< PreviousG one are the days of static schedules, where speakers shuffle on stage delivering varied messages to stationary attendees who are essentially inundated with hours of content. Today, attendees expect meetings and events to be personalized affairs, where fluid agen- das reign, appealing to a diverse audience with a variety of interests and preferences. Etoulia Salas-Burnett is the director of the Center for Digital Business at Howard University. Her role places her at the intersection of event planning, digital innovation and experiential learning. When evaluating the evolving attendee expectations at meetings and events, Salas-Burnett focuses her approach on hosting a higher volume of smaller, niche events. This strategy has proven effective in several ways: • Enhanced personalization/engagement – Smaller events allow planners to tailor content more closely to specific interests and needs of the audience, result- ing in higher satisfaction ratings. • Improved attendance accuracy – There is a trend towards higher fidelity to registration numbers. • Hands-on learning in real time – Smaller groups allow for more in-depth activities, which enhances engagement, retention and practical application of the knowledge shared. “In addition to niche events, I also have adopted an ‘intentional networking’ practice,” Salas-Burnett said. “Many people, especially my young audiences, are still building back social skills in our post-pandemic world. We scaffold net- working experiences through various formats, such as guided discussion and collaborative activities.” Feedback-driven iteration is another critical way that events and event planning have changed. Attendees expect that their feedback will be heard, responded to and addressed in future versions of an event experience in a timely manner. Tina Husemoller, vice president of meetings and incen- tives at Fox World Travel, said that attendees expect a bal- anced blend of time on their own, opportunities to interact with peers and memorable experiences. “It appears today’s attendees want fluid agendas and the ability to choose their path that links them to the content at hand,” Husemoller said. “Attendees appreciate being able to tailor their schedule based on what is relevant to them regarding interests and needs, whether that be session topics, excursions/activities or free time. This creates more antici- pation prior to the event and provides an overall better expe- rience while at the event.” In Husemoller’s experience, today’s meeting planners Attendees in Control? What Today’s Attendees Expect from Events BY MAURA KELLER INDUSTRY INSIGHT 50 February 2024 | Corporate & Incentive Travel | TheMeetingMagazines.comare generating enthusiasm by transforming the registration process into an engaging experience to build anticipation on the part of attendees. They are accomplishing this by creating personalized agendas and customized schedules for attendees. “This provides a more tailored experience that allows each attendee to get the most out of the event,” Husemoller said. “Pushing out real-time updates and notifications during the event to keep attendees informed and engaged.” Kimberly Bean, event specialist at KBT Creative Sup- port Services, said today’s events must exceed expectation, respecting attendees and their specific objectives. Not only do today’s meetings and conferences require the most precious resource: time, organizations also spend large amounts of money to host corporate events so ROI must be proven to revenue managers and boards. “Participants are laser-focused on content as it justi- fies their attendance and benefits their organization,” Bean said. “The opportunity to choose unique pathways is vital in furthering an individual’s expertise (as Continuing Education Credits are valued) and quantifies expenditures required to host attendees.” Key Attendee Expectations Today’s event attendees are seeking experiences that go beyond the traditional, one-directional presentations of the past. As Salas-Burnett explained, in a world where data-driven personalization reigns supreme — from online interactions to entertainment and advertising — attend- ees now expect the same level of tailored curation in their event experiences. They want the autonomy to chart their own paths, choosing sessions that not only align with their personal and professional goals but also engage them in different ways. “I’m seeing a shift in preference away from the stan- dard lecture format towards more varied and interac- tive session styles,” Salas-Burnett said. “This evolution reflects a broader trend where individuals seek expe- riences that are informative, and also uniquely rel- evant and engaging.” For example, when attendees have the freedom to engage with topics that genuinely interest them, there’s a distinct increase in engagement and participation. Salas- Burnett stressed that allowing them to choose content that resonates with them leads to more dynamic discussions, increased energy in sessions and networking that is both more active and meaningful. As she explained, this level of agency enriches the event experience for attendees but also benefits facilitators. It results in a more committed and engaged audience. “I’ve observed a higher fidelity to registration numbers, Courtesy of Tina Husemoller/ Fox World Travel Attendees expect a balanced blend of time on their own, opportunities to interact with peers and memorable experiences. TheMeetingMagazines.com | Corporate & Incentive Travel | February 2024 51which demonstrates that attendees are more likely to attend and participate in sessions they have personally selected,” Salas-Burnett said. “This, to me, is a clear indication that personal investment in the topics is a key driver of attendee satisfaction and participation.” At a recent networking event preceding a conference, Salas-Burnett and her team introduced breakout sessions tailored to the various reasons attendees were participat- ing