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Planners and attendees say it over and over again. One of the reasons Las Vegas is a perennially popular meeting destination is that it is forever evolving. There is always something new to discover there — everything from sold-out music and sporting events to multimillion-dollar hotel renovations to golf, shopping, gambling and other one-of-a-kind entertainment experiences. No matter how often a group holds its events in Las Vegas, it’s pretty much guaranteed that attendees will be in for a surprise each and every time.

On the Mark, Off the Strip

In recent years, more and more groups have been exploring accommodations off the Strip, noting that this helps in keeping everyone on property to network and relax together. One example is the Durango Casino & Resort, which opened at the end of 2023 and offers striking views of the legendary stretch of Las Vegas Boulevard less than 10 miles away.

In February, meeting and event specialist Caroline Snyder was involved in a program hosting 120 attendees at the Durango. Working for an organization that identifies solutions for a wide range of client needs, she says Las Vegas is a great fit for her group based on location, cost and quality of service.

“Being off the strip was ideal as it was a more relaxed atmosphere without lacking the luxury and attention to detail of an upscale resort that Las Vegas hotels are known for,” Snyder says. “Our group is known to be high touch, as they like to explore and enjoy the activities and outlets a hotel has to offer. The service level was top-notch, and everyone raved about the employees and amenities.”

Snyder says the fact that the hotel was brand new was a factor in the group’s decision to meet there. Amenities and location also factored into the decision. “It has a boutique hotel feel with the grandeur and luxury that you experience at larger resorts,” she says. “The updated amenities were appealing to our team, and as a planner, I noticed that the updated banquet equipment was both effective and visually pleasing. The future additions will make it even more appealing,” Snyder notes. “And our HelmsBriscoe representative was also a huge factor in our decision as she was able to speak about the quality of service and experience.”

As for Durango staff, Snyder raves about the event and sales managers assistance during the planning process. “They were great at communicating and assisting with changes and questions along the way,” she says. “The event manager made the planning process easy, as she was professional and extremely knowledgeable about her product. We would definitely want to meet there again in the future.”

Snyder also has high praise for the AV team. “I enjoy working with Encore as they are super professional and always have great team members and equipment,” she says. “Their quality is what stands out.”

For planners considering Durango Resort & Casino, Snyder says: “The resort’s team is second to none. They are confident, friendly and professional. They want your meeting to be flawless, and with that they set you up for success during the planning process. That care carries on onsite. I am so thankful for my experience at Durango … as not only was the meeting a hit, but it also reinforced the standard that we, as planners, should be seeing at other hotels.”

Another Amazing Experience

Only about 12 miles south of the Strip, the M Resort Spa Casino in Henderson is just a short ride from all the action Las Vegas has to offer. The hotel is currently undergoing a major expansion — including a new tower — that began in late 2023 and is scheduled for completion in the first half of 2026. Paper First Affiliate, LLC, held its annual convention for 300 attendees in 2020 and 2023 and is booked for 2026.

“We meet in Las Vegas frequently,” says event coordinator Sue Jereczek. “It’s a good fit due to location, accessibility of flights in/out for all of our attendees. The M Resort offers a beautiful property, reasonable rates, great food and an attentive staff. Our participants always give [it] high marks in our feedback survey.”

Jereczek adds that the hotel always makes her group feel important, even though its event isn’t very large. “We couldn’t be more pleased with our experiences at the M Resort,” she says. “From start to finish, the team [there] went above and beyond to ensure our event was seamless, professional and memorable. I recommend this property to anyone planning a meeting. All team members … are truly exceptional. Their attention to detail, responsiveness and hospitality made all the difference. From the sales and events team to the catering staff and hotel operations, everyone was invested in the success of our event. Their professional and friendly demeanor helped create a welcoming environment for our attendees.”

Jereczek also points to the catering and range of menu items as a high point, noting that the food was fresh and of high quality. “Our attendees consistently complimented the meals and refreshments provided throughout the conference,” she adds. “It’s such a pleasure to host our events at this venue. As the meeting planner, it makes my job so much easier and fun!”

The group also used the resort’s function and conference space. “The event spaces were not only modern and spacious but also thoughtfully laid out to support both our conference sessions and trade show exhibits,” she says. “The flexibility of the meeting rooms, along with the AV capabilities, made it easy to transition between keynote sessions, breakouts and morning and afternoon breaks. Guest accommodations were equally impressive: clean, comfortable, well-appointed with great views and excellent in-room amenities.”

According to Jereczek, she can’t recommend M Resort highly enough.

“We’re hosting our 31st annual conference and tradeshow [there] for the third time in 2026, and I feel confident and at ease with the team,” she says. “The M Resort offers the perfect blend of luxury, convenience and functionality. It’s an ideal venue for corporate gatherings, and we highly recommend it to other organizations planning conferences or tradeshows in the Las Vegas area.  We look forward to our return in 2026.”

A Wealth of Options

Wherever you decide to meet in Las Vegas, with multiple venue options and price points available, the city offers everything a planner could possibly want or need. This fact was not lost on Sharon Boothe, vice president of programs at Mass Torts Made Perfect (MTMP) LLC. Her company typically hosts two conferences each year for 1,700 attendees, and while Wynn was chosen for a spring 2025 event, the Bellagio Resort & Casino is a favorite.

“MTMP hosts an annual conference every October at the Bellagio,” Boothe says. “Las Vegas is a great destination — easy to get to for most of our attendees, easy access to an airport and amazing restaurants and entertainment for attendees to enjoy. The cost of the hotel rooms is quite good considering the quality of the hotel.”

Boothe also believes that Las Vegas helps boost conference attendance. “It continues to be a destination that our audience likes,” she says. “There are attendees who come to the conference every year, but Vegas always has new things to explore. It’s always adding new attractions such as The Sphere. The Bellagio is also a destination hotel, and our attendees want to stay at the nicest properties in Vegas.”

“We’ve been using the Bellagio for over 15 years, and our attendees love it. It’s a beautiful hotel with many nice restaurants, and the Bellagio fountains are legendary — they’re an attraction for sure,” Boothe adds. “The size of the hotel is also a factor. Ten years ago, when our program was much smaller, we fit nicely into the hotel. Now that we’ve grown substantially, we’ve taken over more event space and hotel rooms. It’s been a good fit for us because we’ve been able to grow, and the Bellagio has been able to accommodate our growth. The location of the Bellagio is also perfect, right on the Vegas Strip and easy access to many attractions and restaurants.”

Boothe insists that her relationship with staff at the hotel is a huge positive. “My … sales director at the Bellagio … and I work really well together,” she says. “She has been my partner through good and bad — good like growing the conference, bad like COVID. [She] doesn’t just book my program and hand me over to my CSM. She works with me throughout the process, and that is unusual. I think that this partnership has benefited [our] seminar because [we] problem-solve. We collaborate, not just during the sales process but during the entire six months that I work on the program.”

According to Boothe, the entire Bellagio team is invaluable to her and her team. “We work so well together… I really believe that the entire Bellagio staff … is the best asset of the hotel,” she says. “They care so much. They don’t treat us like just another corporate event. My entire team and I feel like our Bellagio team is right there with us throughout all of the inevitable challenges.”

Boothe doesn’t hesitate to recommend Bellagio — when it’s the right fit. “[It’s] a beautiful hotel with an excellent staff. You cannot go wrong holding an event there … If you’re looking to put on a conference … with first-class service and a fantastic staff, the Bellagio is a great choice,” she adds. “It depends on the style and needs of your group. I think the Bellagio is a great fit for many groups because the staff really understands the needs of a large convention group. They know how to take care of you.”

Something New

Down the Strip, The Venetian Resort is another desert gem with plenty to entice planners, including its convention center, which is undergoing a $188 million renovation that will include innovative new technology, luxury lounge spaces and more, all based on feedback from planners, exhibition customers and others in the event industry. The first completed floor was unveiled last August, with the remainder to be finished in stages through 2026.

As director, travel and meetings for a global advisory and consulting firm, Jeanette Kilrea recently brought a group of 600 to the newly opened Fontainebleau Las Vegas. “This is the first time our company has been in Vegas since COVID, and it was nice to get a group back there,” she says. “With attendees coming from across the country, the airlift afforded the ability to have direct flights for all … and affordable airfare.”

Kilrea says the group was fortunate to be staying at Fontainebleau Las Vegas. “It was an amazing experience. The hotel is beautiful, and the C-suite executive for the meeting could not say enough about the property — and same with the attendees,” she says. “Due to the several meeting and venue options onsite, we were able to keep all of our events in-house. The outdoor patio space was a perfect indoor/outdoor space to host an event. We brought in a local DMC to assist in enhancing the space.”

Before the pandemic, this event was held yearly, but this was the first time since 2020 that this group had gotten together. “The goal was networking and spending time getting to know colleagues and making connections,” Kilrea says. “Due to the location of the hotel, I do believe it helped keep people on property, using the center bar space to meet and connect versus going out on the Strip in the evenings.”

She also believes the city itself is a draw, and points out that they had many other options. “I think the ease of getting to Las Vegas does draw a larger attendance, and we find that many people extend their stay for leisure,” Kilrea says. “Out of several options in different cities, we chose this hotel and location for ease of flights and the hotel itself. Our event utilized 625 rooms over two peak nights. We did find our pre-night oversold by a large margin as many people wanted to come in early for leisure. The hotel was great at accommodating all of our requests.”

Additionally, Kilrea notes, the meeting space worked well. “All of our meeting space was on one level and very easy to navigate, and it was easy for attendees to find the space,” she says.

Staff at the hotel was another positive. “Our CSM was one of the best I have worked with — very proactive during the pre-planning process and always available once we were onsite. That made the planning process seamless. The banquet staff were also extremely attentive. They went out of their way for both attendees and staff and always asked if anything was needed.”

So Many Improvements

When it comes to new offerings, there’s a lot going on at MGM Resorts. MGM Grand Hotel & Casino recently launched a $300 million remodel, slated for completion in December. Meanwhile, Bellagio has unveiled a refresh of its rooms in an Italianesque style, also adding a slew of new and/or renovated dining outlets.

At Wynn Las Vegas, a renovation of the brand’s Fairway Villas is well underway. With the first phase wrapped up, a second phase is scheduled for completion by the end of this year. In addition, new concept restaurant Pisces Bar & Seafare will open soon. It will include a private dining space, with full buyouts considered on a case-by-case basis.

A replica Eiffel Tower stands proudly in front of Paris Las Vegas Hotel & Casino. Howard Sandler / Adobe Stock

Caesars properties are also high on every event planner’s list of top Las Vegas hotels. The company has big news, as it is teaming up with reality TV personality Lisa Vanderpump to transform the Cromwell — a boutique hotel with 65,000 sf of meeting space — into the Vanderpump Hotel, where “sexy elegance” will be the focus. The project is expected to wrap up next year. Caesars also recently completed its transformation of Horseshoe Las Vegas’ Jubilee Tower into the elegant Versailles Tower at Paris Las Vegas, adding 756 luxury guestrooms.

In addition, Resorts World Las Vegas has recently built eight new meeting rooms to create more space for smaller programs and more breakouts for larger ones. A new restaurant, Stubborn Seed, is also now open. It offers private dining, and planners can arrange a partial buyout of the lounge and patio for receptions.

With so many incredible options, it’s no surprise that Las Vegas remains one of the most desirable meeting destinations for corporate groups of all types, whether you have just a few attendees or a few thousand. One thing is certain: Every time you meet in Las Vegas, you can be sure there will be plenty of new experiences to surprise and delight your attendees. C&IT

Orlando has been ranked as the number one family-friendly meeting destination in the U.S., thanks in part to a variety of theme parks like Walt Disney World’s Magic Kingdom Park. Photo by Abigail Nilsson

As attendees become more selective about the events, conferences, conventions and meetings they attend, making corporate gatherings as enticing as possible is a must. And for many attendees, meetings and events that boast a family-friendly component can be the deciding factor. The good news is that many venues present a variety of amenities that provide attendees with the opportunity to both get their work done and also enjoy some play time with their families.

According to Jennifer Clark, owner of Emerge Events, as resources tighten and many attendees don’t want to spend a lot of time away from their loved ones, family-friendly events are gaining popularity.

“However, just saying your event is family-friendly, and then just providing a one-pager on family-friendly activities to do in the city while the conference attendee is in sessions and events all day and night, is not really a family-friendly event,” Clark says. As a mom who loves to bring her kids with her to events whenever possible or fitting, she admits there are some events where she relishes the time away to be with peers and network.

“I don’t think all events have to include family. However, if it makes sense, family-friendly events can be beneficial to attendees and their families,” Clark says. “All events or all components of events are not going to be appropriate for children or additional attendees beyond those who need to be in the room. Each event and each component of the event needs to be analyzed to decide how to include families.”

During her career, Clark has been involved with events that provided nursing/lactation rooms, childcare and children and teens as event volunteers, allowing attendees to include families on offsites, tours and other activities.

