During the event: execution and engagement strategies
When the event begins, it’s not just about execution – it’s about emotion. In this moment, the focus shifts from planning to presence. The most successful experiences are designed with intentional highs, human connection, and multi-sensory engagement in mind. These aren’t just nice-to-haves. Memories are formed from emotional charging: emotional design directly influences how people remember your event and whether they come back.
During the event: execution and engagement strategies
When the event begins, it’s not just about execution – it’s about emotion. In this moment, the focus shifts from planning to presence. The most successful experiences are designed with intentional highs, human connection, and multi-sensory engagement in mind. These aren’t just nice-to-haves. Memories are formed from emotional charging: emotional design directly influences how people remember your event and whether they come back.
Creating connection: the key to meaningful engagement
Shared moments, stronger connections
The most memorable events don’t just deliver content, they create connection. Whether between peers, teams, or ideas, this connection is what gives an event emotional weight and lasting relevance.
Shared experiences and social bonding play a crucial role in building trust and engagement. The broaden-and-build theory suggests that positive social interactions can create lasting engagement among individuals. For event professionals, this means creating a welcoming and engaging environment, while designing opportunities to establish trust and connection from the moment attendees arrive.
“Make it easy for people to make connections,” says Dr. Sahar Yousef. “Whether it’s assigning a check-in buddy or organizing a shared activity, doing things together accelerates trust and psychological safety.” That sense of safety and belonging isn’t just nice to have, it’s a key driver of emotional resonance.
Humans are social by nature. As Dr. Sahar Yousef puts it, “The number one thing people seek is connection and friendship. We’re pack animals. We want to feel accepted and valuable within our community.”
Collective participation not only boosts engagement but also makes attendees feel part of something meaningful. Whether it’s a structured networking event or a surprise team challenge, people are more likely to join in when they feel like they belong.
This sense of belonging is directly tied to perceived value. When attendees have opportunities to contribute, support others, or share insights, it reinforces their role in the group and deepens engagement.
Create the moment. Spark the connection
It’s not just about bringing people together. It’s about designing warm, human moments that spark genuine interaction. Events that create these connections will always stand out – and stay with attendees long after the badges come off.
Jill Maxwell, the Head of Global Events and Sponsorships at CBRE notes that their clients are also being invited to events by their competitors. CBRE sets itself apart by conducting thorough research to identify the internal and external speakers their target audience wants to hear. In doing so, they leverage this principle of creating moments that spark connection and belonging between the audience and their speakers.
Where connections thrive, loyalty follows
Creating spaces for networking and relationship-building is essential to enhancing attendee experience and loyalty. Trust and friendship build psychological safety, which strengthens engagement. That’s why leading event teams are designing both structured and organic ways for people to connect and help spark conversation, like:
- Curated meet-and-greets.
- Rooftop dinners.
- Informal social experiences.
- Guided icebreakers that help spark conversation.
Connection fosters belonging, and belonging builds loyalty. When people feel seen, valued, and connected, they don’t just enjoy the event, they remember it, talk about it, and want to come back.
Creating connection: the key to meaningful engagement
Shared moments, stronger connections
The most memorable events don’t just deliver content, they create connection. Whether between peers, teams, or ideas, this connection is what gives an event emotional weight and lasting relevance.
Shared experiences and social bonding play a crucial role in building trust and engagement. The broaden-and-build theory suggests that positive social interactions can create lasting engagement among individuals. For event professionals, this means creating a welcoming and engaging environment, while designing opportunities to establish trust and connection from the moment attendees arrive.
“Make it easy for people to make connections,” says Dr. Sahar Yousef. “Whether it’s assigning a check-in buddy or organizing a shared activity, doing things together accelerates trust and psychological safety.” That sense of safety and belonging isn’t just nice to have, it’s a key driver of emotional resonance.
Humans are social by nature. As Dr. Sahar Yousef puts it, “The number one thing people seek is connection and friendship. We’re pack animals. We want to feel accepted and valuable within our community.”
Collective participation not only boosts engagement but also makes attendees feel part of something meaningful. Whether it’s a structured networking event or a surprise team challenge, people are more likely to join in when they feel like they belong.