in the conference. The groups were segmented into four categories: career advancement and planning, entre- preneurship and tech ventures, tech skills and learning, and tech community and networking. This segmentation, based on their goals and intents for the conference, led to richer, more engaged and natural discussions. To increase the element of choice, attendees also had the freedom to move between groups. As Salas-Burnett explained, this flexibility encouraged exploration and allowed participants to engage in conversations most relevant to their interests. The feedback was overwhelmingly positive. Attendees particularly valued the more focused and personalized conversations. “This experience reinforced the importance of flexibility in event plan- ning and highlighted the value of offer- ing experiences that resonate with individuals’ personal and professional aspirations,” Salas-Burnett said. When being given the opportunity to choose topics that excite them, Bean added that attendees are grateful when they can drill down on specifics, advance successful out- comes, as well as gain better understanding and proficiency in various topics. “The ‘buzz’ is palpable within the conference/meeting community, word travels quickly and it often leads to stand- ing-room-only in certain sessions,” Bean said. When registering for a conference, Bean has designed questions where attendees are able to choose their ses- sions in advance (within a capacity); pre-planning is a “must.” However, this does not guarantee that someone won’t “jump ship” and float over to the more popular speaker/subject. Bean said it is important to understand your audience and their expectations. Attendees should not feel they are being “monitored” and not allowed in sessions that might truly be helpful or educational, so it is a tightrope of sorts. Bean has groups that offer breakouts concurrently, which keeps the participants energized and engaged, but that takes valuable breakout space, speakers must be carefully scheduled and costs more to have additional space in a venue setting. Going Beyond Content While personalization in content is appealing to today’s attendees, so too are customized food, activities and breakout sessions. According to Salas-Burnett, attendees nowadays are voicing a desire for more diverse and healthier food options that accommodate a wide range of dietary needs, including vegan, plant-based, gluten-free and keto choices. The use of food trucks at events has also gained popularity because of the variety of cuisine offerings and unique dining expe- rience it offers. “Regarding activities, there’s a trend towards more varied and immersive experiences,” Salas-Burnett said. “Modern attend- ees appreciate opportunities to be entertained and engaged in ways that align to the event’s theme or their per- sonal interests.” This might involve hands-on workshops with practical outcomes such as developing a social media content strategy, or wellness activities like yoga or terrarium-making workshops. Mod- ern event activities should aim to strike a balance between entertaining, valu- able and relevant. The format of breakout sessions is evolving as well. In Salas-Burnett’s experience, there’s a noticeable shift towards more interactive and intimate settings, like smaller roundtable discussion focused on specific affinity groups, or “ask me anything” sessions with industry leaders, mov- ing away from the traditional lecture-style format. “These varied session formats encourage active partici- pation and deep exploration of topics, allowing attendees to engage more meaningfully with the subject matter and with each other,” Salas-Burnett said. In Bean’s experience, meetings and conferences are no longer cookie-cutter, one-size fits all. The audience is enlightened and expects far more than 10 years ago. That’s why careful consideration is required in the plan- ning process, healthy F&B options are now the norm and special attention must be given to creative, attractive and delicious menus that accommodate those with various dietary restrictions. “Activities for interests range from culinary pursuits, athletic options and historical tours. Many organizations are also choosing to ‘give back’ to the community in which they are hosting a conference/meeting,” Bean said. These “give back” opportunities range from food drives, to assem- Modern attendees appreciate opportunities to be entertained and engaged in ways that align to the event’s theme or their personal interests. ETOULIA SALAS-BURNETT Director of the Center for Digital Business, Howard University 52 February 2024 | Corporate & Incentive Travel | TheMeetingMagazines.combling toiletry bags for shelters, children’s hospitals and retirement homes. It is a positive and beneficial experience for everyone involved. Bean has had groups that immediately notify cater- ers that all leftover food will be immediately taken to the local shelter. Also, when planning celebratory events, Bean encourages clients to allow delivery of floral centerpieces and swag to the local Ronald McDonald House and assisted living facilities. “Breakout sessions must provide content that is genu- inely useful and worth the time required. Attendees are well-versed in their fields, therefore breakouts should be informative, reliable, accurate, feature interesting present- ers and experts in the fields that engage and educate.” Challenges of Choice Delivering a well-established, non-flexible itinerary is simpler and more efficient than offering attendees a vari- ety of choices. Incorporating choice into event planning, while immensely valuable, can be a complex undertaking, particularly in terms of logistics and resource management said Salas-Burnett. “This complexity is often magnified by the event’s size and the support team’s capacity.” One of the primary challenges is ensur- ing that the quality of the event remains high across all offered options. “With diverse topics, multiple