Make Sure It Makes Sense

“Not all corporate meetings and events can be truly family-friendly. It may not be appropriate to have others in the room, and the environment may not be suited for all,” Clark says. “Saying your meeting is suited for families, but not having anything to offer them, is not fair to the family. Some events say family-friendly, but what they mean is: Your family can stay at the hotel with you, and here are some things they can do alone in the city while you go to sessions and dinners all day and night.”

Cynthia Graddy, CMP, a senior planner, meetings and events at The Graddy Group, has witnessed the trend of family-friendly corporate events firsthand, having orchestrated gatherings for attendees traveling with their young children, as well as for family groups, in which senior leadership were joined by both their adult children and grandchildren.

“People are working longer (older leadership), so we have been selecting locations that will be more reasonable for family vacations,” Graddy says. “Only spouses attend formal events, but more casual events include the entire family.”

Instead of programs solely for spouses or significant others, Graddy has developed family-friendly programs that feature art and cooking classes, and rather than a gala dinner, they have a BBQ-style meal or party-style beach events with activities that allow for both children and adults to participate. Food choices also should cater to both older and younger palettes — steak and gourmet chicken fingers, for example — while the bar has to feature kid-friendly drinks, such as fizzy lemonade, fruit punch and Shirley Temples.

Building Loyalty and Emotional Ties

“It used to be that corporate events were strictly business — suits, schedules and very little flexibility,” says Catarina Tucker, founder and director of partnerships at Barnastics Event Production Agency. “But in the past few years, there’s been a noticeable move toward experiences that support work-life balance. Companies are more open to blending the personal with the professional, and events are starting to feel more like lifestyle retreats than stiff conferences.”

Tucker says that when people feel like they don’t have to choose between work and family, it builds loyalty. “Bringing families into the experience creates stronger emotional ties to the brand or company,” she says. “Plus, attendees are more relaxed and present when they’re not worrying about who’s watching the kids back home.”

Tucker and her team at Barnastics were part of Procter & Gamble’s 50th anniversary celebration in Dover, DE. Designed for both staff and their families, the event had everything — inflatable bounce houses, a mobile video-game truck, a DJ, a dunk tank, carnival-style food and adult beverages.

“We’ve had a few other inquiries about similar family-style events. The demand is definitely there — even though they didn’t all book, the interest alone speaks volumes,” Tucker says.

Shannon Cox, director of external relations, gov. affairs and trade show at North Carolina Petroleum & Convenience Marketers, says that since the pandemic, she’s seen an increase in family-friendly events, even though room rates have risen as well.

“I find that most businesses are eager to send families to network with other companies in the industry, or even use the event as an employee award program,” Cox says. “Family-friendly events allow the principal employee to work while spending time with his or her family. It also encourages lifelong friendships with children and adults alike. These friendships support both personal and professional growth. It’s a win-win for the employee and the company he or she works for.”

Cox has organized family-friendly summer conventions in Myrtle Beach for the organization for around 20 years. “We love it so much that eight years ago we added a second meeting in the spring,” she says. “My philosophy is to get involved with attendees. Listen. Watch. Participate. Getting in the trenches is the only way to know what your attendees really want and need.”

Feeling ‘Seen and Celebrated’

Access DMC national director of creative Sophia Lin Kanno, CITP, has been in corporate event design for over 20 years, creating high-end events for top companies such as Coca-Cola, Nationwide, Target, Boston Consulting Group, Charles Schwab, EY, General Motors, Raising Cane’s and Delta Air Lines.

Kanno says that with her vast experience, she’s seen a significant transformation in family-friendly gatherings. What used to be casual, one-day picnics or BBQs at a local park or ranch are now becoming immersive, multiday experiences that are just as thoughtfully curated as the main event itself.

“Today’s attendees — and their families — expect more,” Kanno says. “Children and partners aren’t just tagalongs, they’re part of the audience. And the experiences we create reflect that.

We’re seeing curated, themed activations that engage all ages, from cosmic galaxy adventures with oversized ball pits and interactive shows, to Cirque-style performances that leave a lasting impression. It’s no longer about just keeping kids entertained — it’s about designing a shared experience that invites wonder, connection and joy for the whole family. The modern family-friendly event blends creativity, strategy and hospitality in a way that makes every guest — no matter their age — feel seen and celebrated.”

Access DMC recently partnered with a high-performing, franchise-based company that hosts its annual conference in Orlando, FL, a destination seemingly designed to be shared with family.

“Recognizing that many of their attendees are ambitious business owners who often sacrifice precious family time to build their success, this company made a bold and heartfelt move: They opened their conference doors to families,” Kanno says.

Rather than creating a rigid, business-only environment, the event embraced a different experience — one that celebrates both professional growth and personal joy. Kanno designed activations that delighted attendees of all ages, from the laughter-inducing chaos of a life-size human claw machine — a new take on the classic arcade game, in which participants are lowered with a harness into a pit full of prizes — to a sprawling ball pit playground that both kids and their parents absolutely loved.

“These thoughtful, unexpected touches do more than entertain — they create lasting memories and foster a sense of inclusion,” Kanno says. “Since the pandemic, there’s been a collective shift in how employees value their time. Work-life balance isn’t a perk anymore — it’s a priority. By crafting an event that’s kid-friendly and career-building, we helped this client strike a beautiful balance between employee satisfaction and professional development.”

The experience culminated in a final evening celebration held at one of Orlando’s iconic attractions — a night where roller coasters, fireworks and joyful chaos wrapped up the week on a high note for attendees and their families.

Says Kanno: “These types of events aren’t just fun — they’re strategic, meaningful and human at their core.”

Key Recommendations for Planners

Beyond just selecting the right destination and venue, there is a lot more that planners must do to ensure they deliver an unforgettable family-friendly corporate gathering that will be enjoyed by all.

“It’s all about programming. Offering parallel experiences — something engaging for kids while adults handle business — is key,” Tucker says. “Also, little details matter: family-friendly menus, stroller access, nursing rooms, nap areas (if applicable), fun mocktails and flexible scheduling go a long way. Think about it as designing for two audiences at once, and making sure both feel seen.”

Each segment of the event must be evaluated individually, and then the entire program should be reviewed as a whole. In addition to understanding the basics, such as what the meeting format will be and which topics will be discussed, Clark suggests that planners use feedback from parents to help optimize the process of integrating family-friendly activities with business requirements.

Clark recommends the following:

• Define what family-friendly means to you and your event specifically
• Always have private areas available where any nursing mothers in attendance can pump/store milk and attend to other personal needs. These should be secure, comfortable spaces with locking doors, access to electrical outlets, a refrigerator and covered windows for extra privacy
• Make sure that your family-friendly measures do not cause a disruption. For example, if attendees are allowed to bring babies to the event, make it clear they are responsible to immediately step outside to avoid any disruption (due to crying, etc.). This is especially important if your meeting is being recorded or live-streamed.
• Decide whether children will be allowed into sessions. If so, will they need a ticket? Will there be a cut-off based on age or mobility level? Will you provide activities to keep them occupied while business is being conducted?
• Determine whether you will offer onsite childcare or any sessions to engage children, teenagers and/or spouses/partners. If so, will there be any additional costs? Will there be overlap time with regular attendees? Does your insurance (or liability waivers) cover children onsite? Will their presence impact other attendees?
• Consider including offsite activities (outings, tours, etc.) in which families can take part
• Think about having children of staff/attendees get involved as junior event staff. If you do, establish clear parameters. Whether they are young children or young adults, participants of any age require real training, clearly outlined duties and rules, uniforms (even just T-shirts), supervision, etc.
• Look into holding an event at a location that is already designed for your needs. Cruises are a great option, as their offerings include childcare, activities for children and spouses/partners, meeting rooms and more

“As planners, we have the extraordinary opportunity to craft experiences that don’t just fill a room but touch hearts, spark imagination and make everyone feel included. That means designing from every perspective, including the smallest ones,” Kanno says. “At Access, we view every event through a wide-angle lens — stepping into the shoes of adults, teens, toddlers and even the in-betweeners. Because when families feel seen and considered, the event becomes more than a meeting — it becomes a memory.”

What Is Family-Friendly Really About?

Kanno says that a truly family-friendly corporate gathering goes far beyond the venue.

“We ask ourselves: What would make a five-year-old feel just as important as the CEO?” Kanno says. “One of our favorite answers — a kid-height buffet, curated just for them. ”

Graddy stresses that family-friendly corporate events will continue to gain popularity, saying: “Embrace the family aspects of meetings and conventions. It makes for a better workplace if done properly.”

Family-Friendly Locales

Many destination cities are ideal for family-friendly corporate events:

Washington, D.C.

Our nation’s capital is packed with museums for all ages and interests. Science-oriented meeting and event attendees will enjoy the National Air and Space Museum on the National Mall, which offers daily programs involving science experimentation. Of course, no trip to the nation’s capital would be complete without a visit to the National Museum of American History, with its wealth of interactive exhibits for kids and adults alike.

Orlando

There’s a reason Orlando has been ranked as the number one family-friendly meeting destination in the U.S. Thanks to its galaxy of attractions, theme parks and entertainment venues, whether it’s an intimate group of 20 or a convention of thousands, Orlando will meet the needs of attendees and the families they bring along.

Colonial Williamsburg

As perhaps the world’s largest living history museum, Colonial Williamsburg gives families a chance to travel back in time and experience life as it was in the 18th century. Visitors of all ages can meet the nation’s founders, enjoy period stories and even try their hand at historic trades and games, with a focus on fun for young revolutionaries.

Anaheim

Families visiting Anaheim as part of a conference or convention will enjoy Disneyland Park. For both young and old, big and small, it’s still the happiest place on earth. At Disney California Adventure Park, the second theme park built at the Disneyland Resort, families can rediscover Disney stories and characters, as well as enjoy seasonal celebrations and new attractions that keep the experience fresh. Also, just 10 minutes from Anaheim’s resort area, Knott’s Berry Farm has evolved into a world-class theme park, water park and hotel, offering various attractions, including the much-celebrated Old West Ghost Town and Camp Snoopy.  C&IT

Riverfront Park in Wilmington, NC.

Both North and South Carolina are idyllic and memorable destinations that cater to business gatherings while also offering attendees the opportunity to get away from it all. Whether it’s exploring the Outer Banks of the North Carolina coast, feasting on unique Southern cuisine in Asheville or taking in the quaint surroundings of Hilton Head, the Carolinas offer a range of experiences that have made it the ideal destination for corporate and incentive meetings and events.

Raleigh

Tracy Smith is senior event planner at Avalara, a company that provides tax compliance automation software. She says that Raleigh, NC, proved to be the perfect location to host her company’s 2025 annual meeting, followed by RevKO, its revenue team kickoff event.

The high-energy gathering at the Raleigh Convention Center brought together over 1,000 team members in person, with nearly 4,000 more joining via livestream. The convention center’s massive 150,000-sf exhibit hall and 32,000-sf ballroom met Avalara’s needs perfectly. Attendees participated in keynotes, training breakouts, interactive workshops and high-impact networking, all designed to equip teams for success in the year ahead. The event concluded with an awards celebration, where top performers were honored and everyone had a chance to connect, celebrate and enjoy time together in a fun, social setting.

“Raleigh offered the perfect combination of location, affordability and hospitality, making it an ideal choice for our event,” Smith says. “With our headquarters recently relocated to Durham and a growing employee base in Europe and India, hosting on the East Coast ensured better accessibility and streaming availability across time zones.” The Raleigh Convention Center was also the perfect size for the Avalara group, allowing the company to take over the space for the week.

“Attendees enjoyed the safe, walkable downtown with great food and entertainment options, while we, as planners, benefited from strong vendor support, competitive pricing and a variety of lodging options,” Smith says. “Additionally, Raleigh’s event infrastructure and resources, including Visit Raleigh, made planning seamless.”

This was Smith’s first time planning a meeting in the Carolinas, and from her experience, the region is an ideal choice for corporate events thanks to its versatility, accessibility and strong hospitality industry. With major airports offering easy connections, travel is convenient for attendees nationwide. Raleigh is also expanding, with new options on the horizon for larger groups, making it an even more attractive destination.

“We had a fantastic experience and plan to return for our 2026 event and beyond,” Smith says. For planners considering Raleigh as a corporate meeting or incentive event destination, she recommends they book early, as Raleigh is growing in popularity.

“Also leverage local partnerships,” Smith adds. “The teams at Visit Raleigh and the Raleigh Convention Center provide valuable support with venue selection, vendor recommendations and logistics.”

Also be sure to take advantage of the city’s walkability as attendees appreciate the easy access to meeting spaces, hotels and restaurants, and the mild weather makes it ideal for exploring.

“Overall, Raleigh offers a memorable event experience without the overwhelming scale or costs of larger metro areas, making it a fantastic choice for corporate meetings and conferences,” Smith says.

Myrtle Beach, SC. Courtesy Photo

Myrtle Beach

When you think of Myrtle Beach, what comes to mind? Stunning waterfront resorts? Definitely. Oceanfront convention hotels perfect for large-scale gatherings? Certainly. Quaint seaside gems for smaller events? Of course. The city has become a beacon of sorts for meeting planners who are eager to provide attendees with beautiful surroundings as they get down to business.

