The 5 C’s of Congregation: Why In-Person Experiences will Survive

We crave interaction and companionship. When meeting in-person, we receive lessons, laughter, and inspiration. Leave it to a global pandemic to remind us of the role community serves and show us the importance of coming together.

The truth is our economy has not seen anything like COVID 19 before. We, as human beings, have not seen anything like COVID 19 in recent generations: a pandemic that isolates us challenges us with how we connect and forces us to evolve.

While I do admire the rapid advancements in technology to help us conform to this new and while there is certainly a place for virtual events in our world today, I still believe that the “ultimate experiences” are crafted through face-to-face and/or hybrid meetings and events.

As I take some time to reflect, I think about my personal experiences with live events… From attending my first concert to navigating new foreign countries, to traveling to several industry conferences, I have grown both professionally and personally with each in-person experience. The simple act of getting outside of my typical environment has been a huge source of knowledge and has expanded both my perspective and my network.

The value that in-person events have had on my own life is why it is my mission to share the power of live events with others. As a meeting planner, my “job description” includes designing strategic meetings and events, negotiating the best value for my clients, and coordinating complex logistics, but what I am really asked to do is to create memories.

Now more than ever, we live in a world where businesses must orchestrate memorable events for their customers and we could argue that often the memory itself becomes the product.

The strongest vehicles that help me deliver those memories, and, thereby, those products, are live events. There are many reasons I believe live events are the answer, but I will focus on what I call “The 5 C’s of Congregation”. The 5 C’s highlight what makes in-person events most successful.

Connection

Live events are notorious for the relationship value they add. The relationships you build in a physical meeting space often continue past the event itself. For example, a simple interaction during a coffee break can start a new relationship with an industry peer. Networking with colleagues in the halls before sessions can deepen existing relationships and lead you to connect with someone and go out to dinner following the event.  

Creativity

Live meetings and events inspire creativity, innovation, and inspiration because the participant is stepping outside of "the box" – "the box" can be your home, your office, your computer, etc. A new environment forces people out of their comfort zones and encourages attendees to put their best foot forward and be their best selves, this often creates the environment for new ideas to emerge.

Collaboration

In-person events have more flexibility with room setups to facilitate interactive meetings. Some creative ideas for in-person room sets that are interactive can be Two-Tiered/Fishbowl, Angled Hollow Square, or Horseshoe. Even without fancy setups, most people find it much easier to engage with others when sitting across to them, face to face. For example, during live events, it is much easier to read the body language of other people in the room. You can also enhance your interactions and make long-lasting impressions through your body language.

Chance

During live meetings, the conversations are more fluid, meaning they can go in different directions more naturally. This can lead to more opportunities. Conversely, there is a reduced chance of missed opportunities for in-person vs. virtual events. For example, the same way that someone can go into a bookstore to buy a particular book and, instead, leaves with an additional two books they saw on their way to checkout, someone can be walking to the general session room and, by chance, run into an old friend they haven’t seen in years. In both situations, searching for the book on Amazon or streaming the general session would have resulted in missed opportunities. 

Clarity & Fewer Distractions

There is a heavier expectation to be sharp, engaged, and listening in an in-person meeting. More often than not, someone at an in-person event will not get distracted as easily by emails, texts, and background noise such as a dog barking, child crying, or construction as they would if they were attending a meeting virtually. That is because thoughtful consideration is given to creating the right environment that is void of potential distractions.

While our world is constantly changing, I believe that the value of in-person events will continue to adapt and survive the test of time. We will gather in-person again, and when we do, it will be better than ever.