tracks and varied session types, it’s easy to overextend resources and dilute the overall event quality,” Salas- Burnett said. “It’s also crucial to maintain the event’s central narrative amidst a broad array of choices, balancing the need for vari- ety with coherence.” Remember, options should be distinct enough to cater to dif- ferent audience segments, but also harmo- nized enough to fit seamlessly within the event’s overall theme. Budget constraints present another significant chal- lenge. More options typically mean increased costs, not just in terms of content but also in logistics, staffing and technology. As Salas-Burnett said, this necessitates care- ful budget-planning and often creative problem solving to strike a balance between offering variety and maintaining cost-effectiveness. “Additionally, managing attendee flow and space alloca- tion becomes more intricate with multiple concurrent ses- sions,” Salas-Burnett added. Efficient utilization of spaces and smooth navigation for attendees are essential to pre- vent overcrowding or confusion. Bean agrees that the square footage for breakouts can suddenly become an issue, as either the room is too small or very few attendees show up for a specific speaker/session and the speaker feels second rate. “Standing-room only does not always convey success when reflecting on a conference,” Bean said. “Participants expect comfortable seating and temperature; good sound, top audiovisuals and attractive aesthetics of the space, such as natural light, are often a fundamental expecta- tion in today’s meetings and events.” Every venue, be it hotel, resort or convention center does not have natural light from the outdoors, so breaks and meals should be planned accordingly in light, bright and separate pre- function spaces. For planners exploring the idea of allowing attendees to customize their experience, Salas-Burnett advises plan- ners to start small and gather as much feedback as possible. Understanding your audience is key; the more insights you have into their preferences and needs, the better equipped you are to offer choices that are both attractive and of high value. “Start small by introducing a few elements of choice, such as varied session formats or parallel tracks, and use attendee feedback to refine and expand the options,” Salas- Burnett said. “In addition to post event surveys, consider live polling during the event and informal conversations to get the most genuine and specific feedback.” She would also remind planners to keep the pri- mary goal in mind: enhancing attendee experience without compromising the event quality or coherence. Though it is tempting to jump right into diversifying an event’s offerings, take your time and let your attend- ees’ feedback guide you. This measured and controlled approach will allow you to seamlessly transform your event experiences. Customization is vitally important in today’s planning and attendees want to ‘own’ their experience; and they expect planners to understand their time is honored and not to be wasted. “If an attendee or client feels valued, it is appreciated and that, to me, is the definition of a successful conference or meeting,” concluded Salas-Burnett. C&IT Courtesy of Etoulia Salas-Burnett/Howard University Smaller groups allow for more in-depth activities, which enhances engagement, retention and practical application of the knowledge shared. TheMeetingMagazines.com | Corporate & Incentive Travel | February 2024 53E ngagement. In the events industry, there’s no other key buzzword that’s causing more conversations since the in-person events regained dominance after the pandemic. In-person meetings provide a platform for leaders to engage with employees, address concerns and motivate teams, fostering a sense of commitment among employees to their company and coworkers. Engaged employees are more likely to contribute posi- tively to the company’s growth, according to Kimsacha Wil- liams Clarke, director of global accounts at Global Cyner- gies, who also plans corporate meetings. “Getting employees engaged means that you’re show- ing that you value their opinions, and as human beings we like to feel valued,” she said. “Once you get them involved, especially if you decide as an executive team to implement some of the ideas that have been brought forth as a result of the meeting, then employees will feel a lot more willing to be loyal to the company. They will say, ‘You know what, here’s a company that listens when I speak, and they have a vested interest in what I have to say.’” In-person meetings offer the ability to establish personal connections and build relationships more effec- tively than virtual interactions, which is vital to company culture. Physical presence can stimulate creativity and innovation and can also facilitate spontaneous discus- sions, as well as valuable networking opportunities with more informal conversations. “The whole point of meetings is really to get people together in order to get ideas flowing, and also to solve problems,” Williams Clarke said. “Attendees can col- laborate on information in order to strategize and grow, because the whole point of having the meetings is really to see how best you can have that growth factor for corpo- rate companies.” Aside from leaving the door open for brainstorming sessions, in-person meetings provide a platform for direct and clear communication. Executives and team members can express ideas, share information and discuss strategies in a more nuanced manner, fostering better understanding among participants. “When you come together each person can bounce ideas off of each other; then you realize that it does contribute towards productivity,” Williams Clarke said. “People can also help to put strategies together that will help increase Employee Engagement How Team Building Fosters Corporate Growth In person meetings offer the opportunity for networking and team building. BY MARLENE GOLDMAN INDUSTRY INSIGHT 