How to design events that shape perspectives, spark action, and leave a legacy.
In-person events are back.
In a world that’s moving ever more online, something interesting is happening:
Businesses are turning back to the power of face-to-face. And with good reason.
- 78% of organisers say events are their most effective marketing tool.
- 82% of attendees prefer in-person experiences.
- Two-thirds of organisations are increasing their event spend this year.
(Source: Bizzabo)
In a digital world. Why are live events still so popular?
Because when it comes to long-term business change, nothing delivers lasting impact like a live experience. It’s one of the most powerful tools at your disposal – if you know how.
A Lesson in events from the hills of Italy
The first gathering I ever designed was a summer job in Italy, running excursions for hotel guests: Wine tastings. Tours. Scenic drives. Polished. Predictable.
People smiled, nodded, took photos, and then forgot the moment as soon as the bus pulled away. The execution was perfect, but it felt tired. People weren’t connecting.
So one day, I tore up the itinerary.
I took them go-karting with locals. Dinner was at a scruffy, family-run pizzeria. No polish, no stagecraft. Just something real.
And suddenly, everything shifted:
- Strangers became teammates.
- Conversations came alive.
- They stopped feeling like tourists and started feeling something deeper.
In that moment, it clicked: The experiences that mean the most aren’t perfect. They’re personal.
That truth still sits at the heart of every experience I deliver today. Engaging, transformational moments change how people think, lead, and connect – and that’s why they leave a lasting impact.
Event planning. Start With why
Venue, speakers, schedule, catering, it all matters, but on their own, they’re not enough to deliver your strategic goals. When I meet with clients, whether we’re crafting a leadership summit, a cultural reset, or an awards dinner, I don’t start with “What’s the plan?”
I start with:
- Why is this happening now?
- What should people walk away with that they didn’t have before?
- How should they feel?
- And how will that feeling shape what they do next?
Logistics are necessary. But it’s transformation that makes it purposeful – you need to understand how your event will change the lives and careers of your attendees, and the change you want to see in your business.
Three building blocks of events that spark change
Okay, so transformation is an important ingredient for delivering long-term strategic impact. But how do we go about creating it?
1. Make people feel something
If you want to drive behaviour change, strengthen loyalty and inspire leadership, you need to build your experience around emotion.
Ask: How do we want people to feel?
Then let that answer guide the pace, the tone, the setting, the shape of the day.
2. Create unexpected moments of connection
A room full of brilliant people means nothing without meaningful interaction. Whilst these connections may feel like a chance encounter, they actually happen by design. Relationships forged through pressure, curiosity, or joy, endure.
You can work these moments into your event design by
- Ditching the passive panels
- Building shared experiences
- Encouraging vulnerability
- Inviting challenge, not just consensus
3. Leave a mark that lasts
The most powerful events become the story people tell when asked, “When did something shift for you?”. Events can shape cultural memory, moments that anchor change. To bring this to life you need to be crystal clear about the impact you want your event to have on the lives of your attendees.
Ask yourself this: What decision, belief, or behaviour do we want this event to unlock?
Then shape the experience around that transformation.
Transformation in action: 3 real-world Examples
Here’s how The Wentworth Collective brought change to life at three very different corporate events.
A behind-the-scenes experience with hospitality’s finest: The Savoy.
Behind the scenes at The Savoy
This employee recognition event was a masterclass in world-class service when 60 winners stepped behind the scenes with butlers and housekeepers at The Savoy and left feeling inspired, empowered, and proud.
Street market in a corporate lobby
We turned a sterile foyer into a bustling sensory street scene. The unexpected setting sparked joy, dissolved hierarchy, and helped international colleagues forge new connections.
An exhibition of Leadership in the Tate
At the Tate Modern, senior leaders celebrated their own impact, displayed like art. The message? You shape culture. You leave a legacy. Own it.
Start here: 3 questions to shape a meaningful experience
Want to run an event that moves people? Start your planning process with these three questions:
- Engage: How do we want people to feel?
- Transform: What shift in behaviour, mindset, or connection are we here to spark?
- Impact: What do we want people to carry forward?
Because when you lead with transformation, the impact ripples far beyond the experience itself.
That’s when events stop being an expense and start becoming your most powerful tool for change.