This sense of belonging is directly tied to perceived value. When attendees have opportunities to contribute, support others, or share insights, it reinforces their role in the group and deepens engagement.
Create the moment. Spark the connection
It’s not just about bringing people together. It’s about designing warm, human moments that spark genuine interaction. Events that create these connections will always stand out – and stay with attendees long after the badges come off.
Jill Maxwell, the Head of Global Events and Sponsorships at CBRE notes that their clients are also being invited to events by their competitors. CBRE sets itself apart by conducting thorough research to identify the internal and external speakers their target audience wants to hear. In doing so, they leverage this principle of creating moments that spark connection and belonging between the audience and their speakers.
Where connections thrive, loyalty follows
Creating spaces for networking and relationship-building is essential to enhancing attendee experience and loyalty. Trust and friendship build psychological safety, which strengthens engagement. That’s why leading event teams are designing both structured and organic ways for people to connect and help spark conversation, like:
- Curated meet-and-greets.
- Rooftop dinners.
- Informal social experiences.
- Guided icebreakers that help spark conversation.
Connection fosters belonging, and belonging builds loyalty. When people feel seen, valued, and connected, they don’t just enjoy the event, they remember it, talk about it, and want to come back.
The blueprint for unforgettable events: understanding the emotional journey
Make them laugh, cry, cheer – just make them feel
Emotion plays a central role in how we interpret and remember experiences. Research highlights that high-arousal emotions such as awe, excitement, or even fear, can significantly influence memory formation. For event professionals, this phenomenon underscores the value of creating emotionally rich, human-centered experiences that go beyond content delivery.
Designing the emotional arc of an event is about balancing energy and anticipating the natural highs and lows. As Antoine Mercadal, VP of Global Employee Experience at Criteo, says “Manage your [emotional] curve, make sure you’re offering something that is realistic, not too demanding.”
Designing emotional events requires intentionality, empathy, and thoughtful planning throughout the event lifecycle – not just for the big-impact moments, but also for the quieter in-between ones. This includes moments to digest and process, such as downtime to recuperate, meals, and rest.
When attendees feel emotionally connected to what they’re experiencing, they’re more likely to stay present, participate deeply, and walk away with stories that stick.
The blueprint for unforgettable events: understanding the emotional journey
Make them laugh, cry, cheer – just make them feel
Emotion plays a central role in how we interpret and remember experiences. Research highlights that high-arousal emotions such as awe, excitement, or even fear, can significantly influence memory formation. For event professionals, this phenomenon underscores the value of creating emotionally rich, human-centered experiences that go beyond content delivery.
Designing the emotional arc of an event is about balancing energy and anticipating the natural highs and lows. As Antoine Mercadal, VP of Global Employee Experience at Criteo, says “Manage your [emotional] curve, make sure you’re offering something that is realistic, not too demanding.”
Designing emotional events requires intentionality, empathy, and thoughtful planning throughout the event lifecycle – not just for the big-impact moments, but also for the quieter in-between ones. This includes moments to digest and process, such as downtime to recuperate, meals, and rest.
When attendees feel emotionally connected to what they’re experiencing, they’re more likely to stay present, participate deeply, and walk away with stories that stick.
Sensory magic: Crafting immersive experiences
Sensory activation = memory gold
Creating exceptional event experiences goes beyond what attendees see and hear – it’s about engaging all the senses. While big-name speakers and group activities foster connection, tapping into sensory elements can elevate the experience even further.
Multisensory experiences have a direct connection to memory processing centers within the brain.
Engaging in multiple senses, especially smell, as highlighted in this research, can enhance memory retention, making it a powerful tool to utilize.
Think about your favorite place or a heartfelt memory like the smell of cookies at grandma’s house. When used thoughtfully, and with respect to sensitivities, a subtle, memorable fragrance can transform an event space, enhancing the venue’s atmosphere and creating powerful associations
Incorporating these sensory elements doesn’t necessarily mean overproduction. Small, intentional touches like a pleasant scent, textured seating, curated soundscapes, or themed food, can create emotional anchors that last well beyond the event itself.
The scent of fresh citrus energizing a breakout room, the feel of embossed name badges, or the taste of regionally inspired cuisine. These layered inputs can make an experience not only feel more premium and unique, but more human.
