The event industry has undergone a fairly dramatic shift in the past few years. Funding for events has shrunk while competition for both the attention and dollars of consumers has increased. Event professionals savvy enough to roll with the punches have been creating a new type of event, an “experential” event. Since you’re wondering what in the world that means, we’ll go right ahead and give you the scoop.
An “experiental” event refers to an event that engages all of the senses. What we’d like to focus on is how the event is experienced from the perspective of the attendee. They are the reason we’re there in the first place, so why not give them an experience worth remembering? There are so many aspects and intangible factors that go into making an event memorable, it’s probably a good idea to explore some of the senses further.
Sense #1 – Sight
This is probably the sense with which most of us most easily identify. When you walk into a room, you’re immediately bombarded with visual stimulation. What we’d like to do is look past the obvious and see what else is often overlooked. Take for example a simple projection screen; it’s easy to picture and practically a standard fixture on any event. Now think about the location from the audience perspective. Is the screen visible from all the seats in the room? What about the size? Is the picture large enough that all the content is easily understandable? Will the staff and/or presenter be walking in front of the projector constantly? Here’s another favorite, the old “lipstick on the water glass” routine. If I see lipstick on my glass or cup, I begin to question the sanitary practices of the venue. What we see impacts and influences our overall impression of an event.
Sense #2 – Sound (Hearing)
Sure we could mention the obvious “lectern with a microphone” scenario, but that’s just too, well, obvious. Let’s look (listen to) the larger picture (sound scape). What about the back hallways? Will the servers be passing back and forth pushing carts and talking loudly? Is there construction nearby that requires small explosives? How about the air conditioning in the room? Is it too loud? What about the buzzing of the fluorescent lights? These things can be an auditory disaster and distract an attendee, thus guaranteeing a big fat fail in the “did we achieve our goals?” category.
Sense #3 – Touch
Touch can make or break an event. How many times have you sat in a banquet chair and constantly fidgeted because it just wasn’t comfortable? Have you used a napkin at a luncheon and it felt like sandpaper? Touch is often intangible, yet can have a big impact on the success of your event.
Sense #4 – Taste
This is one of my personal favorites. I’m all about the food. What I mean to say is, I REALLY like to eat. I like to eat things that are healthy and all natural. I like to eat things that can withstand a nuclear blast and will be feeding the last survivors (read: roaches) in 100 years. My point is this: take care when planning and executing the meals for your event. It’s hard to please everyone and sometimes you have a limited budget; take that money and put it to good use. Consult with the venue’s chef. Have a conversation and get their input. Explain your goals and objectives. Often times they will have great suggestions that fit within your budget and still be crowd pleasing. The most important piece of advice I can offer is to NOT go with the usual chicken, roasted red skins or mashed potatoes, and green beans (or asparagus if it’s a “fancy” dinner). Be creative and give the chef some leeway.
Sense #5 – Smell
Don’t hold your event somewhere stinky. Seems easy enough, right? You would be surprised how many times we’ve attended events and the place stank. Literally, not figuratively, stank. The smell can be an odor you would normally find quite pleasing, such as french vanilla. Try to avoid scented candles as part of the centerpiece. One scented candle smells great. Two hundred scented candles make my tenderloin taste funny. Also, pay attention to things like bus parking near your outdoor event. Nothing like the smell of idling buses spewing diesel fumes to make everyone light-headed and nauseous. I don’t think it’s really necessary to state the obvious regarding proximity to the local landfill.
Take your time when planning your “experience” and pay attention to how things will affect all the senses of your attendees. Visit the venue and walk through the entire event. Look at sight lines. Will the sun be in your guests’ eyes at a certain time of day? Is the décor appropriate for the space? Listen to the sound of the room. Do the soda gun pumps run whenever the bartender pours a drink? Does the exit door slam whenever a guest leaves the room? Feel the furniture your guests will be using for their conference. Are the seats comfortable or does it feel like sitting on a board? Does the toilet paper have a grit rating like sandpaper? Too much information? Your guests won’t think so. Taste the menu items the chef recommends. Be bold and creative. Who wants another chicken dinner? Take a deep breath and truly smell the space. Is there a funny odor coming from the kitchen? Does the carpet smell musty or like smoke? Is there an asphalt plant nearby that begins production at the same time as your event? Are you wearing too much (or any for that matter) perfume?
Use common sense(s) and you’ll produce an experience your guests will never forget.
We spend time this week talking with Fabian Gomez, Director of Operations at Meet Las Vegas.
Remember to listen to Event Essentials every Tuesday at 11:00 a.m. (repeats at 4:00 p,m., 9:00 p.m., and 2:00 a.m.) on www.michiganbusinessnetwork.com, where we discuss Events and how they relate to your business. Also check out our Event Essentials page on facebook.
nt] to show or exhibit; to bring forth or render for or before another or others; offer for consideration; to set forth in words; frame or articulate; stand in front of a bunch of people and show pretty pictures on projection screens utilizing either PowerPoint or Keynote.