As attendees’ expectations grow, event planners must continually find new ways to create experiences that delight and surprise. Courtesy of Michael Shelton

Faced with rising attendee expectations and increased competition for attention, planning an over-the-top meeting requires a combination of creativity, strategic thinking and bold ideas. Planners focus on integrating “wow factor” appeal, which can range from immersive learning zones to keynote stages with rock concert-level production to parties with drones and light shows.

Some of these over-the-top elements are becoming strategic tools for engagement, brand storytelling and member retention. Associations are realizing that an “over the top” approach to events can also bring value to attendees while fostering loyalty and driving attendance.

“The definition of ‘over-the-top’ events has evolved alongside advancements in tech,” says John T. Kelley, vice president and show director, Consumer Technology Association, which produces the annual Consumer Electronics Show (CES) in Las Vegas. CES draws nearly 150,000 attendees and thousands of exhibitors from around the world, from tech giants to small startups.

The event takes over Las Vegas, using the Las Vegas Convention Center, The Venetian, ARIA Resort & Casino and a variety of other venues for VIP parties, rooftop networking events, invite-only dinners and meetups.

Kelley says that, on the trade show floor, CES has learned that creating a truly memorable show is not just about visually stunning booths — it’s about encouraging their exhibitors to design interactive experiences that allow attendees to engage with technology in meaningful ways. CES also places a strong emphasis on creating spaces that foster community and connection, he adds.

“While larger booth builds and high-profile celebrity appearances always create an exciting experience, today exhibitors are focused on creating immersive experiences that demonstrate how their tech can be applied in real-life scenarios,” Kelley says. “From interactive exhibits to hands-on demonstrations, exhibitors are developing engaging ways for attendees to connect with the innovations shaping the future of tech.”

The floor design spotlights alluring exhibitor booths and pavilions, including full-scale environments to demonstrate products like smart homes. There are immersive product reveals and tech showcases for everything from autonomous robots to flying taxis. CES shows off the best innovations at its CES Innovation Awards and attracts top creators to pitch their revolutionary concepts during an open call for “Shark Tank” at the convention.

Kelley says that while the cutting-edge technology on the show floor is the star of CES, the producers and planners craft a variety of high-energy events to support attendees in doing business, networking and finding inspiration. “It’s about bringing together the global tech industry, and we focus on curating environments that spark collaboration, build relationships and drive business forward. At the end of the day, it’s all about creating opportunities for meaningful interactions that go beyond the show floor.”

At CES 2025, there were several unforgettable activations, according to Kelley. One of the most exciting was the CES Creator Space, a workspace enabling creators to connect with industry leaders, produce compelling content and expand their networks. There was also a Delta Keynote at the Las Vegas Sphere. “The cutting-edge visuals, dynamic lighting, haptic seats and surround sound throughout the Sphere helped bring Delta’s message to life in a truly immersive way,” Kelley says. “At one point, the seat rumbled, and a gust of wind came in to make us feel like we were on the airport runway.”

Celebrity appearances have also become a highlight, with star visitors including Seth Rogen and actress Sophia Bush. “Who could forget Martha Stewart’s cooking demos at the Samsung booth?” Kelley says. “These moments not only highlighted the intersection of tech and entertainment but also brought an extra layer of excitement to the show.”

Immersion at NRAS

For the National Restaurant Association Show (NRAS) — an event produced by Informa and held at McCormick Place in Chicago — immersion is also key to creating a memorable experience. While the show floor is still full of bold design, large-scale activations and high-energy moments, according to the show producers, the intent behind creating over-the-top events has changed.

“It’s not about being over-the-top for the sake of attention,” says Caitlin Rodgers, senior director of marketing, Informa Connect Foodservice Group. “It’s about creating experiences that are immersive, thoughtful and connected to what people need from the show. That could mean going from watching something live on stage to immediately participating in a tasting, a conversation or a trend tour that adds context. Or it could mean stepping into a space where design, interactivity and business strategy all intersect.”

As with CES, the biggest buzz during NRAS — which drew 58,000 attendees in 2024 — comes from its exhibitors. Examples include Heinz inviting attendees to design custom ketchup bottles, Uber Eats recreating a drive-thru and Avocados From Mexico building an AI-powered guacamole bar. One exhibitor even brought a tattoo artist. At the most recent NRAS, the show floor was set to feature immersive brand spaces with games, opportunities to win prizes and a photo moment with Duke the Dog, the famous face of Bush’s Beans.

“What makes these moments work is that they’re not just flashy. They’re built to help attendees learn, connect and engage.” Rodgers says. “Whether it’s a hands-on demo, a quick moment of fun or a real conversation with a founder, these are the interactions that make the show floor unforgettable.”

The NRAS has moved away from traditional opening and closing ceremonies and now focuses on creating experiences that bring people together in more memorable ways, according to Rodgers. “Rather than a sit-down kickoff, we start with energy on the floor — live demos, curated sessions and product launches that immediately pull people in,” she says. “And on the final night, we’ve reimagined what a closing celebration looks like.”

Industry Night Out, the association’s celebration of the industry, has become a favorite. This year, the NRAS took over Time Out Market, where attendees enjoyed music, offerings from top chefs and networking with peers in a high-energy environment.

“People want to feel part of something, especially in an industry that thrives on collaboration and shared momentum,” Rodgers says. “We’ve seen that the more we lean into that, the more powerful and lasting the show experience becomes.”

High-Octane Activations

The International Association of Amusement Parks and Attractions (IAAPA) is another organization that knows how to produce an over-the-top event. Its largest global convention, the annual IAAPA Expo in Orlando, is a high-octane show that drew more than 41,000 professionals last year, with attendees coming from places such as amusement parks, theme parks, water parks, FECs (family entertainment centers), zoos, aquariums and museums.

