Case Study: Keeping Your Annual Event Fresh

A client came to us last year needing to host a fabulous holiday event to make up for the disaster of the previous year (the venue had no heat and did nothing about it).

The person responsible for the event was extremely nervous that the event be a great experience (and restore the events reputation). We met and exceeded their expectations and employees still talk about the event 10 months later.

The client came back to us this year, stressing again with "how do we top what we did last year?" My response, "you give them a completely new experience."

This is a challenge that all annual events face; keeping the event fresh while maintaining the elements that work.

In this case, we are moving the event from the MOST to the Landmark Theater (but maintaining a downtown location per the client's request). The change in venue gives a completely different look and feel, although if a venue works for your group you don't need to move locations, just give the space a different look through the decor. So, for this event we'll build our rental and decor elements to enhance the already beautiful ambiance of the Landmark Theater.

Next we'll change up the interactive entertainment; in lieu of the science activities we're bringing in casino gaming, tarot card reader, and strolling hand illusionist. The music last year was well received, so we'll keep a similar genre but bring in a different group.

Food is an important part of any event. Last year during cocktails we paired hors d'oeuvres items with beers and wines and was a huge hit. This year we'll build on the success of this and do micro-stations and beverage pairings.

Valet Parking and formal coat check helped set the tone and we'll maintain these elements. As guests entered we offered a signature cocktail and mocktail in a branded glass. We'll do this again, but the glass will look different and the overall presentation will change.

Don't forget to use your invitation as a way to allude to the experience and build excitement.

Keeping it fresh by giving a different experience will ensure that your guests will come back year after year as well as give positive feedback creating buzz about your event being a must attend event.