Report Recommends Innovations in Event Design

A recent study conducted by Marriott International in collaboration with the Professional Convention Management Association (PCMA) and its foundation, along with the Corporate Event Marketing Association (CEMA), is urging meeting planners to make their events more personalized, inclusive, and playful. The report, titled “Guiding Principles in Experience Design,” presents six principles aimed at driving innovation in event experiences.

The principles outlined in the report include exploring attendee identities, assisting attendees in making better decisions, fostering a sense of belonging, reevaluating the factors that contribute to the event’s value proposition, collecting emotional data, and encouraging play and experimentation.

To implement these findings, the report offers tools and takeaways for event planners. Beth Surmont, VP of event strategy and design at 360 Live Media, emphasizes the challenge of personalization and flexibility in association events. She suggests considering attendee personas—distinct character types likely to attend an event—rather than just demographics. Developing personas involves conducting interviews to understand motivations and behaviors and identifying patterns.

Surmont also advocates for gathering emotional data beyond simple feedback on conference experiences. Instead of asking superficial questions about food or accommodations, she recommends inquiring about personal motivations and the reasons behind attendees’ involvement in their work.

Creating a playful atmosphere at events can be difficult for medical and scientific associations due to concerns about maintaining scientific rigor. Surmont suggests using alternative phrases like “intentional networking” or “intentional problem-solving” to encourage interactive and enjoyable activities. Understanding what excites the audience in terms of play and fun through persona research can help in designing appropriate experiences.

Meeting planners are advised to move away from solely relying on attendance and demographic data and focus on designing events that prioritize the needs and preferences of individual attendees. By embracing personalization, inclusivity, and playfulness, planners can create more impactful and engaging experiences for their audiences.