. That’s when fun really flows,” she adds.
• This planner believes in present-moment recognition. “If I see someone doing something great, I stop them right there and let them know. That acknowledgement matters more than people realize,” Mill insists.

As long as organizations offer work-from-home and hybrid work schedules, there will be a need for in-person team building. Humans are generally social beings, and Millennials and Gen Z value being able to share ideas with their colleagues, which can be challenging when working apart.

“I truly believe personalization is the future,” Mill says. “People don’t want cookie-cutter experiences — they want something that feels true to them. My father used to say: ‘If you can think it, someone else can, too.’” She also says that his philosophy taught her to act on ideas, make them hers and deliver work that feels original and heartfelt.

Younger generations are influencing this shift in a big way, breaking from tradition as they don’t want to simply follow the leader. They want to express their individuality and be part of experiences that feel fresh, meaningful and rooted in authenticity, and team building must evolve to meet these aspirations.

The “Hunt”

Benjamin Peace Hoffman is founder and CEO of cityHUNT, a 25-year-old company that tailors team-building adventures for groups. Having worked with organizations such as AARP, U.S. Travel Association and Online News Association, Hoffman is a specialist whose signature service is creating indoor/outdoor scavenger hunts in more than 200 cities worldwide. He maintains a four-pronged approach — which combines the power of mindfulness and positive psychology with corporate team building and adventure.

“I’ve tried every type of team building, and the key to enthusiasm is customization,” he says.

Playing to acquire the most points, teams compete in challenges, solving clues involving locations, pop culture and team building. Some may choose to help by going out into the city, while others focus on strategy and solving puzzles, but all contribute based on their own comfort level and skill sets.

However, Hoffman says, to develop the perfect “hunt,” it’s important to get basic information about participants — their passions, backgrounds, hometowns and their association’s mission. He adds that groups of four to six are ideal to create the tightest group bond, and that it’s best to incorporate activities early on, to break the ice as soon as possible.

“Today’s team building is about real connections versus forced fun,” he says.

It’s a shift from the mindset that because the CEO plays golf, the sport makes a good team-building choice, or because the hotel is a beach resort, a sandcastle competition should be organized for the group.

“What about attendees who may not feel comfortable wearing a swimsuit with colleagues?” Hoffman asks. “The team-building activity has to produce moments where the introvert shines, the extrovert shines, ‘Boomers’ shine, everyone shines — and then curate games in an environment conducive to making this happen.”

Southern Charm

Executive director of the Mississippi Tourism Association (MTA), Danielle Morgan recalls a challenging moment from the beginning of her experience in the industry.

“Early in my career, I was asked to do a ropes course as a new employee. Cue the panic!” she says. “It might have been great for some. But for me? Stress city.” From this, the MTA planner learned to always consider different people’s comfort levels and not make participation feel mandatory or intimidating, as she believes that people are more productive when they feel comfortable, included and seen.

For Morgan, team building is about creating opportunities for people to find common ground, trust one another and work better together. “But let’s be honest. Say ‘team building’ and you can almost see the collective eye-roll,” she adds. “That’s why I think the magic is in creating experiences that feel authentic — not forced.”

The MTA recently hosted a group of 200 at its annual Governor’s Conference on Tourism in Hattiesburg, MS. Primarily an educational event, Morgan says, the association’s goal is to add fun, engaging moments that spark inspiration and connection. With that in mind, a reception for first-time attendees and new members was held at Hattiesburg Zoo’s Asbury Discovery Room.

“This wasn’t just a meet-and-greet — it included a sloth encounter. And nothing breaks down barriers like sharing a face-to-face happening with a slow-moving, surprisingly charismatic mammal,” Morgan says. The unique event gave attendees a chance to connect in a relaxed way, while the staff and board got to welcome the group personally — all before the whirlwind of the full conference set in.

While not everyone is up for physical activity in front of professional colleagues, for groups seeking a challenge, the two-university community of Hattiesburg offers a variety of outdoor options — from canoeing and kayaking the town’s blueways to running a 5K along the Longleaf Trace (a paved rails-to-trails conservancy project). Plus the city offers other more education-based opportunities.

For those who are more comfortable as spectators, groups have the option of watching a college football game from the private touchdown club of The University of Southern Mississippi (NFL legend Brett Favre’s alma mater). Or you could catch a baseball game at the stadium of William Carey University’s NAIA championship squad. Both venues feature off-season private tours, serving up possibilities to walk on the turf and perhaps secure a meet-and-greet with coaches, athletes and/or mascots.

When it comes to choosing activity-oriented team-building activities or more sedentary choices, or indoor versus outdoor, “a healthy mix is the way to go,” Morgan says.

She adds that while group members’ physical limitations are always a consideration, anytime you can incorporate more than just sitting in a conference room, it helps to keep attendees engaged. “We’re much more likely to see smiles instead of glazed-over stares,” she says.

Recognized as one of the world’s top cities for public art — with more than 60 large-scale murals, 40 painted utility boxes and dozens of sculptures — Hattiesburg offers a wealth of aesthetic team-building activities, including walking tours along the city’s Public Art Trail and a hands-on glassblowing experience, where participants can create their own piece.

The culinary scene is another draw, as local food-inspired team-building activities range from cooking demos to pastry classes at an award-winning bakery, giving attendees the opportunity to meet renowned chefs and enjoy the distinctive tastes of the South.

Beyond offering destination-exclusive activities, Morgan creates additional interest by making it playful.

“Gamification is key! Whether it’s trivia with cool prizes, cool swag or even cash (yes, we’ve done that!), a spirited edge brings out healthy competition and keeps people engaged,” she says.

The association planner says that another consideration is younger generations who want purpose and engagement. “They don’t want to just be in the room — they want to be part of something that matters,” Morgan adds.

She has also noticed growing interest in personality-based approaches to team building — a shift from overly physical challenges to an emphasis on inclusion, mental wellness and experiences that reflect the culture of either the organization or destination.

In the end, Morgan says, she feels that no matter how you approach team building, the goal is always to connect.

“Whether it’s through a quiz, a shared laugh or even a moment holding a sloth,” she says, “great team-building builds trust, fuels collaboration and makes the work we do together not just effective — but enjoyable.” | AC&F |