In February 2025, biotech company SCIEX Corporation held its annual kickoff meeting at the Myrtle Beach Marriott Resort at Grand Dunes for 180 sales, marketing and service associates. Although it is mainly a training event, the gathering also focuses on networking as this is the one time a year these remote employees meet face to face.

According to Caitlin Frank, senior manager of global events at SCIEX, Myrtle Beach was a great value in the winter since it’s typically a summer destination.

“And while we didn’t have beach weather, you still can’t beat the view of waking up to an oceanfront sunrise,” Frank says. “Because it was off-season, we also got great pricing both at the hotel and the local restaurants for offsite events.” Myrtle Beach Marriott Resort at Grand Dunes offers 11 event spaces covering 35,000 sf with conference rooms that can accommodate every group’s needs.

As a corporate meeting planner, Frank sees the Carolinas in general, and Myrtle Beach in particular, as great destinations due to ease of access.

“We had delegates drive in from Virginia, Georgia and Florida … and those further away have great airlift options to destinations like Charlotte, Raleigh, Myrtle Beach and Charleston,” Frank says. “Also, the value of services in the Carolinas is very reasonably priced … restaurants don’t price gouge you like they do out west. I find that my budget stretches a lot further in the Carolinas. And of course, you can’t beat that Southern hospitality. Don’t be afraid to take your group off property and explore the local restaurants and activities. There is so much to offer in Myrtle Beach.”

Each year, a company with over 1,000 stores in the Southeast and Mid-Atlantic regions hosts the company’s annual leadership meeting in Myrtle Beach. According to Melissa Saul, the company’s meeting planner and executive assistant, typically there are 250 to 300 people in attendance.

Usually hosted at the Marriott Myrtle Beach Resort & Spa at Grand Dunes, the company gathering is held throughout the resort’s meeting spaces, including evening events at the outdoor pool area.

“We hold our meeting in September, so in South Carolina, it’s still a beautiful time to be outdoors,” Saul says. “Our meetings are sometimes intense, so to be able to head outdoors at the end of the day for a beautiful beachfront dinner and, most often, a live band, its key for our planning. You can’t go wrong with the Carolinas or Myrtle Beach. It’s a great spot.”

Greensboro

With over 98 hotels, Greensboro is centrally located on the Eastern Seaboard, offering easy accessibility for attendees. The city’s expansive meeting and convention venues include the Greensboro Coliseum Complex, celebrated for its 22,000-seat arena and ideal for meetings, conventions and events of all sizes. There’s also the Koury Convention Center, which features the city’s largest hotel and is perfect for companies in search of a unique venue to host a conference or other event.

In addition to shopping and dining experiences that will keep attendees entertained after work hours, Greensboro also boasts 125 municipal parks, offering a wealth of opportunities to get outside and enjoy the city environs. This was enticing for David Stevens, a wellness architect with Olympian Meeting, who recently organized a sales kick-off meeting for a supply chain company at Greensboro’s Grandover Resort & Spa with about 200 attendees and 15 exhibitors.

“While we looked at Charlotte, Greensboro was closer for … employees, and the property we selected really did everything they could to earn the business by being a true partner and not just giving us dates and rates,” Stevens says. “After coming and doing our site visit, the additional venue offerings downtown and around the area offered a lot of historical and fun destinations, which we used for our party one night, and it ensured the teams had opportunities to plan their own get-togethers as well.”

Kiawah Island

Located near Charleston, Kiawah Island is fast becoming a favorite destination for corporate groups looking for the right balance of business and pleasure. With 10 miles of stunning beach and more than 30 miles of bike trails that link it end to end, Kiawah Island offers an array of outdoor excursions for attendees to enjoy.

Nestled in a serene oceanside oasis in the Lowcountry, Kiawah Island Golf Resort is conveniently close to downtown Charleston. Attendees here have the opportunity to venture out on the Kiawah River for a dolphin encounter, where they might just get to witness these incredible creatures strand feeding, which is when they herd fish onto shorelines or mudbanks, then lunge out of the water to catch them. It’s a learned behavior of bottlenose dolphins in only a few places on earth, and the South Carolina Lowcountry is one.

One trend being embraced by corporate planners and attendees alike is taking advantage of the many authentic experiences to be had in the South Carolina Lowcountry, which provide a real sense of place and cultural meaning. Kiawah Island Golf Resort’s Mingo Point Oyster Roast is a great example. Here, attendees can partake in a time-honored local social custom — eating oysters prepared in the traditional manner over an open fire.

In addition to providing such unique experiences, the Kiawah Island Golf Resort also boasts 500 villas, as well as a number of luxury homes, some of which are in prime beachfront locations. Corporate groups can also gather throughout the resort’s 90,000 sf of flexible indoor/outdoor meeting space to collaborate, socialize or network.

The meetings team for one health care financial company found that the modern meeting and conference space options — as well as the luxurious, world-class accommodations — set Kiawah Island Golf Resort apart from other venues.

“The resort offers so many opportunities for team-building outdoors, from golf and biking tours to spa retreats and more,” says meeting planner Kristen D’Allegro. “It’s the perfect balance of work and play. With all these incredible features, there’s simply nowhere else you’d want to be for our next event.”

Greenville

Greenville offers an ideal setting for meeting planners thanks to its wide range of versatile venues, which includes everything from South Carolina’s largest convention center to smaller, more intimate spaces with stunning views. Plus, Greenville’s central location between Charlotte and Atlanta makes travel a breeze — with more than 110 nonstop flight options — ensuring that attendees can quickly and easily reach their destination.

The city’s walkable downtown and proximity to the Blue Ridge Mountains offer a beautiful backdrop for both work and leisure, and with its Southern hospitality and international food scene, Greenville is always a memorable destination for both business and pleasure, ensuring your event is a success from start to finish. Just ask Jennifer Herring, CMP, senior director of global accounts at NHS Global Events.

Herring has worked with one corporate client that holds its annual conference in Greenville, and it’s been a great success.

“They use the convention center and a mix of hotels near the center and downtown,” Herring says. “People genuinely love coming to Greenville. There’s something about the city that people want to return to. The restaurants, boutiques, nature, well-designed hotels — it all comes together in a charming way. It’s not like other destinations. There’s a warmth and personality to the city that people really connect with.”

When planning this corporate annual conference, Herring has found that Greenville stands out because it checks all the boxes for both planners and attendees. As she explains, the people are incredibly easy to work with — there’s a real spirit of hospitality, and the city truly values its convention customers.

“The destination is easily accessible, and once you’re here, the downtown is walkable,” Herring adds. “Greenville has great restaurants, shops and hotels in close proximity so you feel connected. [It] has a perfect balance of charm and warmth with great hotels, which isn’t easy to find.”

One of the things Herring really loves about the Carolinas is the people and the uniqueness of the place, which you feel right away. As she explains, it’s not just about the venues, it’s about the experience.

Says Herring: “There’s a warmth here that makes people feel welcome. You also get so many unique, local touches — from mom-and-pop restaurants to one-of-a-kind shops, instead of the usual big chains. There’s something special about discovering those little hidden gems throughout the state. It makes events feel more personal and memorable, which is a big win for both planners and attendees. A lot of planners automatically look at places like Charleston or Asheville, and those are great, but Greenville deserves to be in that conversation. It’s one of those destinations that really surprises people in the best way.”

Wilmington & Beaches

Located within Wilmington’s downtown River District, the city’s Convention District is the ideal spot for corporate meetings and events, thanks to the 107,000-sf Wilmington Convention Center, which is the only North Carolina convention center on the coast. The venue has played host to up to 2,000 attendees and offers a 30,000-sf exhibit hall — perfect for gatherings both large and small. Adjacent to the convention center is an event pier and Riverfront Park, which offers additional venues in which to host corporate meetings and events, including team outings on the Cape Fear Riverboat, where attendees can experience the coastal charm of the region.

Other key venues dot the area, including the Hotel Ballast Wilmington, Tapestry Collection by Hilton, which boasts over 20,000 sf of meeting space.

Asheville

Surrounded by the Blue Ridge Mountains, Asheville is celebrated for the famous Biltmore Estate, River Arts District and its famous cheesemakers, among other attractions. This city of less than 100,000 people is also a preferred destination of many corporate and incentive meeting planners.

Recently, Tanger — a real estate investment trust that invests in shopping centers across the U.S. and Canada — held its annual team meeting in Asheville. According to Leslie Swanson, the company’s chief operating officer, employees from across the organization were brought to the historic Omni Grove Park Inn for two full days of corporate learning, development and team-building.

“Our team was inspired by breathtaking views of the Blue Ridge Mountains and enjoyed local cuisine, music and experiences, including a special event at the popular Mills River Taproom at Sierra Nevada Brewery,” Swanson says. “We leaned on local vendors to help us provide an unforgettable experience for our team, and our event programming also spotlighted our local nonprofit partners and the Asheville Police Department, who have been so instrumental in supporting relief and recovery efforts in this vibrant community.”

Swanson points out that with their distinct culture and Southern hospitality, the Carolinas stand apart from other destinations. Plus, with an accessible East Coast location and major airports, travel to and from the area is convenient, while a variety of scenic settings — from Lowcountry coastal regions to the Appalachian Mountains — serve to elevate the experience.

“You can find plenty of metropolitan areas as well, offering diverse venue options, from modern convention centers to more intimate boutique space,” Swanson adds. “For planners considering Asheville for a corporate meeting or event, lean into the splendor and authenticity that [the city] has to offer. Embrace its heritage, celebrate its diversity and integrate its culture into your plans. Engage with community partners for their recommendations and highlight those elements in your events.”

She also recommends hiring local labor and supporting part-time and contract workers as often as possible.

“Be intentional about showing gratitude to trade partners there — they’ve had to navigate incredible challenges to be open and able to serve your group’s needs,” Swanson says. “I believe Asheville has come back better than ever from the events of last year, and the genuine hospitality the city has long been known for is even more pervasive — from hotel staff to restaurant personnel and even those walking along the street downtown. Be ready to be surprised by the warmth, ingenuity and openness of the Asheville community.”

Hilton Head

Hilton Head in South Carolina boasts a vibrant culture and a rich history that is ideal to integrate into today’s corporate meetings and events. Located in the Lowcountry region, Hilton Head is celebrated for its world-class amenities, pristine beaches and gorgeous landscapes. Stretching over 12 miles long and five miles wide, this destination offers a wealth of options for meeting planners looking to delight corporate attendees and support team-building — from world-class golfing to dolphin-watching tours to water-based excursions that celebrate the area’s pristine coast line.

Of course, for corporate planners, Hilton Head’s allure goes beyond its beaches and natural surroundings. The region’s exceptional award-winning meeting and conference facilities offer an array of options to ensure successful state-of-the-art gatherings and events.

As the largest venues on the island, Hilton Beachfront Resort & Spa Hilton Head Island offer over 46,000 sf of meeting and event space in total. This includes 26 rooms that can host up to 1,900 attendees. Nearby, the Westin Hilton Head Island Resort & Spa boasts 37,000 sf of meeting space, which includes a 13,200-sf grand ballroom and an additional 9,500 sf of oceanfront event space, allowing attendees to experience the beauty of Hilton Head’s natural environment.

For three years in a row, HCPro, Inc. — a company that insures hospitals and hospital groups — has held its annual meeting and board meeting at the Hilton Beachfront Resort & Spa Hilton Head Island. The event’s 40 attendees and their spouses or guests enjoyed everything the resort had to offer, including the stunning beach and championship golf courses.

“South Carolina is rich in history, and the group likes to tour historical places,” says Jennifer Hollis, senior event manager at HCPro, Inc. “The best advice I may give is to do a site visit of any hotels you are considering using. There is such a diversity in … properties from historical/formal to mid-level resorts to lower-level full-service resorts. Define the purpose of your event and plan accordingly.”

For instance, if golf is important to the group, you may want to be in Hilton Head, Kiawah or even Myrtle Beach. However, if history and great restaurants would matter more to attendees, Charleston may be better.

“Also, consider air travel and where your guests are coming from and how close they want to be to the airport,” Hollis adds. “Hilton Head Airport is small with fairly limited air service, so ticket prices are expensive. Charleston and Savannah have better air service but are farther from the beach. Finally, talk to other planners that have done a meeting in the Carolinas. Experience knows best.” C&IT

Courtesy of Rhonda Payne

There was a time when diversity, equity and inclusion (DEI) was top of mind for event organizers, destination marketing organizations and major convention centers.

Inclusive programming, supplier diversity and equitable hiring practices were a focus. Commitments were made to ensure that events were more accessible and representative. But today, the energy behind these efforts feels more subdued. The conversation around DEI — once seen as priority — now seems quieter, which begs the question: Has DEI lost its momentum in the industry?

A Political Crosswind

A significant setback came in January, when President Donald Trump declared DEI initiatives illegal and issued two executive orders aimed at eliminating them. His “Ending Illegal Discrimination and Restoring Merit-Based Opportunity” order effectively revoked many DEI-related programs, while another order sought to halt federal agencies’ DEI efforts.

