Event Innovation: When 47 CEOs Went Back to Summer Camp
Phil Mershon
Event Experience Coach and Speaker Author of Unforgettable: the Art and Science of Creating Memorable Experiences
In October 2024, something unprecedented happened in the business world. Forty-seven CEOs and business owners traded their suits for camp t-shirts, their hotel suites for bunk beds, and their PowerPoint presentations for zip line harnesses. The result? A business event that generated both profit and profound transformation.
Reimagining Professional Development
"I wanted to do something that isn't typical of what they're going to get at every other business conference," explains Adrienne Dorison , CEO of Run Like Clockwork . "Everything becomes really transactional versus organic in traditional events. The best ideas come to us organically, when we're in a state of play."
The Risk of Being Different
The unconventional format raised eyebrows initially. Sharing bathrooms? Camp food? No keynote speakers? Yet Dorison stood firm on her vision. "We were really honest with what the experience was going to be like. If you don't want to stay in a cabin, it's just not for you - and that's okay."
This clarity in messaging attracted the right participants. Rather than trying to please everyone, Camp Clockwork created an experience for those willing to step outside their comfort zones.
Breaking Down Barriers Through Shared Experience
The magic happened in unexpected moments:
- Encouraging each other on the climbing wall
- Deep conversations over simple camp meals
- Arts and crafts sessions that sparked innovation
- Team building exercises that forged lasting connections
"You can't recreate that camp environment without sleeping in a bunk with people," Dorison notes. "The connections could have never been facilitated in a conference room style event."
The Business Impact
The results exceeded expectations:
- $3,200 profit from the inaugural event
- 30-40% were existing clients
- New business partnerships formed organically
- Significant industry attention and brand building
- High demand for the 2025 event
Why It Worked: The Science of Transformation
Research shows transformation begins between days two and three of immersive experiences. Camp Clockwork's three-day format deliberately created space for:
领英推荐
1. Day One: Decompressing from regular life
2. Day Two: Building trust through shared experiences
3. Day Three: Achieving breakthroughs and insights
"People were surprised by the breakthroughs they had," shares Dorison. "Even though they didn't really focus on their business at all while they were there."
The Leadership Lesson
The event demonstrated a crucial truth about modern leadership: sometimes the best way to move forward is to step back. By removing the pressure to network and learn, participants naturally formed stronger connections and gained deeper insights.
"As entrepreneurs, we forget that play is really purposeful," Dorison explains. "Everything has to be fun. If I'm not learning this exact thing, then it's not valuable."
Looking Ahead
For 2025, Camp Clockwork plans modest growth to 70 participants. "I don't want to triple it and then feel overwhelmed and not be able to maintain the same connection and experience," says Dorison.
?The Broader Implication for Business Events
Camp Clockwork's success challenges conventional wisdom about professional development. Key takeaways for event planners:
1. Authentic experiences trump luxury amenities
2. Unstructured time can be more valuable than packed agendas
3. Shared challenges create stronger bonds than networking hours
4. Physical activities can unlock mental breakthroughs
5. Stepping out of comfort zones accelerates transformation
?The Bottom Line
In a world of increasingly virtual connections and polished presentations, Camp Clockwork proves that sometimes the most sophisticated approach is the simplest one. By returning to the basics of human connection - shared experiences, play, and genuine conversation - businesses can create more meaningful and profitable events.
The question for business leaders isn't whether to make events more experiential, but how quickly they can adapt to this new paradigm. After all, as Dorison puts it, "You need some downtime and you don't give it to yourself as a business owner. So let us help you plan it and come do it with us."
For those brave enough to trade their conference rooms for campfires, the rewards might be greater than they imagine.
BusinessInnovation EventPlanning LeadershipDevelopment ProfessionalDevelopment ExperientialLearning
Epic Event Emcee | Engaging Keynote Speaker | Professional Facilitator | Storyteller | Event Designer and Strategist | Adjunct Professor | Mom
4 周I think you’ll find that the power of play is a draw and can break down barriers to both create better connections, but also help learning to stick. There have also been studies that have some that some level of kinesthetics during education also helps to develop new knowledge and skills and allow the to stick longer. I think a well designed experience that merges them all together could be a powerful tool.