54 February 2024 | Corporate & Incentive Travel | TheMeetingMagazines.comPhoto Courtesy of IMEX America TheMeetingMagazines.com | Corporate & Incentive Travel | February 2024 55business output, especially in sales meetings. You will have people giving ideas and coming up with creative ways in which they’re able to see that increase in sales and revenue.” Meetings can also boost efficiency in communication, and potentially speed up decision making for a company. “It’s always good to encourage people to collab- orate and to make unified decisions, so that there’s no time wasted on differences. Whatever time is wasted is a retrac- tion from having growth” Williams Clarke said. Corporate meetings also provide an opportunity to reinforce and promote the company’s culture, including its values and goals, which can help align employees with the organization’s mission and vision. The Benefits of Team-Building Activities Aside from the benefits during the meeting, the corpo- rations can build stronger internal relationships through pre- and post-meeting networking as well as during team building activities. Trust is crucial within a team. Team building activities provide opportunities for team mem- bers to build trust by working together, relying on each other, and gaining a better understanding of individual strengths and weaknesses. Williams Clarke agrees that offsite excursions and teambuilding exercise can boost morale as well as help forge new friendships. “Having anything outside of the typical meeting, like team building exercises will definitely help people collaborate together and will help them to say, ‘You know what, I may have thought of John as this kind of person, but you know, after being out there with him, John had my back.’” Through team building, employees can identify their own strengths and the strengths of their teammates, which allows for more effective task allocation and collabora- tion. Team building can also help address and prevent conflicts by promoting better understanding and commu- nication. Teams that are equipped with effective conflict resolution skills can navigate challenges within the com- pany more smoothly. “Humans are social beings; we need each other,” Williams Clarke said. “It’s innate in us that we need support from each other. We need the encouragement; we need the col- laboration. You can have a great idea but when you have two persons com- ing together and gelling and putting those ideas together and just maximiz- ing the power of the brain, then you can definitely see better results with group efforts than you can with just one individual.” Team building activities often require a collective effort and can help foster critical thinking and problem-solving skills within the team, and can help employees identify their own strengths and the strengths of their teammates. LaToya Williams, CEO of LNW Enterprises, a Military Spouse Owned Enterprise that focuses on personalized event planning, is seeing a trend with her corporate clients requesting more creative opportunities for networking and bringing conference-goers together. She said that can entail making the conference longer with attendees arriv- ing the night before or possibly staying a day later for a team building opportunity. “Team building isn’t always climbing a wall,” Williams said. “We could be building something together or having a mocktail-making class or doing a first time Pilates or yoga class — something that shows that we’re all human and we all can connect in one way or another.” She said she often hears back from the CEOs of the companies after their meetings that the morale at their company has increased. For sales team meetings or incentives, she has heard feedback that attendees either exceeded or met their numbers sooner than expected, which is attributed to add-ons like extra time spent on a team building activity. “It may cost the owner of the com- pany money initially, but they’re going to get that return on their investment. A lot of companies now are start- ing to invest in their staff, so they don’t have high turn- over,” she said. One example of a creative team building activity she helped arrange was a take on a Jenga game with the pieces lettered with words like “dedicated” or “hard working.” She said, “Now not only are you moving pieces but you’re Courtesy of David Goldstein Programs with corporate social responsibility are popular, such as building skateboards for kids. 56 February 2024 | Corporate & Incentive Travel | TheMeetingMagazines.commoving the pieces that resonate with who you are.” The result was participants learning more about themselves and their coworkers. One of Williams’ clients is a car dealership with 12 loca- tions across the Northeast. They have organized incentive trips for the 20 highest producing salespeople. She said that they have allowed the attendees to bring their families to experience the trip at no extra cost to them. “They’re trying to be inclusive, because those that have spouses and those that have children — a lot of those people aren’t able to come. If you are a single man or woman and you have a child, you can’t unless you know you have childcare and things lined up, and then you’re worried about that. When you take that stress off, you’re going to get more from that person. And while they did increase the budget adding these people on this trip, when they returned, the owner of the dealership saw that his company was making more money.” Williams said she asked some of the spouses how they felt joining their partners for the first time, and the feedback was all positive, saying it was a great idea. “They said, ‘I’m so glad I was able to experience this. I was so glad that my kids were able to see what their father or mother does. Or the kids say their dad is always gone the last day of the month, and then to see the smiles on the children’s faces, when their mother or father is on stage. It speaks volumes when that typically