Conservative critics have long argued that such programs violate the U.S. Constitution by being based on race, gender and sexual orientation. Trump’s inaugural speech echoed this sentiment: “We will forge a society that is colorblind and merit-based.”

The industry’s embrace of DEI gained traction in the wake of 2020’s racial justice movement, when DEI initiatives flourished. Industry associations launched task forces, corporations hired chief diversity officers and RFPs increasingly required diverse suppliers. Yet, despite this initial surge, DEI efforts seem to have shifted from a central focus to a secondary consideration.

One of the clearest signs of this shift is the decline in dedicated DEI funding. Some organizations that once created DEI-specific roles have quietly integrated those responsibilities into broader HR or marketing functions. Others have scaled back inclusive programming at events, citing budget constraints. Even supplier diversity programs — once seen as essential for fostering equity — are facing challenges.

Beyond financial issues, the broader political and cultural climate is influencing DEI’s trajectory. Companies in regions where diversity programs have become politicized are treading carefully to avoid controversy. In states with heightened legislative scrutiny, some convention centers and event planners have chosen not to publicly promote their DEI initiatives, to avoid backlash.

The latest State of the Meetings & Convention Industry report by Future Partners, Miles Partnership and Digital Edge highlights a stark reality: While 60.3% of planners still prioritize DEI in their events, external factors are making it more difficult to implement these initiatives effectively.

Rhonda Payne, CEO of Flock Theory, explains that DEI is about more than race and gender. “That narrative is part of the intentionally misleading rhetoric,” she says.

DEI encompasses different races, genders, abilities, accessibility, ages, religions or veteran statuses. “DEI serves and benefits everyone in society and is focused on fairness for all, such that identity doesn’t determine outcomes, whether that means being overvalued and overserved or undervalued and underserved. Merit is the aspiration, and DEI exists because merit doesn’t,” Payne says. “When supporters of the current administration tout the virtues of merit, I often note how similar their language sounds to mine. The aspirational values of America’s founders — equality, representation, liberty, justice — are, at their core, DEI values. This is why words matter. But the meaning we give our words through action matters even more.”

The Impact on the LGBTQ+ Community

Cameron Curtis, CEO of the LGBT Meeting Professionals Association (LGBT MPA), expresses deep concern over the retreat from DEI initiatives, particularly those affecting the LGBTQIA2+ community.

“As CEO of the LGBT Meeting Professionals Association, I am deeply concerned about the growing withdrawal of DEIB efforts, stemming from the Trump administration’s executive actions, specifically as it relates to support for the LGBTQIA2+ community at meetings and events. These withdrawals send a clear message that the physical and mental safety and visibility of the LGBTQIA2+ community are no longer safe investments in today’s political climate,” Curtis says.

LGBT MPA’s vision is “a global events community where all are accepted, equal and belong.”

“We have an obligation to respond when our ability to achieve that vision is threatened,” Curtis says. “The dismantling of DEIB programs and removal of protections for the LGTBQIA2+ community are already negatively impacting meetings, events and economic growth in U.S. destinations as organizations make decisions on where to hold meetings based on their ability to deliver safe and inclusive experiences, and as attendees decide whether they feel safe attending those meetings. As the voice of the LGBTQ+ global events community, we have the opportunity and responsibility to ensure that every person — whether attending or organizing events — can do so with the knowledge that they are safe, valued, heard and free from discrimination.”

“As an industry, we can promote and adopt policies that ensure safety for everyone — organizers and attendees — and stand with organizations that support the LGBTQ+ community,” Curtis says. “We can make tangible differences by creating inclusive event spaces, ensuring representation across all identities, being proactive in addressing bias and discrimination at every level of event planning and execution, modeling inclusivity by promoting diverse voices in the planning stages, ensuring program content and panels are inclusive and representative of the diversity in our industry, offering training on inclusive practices and implementing a zero-tolerance policy for discrimination.”

As for the future? “I’m not sure what the future holds for DEIB efforts, but our response must be clear: We will not allow fear or politics to erase the LGBTQ+ community. Representation is not negotiable and we will continue to gather, plan and show up — because our presence is our power,” Curtis says.

Rachel Covello, inclusive marketing strategist and event host for OutCoast, echoes Curtis’ sentiments. “My concerns strongly revolve around tourism and the negative impact these decisions have on travel to the U.S. and to states and cities where diverse travelers thrive,” Covello says. “We have seen the impact on states like Florida, where LGBTQ+ businesses are sometimes failing to thrive, and we’ll continue to see this across the country as these DEI-erasure initiatives continue. Many destination marketing organizations (DMOs) rely on government funding, keeping destinations thriving, but we may see a cut to marketing campaigns tailored to these diverse demographics and threats to funding if these teams don’t fall in line with government initiatives. We’re already seeing it with LGBTQ+ marketing.”

DEI: A Question of Commitment

Jason Dunn, Sr., CEO of the National Coalition of Black Meeting Professionals (NCBMP), believes that for too long, DEI has been reduced to optics.

“DEI for a long time has been a performative hot-air word salad without much substance by many in our corporate community,” Dunn says. “The false impression of DEI was that only Black people benefited from it. As we unpack the acronym and educate the masses on who it really empowers, people are beginning to rethink their positions.”

Payne agrees. “DEI the acronym has been appropriated by those who advance racialized supremacy, sexism and other prejudices,” she says. “It is being intentionally misused to gaslight and confuse the public while serving as a dog whistle. DEI typically refers to work that combats illegal discrimination, not the other way around.”

“Traditionally, DEI initiatives were framed through a lens primarily focused on race, especially Black Americans, which led to a somewhat narrow view of who would benefit from these efforts,” Dunn says. “DEI is much broader than that. It encompasses race, gender, disability, age, sexual orientation, socioeconomic status and more. This broader understanding is starting to gain traction.”

Successful companies are not retreating from DEI. “Leaders or corporations that understand business and desire to broaden their consumer base have chosen to forge ahead. DEI are key pillars in any sound strategic plan,” Dunn adds.

He does admit the possibility that the visible momentum around DEI has slowed in some places due to political or cultural pushback, or because of the perception that companies have “checked the box” on DEI initiatives. “However, the reality is that successful organizations have moved beyond surface-level efforts to integrate DEI deeply into their corporate DNA. The best companies are not just talking about diversity, they’re embedding it into decision-making, operations and everyday behaviors,” Dunn says.

Embracing DEI practices will help companies thrive in the future, he adds. “As we move forward, DEI will likely continue to grow in importance, evolving in both scope and implementation. However, there is no secret that there are voices and groups that resist this progress, often favoring a return to the status quo or a more traditional, less inclusive environment,” Dunn says. “However, it is my belief that hospitality empowers communities, and if we leverage human interest to lead in this conversation with logic, data and a moral conscience, we all will be better for it.”

DEI Is Alive and Well

Payne rejects the idea that DEI is dead, calling it false and misleading. “The performative DEI that was more about intent and public relations than strategy-driven interventions to interrupt exclusion — sure, that peaked in 2020 and has steadily declined since, right along with its PR value,” she says. “Surface-level announcements and diversity theatre made for lots of media buzz but were never going to lead to lasting impact — they were a distraction from the work.”

“The Trump administration has used government power to pressure and intimidate,” Payne says. “An unprecedented number of executive orders — more than 100 of which were reclassified as presidential actions, meaning they are not printed in the Federal Register and intentionally make federal oversight, tracking and public review much more difficult — have been used in predatory ways. While most are specific to the federal government, this strategy and its enforcement have a coercive and chilling effect on companies.”

Language related to DEI is being suppressed, Payne adds. “As the New York Times reported, the White House is conducting a purge of dozens of words deemed too ‘woke,’ and it’s a lot more than just the term DEI, which is often a coded term used for Black and Brown people by this administration and its supporters,” she says. “I’m talking about words of identity, like women and pregnancy, words of practice, like accessible, ally, belonging and words of values, like justice or representation.”

Payne is afraid the purge of such words will become widespread. “I’ve watched as some risk-averse leaders, event organizers and their companies engage in this linguistic erasure, which is disappointing and short-sighted,” she says.

The Long-term Outlook for DEI

Author and corporate social responsibility (CSR) adviser Bea Boccalandro is more optimistic. “Reports of DEI’s demise are greatly exaggerated,” she says, adding that political leaders are as likely to stop history’s centuries-old movement toward greater diversity, equity and inclusion as “ship captains are to change the direction of an ocean current.”

Boccalandro says that the DEI losses dominating the news are only one sliver of the story. She points to surveys showing that a majority of Americans continue to favor greater equity, hiring fairness and pretty much every pillar of DEI. Furthermore, despite all the rhetoric on the unfairness of DEI, only 16% of Americans — and only 21% of Republicans — believe that it has had an adverse impact on them. Boccalandro says that another neglected part of the DEI story is the full corporate response. Despite some large corporations publicly reining in their ESG, most have quietly decided it’s vital to keep moving it forward, but they’re doing so more covertly.

Instead of responding to the heightened risks of DEI by abandoning it, Boccalandro says, most executives she knows are renaming and restructuring it. She has also witnessed what she calls “redwashing,” or companies feigning capitulation to the anti-ESG movement. Although she admits that there are exceptions, Boccalandro sees no evidence that corporate America, on the whole, is ditching DEI.

The final neglected part of the story, she says, is demographics. “We aren’t seeing widespread rejection of DEI,” Boccalandro insists. “We’re seeing resistance from a shrinking minority, which is a typical response to young practices.”

Boccalandro points out that every year, 4 million 18-years-olds replace the 2.5 million adults aged 65 and older who die. Most indicators show that incoming adults are more pro-DEI than their predecessors, by 15 or more percentage points. “The long-term numbers don’t add up to a reduction in DEI,” Boccalandro says. In other words, this CSR expert, at least, believes that DEI’s retreat will be short-lived. “DEI will survive its tumultuous adolescence and settle into the dull maturity of a standard organizational practice with an inoffensive name.”

Ensuring That Events Appeal to All

Payne offers suggestions:

• Start with safety. Build trust by making it clear (and visible) that people’s dignity and humanity come before profit
• Build coalition power. That includes vendors, venues, speakers and sponsors. Are their values aligned? If not, find others whose are.
• Be brave. “These times require it, and so do the people who show up at your events hoping they’ll belong,” Payne says.

Small DEI Steps, Big Impact

DEI experts agree that small steps can have a big impact. One accessible and actionable resource is the “5 Ally Actions” weekly e-newsletter. It offers five practical steps people can take each week to help build a more inclusive and equitable workplace culture.Designed to be simple yet powerful, these actions range from more effectively listening to underrepresented voices to challenging bias in everyday conversations.

In a climate where DEI is often misunderstood or even politicized, choosing to take small, intentional actions toward inclusion is not only a professional responsibility — it’s a powerful way to lead with empathy and purpose.

As companies and communities evolve, DEI is poised to transition from a standalone initiative to an embedded best practice — one that, despite current headwinds, is not only enduring but essential to long-term success. C&IT

DepositPhotos.com

As an event planner, time is something you no doubt wish you had in abundance. Preparing for a meeting or conference can be stressful and time-consuming. So, you want to make sure your event is memorable for your attendees and that your ROI is worth the effort.

Artificial intelligence (AI) is the buzzword sweeping the industry, and for good reason. The right AI tools can save planners a huge amount of time, money and headaches.

However, while it seems like practically every tool out there boasts AI capabilities, it can be difficult, even overwhelming, to navigate which technology is the right fit for your particular workflow.

So, what are some ways AI can help enhance live events and meetings, particularly for attendees?

• Matching Participants with Similar Interests – This is one of the primary challenges during large events. But using AI algorithms, it’s now possible to analyze attendees’ profiles and professional backgrounds to match them to the sessions and workshops that will provide them the most value
• Answering FAQs – AI-powered chatbots can provide real-time answers to attendees’ questions, so they can spend more time engaging and less time searching for information
• Personalization – AI can curate tailored event journeys by analyzing data from past events and attendee preferences
• Generate Leads and Sales – Using AI-driven analytics, exhibitors can make timely and relevant pitches to increase sales and lead conversions by focusing on attendees interested in specific products and services, helping sponsors maximize their ROI

As planners work so hard to make an event or meeting truly memorable, AI can also help them with:

• Real-time Insights and Analytics – AI-powered platforms can provide live data on attendance, session popularity and attendee engagement, enabling planners to make adjustments on the fly
• Optimized Scheduling of Speakers and Venue Logistics – AI can analyze speaker availability, venue capacity and attendee preferences to create efficient schedules and manage logistical aspects, such as room assignments and transportation
• Content Creation and Targeted Marketing – AI can generate creative content including social media posts, email copy and event descriptions, then analyze demographics and past event data to identify the target audience for your marketing campaigns and outreach
• Feedback Analysis – You can leave post-event feedback surveys to AI, which will identify trends and areas of improvement, helping planners look ahead to future events

Three Big AI Trends in 2025

Right now, experienced planners are seeing a number of trends emerging when it comes to the live event experience.

