Thrivent has found success with its CSR program with Habitat for Humanity. The rewards of giving back have far outweighed any risks. Pictured: Wall raising in Kauai, HI. Photo by Joe Szurszewski / Courtesy of Tom Edelen

While the word risk can have positive or negative connotations, taking a risk when it comes to planning a meeting or event can lead to positive outcomes. Embracing risks encourages innovative thinking and creative solutions. It pushes planners to think outside the box and come up with unique ideas that can make events more impactful and boost engagement. Taking a risk can also create a sense of excitement, making the event more memorable for attendees.

“In the world of event planning, risks are often seen as obstacles to be overcome. But sometimes, taking a leap of faith can lead to extraordinary outcomes,” says Karen Alfonso, CMP, AVP, meetings and events at QBE North America. That was the case with Alfonso’s daring decision while planning an incentive trip for 150 insurance executives and their guests — a journey that no one could ever forget.

The company Alfonso was working with, a top insurance carrier, chartered a cruise ship traveling from Nice to Venice. “My colleagues and I faced a daunting challenge of creating a memorable, final night experience. Something other than the traditional formal dinner on the ship — a celebration that would linger in the hearts of attendees long after they disembarked.”

Alfonso and her team had an idea that required a leap of faith. She suggested to host the final night’s festivities in a local Venice neighborhood, specifically within the confines of a daytime fish market. “The risk-takers were truly the decision-makers behind the scenes who entrusted us with a dare to dream bigger,” she says. “Skepticism loomed within the planning committee. Could such an unconventional venue truly serve as the backdrop for an evening of elegance and sophistication?”

Her team forged ahead under the guidance of a DMC event producer, transforming the market’s open-air space into an opulent venue, draped in red velvet. The reception began in the front of the locale and then attendees were transitioned to a separate dining area, while the staff worked to transform the initial reception area into a theater. After dinner, attendees were invited into the newly created “theater” for a rare performance by Italian tenor Andrea Bocelli.

“It was this extraordinary entertainment that truly elevated the experience to new heights,” Alfonso recalls. “Securing Andrea Bocelli for a private performance seemed like an unlikely idea at first. His selective approach to private engagements presented a significant challenge, but the allure of experiencing his voice resonating through the streets of Venice was irresistible.”

Alfonso says that securing Bocelli’s presence proved to be a colossal task. Convincing Bocelli’s manager of the intimate, local venue and navigating the logistics of transporting him through Venice’s winding waterways was a challenge in itself, but with determination and perseverance, they were able to overcome each obstacle.

“When Bocelli took to the stage, bathed in the soft glow of candlelight, time seemed to stand still,” Alfonso says. “His smooth and rich voice created a sense of enchantment during this once-in-a-lifetime experience. Our attendees were swept away by the sheer beauty of the moment.”

Alfonso says she felt all doubts and uncertainties melt away, replaced by a profound sense of awe and gratitude. “Personally, being a part of such an unforgettable evening served as a humbling reminder of the transformative power of taking risks and daring to dream. Ultimately, our gamble exceeded our wildest expectations, proving that defying convention and embracing the unknown can lead to extraordinary rewards.”

Taking Risks with CSR

At financial services organization Thrivent, a partnership with Habitat for Humanity, dating to 2005, has proven to offer the perfect program for risk and reward.

Tom Edelen, CMP, senior event planner at Thrivent, says the organization’s CSR program with Habitat for Humanity started on a small scale with an advisor for each of Thrivent’s regions selected to participate in a Habitat for Humanity build program, with most taking place in El Salvador.

“We had a whole village we were building, and we would send teams there,” says Edelen. After about seven years, one of Thrivent’s senior vice presidents who was partaking in a build trip suggested to Edelen they expand the program and offer it as an incentive trip.

“We birthed what we call our top advisor trip program in 2014. Our advisors can choose our traditional incentive conferences in Paris, Tahiti or cruises to beautiful, amazing places, or they can choose to do a Habitat build. Generally, we go in, and we build for four days and they do a couple of days of incentive at the end.”

Build programs have taken place worldwide including in Malawi, Thailand and Romania. This fall, the program will be taking place in Poland. “It’s been really popular. A lot of people say, ‘I’ve really gone to great places with Thrivent but now I want to give back,’ so they end up going places that they maybe wouldn’t go on their own.”

In Malawi, the participants built in remote villages with no electricity or running water, and then went on a few days of safari at the end. They also have worked in rural areas in Paraguay with a trip to Iguazu Falls at the end. Teams can be small, with about 35 participants.

