Why Most Virtual Events Feel Like Empty Restaurants (and How to Fill Yours)

An empty dining room during dinner service tells you everything you need to know—something’s off. The same holds true for virtual events. When there’s no visible engagement, no chat activity, and no sense of community energy, participants quietly slip away, just like diners avoiding a lifeless restaurant.

As an event producer, I’ve learned that serving up engaging online experiences is a lot like running a successful restaurant. After producing over 350 Adobe virtual events for students, educators, and B2B creative customers, I’ve learned that creating engaging online experiences isn’t about fancy features or celebrity speakers, but designing for human connection.

From Empty Tables to Standing Room Only

When I launched my first webcast interview in 2016 called Typography Dojo, I had no idea it would give me the experience to produce large-scale virtual education and engagement programs for Adobe. But one core principle has remained constant: genuine community engagement isn’t manufactured—it's earned.

In just the last year, Creative Connections events weren't just well-attended—they were buzzing with energy:

• 44,000+ active participants
• 17,500+ chat messages exchanged
• 7,000+ questions asked and answered

Like a popular restaurant where reservations are hard to get, this level of live engagement proves something valuable is happening inside. When people line up, show up in force, participate passionately, and keep coming back for more, you know you’ve created something worth attending.

The Three-Step Approach for Packed Virtual Events

1. Build a Service Style and Structure for Maximum Engagement

• Set a menu or show flow with short and entertaining segments to cater to various learning styles
• Respect your audience’s time by staying engaging (aim to hold participant numbers steady until the end) and on-time
• Have a stage manager/line producer provide on-camera guests and speakers support with communicating technical needs and show structure expectations for the best performance
• Involve attendees in the conversation from the start, don’t treat them like passive spectators
• Display your “occupancy” numbers proudly (the crowd affects the energy in the room)
• Make them feel like they’re part of a larger conversation, that they’re part of your community
• Recognize and engage with participants like a skilled ma?tre d’ who remembers regulars
• Create interactive opportunities for guests to interact with each other

2. Create Ambiance for Front-of-House and Optimize the Back-of-House

• Use a platform that is intuitive for both speakers and participants to feel comfortable with, virtual events can be stress-inducing
• Like how restaurants design atmosphere with lighting and room layout, virtual events need environmental design and inclusive elements such as mood-setting music, slides or b-roll to illustrate content and audio cues for sensory reinforcement
• Integrate sign language and captions to support inclusive learning
• Look for features that let you respond to chat, highlight questions and launch polls
• Enable video switching and high-quality audio to bring audience focus, and support the story you’re telling
• Make sure your tech supports connection, not just content delivery

3. Serve Fresh, Interactive Content that Caters to Your Guests

• Position your host as an emcee, journalist, and interested friend
• No one wants stale, reheated presentations
• Be the voice of the audience, not the salesman
• Ask natural follow-up questions that deepen the conversation and story
• Encourage audience “taste-testing” through polls and questions
• Don't be pushy or salesy—let stories matter
• Keep the meals fresh with dynamic discussion and not an overly-rehearsed interview
• Integrate audience questions within fireside chat/interview segments for real-time engagement
• Call out chat reactions and comments, speakers appreciate the instant sentiment and feedback since virtual events are so silent
• Hold most of the audience Q&A to the end, so attendees get the most value up front
• Set an entertaining tone—don’t be boring, overuse jargon, or be condescending

Your Turn in the Kitchen

You don't need a massive platform or budget to begin. Dip your toe in and start with:

• Quick live sessions on LinkedIn or Instagram
• Simple interviews with colleagues or friends
• Small group discussions about topics you care about

(I talk about how to get started livestreaming events on the ICE 5at5 Podcast with Anita Howard)

The key is creating an environment where people feel seen, heard, and connected. Just like a great restaurant isn’t just about the food—it’s about the experience... great events aren’t just about the content, they’re about the connections.

Remember: Empty chat rooms are like empty dining rooms—they tell a story about the experience inside. Make sure yours tells one of a vibrant community, valuable connections, and conversations so good that people make standing reservations.

What’s your experience with virtual events? Have you found ways to keep your digital space energized and engaging? Please share any tips and tricks! Let’s keep virtual and hybrid events exciting and inclusive for all.

Note: This article is seasoned with my experience leading Adobe's Enterprise Creative Jam and B2B Creative Product Group Digital Events teams, where for over the past 7 years, we’ve iterated and mastered the art of serving up engaging virtual experiences to over 300,000 creative students and professionals. Special thanks to my incredible kitchen staff—the Digital Events family—who contributed and made this virtual event magic possible:

• David Carr-Berry, Head of Production
• Nathanial Beltz, Lead Technical Producer
• Heather Lynn, Lead Creative Producer
• Layne Arnold, Line Producer
• Betsy Ambrose, Content Producer
• James Blechinger, Operations Manager
• Julie Manthey, Event Engagement Manager
• Karina Anglada & Lindsay Morris, CPG Event Hosts
• Jordan Hall, Content Strategy & Program Engagement
• Michelle Taylor, Creative Program Manager
• Raphael Wenger, Designer & Creative Director
• Morgan DeBoest Julson, Content Strategy Director
• Kimberly Fox, Brand Strategist
• Eva Crawford, Design & Marketing Associate
• Elysia Syriac, Engagement Program Manager & Jam Event Host
• Mike Joosse, Sr. Program Manager & Jam Event Host
• Joey Evans, Marketing & Production Associate
• Lauren Vajda, Creative Director
• Jennifer Lee, Art Director
• Maggie Weidner, Graphic Designer
• Sel Thomson, Illustrator
• Margaret To, Designer & Filmmaker
• Sai Hossain and his team at Crowdcast

#VirtualEvents #CommunityBuilding #DigitalEngagement #CreativeCommunity?

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