Anca Platon Trifan, CMP, WMEP, is senior manager of strategic partnerships at Meetings & Incentives Worldwide, Inc., in Caledonia, WI. She says she sees three trends in AI that planners should take advantage of now.

The first is personalization. “In 2025, hyper-personalization in events will shift from being an experimental feature to an essential component of any successful event strategy,” Trifan says. “While we’ve only scratched the surface with tools that recommend sessions or networking connections, the expectation will grow for AI to deliver personalized, real-time experiences.”

She says this means attendees won’t just have sessions suggested to them based on their pre-event preferences — they will receive tailored adjustments mid-event, such as dynamic schedule changes or personalized networking recommendations based on their live behavior and interests.

Sustainability is the second industry trend Trifan sees. “Sustainability will also take center stage, with AI stepping in to help event planners minimize their environmental impact,” she says. “From carbon footprint tracking to AI-driven insights on waste reduction and energy optimization, technology will provide measurable and actionable ways to meet sustainability goals.”

While there are lots of great AI-powered tools for planners, many of them don’t include sustainability features. Sustainability Hub for Events (SHE) was made specifically for this purpose.

Created by the events industry for planners, SHE is a collaborative platform designed to help professionals reduce carbon footprint and manage resources in the planning and delivery of sustainable events. It includes on-demand learning modules to increase your sustainability knowledge, as well as tracking and measurement capabilities to optimize resource usage.

And last but certainly not least, according to Trifan, is analytics. “AI-driven analytics will take event debriefs to the next level, offering a more comprehensive understanding of attendee engagement and preferences,” she says. “These insights will not only inform future event design, but will also allow for faster, more accurate adjustments during the event itself, solidifying AI’s role in delivering impactful experiences.”

For data analytics, Zoho CRM is a great option that features AI-driven features specifically for event planners. Not only can it automate routine communications and predict attendee engagement patterns, but it can help analyze the success of an event and offer actionable insights to help optimize future planning. Zoho CRM seamlessly integrates with a multitude of communications channels, including email, social media and SMS. The platform can also create highly personalized workflows based on AI interpretations of attendee preferences and behavioral data, allowing planners to send targeted, relevant content.

Translation in Real Time

Dave Deasy is the CMP and chief marketing officer at Wordly, an AI translation solutions company in Los Altos, CA. He insists that while there are a lot of AI solutions out there, many of them don’t necessarily add value. That’s where Wordly comes in. “Global communication is a major challenge — whether it be events, small and large companies, local governments,” Deasy says. “There’s a community that does not all speak the local language.”

Wordly offers audio-only, real-time translation, which planners can plug into their audio systems, giving attendees their choice of more than 60 languages that they can then access on their phones and laptops.

“The alternative is to try to hire interpreters, and interpreters are great, but they can be expensive, and it’s extra logistics,” Deasy says. “If you need more than one language, then the complexity starts to go up exponentially because then you have to start to hire multiple interpreters. The cost goes way up. So, we make it significantly easier, and it can all be done on the fly.”

Wordly also offers captioning services and post-event transcription services.

The Case for Implementing AI

While it’s inevitable that at some point it will be impossible to avoid using AI in the industry, many planners are still hesitant to implement it.

“I see more fear and uncertainty than adoption,” says Noah Riley, founder of AI Genius Automations in Meridian, ID. “We’re at a phase in AI where there are more concerns than people showing real, valuable use cases. This means that the intangible qualities necessary to take advantage of this movement are high risk tolerance and willingness to fail, rather than your standard pragmatism. There is a high premium right now on being willing to try and fail, and few are willing to do so.”

Riley adds that the biggest (and quickest) adopters of AI are health and financial technology because these two industries are so data-reliant and directly affect people’s well-being and finances. When companies, especially large ones, do eventually implement it into their workflows, it’s always a long and sometimes difficult process. “There aren’t a lot of people who can show actual timesaving AI implementations unless they’ve been doing the hard work instead of going for the easy win,” Riley says. “Implementing AI into your company and getting incredible results still takes work.”

Trifan digs deeper into this sentiment. “The pace of AI adoption varies widely, depending on the sector of the industry,” she says. “Independent planners or smaller agencies often have more freedom to experiment with and integrate cutting-edge AI tools into their workflows. They can adopt trendy, user-friendly platforms like ChatGPT, Sparkit.ai or tools for automating repetitive tasks without having to navigate the complexities of corporate bureaucracy.”

As far as the industry as a whole, however, she believes that it’s still playing catch-up when it comes to AI — especially compared to tech and e-commerce, where it has been integrated, along with machine learning, for years to enhance workflows and user experiences. The event planning industry is just beginning to explore its potential. “The pandemic did push us forward in terms of overall technology adoption, but AI-specific tools, especially for internal team workflows and hybrid or in-person event applications, are still in the ‘figuring it out’ stage for most of the industry,” Trifan says.

What matters most, she adds, is to not chase every shiny new AI tool or trend but find where AI genuinely fits into planners’ processes. “It’s about identifying the right tool for the job, whether that’s streamlining registration workflows, personalizing attendee experiences or analyzing post-event data,” she says. “The industry needs to embrace experimentation and take calculated risks to understand AI’s capabilities, but always with purpose and strategy at the core.”

Balancing AI With the Human Factor

As with all tools and technology, it is impractical to overly rely on AI as the only solution for each and every task. This technology can’t do it all and shouldn’t be expected to, either. There’s still something to be said for the power of the human mind — for people discussing options and making decisions based on intuition, interaction and experience, all of which is vital to this industry. After all, event planning will always be people-focused.

But that doesn’t mean AI should be discounted. More and more people are using it and that number will only increase as we see more improvements in the technology. “Are we overreliant on the internet?” Riley asks. “Yes. Should we attempt to live and do business without it? No. The low-hanging fruit will be snapped up quickly. And like with anything, only those who do the hard work of solving difficult problems will rise to the top, and I believe people who achieve those outcomes use highly effective tools — AI being one of them.”

Trifan offers some advice for learning to balance the use of AI in this profession. “If we lean too heavily on AI and prioritize speed over authenticity, we risk flooding the industry with low-quality, uninspired experiences that fail to connect,” she says. “Avoiding this trap starts with humanizing our work. AI can’t replicate the personal stories, insights and authenticity that define a brand or an event. We need to lean into what makes our perspectives unique and prioritize originality. AI should enhance our strategy, not replace it.”

When used thoughtfully, she says, AI saves time, helps planners work smarter and opens up opportunities for creativity and connection. “But, it’s up to us to make sure the results are meaningful, impactful and aligned with our values,” Trifan adds. “AI isn’t about replacing what makes us human — it’s about amplifying it.” C&IT

The Omni Homestead Resort & Spa. Courtesy Photo

The best events are meant to both educate and inspire, and planners have found that mountain resort destinations — with their tranquil grounds, stunning views and majestic backdrops — provide inspiration all their own. The breathtaking scenery of such venues, when paired with engaging content, equates to a win-win for all types of events.

With crystal-clear water, dense forests, a wide range of wildlife and plenty of fun activities, you can provide the perfect setting for attendees who want to get back to nature as well as get down to business.

Colorado

With its awe-inspiring vistas and laid-back vibe, Colorado is a popular mountain resort destination, ideal for corporate and incentive gatherings.

As commercial team program manager for Soleo Health, a national specialty pharmacy and infusion services provider, Jeanne Warsing coordinates the company’s national management meeting, rotating locations for the event each year to accommodate as many attendees as possible. This gathering is attended by the company’s territory managers, therapeutic line directors, payor relations directors, regional vice presidents and senior leadership from across the country, and they travel in from all over — the West Coast, the Midwest and the East Coast.

Soleo Health is licensed in all 50 states, with over 30 branch pharmacies. “We’re based out of Frisco, TX, but we choose different locations each year so it works out for our attendees,” Warsing says.

When it was time to scout properties for the 2024 event, she wanted to try something different. “Our event is normally at the end of February, and we usually go to a warm place,” Warsing says. “This time I wanted to try something a little further north. The Broadmoor in Colorado Springs had everything the team was looking for. It’s such a gorgeous property, and when we sited it, it was fantastic. Plus, the rates were great.”

A historic venue, The Broadmoor blends luxe accommodations with the rugged spirit of the American West. The property is the world’s longest-running consecutive Forbes Five-Star and AAA Five-Diamond Resort, and with 315,000 sf of meeting space, there are plenty of both traditional and unique event options for planners, as well as a long list of activities and adventures for both the courageous and the more cautious. Planners can work with the hotel’s events team to curate unique outdoor excursions with activities including falconry, fly fishing, hiking, rock climbing and whitewater rafting, to name just a few.

At Soleo Health’s event, the agenda included free time during which attendees could do whatever they wished. “When we do a site visit, we take a good look at the resort and see what there is to do in the area. We use a conference app and have a ‘Things to Do’ tab. We’ll list everything nearby so attendees can find activities,” Warsing says.

She also worked with a local DMC to add some fun to the proceedings. “We hosted one of our activities at the Cheyenne Lodge, part of The Broadmoor — it’s truly a stunning setting with beautiful mountain views overlooking the city,” Warsing says. She enlisted the help of PRA, a DMC, to handle all the logistics, décor and games for the evening. “[They] were a huge help, given the scale of the event,” she adds.

The evening was centered around a “rustic lumberjack lodge” theme and, Warsing says, PRA “really brought it to life. They took care of everything — from tablecloths, centerpieces and custom bars to outdoor furniture and firepits. They also coordinated the lumberjack-themed games, such as axe throwing, log saw cutting and hammerschlagen, which added a memorable touch to the night.”

With PRA handling the night’s dinner and activities, Warsing was free to concentrate on other aspects of the meeting. “With 200 attendees, working with PRA made it easy for me to focus on our weeklong meeting at The Broadmoor without worrying about vendors, contracts, insurance or décor details,” she says. PRA managed everything, staying onsite to ensure the event ran perfectly, and even booking the musical talent for Soleo Health’s awards banquet. “Again, I didn’t have to worry about searching for vendors or ensuring everything went smoothly. PRA managed everything, including staying onsite to ensure the DJ ran perfectly.”

In addition, Warsing had a great experience working with The Broadmoor’s events and F&B teams. “We had several people who were vegan or gluten-free, and the culinary team met every one of our needs. They were flexible, and the food was delicious,” she says. “The customer service was top-notch. Their whole team goes out of their way to make sure your team is being served. You never have to look for a member of their team. And their follow-up is impeccable. My final invoice came in less than 10 days and without error.”

A few miles from The Broadmoor, Garden of the Gods Resort in Colorado Springs is an escape from the outside world without losing touch with it completely. This is one of the reasons that Steve Kinsley, president of Kinsley Meetings, chooses the resort every year to hold a two-day board retreat for Junior Achievement Rocky Mountain, of which he is a member.

“It’s a fabulous resort. Resorts in The Rockies are part of my jam, and Garden of the Gods is just beautiful,” Kinsley says. “You’re not in the middle of a lot there. It’s nice and quiet. The rooms face the Garden of the Gods itself, which is a red sandstone park.” Pike’s Peak is also visible, providing guests with access to a full range of natural wonders during their stay.

Kinsley says the intimate size of the resort lends itself well to small- and medium-size groups. “We have 40 people at the board retreat, so 40 to 50 max is about the largest group they like to have at this venue,” he says.

Kinsley describes the F&B as “excellent. They do a great job.” He says the group usually has breakfast outside on the resort’s patio and dinner and cocktails inside, while breaks and lunch usually take place outside. “The event is in May, so the weather could go either way,” he adds.

The resort is a “hidden gem,” Kinsley says. “Planners would enjoy the seclusion — it’s kind of a boutique setting. There’s great golfing and a spa as well.” He also points out that the resort features “casitas” — standalone 1-, 2- or 3-bedroom luxury residences, each with its own full kitchen, dining room, living area with fireplace and five-piece en suite bath — which are another great option to give guests even more privacy. Additionally, the resort’s rooms were renovated not that long ago.

“Colorado Springs is easy to get in and out of,” Kinsley points out. “It’s about 20 minutes from the airport. It’s really beautiful — right next to the mountains. I would definitely recommend Garden of the Gods resort for a smaller group.”

Besides its close proximity to the airport, Colorado Springs has plenty for guests to do, should they want to explore the city when the day’s business wraps up, or extend their stay by a few days. From hiking Pike’s Peak and touring the city’s many historic landmarks to visiting art galleries or enjoying any of the city’s many breweries, parks and sports complexes, there is a lot to discover in this small but mighty city. The same can be said of the entire state of Colorado.

Hot Springs, VA

For planners in the know, the Omni Homestead Resort & Spa in the Allegheny Mountains is a top choice if you want to treat attendees to one-of-a-kind event experience. Designated a National Historic Landmark, it has operated for over 250 years, and its elegance and historic charm remain on full display. After a $170 million renovation, the resort boasts over 72,000 sf of upgraded meeting and event space with state-of-the-art amenities. Add the stunning mountain views and the Omni Homestead will leave your group rested, inspired and ready for business.