Some of Thrivent’s top leadership, including its CEO, are going to Poland for the program. “Even leadership has grabbed a hold of this opportunity, and it’s been very popular,” Edelen says. “The risk is, what can we do that’s different with incentives where somebody is going to want to spend the trip that they’ve earned getting dirty and sweaty, and being hot. It’s definitely paid off because it’s really made a difference in a lot of our advisors’ lives.”

In some instances, the risk of going to a remote area has led to health issues or dealing with civil unrest. “We have had some interesting experiences where we’ve had to mitigate those risks a bit and really take it seriously,” Edelen says. “During one of our builds in El Salvador, we had a tropical storm that came through, and that was pretty crazy. We also had a strong earthquake in Macedonia when we were there. I had to make sure to get in touch with our security and know they were okay. There were no issues, but we make sure we have our emergency plans in place. We do work with an international emergency group that helps us mitigate issues like that.”

Edelen says Thrivent does have a safety and security team to vet locations beforehand and check the ratings score for safety and health, which helps in the decision making on where to go. Also, some of the attendees haven’t traveled that remote before, so the key is to communicate to help set their expectations.

“We work hard to give them an idea of what to expect so they know what to plan for,” he says. “What are they going to eat? What are they going to do? What kind of clothes do they need to bring? Talk to your doctor; get your vaccinations, things like that.”

He says the payoff is huge. About 25-30% of participants every year are advisors who have done past builds, and there is a waitlist every year. “They are returning even though they’ve experienced it and know they want to do it again. The team is based on production, so it is competitive. If someone does better, higher production, then they will have a spot over somebody else, which is a way of incentivizing them to sell more.”

The satisfaction score for the trips is at 4.9 out of 5, according to Edelen, who says, “I think the biggest payoff is that you’re helping people. When we do our regular incentives, you’re coming in as a pure tourist, but here you’re coming in and really learning the culture. You’re eating the food, you’re meeting the people, you’re going to the areas that are off the beaten path, where tourists don’t generally go, so you really get a chance to get to know the people.” The teams also get to see the joy of helping local people and making a difference in their lives.

This year, Thrivent is trying something new and offering three incentive tiers. For the lowest tier, the company is organizing a domestic build in Oregon to let more advisors experience the program. The build is working in an area still recovering from devastating fires that happened a couple of years ago. “We’re taking them building two days and then one day of incentive. We’re trying to do different things and reinvent this program to try to let more people experience it and make a difference to more people as well,” he says.

Risky Adventures

Joe Fijol, founder and principal at ETHOS Event Collective, a destination and event management company in Hollywood, FL, focuses on organizing memorable adventures and CSR outings that entail some element of risk. “Going beyond just getting out on the water and taking a catamaran ride — we try to do something that’s a little different.” ETHOS has helped organize a variety of unique experiences, each involving some element of planner risk.

He recalls the DMC organized an event at the Miccosukee Indian Village area in the Everglades. “We did an event on private islands, but we had to bring everything in with us, like a generator, tables and chairs,” he says. “This client wanted to do something involving the Everglades that was unique — something once in a lifetime. It was an expensive endeavor, but the payoff was exceptional. It was a gorgeous night and so it worked out perfectly.”

Another option for groups or incentives that Fijol helps organize is shark tagging with the University of Miami marine department. He explains, “We go into the bay, and we pull up sharks and measure them, take blood samples and tag them, which is cool. There is some fear associated with that, but the attendees do all the work with the students, and while there is a little bit of risk, the reward is so great.”

Fijol says there are a lot of times where a client is very hesitant, and the ETHOS team walks them through it and mitigates the concern. Most of the clients they work with have a safety and security team that will come onsite and have to approve it as well.

While the shark tagging option is an expensive event, Fijol notes that it’s not always the expense that creates the “wow.” Another program ETHOS offers is a cleanup in the Everglades.

“Some of the participants are in three or four feet of water, and of course, you’ve got gators and snakes. But the give back and experience are so unique. You’re doing a cleanup but you’re also in the middle of the Everglades where it’s very quiet and serene. There are beautiful orchids and other natural elements, and you’re also doing something that not a lot of people get to do. That’s an exceptional experience,” he notes.

With all the company’s more specialized outings, especially those outdoors and reliant on weather and other unpredictable elements, Fijol emphasizes having backup plans. He advises, “Have Plan A, B and C and be able to clearly communicate them. Then, allow the planner to make a decision based upon what is on the table.”

While thinking out of the box planning meetings and events takes more forethought and organization, the benefits of taking risks often prove worthwhile. In a constantly evolving industry, taking risks can help planners stay relevant and ahead of trends. It shows that they are adaptable to changing preferences and willing to experiment with new ideas, keeping their events fresh and appealing to clients and attendees.   I&FMM