Over the years, the sprawling show floor at the Orange County Convention Center has featured live demos of rides, VR attractions, zip lines, climbing walls, laser tag arenas and even roller coasters assembled inside the convention center. In one section, vendors served samples of theme park fare, such as funnel cakes and cotton candy.

“While the show floor is filled with high-energy, immersive experiences, attendees also look forward to the curated, showstopping events that happen beyond the booths. This includes our opening ceremony, which sets the tone with entertainment, big announcements and industry leaders on stage,” says Michael Shelton, ICAE, executive director and vice president of IAAPA North America, which leads the IAAPA Expo Orlando. “These events offer something different: opportunities to connect on a deeper level, celebrate industry milestones and be inspired by what’s next. They’re just as integral to the Expo experience as the exhibit hall itself.”

According to Shelton, several standout activations from IAAPA Expo Orlando have left a lasting impression on attendees. One of the most popular was The Haunting Grounds — an immersive haunted maze, complete with detailed theming and special effects, which offered a chilling and exciting experience that drew large crowds and showcased the creative potential of horror attractions. Another favorite was the Sonic the Hedgehog Chill Lounge, where attendees could take a break, recharge their devices and re-energize before hitting the show floor again.

Shelton says the Expo’s receptions have evolved into immersive, destination-style experiences, with vibrant entertainment, unique themes and curated F&B offerings. “They’re designed to reflect the spirit of the host city while providing high-value networking in unforgettable settings,” he adds.

There also have been themed events at Orlando amusement parks such as Universal Studios and Walt Disney World. This year, IAAPA transformed the traditional Chairman’s Reception into the Hall of Fame Celebratory Gala which, according to Shelton, will support the IAAPA Foundation and future leaders of the industry — an evolution that blends meaning with momentum.

“We’ve learned that balancing innovation with intention is key,” Shelton says. “Attendees want to be wowed, but they also want to connect, learn and be inspired. A memorable show combines spectacle with substance, and thoughtful planning makes all the difference.”

For the future, IAAPA is exploring ways to expand its event footprint to include new immersive environments on the show floor and more themed networking experiences that will engage all the senses. “You can also expect more integration of technology — AI, AR and beyond — to elevate both the exhibit experience and our after-hours events,” Shelton adds. “We’re excited to continue pushing the boundaries of what’s possible for our attendees.”

Sensory Overload

Produced by the Specialty Equipment Market Association, the SEMA Show draws more than 160,000 attendees, taking over the Las Vegas Convention Center with one-off show cars, concept vehicles and heavily customized trucks, hot rods, muscle cars, EVs and motorcycles.

“As soon as you step on campus at the Las Vegas Convention Center, we tend to be a bit of a sensory overload, where you can hear and smell and see and feel the industry right there in front of you,” says Tom Gattuso, vice president of events, SEMA. “The SEMA Show aims to create the best automotive event, focusing on innovation, new products and commerce.”

At the event’s kickoff, new product winners for the week are announced. There is also an inspirational speaker there to motivate and get people excited about the days ahead. Show highlights include double-decker booths with LED screens, DJ booths and live cars being built on the show floor. Some vendors recreate garages, racetracks or race paddocks to show off their products, and there are live demonstrations, with the Future Tech Studio showcasing various vehicle propulsion methods.

“SEMA Central is the hub of our show, and it’s right in the middle of the Grand Lobby at the convention center,” Gattuso says. “That’s where people can come and be part of the industry. Then we have an area [where] we do something we call SEMA Live, which is a 31-hour live broadcast of the SEMA Show.”

There is also an entire outdoor area for live demos of things such as drifting, burnouts, off-road test tracks and stunt driving. In addition, attendees can ride shotgun in demo vehicles on obstacle courses.

“This coming together of performance and demonstration and conversation about the future manifests itself into cars drifting or trucks jumping over ramps, or people changing tires or welding or painting right there onsite,” Gattuso says. “So we’re able to bring these experiences and put them on a platform. It’s all driven toward making our event the best in the industry.”

In 2011, SEMA introduced the SEMA Cruise, the only part of the SEMA Show accessible to the public. During this much anticipated part of the show, custom vehicles parade out of the Las Vegas Convention Center on an organized route where they can be viewed by all.

“Everybody’s got their cell phone out filming the cars,” Gattuso says. “It generates hundreds of thousands of impressions and creates this social media presence that’s unmatched for us. There are people lined up five deep from the convention center all the way to the Las Vegas Strip. It has tremendous exhibitor value.”

Another draw is SEMA Fest, held on the last day of the show. It’s a mix of street car parade, car show and rock concert. SEMA transitions some of its outdoor areas into a full concert area where top-name bands play while, at the same time, automotive activations are taking place with cars on full display.

“It’s been this way for us to prolong the hours that our show is open,” Gattuso says. “It also has had an effect of keeping people on our show floor longer. I won’t say it’s a closing reception, but it definitely puts the exclamation point on a week of innovation and business-to-business growth.”

Gattuso says it extends the event’s impact, generating significant social media presence and consumer engagement. It also keeps attendees engaged after the trade show floor closes, so they will stick around.

“With SEMA Cruise on Friday afternoon and SEMA Fest on Friday night, that allows a buyer who’s coming to the show on Thursday to really get two full days of value,” Gattuso says. “I would put … our trade show floor on Friday [up] against any trade show floor in the country, with density and conversations that are still happening and commerce that’s still going on.”

To planners striving to create memorable events, Gattuso says: “The most important thing is to have a vision and have everybody aligned with that vision, and then be confident not to change it. There are always going to be obstacles … but you have to be steadfast knowing that the vision is aligned with the needs of the industry and just keep pushing. That’s how spectacular things happen.” | AC&F |