Western Montana

With its wide-open spaces, deep connection to nature and recent emergence onto the world stage thanks to the TV show “Yellowstone,” more and more people are discovering what locals have known for generations: Montana is a special place.

Rather than hosting conferences or conventions for thousands of attendees, most of the venues in Big Sky Country are better suited for small to midsize groups, according to Debra Ravenscraft, senior director, global accounts at Helms Briscoe. She has visited countless properties in the state. She mentions Paws Up Montana, a 37,000-acre luxury resort and working cattle ranch in Western Montana — known as Glacier Country — that offers incentive groups and meeting attendees a truly memorable experience. “The housing options at the properties are cool — it’s either a glamping tent or a house. I personally stayed in a three-bedroom house during a recent site visit, and it was like something off the set of ‘Yellowstone,’” Ravenscraft says.

She adds that there’s no reason for event attendees to leave the resort once they arrive. “They have something like 70 activities — it’s a working cattle ranch, so that in itself is cool. Paws Up is the first place that comes to mind for a smaller, more exclusive group,” Ravenscraft says. It does have a higher price tag, she notes, but everything is included: lodging, meals, ground transportation to the airport and activities. “They give you a Lexus to drive around the property. It’s pricey because it is all-inclusive, but what better investment than your team? People will never forget it.”

As for meeting areas, Paws Up has several indoor and outdoor spaces, all with a strong Wild West aesthetic, so the place is certain to be unlike anything the group has experienced before.

In addition to unique venues and lodging options, Western Montana has plenty of ways for groups to experience the outdoors. Glacier National Park is perfect for a spouse trip or add-on excursion, with activities such as fly fishing, skiing, snowboarding, horseback riding and hiking.

The Lodge at Whitefish Lake in Western Montana is another idyllic destination for smaller groups. “That’s a wonderful opportunity because you can fly into Glacier Park International Airport in Kalispell, MT, and drive into Whitefish,” Ravenscraft explains. Plus, airport shuttles and ground transportation are common amenities at most of the resorts. She describes The Lodge as “a quintessential Montana mountain inn, with a big roaring fireplace. It’s right on the lake so there’s a big deck. You can hold events outside or just sit by the water.” The venue has four rooms ideal to hold events for smaller groups, and the conference/grand ballroom is a great fit for larger groups, with more than 6,000 sf of space.

Ravenscraft says the smaller boutique venues found throughout Montana also offer great options for planners organizing trips and retreats for remote teams. “I have some clients whose teams are fully remote,” she says. “It’s hard to build trust when you’re just communicating over Zoom all the time. Every six months my clients’ teams will get together, and they want something unique. They want to sit around a firepit and get to know each other. They want to get outside. There’s just something about sitting outside on a mountain in the cool air that’s different from lying on a beach.”

Mountain venues also offer something different for incentive groups. “I have a lot of clients who do incentive trips and go to beaches. I remind them to change it up now and then. These folks can go to a beach anywhere. There’s something refreshing and comforting about putting on jeans and a flannel rather than a bathing suit,” Ravenscraft says.

Ravenscraft says that when it’s time for attendees to explore, the dining and shopping options in many of the small towns throughout Western Montana — namely Kalispell, Whitefish and Missoula — are as good as any planners will find in a major city. There are few chain stores or restaurants in this part of the country, and that’s the way the locals prefer it. The big focus on small businesses adds a different dimension to sightseeing and offsite excursions. “It’s difficult to find a hotel to accommodate 400 people, but that’s kind of the beauty of it,” Ravenscraft says. “For smaller-size meetings or remote teams, that’s something these venues do well.”

Utah

Known for its world-class skiing and landscapes, Utah isn’t just for snow lovers. It has plenty of year-round activities to appeal to everyone.

Beth Hoffman, CDS, vice president, global accounts at ConferenceDirect, says Park City is one of her favorite destinations. She first discovered it because she is a skier herself, and she has since brought many corporate and incentive groups. “The skiing is first-class — world-class snow, world-class conditions,” Hoffman says. “It has the best lifts, the best gondolas and access to so much terrain. There are so many world-class resorts to select from, all with their own niche.”

She recently worked with a group that held a retreat at The Lodge at Blue Sky and was impressed with all the experiences available there. A luxury resort with a rustic sensibility, it has nine event venues, each with its own unique aesthetic. Meeting space ranges from the 36,000-sf Remuda — a former indoor horse-riding arena that can be booked for events — to the cozy 675-sf private dining room.

Hoffman also praises The Pendry, one of Park City’s newer attractions, because of the sleek, modern look of the modern alpine lodge and its location on Main Street. The hotel includes more than 7,000 sf of meeting space across four distinct venues, with state-of-the-art AV and meeting amenities.

It is also worth visiting downtown Park City, where Hoffman recalls taking part in an incentive trip: “We were there in the offseason, so, fall, and we took bikes from Main Street, and because the biking pathways are so extensive and well laid out, we did an awesome bike tour through the back country and another part of Park City I’d never seen before. That was a great half-day activity, and not too strenuous.”

During her many visits to Park City, Hoffman has found much more to appreciate about the city. For example, event attendees can visit Olympic Park — site of the 2002 Winter Games — and watch Olympic athletes train with their coaches. The historic Main Street is not to be missed either, according to Hoffman. “That’s the edge Park City has over all the other little ski towns,” she says. “It has that historic ‘cowboy ski town’ vibe, and you don’t need transportation. Park City has so many fun options for dine-arounds! I think attendees enjoy it because the city is so walkable.”

Located only 40 minutes from the Salt Lake City airport, Hoffman says both ground and air transportation are second to none. “One of the biggest selling points of Park City is the ease of airlift,” she says. “Flying into Salt Lake City, there are tons of direct flights, and once you get to the airport — which is beautiful — you can literally get into a car, van or shuttle and be in downtown Park City in 45 minutes.”

However, Hoffman suggests caution. “Utah’s altitude is lower than Colorado’s, so attendees that might experience altitude sickness should be aware of that,” she says. “It really affects you if you’re not used to it. Stay hydrated.”

Although some venues can hold larger groups, Hoffman feels boutique hotels and unique venue spaces are perfect for smaller, more exclusive events and incentive groups. “I would definitely say it’s a great location for a retreat,” she adds.

She points out that mountains have a much different vibe that leaves groups who visit inspired and energized. “The air is so clean, the sky is so blue. Sometimes, you see wildlife and different animals in their natural habitats. You just feel this natural energy,” Hoffman says.

North Carolina

Asheville boasts an artistic sensibility inspired by the changing seasons. When Christine Kavanagh, vice president of global accounts for HPN Global (and a native “Ashevillian”), sources properties for clients here, the stately Biltmore Estate and luxurious Grove Park Inn top her list. “For an incentive-level group, the Grove Park Inn is the most ‘wow’ factor hotel,” she says. “It has a magnificent golf course, amazing spa and has been open since the early 1900s. It really provides a lot of what an incentive-level client would be looking for. It’s also super close to downtown Asheville.”

The storied Biltmore Estate, once home to the Vanderbilt family, remains the largest privately owned residence in the country and provides an unparalleled experience on the grounds of one of the country’s most majestic homes. The hotels are separate from the main building, so there is a sense of privacy and exclusivity for the groups who are staying on property.

“I booked a couple of small groups there for corporate retreats,” Kavanagh says. “It’s perfect for smaller groups.”

With examples such as these all across the U.S., it’s clear that mountain resorts continue to provide meeting and event attendees with plenty of options to get work done — and also get away from it all.  C&IT

Today’s attendees expect a truly engaging event experience. Courtesy of Cynthia D’Aoust

Ask anyone who lived through the pandemic if in-person events are valuable, and you’re likely to hear a resounding “yes!” — and that’s because face-to-face events have proven their worth for myriad situations.

But with limited time, budget and resources, clients expect a strong ROI for their events, which is different for everyone. Some expect a boost to their financial bottom line. Some look for an uptick in attendee networking and relationship building. And for others, it’s something else entirely.

Post-event surveys, attendee feedback and hard numbers are traditional ways of measuring an event’s ROI. Beyond the data, however, planners say the true value of an event lies in its Return on Engagement or Return on Event (ROE) — which is what the attendees gained from being there. ROI is easier to quantify, but by paying attention to attendee engagement at various levels, planners and clients can get a truly holistic view of how well the event met its intended objectives.

ROI vs. ROE

ROI is typically measured by how an event impacted the host’s bottom line — which is assessed by gauging factors such as registrations or sponsorships. The ROE takes a broader view, factoring in elements that are more difficult to measure.

“ROE related to events includes intangible or value-based benefits like employee engagement, knowledge or skill development, brand reputation, social or environmental impact and relationship building,” says Ashley Case, CMP, senior director of meetings + incentives operations for CADENCE. “A holistic planning approach ensures both measurable and experiential factors are valued. Open communication between planners and stakeholders ensures alignment and sets the stage for success from the outset.”

That means you should always be focused on the audience and what they might find most valuable.

“What’s going to have an impact, be memorable and have a major takeaway?” Case asks. “Once-in-a-lifetime experiences, speakers who change perspective and inspire, unique opportunities to make meaningful connections between attendees throughout the event — these are all elements that provide ROE.”

Know Your “Why”

With any event, you must start with a clear purpose then establish goals for gauging attendee engagement before, during and after.

During planning calls, define that purpose by asking questions such as:

• Why is the event being held?
• What are its intended objectives?
• What will “value” look like, and how will it be measured?
• What are we/you trying to accomplish?
• Will the sales team go out and be ready to sell the new product?
• Is the purpose of the event to network with clients? If so, how will those relationships and connections be measured?

To determine benchmarks, Cynthia D’Aoust, SVP of Global MICE for Your Event Solutions (YES) suggests the following steps:

• Be clear on what you are trying to achieve by asking your clients the above questions
• Design the meeting around those objectives
• Establish your criteria for measurement

“Do people want to be active and mingle, or learn in more of a traditional classroom setting? Do you want to get out of a hotel?” D’Aoust says, pointing out that more events are opting for a more nontraditional setting to encourage networking and brainstorming.

Internal events require the same level of attention and focus on a particular goal. Peggy M. Diab, executive vice president of tradeshows and conferences for HMP Global — a global leader in healthcare events and education — says her team works hard to ensure that attendees, faculty presenters, sponsors and exhibitors have an impactful experience at their meetings.

Diab’s team does this by following important steps. It starts with defining the event’s purpose, including the primary objectives for learning, networking, brand awareness and more. They also involve stakeholders by collaborating with clients, sponsors and team members to set expectations and align goals with resources to ensure they stay within budget, secure appropriate manpower and meet deadlines. Beyond that, Diab’s team works with project managers to break goals into smaller tasks, which are actionable steps and assigned responsibilities, and then monitor and adjust as needed. “We track our progress and refine our goals as needed to stay aligned with the event’s vision,” Diab says.

Setting the Stage

Once the goals and measuring tools are in place, you must find the earliest opportunity to start gauging their effectiveness.

Case and her team utilize event marketing and technology to create buzz that can generate participation and pre-event engagement. “We use mobile event apps before, during and after the event for surveys that collect preferences to shape content/activations/excursions, engage audiences with polls during sessions, set up social walls and add gamification that generates and measures engagement and attendee information assimilation,” Case says.

As senior director of global events – Global Business Organization for LinkedIn, Allison Nunes oversees a wide range of corporate events around the world. Among the largest she manages is LinkedIn’s sales kickoff event every July, a gathering of more than 7,000 salespeople from around the globe.

“We really set objectives for the sales kickoff and the year ahead. We recognize what we did, what we did well in the previous year. We acknowledge it, set a theme for the coming year, then we discuss some business goals we want to set for each line of business,” Nunes says. Company culture is everything at LinkedIn, so it is always built into the objectives.

To measure ROI this year, Nunes said, the company will “dig deeper into our enablement, where we want our salespeople to come right out of the event and go to market, whether it’s a message for the customer or really [having] the tools to be able to talk to any product roadmap or anything that’s happening now. Sometimes, there’s been a lag between the event and ramping [up] people on a new product or business objectives for the new year. We’re trying to tighten the timeline on that, and it’s something we’ll pay close attention to and measure better after we implement the change.”

In 2024, LinkedIn had a larger-than-average number of new employees attending their first sales kickoff. The company held its first “Know Before You Go” call to orient them with the event space and answer initial questions. “We didn’t want people to feel overwhelmed — we wanted them to feel informed. We wanted them to go through these steps so people get the ROI they’re looking for, they know where to go, what to do, what expectations to set, how much time they might need to get from one place to another,” Nunes says.

Preparing attendees in advance helps to ease any anxiety or uncertainty about preparation so they can ready themselves accordingly and jump right in as soon as they reach the venue.

One useful tool to engage registrants right from the start is a pre-event survey. “They’re so great. You’re customizing the content for the interested attendee — gathering what their interests are and building that out, and developing campaigns that can generate the buzz,” Case says.

Track Onsite Engagement

Continuous monitoring of engagement throughout the event helps planners identify what’s working and which areas need attention, all in real time. “Badge scanning and RFID tools to measure session and activation attendance are helpful as well. These tools help us understand what makes an impact, what sticks and what the audience is excited about — often in the moment!” Case says.

