Venues for Person-Centered Events

How do venues contribute to the event experience? This question needs to be looked at from multiple angles. Primarily, the Brand and Attendee sides, but also the agency, meeting planner, etc.

From the Attendee-side, or the “Person” in any Person-Centered Event, it can mean the world. Where an event is held is critical to creating the emotional connection between attendee and brand. Hotel ballrooms and convention centers are the standard. And for good reason. They are easily serviced, they are purpose-built for hosting a large number of people, feeding them, airport accessibility, restrooms (very important). And many are anything but inspiring. (especially convention centers!)

It's time to start re-thinking. Where else can an event be held? Easier solutions are found for smaller events. A few hundred people can fit into all kinds of spaces. Film studios, Opera house stages can hold 1-200 people. Old airplane hangars, warehouses, and museums can be adapted for business meetings, not just cool parties. These types of venues – when tied to the messaging that the brand is presenting – can be especially effective in engaging the senses and providing a person-centered experience.

Even large groups can find alternatives, if we get creative. One major company just held their event, typically using a convention center and an arena for their 14,000+ guests, on the grounds of an outdoor music festival. This festival venue has nearly a dozen built-in stages, lakefront property, and plenty of room for their plenary in the largest stage, and a uniquely relaxed environment for learning sessions (breakouts) and built-in networking at every turn.

Their attendees had the flexibility of wandering through the learning sessions, sticking around where they found content that they needed to hear, and move on. The entire event flowed for the attendees without the blocks and restrictions of walls, and the added inspiration (and yes, sometimes distraction) of the great outdoors.

Another organization, in the financial services industry, recently launched a new festival called FutureProof. futureproofhq.com This event turns the traditional model for a professional conference on its ear. They hold their event annually in a re-imagined parking lot in Huntington Beach CA. Bright colors, sponsors in “tents”, outdoor specialty stages for small groups and a music festival stage for the main plenary content (which of course doubles for the entertainment stage in the evening). This is definitely not your father’s financial services conference. No ties, no suits, no cold chicken dinners. Yes, very Person-Centered.

Next time you think to yourself, “We really can’t do that, we have ______ to consider…” Stop. REALLY think about it. If that convention center or hotel ballroom was really not an option, how else could you pull it off? And how could that make a difference for your audience – in all the best ways?

Please comment here on how you’ve gone outside the literal box to present an event that was more Person-Centered.

#personcenteredevents #eventprofs #eventleadership #businessevents