An Evolving Event: The Rise of the Transformative Meeting

Event planners naturally put a lot of thought into what they do.

These days they are also putting in a lot of thoughtfulness.

In the post-COVID world, as people are once again flocking to live events, the concept of the transformative meeting has surfaced. More and more, event planners say, clients are wanting to get not just more bang for the money they spend, but also more meaningful content that attendees can take with them and apply to their jobs and lives.

Transformative meetings are intended to make people feel that they are valued and an important part of something larger than themselves. A transformative meeting can build mutual trust, strengthen relationships, encourage feedback and open communication, increase creativity and improve teamwork.

On Time

Alex Howland, owner of Fayetteville-based Alex Victtoria Events, said event planning now includes, or should, a mental lift by clients before venues are booked and menus are planned. 

“I think it’s really about digging into what the purpose is of your meeting and being really thoughtful and meaningful on how you gather people, because time is of the essence,” Howland said.

Even before the pandemic, people were thinking about the value of their time versus the value of attending a company event. The experience of quarantines and remote work has only reinforced that thinking, while companies themselves, able to bring people together again live, see an opportunity to underscore what they’re about, said J.R. Shaw, executive director of Visit Rogers Arkansas. “Companies are being purposeful to use that meeting to reinforce their company culture,” he said.

A research study by ASAE & Cornell University Center for Hospitality Research found that the average trade show attendee spends $1,375 to attend an event. With inflation stubbornly affecting the economy and people’s spending habits, a return on that investment should include a sense of purpose and intentionality.

This means a focus on quality, not quantity, said Tiffany Mattzela, events manager at Arkansas Business Publishing Group in Little Rock.

“I see events trending toward smaller, more expensive, more intimate gatherings due to inflation,” she said. “It’s increasingly more difficult to provide a quality experience to the masses due to the increased upcharges accompanying many event services and products.”

From speakers to activities, people are seeking an immersive, experience-oriented event that creates memories while also meeting objectives.

“When people hire me, the first thing I do is a deep dive into expectations and goals,” Howland said. “If those things don’t align with what I can provide, it’s not going to be a good fit. … I think the next thing is, after you have kind of developed that strategy, really understanding all the different aspects of the event planning process. A lot of people think events and meetings are the same as weddings, and that’s not true. They’re wildly different.”

Now You’re Talking

Planners and their clients have been rethinking event staples ranging from technology to the use of space to the purpose of having a speaker.

In the past, speakers have been booked because they might have a book coming out or be launching a product. Now, Howland said, people are seeking sustainable information that can help them think meaningfully.

For a recent event Howland booked AOL founder Steve Case, taking him on a tour of some of Fayetteville’s most notable and popular locations, familiarizing him with the local environment and allowing for a connection, the sought-after immersive experience with the audience.

“How do you use someone who has that much status, recognition?” she said. “How do you use someone like that in the most impactful way?”

Interactive spaces, breaks for activities, local food and beverages, opportunities for volunteerism and technology are elements that create the participatory experiences of a transformative meeting. 

“We always operate on the premise of adding value,” Shaw said.

Also important are time and space for people to decompress from travel and adjust to their location, entertaining “transition” zones for guests as they move from place to place and simply having enough chairs to allow people to relax. All are all part of the transformational experience. 

However, despite the evolution underway in the event planning industry, an event is still an event and there will always be one important thing for which to prepare, Mattzela said. 

“At least one terrible thing will happen at each event,” she said. “Expect it. Roll with it. The show will go on.”