MPI
The future challenges of great event design
MPI CORRESPONDENT PAUL COOK SEEKS OUT SOME TOP ADVICE FROM THE ASSOCIATION’ S MEMBERS FOR MAKING GREAT EVENT DESIGN
E vent design never stops
evolving. If it did, meeting professionals would have big problems. Events would start to feel the same, and no organisation would stand out. Happily, there are many factors affecting the way events need to be delivered; the push for creative event design will never end.
So, what’ s likely to make great event design today and tomorrow?
Eric Rozenberg, who leads MPI’ s Certificate in Event Business Management, says:“ To create events that truly stand out, you need to do more than impress. You need to connect. That means doing your homework on your client’ s industry and competitors; understanding internal dynamics like team structure, generational gaps or culture; asking the kind of questions that uncover unspoken needs.”
It’ s also essential to be adaptable and test ideas. Kimberly Gaiennie, head of events at Scrum Alliance prioritises gathering feedback early and often, staying closely connected to both attendees’ needs and the shifting event landscape.“ Rather than making assumptions, I test ideas on a smaller scale to learn quickly before committing to larger moves.”
Keeping an eye on event costs is always a top priority. AI can offer new ideas here. According to Kate Jansen,( MPI Carolinas Chapter), senior national sales manager for the Raleigh( N. C.) Convention Center, believes that by incorporating AI into the event design
elements, more moments of surprise and delight can occur.
“ One of our events created a new conference AI chatbot that used AIenhanced videos of their team members. Although recorded in one language, the technology changed the spoken language to each attendee’ s preferred language and engaged in question-and-answer conversational dialogue,” she explains.
Emerging as an exciting current event design trend is what Eduardo Chaillo,( MPI Mexico Chapter), CEO of
Left: Devon Montgomery
Below left: Eduardo Chaillo
“ We are moving beyond passive learning to curated environments that stimulate interaction, foster psychological safety and encourage serendipitous connections”
Global Meetings & Tourism Specialists LLC calls,“ the intentional integration of behavioural science to enhance participant engagement.”
“ We are moving beyond passive learning to curated environments that stimulate interaction, foster psychological safety and encourage serendipitous connections,” Chaillo adds.
Creative event design is shifting towards producing experiences that feel more human, immersive and have a deeper impact.
Leslie Hinton, associate VP, conferences and events for AdvaMed, who brought the MedTech 2024 Conference to Toronto, recalls one of the most powerful sessions there was‘ Beating the odds: Connor Fitzpatrick’ s path to Paris 2024’, which highlighted the real-world, life-changing impact of medical technology.
“ Canadian Olympian Fitzpatrick shared how a cardiac procedure enabled him to return to elite competition. His story reminded everyone in the room why we do this work.”
Devon Montgomery Pasha( MPI Texas Hill Country Chapter), professional emcee and event designer, believes that values drive behaviour. Pasha says understanding values moves us away from stereotyping and toward really understanding what makes a person tick and how to connect with them.
She says:“ The concept of belonging helps us move away from the idea that everyone wants to fit in. I’ ve been trying to fit in my whole life. I’ m a 6-foot-1, curvy, curly-haired girl and I literally don’ t fit in anywhere, but I belong to my event industry. I belong to my colleagues. I belong to MPI. I am valued as my individual self.”
Examining the thought processes and different perspectives behind event design is ultimately reassuring. There’ ll always be a need for the human touch and creativity to meet the needs of the multiple stakeholders who are always pushing for stand-out events. n
ISSUE 137 / CONFERENCE & MEETINGS WORLD / 27