The Value of In-Person Connection

Why Onsite Events Still Matter

The last few weeks have been a whirlwind of faces, conversations, and connections. I attended two summits, a festival, an advisory board, and multiple events — speaking at several of them, hosting two, and planning one. While the sessions and content were valuable, what stood out most was the power of being in the same room with others. There’s something special about looking someone in the eye, shaking their hand (or giving them a full-on hug), and sharing a moment over coffee or lunch.

I’ve always believed that business isn’t just about numbers or even technology — it’s about relationships. And relationships are best nurtured when we’re face to face. Whether we’re assembling jigsaw puzzles together during a break or clinking glasses during happy hour, those seemingly small moments of small talk are where trust is built. You learn about each other, share stories, and connect on a deeper level.

As we dive into the heart of conference season, these recent weeks have been packed with memorable moments. The events I attended weren’t just about CMS discussions or product roadmaps — they were about people. Many of these individuals have helped define my professional life. But, there are also some drawbacks to being on the road.

The Stress of It All

Travel can be exhausting. After weeks of shuttling between airports, hotels, and event venues, I feel it. But as I sit here reflecting, there’s also a deep sense of gratitude. The gift of travel is that it takes us out of our day-to-day routines and places us in environments where growth happens. It’s where we make memories and connections that stay with us long after we’ve unpacked our suitcases.

“Traveling is tiring for me, especially flying, which I find very uncomfortable. But I'll pick an in-person event over a virtual one almost every time. The feeling of meeting people outside of my inbox and shifting my attention to dedicated days of learning and connection is invigorating and well worth the inconvenience of the travel to get there.” - Taylor Lopour, Director of Sales & Marketing at Blend

Yes, I’m tired, but I’m also fulfilled. The exhaustion is worth it for the relationships I’ve strengthened and the new ideas I’ve brought home. These events gave me so much more than I could ever get through attending online. They remind me that even in an era of endless video calls, nothing beats being in the same space with people.

The Future of In-Person Events

It’s hard to ignore the growing uncertainty around the future of in-person events. Rising travel costs, the expense of organizing and hosting large gatherings, and the sheer amount of time these events take — both in travel and attendance — are all contributing factors. For many companies, especially smaller ones, it’s becoming more challenging to justify these commitments. Virtual alternatives may offer convenience, but they lack the irreplaceable human connection that only happens face-to-face.

“We’ve obviously hit some hiccups with in-person events this year, but I’ve said it frequently: the real-life get-togethers are where I get my energy. They truly keep me focused on supporting the community with everything I’ve got.” - Carl Smith, Bureau of Digital Owner

As a longstanding member of the Bureau of Digital and now part of their Advisory Council, I’m tasked with shaping the future of in-person events and rethinking what actually works. To reduce costs and risks, we will use member-owned venues while introducing new compensated roles — Host and Champion — to manage logistics and engage the community. Decisions on whether or not to have an event will be data-driven, proceeding only when there’s early solid interest and financial viability. I sure hope these ideas work because events like Owner Camp have connected me with trusted colleagues and agency owners around the world.

That’s why I’ll always say yes to in-person events, no matter how tired I am or how packed my schedule gets. They offer opportunities to connect, learn, and grow that can’t be replicated online. I know the future of live events may feel uncertain, but I hope we continue to see their value in both our personal and professional lives.

Because in these moments, we move from pixels to purpose — and that’s something worth holding onto.