7 tips to take your event from tame to transformative

Author: Lisa James Founder and CEO, The Wentworth Collective

I’ve spent 30 years designing events that change how people think, feel and work together. You know what? Transformation doesn’t happen by accident. Here are the 7 things I keep front of mind when creating an event that truly matters.

Pre-event nerves got the better of you?

Charged with curating an impactful, engaging and memorable event but don’t know where to start?

Don’t worry, I got you.

We’ve organised a LOT of events. With exceptional results – the repeat business speaks for itself.

We revel in pushing organisations out of their comfort zone (You’d be disappointed if we didn’t!).

Last year, we fine-tuned our approach, being braver with our clients.

The results?

Incredible. With many businesses immediately rebooking for the following year.

I wanted to take a deep dive into the secret sauce: Why were these events SO transformative?

Was there a formula? As it turns out, yes. And here it is.

My secret formula for transformative events

1. Invest in the arrival experience

You have 7 seconds to make a first impression.

Holds true for an event. Experience is everything.

– Long queue at check in?
– No coffee on arrival?
– Delegates unsure where to go?
– What to do?
– Hungry? (Never a good sign)

Hook your attendees in from the start rather than lose them to complaints.

Guest arriving at a TWC event with acrobats and performers

The arrival experience is everything. It signifies a step away from the ordinary and into the extraordinary and sets the tone for your event. Here’s a guest arriving to a welcome from circus performers at an employee awards event.

2. Don’t forget the grand finale

We all know that feeling when we invest in a box set only for the ending to be a damp squib.

End with impact to ensure a lasting POSITIVE impression.

3. Be brave

It’s pointless investing all this money and getting people out of the office only to do same-old same-old.

Be brave!

Do something different.

In the past, we have had our delegates singing, painting, re-enacting Shakespeare – (spoiler alert – they loved it.)

“The definition of insanity is doing the same thing over and over again and expecting a different result.”
Albert Einstein

Often, the more unusual activities are the most effective at bringing people together. Creative workshops, like this pottery workshop for Vitality Insurance help people get out of their comfort zone and enjoy the experience of creating and connecting with colleagues away from their desk.

4. Focus on the hygiene factors

We all know Mazlow’s hierarchy of needs. It makes sense.

It is simple people – Ensure basic needs are met to ensure maximum engagement: Good food, good coffee, comfortable bed, ease of travel.

Grant your delegates the freedom to focus on content without the distraction of unmet needs.

5. Find your north star

What’s the purpose of your event?

Unearth it, guard it, be clear and share with all parties and bring them along for the ride.

Trust me this is the turnkey of event success.

Don’t know your “why”?

Invest time to uncover it.

Designing an event without a purpose is like paddling in the open sea without a final destination. You may, or may not get there. Often by luck not by judgement.

The absolute power in bringing people together. These heartwarming scenes are from Vitality’s Rising Star awards evening and a Global Partner Conference.

6. Create a theme and embody it

Make it immersive. Ensure your guests live and breathe the identity.

Help them along the way with a carefully selected venue, killer event design, and meaningful touch points.

Your theme is the golden thread. It informs the conference and is worth the effort.

Train conductor blows whistle for train at the Leonardo Hotel's Annual Employee Awards Dinner organised by The Wentworth Collective, Business Events Agency. Sign above train door reads "Leonardo Express"

The arrival experience for guests at Leonardo Hotel’s annual employee awards dinner – a spectacular event which sees those who work in hospitality recognised and rewarded for their efforts.

7. Think about your audience

We talk about inclusivity but what does it really mean?

It’s important for all participants, to enjoy and have an equal opportunity to experience a memorable, meaningful and engaging event.

Take some time to walk in the shoes of your delegates and focus on equity; from dietary requirements, accessibility needs and content to engage a neurodiverse audience.

Bonus tip

Get a dancefloor.

Trust me! You won’t regret it.

Guests on the dancefloor at an employee rewards event. “But nobody will dance” they told us…

Ready to throw a transformational event?

Of course, there’s more…. (I could write a book…hmmm)

But, these seven tips are a good start.

I’ll leave you with this.

In today’s world of hybrid work, shifting expectations and talent on the move, connection is a business priority.

Events are one of your most powerful tools.

It’s not about big budgets or grand gestures.

It’s about creating the right conditions for people to feel something and take that feeling back into your business.

That’s how you shift culture.
That’s how you lead change.

Want to make your next event transformative? I’d love to help you. Send me an email to talk more.

emaiL lISA

From business conferences to rewards and recognition, we create experiences that engage, transform, and leave a lasting impact. Explore the stories behind our most impactful events.