didn’t happen before. So, I think that a lot of these companies are seeing that they have to be invested in the family versus invested in just one employee.” One of the leading team building companies for cor- porate groups is TeamBonding, headquartered in Boston, but with a vast network across the U.S. David Goldstein, founder of TeamBonding, said pre pandemic the company produced about 1,200 events a year, with the number this year at about 1,600 — 500 of those virtual. “We work with Apple and Google and Microsoft, and a lot of the big companies and smaller departments within the big companies. Sometimes, in the beginning of the year, we’ll do a kickoff where they’re trying to align,” he said. “They have 10 goals and are getting really excited about what the year is going to bring.” Team building exercises can span the range from mobile escape rooms, which require problem solving skills and col- laboration, to Corporate Survivor, which entails dividing groups into smaller “tribes,” each facing a series of physical and problem-solving challenges. “I think when you work together with someone in an office, you know a little bit about them, but you don’t really know what they can do or what their talents are and what their skills are,” Goldstein said. “Sometimes, you can see within a team building event what people are really good at, and in a safe way where you can’t really fail. You can build trust amongst team members — you understand each oth- er’s strengths, weaknesses, perspectives. And once you’re more likely to trust and support one another, that fosters a stronger team dynamic.” Programs with a corporate social responsibility (CSR), element are popular with corporate groups, where they can participate in an activity that gives back to the community, such as build- ing bicycles. “You’re working together. You’re donating to your community and giving back. You’re building cancer care kits. You’re building skateboards. You’re building water filters. We have a program in California, where they are building prosthetic hands, so people who lose their hands will be able to eat and feed themselves and be a little bit more self-sustaining. That give back has been a real focus for us this past year. You’re able to do something together that feels good, and is good.” Another example of a TeamBonding activity is traveling on the Mystery Bus, where the group will visit three or four locations selected to fit its interests, timeframe and budget. It can be arrange for an itinerary to include at least one culinary adventure, one cultural experience and one low- stress physical activity. “Basically, it’s kind of a retreat on wheels,” Goldstein said. They’re all mystery related, so they don’t know where they’re going or what they’re doing.” One can be a charitable outing where participants will go to a food pantry or a homeless shelter, or someplace where they can help and do volunteer work. The mystery bus can also be more of a physical activity. “We do all the work. The food’s included, the transportation is included. Everything is done for them.” By investing in team-building activities, companies can create a positive company culture that that will help with the overall growth and success of the organization. “There is something about when human beings con- nect,” Williams Clarke said. “There is a different level of exchange, and communication. There’s a different level of unity and there’s a different level camaraderie. They are wanting to be together and wanting to talk to each other and wanting to exchange more, and so on. So, persons tend to look forward to those annual meetings.” C&IT I think that a lot of these companies are seeing that they have to be invested in the family versus invested in just one employee. LATOYA WILLIAMS CEO, LNW Enterprises TheMeetingMagazines.com | Corporate & Incentive Travel | February 2024 57DESTINATION UPDATE (Top): The Colorado Convention Center, located in Downown Denver, recently completed a 200,000 sf rooftop expansion. (Below): The historic Broadmoor just received Forbes Five-Star recognition for the 64th consecutive year. 58 February 2024 | Corporate & Incentive Travel | TheMeetingMagazines.comS et against a ravishing variety of back- drops, from snow-topped peaks to rolling plains, and with environments ranging from the big city diversions of Denver to a wealth of mountain towns offering year-round activities, Colorado is one of America’s top destina- tions, inviting meeting planners to think outside the box. Incen- tive programs can be organized in beautiful dude ranch settings, at plush spa retreats, or within the state’s abundant ski towns, inviting attendees to unplug and bond, or to simply celebrate a job well done, pre- or post-conference. With one of America’s best-connected airports, Denver is one of the country’s fastest-growing and most desirable cities, thanks in part to its 300-plus days of sun- shine annually. Situated at the foot of the Rocky Mountains, the “Mile High City” is reached under four hours from every major U.S. airport, it’s located just 340 miles west of the exact center of the continental U.S. As the nation’s third busiest hub, Denver Inter- national Airport has nonstop flights from almost 200 U.S. cities, plus service from 25 international destinations in 13 countries. Downtown Denver alone boasts more than 13,000 hotel rooms within a short walk of the Colorado Convention Center, making it a natural for larger events, such as the annual meeting of the American Academy of Neurology, expected to draw 11,000 attendees this April. The Colorado Convention Center put its finishing touches on a 200,000-sf rooftop expansion last Decem- Colorado BY DAVID SWANSON One of America’s Top Destinations Last fall, the Sheraton Denver Downtown, which recently underwent an $80 million renovation, hosted the annual E Source Forum. Photo courtesy of Jessica Rife TheMeetingMagazines.com | Corporate & Incentive Travel | February 2024 59Next >