Diab monitors “day of” engagement in several ways, including real-time tracking of metrics such as attendance and participation rates in sessions, live polls and social media mentions. She also monitors revenue streams such as registrations and sponsorships, and uses data tools to assess traffic on event websites, as well as customer feedback. “These all allow for dynamic adjustments to improve outcomes before the event concludes,” she explains.

Presenters can help encourage engagement, too. “You might have different speakers who have a survey at the end of their session, which asks: ‘Is there anything you would like to have learned about?” D’Aoust says. “If you’re clever, leave space where you can take the day-to-day feedback and incorporate it at the end. Gather the feedback, get the people back in the room and close it out at the end.” This strategy works well for sessions with brainstorming or problem-solving components.

More relaxed agendas have been an enduring trend since in-person events returned after COVID. By giving attendees more breaks and down time, a shift has occurred — informal engagement is happening more organically. “Years ago, we gave people an agenda. Now we give them space to create community,” Nunes says. “We’ll see smaller sub-teams creating communities, engaging with the wellness team and creating a morning run — groups do things within the event. We create space for that.” She notes that her team is sensitive to attendees’ needs and will find smaller, quieter meeting rooms for those who might need a less overwhelming environment. “We try to replicate the services we have in our offices — we want attendees to feel at home,” she adds.

What Was Hot, What Was Not

After the event, it’s time to take a deep dive into the final numbers and attendee feedback. Once again, it helps to step back and look at the big picture to put the numbers into context. “Other than direct sales numbers, we’ll ask ourselves: ‘Did we move product? Did we move the business forward? Were the guests happy? Were there fewer complaints than in previous years?’” Nunes says. “It’s a year-over-year thing — and with our incentives, too — where we ask ourselves: ‘How can we replicate this? Was it positive?’”

Repeat visitors are a valuable source of feedback. “Tracking and recognizing return attendees is a great way to understand how you are upping your game year after year,” Case says. She also suggests paying close attention to increased participation against resources utilized and says that staying within budget — or within a proportional incremental increase—is a great indicator of ROI/ROE. “Budget tracking with per-person spend is key in monitoring your financial ROI,” Case adds.

ROE is a valuable metric for an event’s success, but when analyzing the hard numbers, planners use different tools — like building out calculators — to measure their client’s financial ROI.  Tracking registrations for paid events is another common benchmark. “Will the client have met their sales goals with registrations? In this instance, the value attendees perceive will be demonstrated by how many people sign up and pay to come. That’s an easy one to determine the ROI — how many people paid for the event?” D’Aoust says.

Diab says for HMP Global, an event’s overall success is determined through:

• Quantitative Metrics – Registration versus attendance, leads generated and sales closed, and sponsorship ROI for partners
• Qualitative Feedback – This includes post-event surveys to assess satisfaction and gather input for future programs and focus group meetings with attendees or stakeholders
• Engagement Metrics – This includes media mentions and social media metrics, along with app usage statistics, and long-term indicators such as repeat audience at future events, positive reviews and referrals

“ROI isn’t solely about financial returns — it’s about the perceived value for all stakeholders,” Diab stresses. “Always aim to provide measurable outcomes to justify the investment while creating meaningful, memorable experiences for attendees. Continuous improvement through post-event analysis is essential for long-term success.”

Taking steps to measure value throughout the event takes the burden off gathering all feedback at the event’s conclusion. It’s also a good idea to utilize apps for attendee surveys and to gather feedback, comments and more. Better yet, use old-fashioned in-person mingling in conjunction with the surveys to gauge attendees’ anecdotal response to the event. Then, make note of their remarks and discuss them with the same care you take to review the comments left on the post-event surveys at follow-up meetings. “Year over year, there are things that you learn, measure and tweak,” Nunes says. “Only measure what you have true control over, or what you’re willing to change or get true feedback on.”

True ROE = Long-term Value

The end of the event doesn’t mean the end of engagement. Following up and maintaining regular contact with attendees, sponsors, vendors and other stakeholders helps to establish solid long-term working relationships. Over time, those connections lead to increased attendance, engagement and brand loyalty. “Engagement. That’s what you’re there to do — bring people together,” Case says. “Utilizing someone’s time is valued in how engaged they were and how they perceived the experience.”

The tricky part, she notes, is defining the metrics. “We can take surveys, analyze the engagement based on tech use, but you sort of need bases to set metrics and gauge successes,” Case says.  “When you’re doing an event for the first time, that’s your baseline — the goal is to increase it from there. It’s not all black and white and numbers, especially right out of the gate.”

It can be challenging for a client to realize that the hard data does not always show the holistic value of an event. “People have a hard time quantifying the ROI. ROE broadens the application,” D’Aoust says. She urges planners to challenge the norm. “You’ll show more value, and you’ll probably have better survey results. Ask: ‘What specifically do we feel will justify the investment we’re making in this business?’ Through conscious intent, we’ll define what success looks like for us.” C&IT

A beachball photo op at LimeLife Palooza 2024. Blue Spark Event Design

Heather Pilcher, CSEP, CMP is CEO & Executive Producer at Blue Spark Event Design.

In my 15 years in the event design industry, I’ve seen how brand activations have shifted from ordinary to extraordinary. Fixed displays and free samples no longer cut it. Today’s consumers crave experiences that are engaging, immersive and unforgettable.

One of the most powerful aspects of immersive experiences is customizability. Unlike static advertising or generic campaigns, immersive events can be tailored to align with a brand’s identity and the specific preferences of its target audience. Personalized interactions can be achieved through data-driven insights, allowing brands to design experiences that cater to individual attendees. Whether through virtual reality (VR) simulations that let users “test drive” a product in their ideal scenario, or through augmented reality (AR) filters that are uniquely branded, personalization enhances relevance and engagement.

Immersive experiences are also extraordinarily scalable in format — from intimate pop-up shops to large-scale installations, they can be scaled to fit a range of settings and budgets. A high-end fashion brand might host an exclusive, custom-built runway show in an unexpected location, or a beverage company could create a sensory-rich tasting tour for select industry influencers. This level of customization ensures that the experience feels unique, increasing the likelihood of consumer engagement and loyalty.

Turning Attendees Into Brand Ambassadors

Inherently shareable, immersive brand activations are a natural fit for generating media coverage and social media buzz. Eye-catching installations, dynamic lighting and interactive displays encourage attendees to take and share photos online, effectively turning consumers into brand ambassadors. Immersive events provide ample opportunities for attendees to create and share content. By incorporating branded hashtags, custom filters or live-streaming options, brands can amplify their reach far beyond the physical event space.

Transcending aesthetics, custom decor helps reinforce brand messaging in subtle yet impactful ways. Every design choice, from color schemes to textures, can echo a brand’s identity, creating a cohesive narrative that resonates with attendees. Thoughtfully curated decor ensures every visual element serves a purpose, making the event not just visually stunning but meaningful.

Custom decor also enhances the shareability factor of an event. “Instagrammable” backdrops, interactive installations and photogenic displays encourage attendees to capture and share their experiences. Each social media post becomes a piece of user-generated content that amplifies the event’s reach and reinforces the brand’s image to a wider audience.

Custom-branded merchandise can elevate the impact of a brand activation by providing attendees with a tangible takeaway that reinforces the experience. Exclusive items such as limited-edition apparel, collectible pins or high-quality branded tech gadgets serve not only as souvenirs but also as ongoing reminders of the event. The exclusivity of such merchandise adds to its appeal. When attendees know they’re receiving something that isn’t widely available, it creates a sense of privilege and fosters a deeper emotional connection to the brand. This also lends to the social media aspect of marketing — when clients receive something that is deemed special or unique, it encourages them to post more about it and extends the life of the brand activation far beyond the event itself. Additionally, custom merchandise encourages word-of-mouth promotion. When attendees use or wear their exclusive items in public, it naturally sparks curiosity and conversation about the brand and the event. This subtle form of marketing can reach new audiences, broadening the event’s overall impact.

A wealth of data points

Clients, of course, want to measure the effectiveness of immersive brand activations since they can be a substantial investment, and this is one of the challenges of traditional marketing campaigns. Immersive brand activations, however, offer a wealth of data points that can be used to gauge success. From attendee engagement metrics like dwell time and interaction rates to the volume of social media mentions and user-generated content, brands can gain a clear picture of how their event resonated with audiences.

Moreover, post-event surveys and feedback can provide valuable insights into what attendees found most compelling. This data not only helps measure ROI but also informs future activations, ensuring that each event becomes a steppingstone for even greater success. Brands can gather these qualitative insights and gain insight into their attendee’s perceptions of the brand as a whole.

As new technology continues to emerge, immersive brand activations will evolve in ways we can hardly imagine now. AI, holographic displays and the metaverse are just a few of the innovations poised to reshape how brands engage with audiences. These advancements will enable even more dynamic and personalized experiences, allowing brands to stay ahead of the curve in a rapidly changing landscape.

In the “attention economy,” where countless brands compete for a finite amount of consumer focus, immersive events must constantly raise the bar. Each year brings new challenges to outdo what came before, pushing the boundaries of creativity and technology. Brands that innovate and invest in cutting-edge experiences will not only capture attention but also earn lasting loyalty.

Immersive experiences in brand activation events offer a unique opportunity to connect with audiences in a meaningful and memorable way. By leveraging customizability and focusing on shareability, brands can not only engage participants but also create a ripple effect that resonates across media platforms. In a crowded market, the ability to stand out and leave a lasting impression is invaluable — and immersive experiences are a proven way to achieve this. As we move forward in an ever-changing marketing landscape, the brands that embrace the potential of immersive experiences will not only capture attention but also foster meaningful, lasting relationships with their audiences. At Blue Spark Event Design, we’re constantly exploring new ways to push the boundaries of what’s possible, and we’re excited to help brands tell their stories in ways that truly resonate.

Immersive brand activations aren’t just a trend; they’re the future. By customizing experiences to reflect the essence of a brand and creating moments that people can’t help but share, we can build connections that transcend the event itself. And in a world where attention is the ultimate currency, that’s a game-changer. C&IT

James M. Sweeney is a serial entrepreneur who started 14 healthcare companies with original ideas, none of which have failed. He has raised $2 billion in capital and generated more than $30 billion in exit value. His companies have saved or extended the lives of millions of people. 

Rhonda Lauritzen is a biographer and speaker at international conferences. She has an MBA, served as a corporate CEO and college vice president and is the founder of Evalogue.Life. She believes that when you tell your story, it changes the ending. This is an excerpt from the recently published book “Creative Insecurity: Lean Into the Unknown and Unleash Your Inner Misfit,” co-authored by Sweeney and Lauritzen. 

I well remember the day of my biggest failure as a young professional. A secretary led me down a hallway dubbed “mahogany row” because it housed the executive suites. I entered the CEO’s palatial office with a huge desk, private patio and settee area. My boss was the VP of Marketing, and he was already waiting with the president and other executives. I felt nervous and excited to make my presentation. McGaw manufactured IV solutions, and I had taken a job there as Marketing Director following about a decade with various healthcare companies.

The executives listened as I told them I had spent time in the top-notch Cleveland Clinic, where we provided IV solutions for patients who had to receive all their nutrition through a feeding tube. They had a terrible quality of life chained to the hospital. It was miserable for them, and patients had poor outcomes. Then, a lightbulb turned on for me: “We could treat these patients at home.”

It was a revolutionary idea, and I knew it could work. We could provide all the supplies for patients to administer their own IV solutions. My pitch was impassioned, but the executives shifted in their seats.

One spoke aloud what the others seemed to be thinking: “Patients could never do something so dangerous, and the hospital would never sign off on it. They’d be too afraid of getting sued.”

I was emphatic as I responded to their objections.

“Every part of this equation makes sense,” I said. I knew it could work.

As the management team dismissed me, I could see they had already rejected the idea. Their formal answer to my proposal followed swiftly. Not only did they decline the opportunity, but they also wrapped their reply to me in a pink slip. I was not a fit for their organization.

That was my first and greatest failure up to that point in my life. But it turned out to be the most freeing event, too.

I had climbed the ladder quickly but was a square peg in a round hole within a corporate culture. Although I got along well with colleagues, they often didn’t know what to make of me. I wasn’t contrary on purpose, but I couldn’t help but see the world differently.

Getting fired left me untethered to pursue my idea. That idea became the seed for Caremark, a company that would first pioneer the high-tech home healthcare industry. It was a revolutionary concept that saved money at every level and kept patients out of hospitals.

Caremark would be my first entrepreneurial venture of more than a dozen during my career. These healthcare companies collectively created billions of dollars in value for shareholders, resulting in tremendous efficiencies. But most importantly, they saved or extended patient lives in immeasurable ways. Years later, I acquired McGaw and ended up occupying the office of the executive who had fired me.

Why am I telling you this story? Every week, I talk with entrepreneurs and rising young professionals who feel restless where they are. They often tell me they feel like misfits. They see what others do not and have ideas that might change the world.

As my career has shifted from serial entrepreneurship to coaching others with their startups, I’ve studied differences between those who succeed and those who self-destruct. More than any other trait, I see people break through their barriers by embracing positive insecurity rather than succumbing to the paralyzing effects of negative insecurity.

While most people think of insecurity as bad, it has both positive and negative effects. The choice is yours to lean into creative insecurity as a powerful growth catalyst or let fear-based overcorrections become a destructive force in your life.

But if the word “insecurity” makes you feel squeamish, you are not alone. The Oxford Dictionary definition carries negative connotations, including anxiety, a lack of confidence and a feeling of being open to danger.

Let’s focus on one word of the formal definition, which is neutral and not necessarily negative.

That word is: uncertainty.

Simply put, we feel insecure when a situation or outcome is uncertain. You might just as readily feel excited about an unknown outcome as you might feel anxious.

What makes you feel insecure today, right now, as you are reading this? You might feel unsure about the future or whether your abilities will measure up to a challenge. Imposter syndrome plagues nearly everyone. You may feel like a misfit, out of place in your current environment. Perhaps you must respond to threats coming your way.

You are not necessarily overreacting if you feel anxious in uncertain situations. The reason the unknown feels uncomfortable is because we are biologically programmed to avoid risk. You stay alive by listening to your body’s warning signs that you are in peril. These internal signals get your attention, not only about physical danger, but in social situations as well.

It is possible and healthy to develop creative responses to the inherent insecurity in life. You have a choice of what to do when faced with uncertainty. A positive approach is to be curious, open to improvisation and ready to learn. It is an alert state of being, not a fearful one.

If you are having difficulty wrapping your head around positive insecurity, begin by looking for examples in your life. Can you think of a time when you felt the thrill of a new beginning? If so, you have experienced positive insecurity. The exhilaration of new love, starting a job or kicking off a project are all times of uncertainty that bear the markers of hopeful excitement.

Curiosity is another potent form of creative insecurity. The discovery process is invaluable because it reveals more knowledge. While setting out for the unknown might be scary, curiosity can motivate us to push through our fears.

And if you enjoy the learning process, then you already know one of life’s great truths: Humans are most fulfilled when we feel challenged.

It’s funny because we tend to expect that we will feel happy after accomplishing an ambitious goal, but the opposite is often true. There are plenty of examples which show we are more engaged when we struggle upward compared to times of ease.

The takeaway? Don’t get comfortable. An easy life will leave you emotionally dissatisfied without knowing why.

I know you can learn to embrace insecurity, leverage imposter syndrome to your benefit and build strengths in the areas of vision, indefatigability and humility. You can lean into the unknown and fail your way to success. C&IT

Runners cross the finish line at last year’s Boston Marathon. Courtesy of Boston Athletic Association

The Boston Marathon remains one of the most prestigious road races worldwide — and it’s Katie Hawkes’ job to make sure the experience is as exciting, memorable and safe as possible for the more than 100,000 attendees enjoying a weekend of marathon-related activities at the Bank of America Boston Marathon Expo. As director of brand and experiential marketing for the Boston Athletic Association, Hawkes is well aware that multiple generations attend the event, which has the eyes of the world on it come race day. And when the last runner crosses the finish line of the world’s oldest annual marathon, plans are already in place for the following year’s event.

“We start planning the Expo and how we want it to look almost immediately after, because of fresh eyes,” Hawkes says. “You want to go into it right after seeing the event through.” The host venue for the event, the Hynes Convention Center in Boston, MA, is contracted two to three years in advance, as Hawkes always has an eye on the future as she deals with the present. “I already have a ‘next year’ list,” she reveals. “We are a full-year operation.”

Quality Over Quantity

Hawkes says that, in recent years, the Expo has focused on quality over quantity. She’s learned that being selective about vendors gives attendees a more cohesive and immersive experience. “We used to have it be open to anybody that wanted to rent Expo space, but over the last few years, we really tried to make it a more experiential event and focus on our official partners,” she says. Her team started by removing some of their sponsor partners’ competitors so the official sponsors could have larger booths to showcase their brand in extraordinary ways. “It’s less exhibitors, more activation,” Hawkes explains. “We saw the trend in the industry happening, and we got ahead of it.”

For example, sportswear giant Adidas is the official footwear and apparel supplier for the Boston Marathon, and the brand has a dedicated 30,000-sf exhibit hall that not only showcases the latest and greatest in retail products — including exclusive Boston Marathon merchandise — but also educates and engages attendees.

The Expo, which lasts three days, features all-day programming covering topics ranging from race performance — including mental strategies for success and insights from nutrition experts on how to be best prepared for the marathon — to human interest, with presentations such as “50 Years of Wheelchair Racing,” “Post-Olympics Conversations with the U.S. Pros” and “Motherhood and Marathoning.”

“Four to six months out, we are starting to build out our theater programming and making sure we have relatable content that is what our attendees want to see,” Hawkes says.

Hawkes adds that, using insights and experiences from over the years, she and her team are able to mitigate the flow of the massive event by being prepared for peak visitor times and by working hand in hand with the convention center’s operations and security teams. “We know when our influx of people is going to come through our doors based off of many years of data, so we plan with the Hynes on increased security to make sure people get through the doors faster,” Hawkes says. “They have the newest technology at their security screening, so people don’t have to stop that much, and that really helps. But we start talking to them about eight months in advance on pinch points from previous years.”

Innovative, Engaging Programming

Tahira Endean is the head of programming for IMEX, which organizes two of the world’s largest trade shows for the business events sector (IMEX Frankfurt and IMEX America). Endean was an IMEX attendee before she joined the organization just a few years ago. “I think I’d been to 18 IMEX events, and from the very first one that I went to in America, I was just like: ‘Why can’t I work here?’” she says. With more than 30 years’ experience in planning and production in a variety of capacities, Endean has applied her diverse skill set to plan innovative, engaging and, in many cases, groundbreaking programming across both trade shows. Endean says that with around 170 sessions when she came on board, there wasn’t a need to grow that number “but to be able to really look at what the industry needs, show to show, and what the industry needs, continent to continent, to really … just continue to evolve the programming and the content.”

Endean says that, as a planner and educator, she works closely with IMEX’s marketing communication and content teams, as they’re both closely connected to the industry. With their insights, Endean is able to align programming that is not just forward-thinking, but also responsive to what attendees want and need. “We have to build a program well ahead of the show, but then also make it feel as if we just built it the minute before the show,” she explains.

To give an idea of the scope and impact of the shows, IMEX Frankfurt, a four-day show that takes place in May, welcomes more than 12,000 total participants, while IMEX America, a three-day show held in Las Vegas every October, is the largest trade show for the business events industry in North America, welcoming more than 15,000 total participants. Endean points out that, despite such numbers, as a company, IMEX is relatively small, and she says her team can use that as a strength when it comes to planning.

“I think a key advantage is that IMEX is not part of a large conglomerate — it is still a family-owned trade show, which means that we can be super nimble,” she says. For example, Endean says, if a popular topic is being covered at other shows and conventions, she’ll pivot and turn her focus to other subjects instead, or she will present the information in a new and innovative way. “We work with a lot of associations and partners. Like Maritz will have education on their booth, and MPI and a lot of booths will have education, so I’ll work with the various partners and our impact team, who works with those associations year-round to identify the key topics that they’re bringing, or key speakers that they’re going to have, so we’re just not duplicating,” Endean explains. A good example, she says, is AI. “We’ll do only one or two sessions on AI, because there will be 14 sessions … by all of the partners who are doing work in that space. We work with them year-round. We talk and keep things fresh.”

Endean adds that she works with professional speakers and others who speak from lived experience, as well as speakers from the meetings industry who can really drill down and share content specific to what’s current. They can address which global conditions are affecting their work and then offer solutions to help bridge that gap. She turns to her team of four to oversee speaker management and logistics, and she relies heavily on technology to enhance the attendee experience.

The app IMEX uses for shows helps attendees navigate their experience seamlessly. “You can really easily search the sessions by [specifying]: Do you need CMP credits or ILEA or ICA skills credits? Are you interested in leadership or well-being? Are you interested in experience design? So you can just pick your tags, and it lays everything out really cleanly for you,” Endean explains. The app also has cutting-edge real-time “blue dot” navigation. “So when you’re actually on the show floor, it will show you how to get from the booth that you’re at to the booth that your next meeting is at.”

IMEX also works with SnapSight, the world’s first AI-based real-time content summarization tool. She says, “Almost as soon as the session is done, like within minutes, the key takeaways for the session are populated, so if you miss something, you can at least see [those], and if you saw something, you can be reminded …”

Make It Original & Engaging

Nick Daddona is an award-winning hospitality industry leader with decades of experience. He is the founder of WineKey and his company has worked with Boston Harbor Hotel to plan and execute the Boston Wine and Food Festival for many years, including planning wine dinners, interactive seminars and grand tastings — nearly 50 events — over the course of two months, welcoming more than 3,000 attendees throughout. Though the festival enjoys a stellar reputation and a 36-year history, there’s always a goal of making it original and engaging. “It’s a year-round job of doing this with the number of guests that we have come through and the number of ticket sales that we do,” Daddona says. Shortly after the last event each March, he gets to work with staff on locking in the next year’s date and starts to develop programming.

The festival takes place at the Boston Harbor Hotel, which recently completed a massive renovation of meeting and event spaces. The festival’s largest event unfolds in the nearly 5,000-sf Wharf Room with its floor-to-ceiling windows on three sides offering sweeping views of Boston Harbor.

“Everything is at the hotel, so everything is onsite, and we really lean in, in order to execute consistently year over year, [with] staff that’s been doing it forever,” Daddona says. “We’re working with industry veterans, the likes of which you never see, which is actually something that the winemakers really love, and also something that gives us a step up over other wine festivals around the country, especially destination wine festivals, for example, like Aspen or TEXSOM [Texas Sommelier Conference] or Nantucket or Pebble Beach, where they’re really leaning a lot on events companies that can have staff that normally run multiple little things. But we have the same exact team that’s running these things year in and year out.”

The venue, Daddona stresses, is a critical component to a successful event, not just in terms of operations, but to create the guest experience. “A very important piece of either booking events or selling tickets for an event — or however you’re kind of stacking your guest count or anything like that — it’s important that the guests can really visualize where they’re going,” he says.

Daddona adds that one of the keys to executing a flawless event is regular communication and transparency with vendors and presenters, so they can arrive prepared, leaving nothing to chance. “It’s very important to be upfront about everything and provide them with all the information that they may need — and to be very, very upfront with the benefits and also the liability,” he explains.

Daddona uses technology to streamline processes, including SquadUP, a mobile-first platform for ticketing, event management and audience engagement. The app also features functionality for social sharing and integration, event-specific content curation from social platforms, real-time messaging and, perhaps most helpful to event attendees, mobile check in and registration.

In order to “stratify” the Boston Wine and Food Festival’s programming, as Daddona describes it, he has diversified offerings to widen the consumer base and attract new attendees year over year. Wine dinners account for nearly half of the festival’s events, but over the past few years, he’s added master classes — classroom-style deep dives. “These are for people that are wine collectors or want to get into wine collecting,” he explains. On the other end of the spectrum, he introduced casual pop-up tastings that are affordable, last about 45 minutes and can attract upward of 30 attendees per event. “Whether you have a wine collection and you’re 50 or 60 years old with a very high net worth, or if you’re just starting out in the industry, you work at an accounting, a business firm or something else in Boston, and you want to spend $75 to come and do a tasting, or bring your office or something like that, so we’re having those [25 to 29-year-olds.]

Lastly, Daddona says, gathering feedback is critical, and it’s not just the glowing reviews that get his attention. On the rare occasion there’s a criticism, he says there’s an opportunity to learn and grow.

“And I’m not talking about just like, automatically sending a refund or inviting them back for something else, but more importantly, taking the time to listen and correct, and then [evaluating] whether or not we can change something in particular to accommodate that in the future,” he says.

Smooth Sailing for Corporate Success: NCL’s “Experiences at Sea”

Norwegian Cruise Line’s (NCL) Experiences at Sea program is redefining corporate events with unforgettable ocean-bound adventures, enabling companies to blend business with the beauty and serenity of the open ocean. Combining state-of-the-art meeting spaces, world-class dining and awe-inspiring destinations, NCL offers an elevated experience for corporate and incentive trips, conferences and team-building retreats.

From private receptions to customizable group excursions, flexible event options make it easy to wow clients and reward top performers, and with modern venues, all-inclusive amenities and stunning itineraries, it’s a unique and engaging option for corporate event planners.

Many who have used the program say it takes the stress out of organizing large-scale functions by providing built-in entertainment that allows for smooth planning while also offering excellent value. Others say that the relaxed, all-in-one setting has helped to foster stronger team connections in a way that traditional venues simply cannot match.

From customizable excursions to private onboard receptions, NCL makes it easy to design memorable events that feel both luxurious and personal. For companies looking to elevate their next gathering, Experiences at Sea offers a compelling mix of professionalism and adventure. The program delivers more than just a meeting — it offers a journey your attendees will talk about long after they’ve disembarked.  C&IT