“The sense of smell is one of the most emotional senses – and it can heighten memory more than others. Hotels use this to great effect with signature scents. I’ve met people who had such a great experience at a hotel that they bought the scent to use in their own home.”
Dr. Sahar Yousef, Cognitive Neuroscientist, UC Berkeley
Sensory magic: Crafting immersive experiences
Sensory activation = memory gold
Creating exceptional event experiences goes beyond what attendees see and hear – it’s about engaging all the senses. While big-name speakers and group activities foster connection, tapping into sensory elements can elevate the experience even further.
Multisensory experiences have a direct connection to memory processing centers within the brain.
Engaging in multiple senses, especially smell, as highlighted in this research, can enhance memory retention, making it a powerful tool to utilize.
Think about your favorite place or a heartfelt memory like the smell of cookies at grandma’s house. When used thoughtfully, and with respect to sensitivities, a subtle, memorable fragrance can transform an event space, enhancing the venue’s atmosphere and creating powerful associations
Incorporating these sensory elements doesn’t necessarily mean overproduction. Small, intentional touches like a pleasant scent, textured seating, curated soundscapes, or themed food, can create emotional anchors that last well beyond the event itself.
The scent of fresh citrus energizing a breakout room, the feel of embossed name badges, or the taste of regionally inspired cuisine. These layered inputs can make an experience not only feel more premium and unique, but more human.
“The sense of smell is one of the most emotional senses – and it can heighten memory more than others. Hotels use this to great effect with signature scents. I’ve met people who had such a great experience at a hotel that they bought the scent to use in their own home.”
Dr. Sahar Yousef, Cognitive Neuroscientist, UC Berkeley
Making all attendees feel like VIPs
Show them you care and watch them engage
You can make attendees feel truly appreciated by building in moments of recognition.
- Awards
- Speeches for recognition
- Highlighting attendee achievements
No matter the formality, these provide attendees with a chance to be acknowledged for their contributions and reinforce a sense of value and appreciation.
Making all attendees feel like VIPs
Show them you care and watch them engage
You can make attendees feel truly appreciated by building in moments of recognition.
- Awards
- Speeches for recognition
- Highlighting attendee achievements
No matter the formality, these provide attendees with a chance to be acknowledged for their contributions and reinforce a sense of value and appreciation.
“We’ve built an entire recognition program – from video messages delivered by senior leaders to surprise moments in general sessions,” says John Palmisano, Head Experience Architect, the Experience Studio at Amex GBT, “Even nominees who don’t win feel celebrated. That’s very special, and it stays with people.” By celebrating such moments, it’s possible to foster a more inclusive and engaging atmosphere that leaves a lasting impression on attendees.
These recognition moments don’t just make people feel appreciated – they create emotional peaks that reinforce the value of attending. When attendees feel seen, they’re more likely to engage, share, and return.
Dr. Sahar Yousef notes, “Science shows that exclusivity gives folks that are included in the exclusive experience, a self-esteem boost, a feeling of belonging.” Event professionals can apply this insight by designing VIP or invite-only elements thoughtfully – being mindful not to exclude others.
One approach: build in access through participation
For example, attendees who complete a series of tasks earn entry to an exclusive experience. These challenges could be attending a keynote, scanning their badge at a booth, or joining a networking lunch.
As Dr. Sahar Yousef puts it, “That would help not only motivate but create anticipation, a little bit of psychological intrigue, and the anticipation of getting something that I'm excited about at the very end if I earn it, and then that's a meritocracy.”
“We’ve built an entire recognition program – from video messages delivered by senior leaders to surprise moments in general sessions,” says John Palmisano, Head Experience Architect, the Experience Studio at Amex GBT, “Even nominees who don’t win feel celebrated. That’s very special, and it stays with people.” By celebrating such moments, it’s possible to foster a more inclusive and engaging atmosphere that leaves a lasting impression on attendees.
These recognition moments don’t just make people feel appreciated – they create emotional peaks that reinforce the value of attending. When attendees feel seen, they’re more likely to engage, share, and return.
Dr. Sahar Yousef notes, “Science shows that exclusivity gives folks that are included in the exclusive experience, a self-esteem boost, a feeling of belonging.” Event professionals can apply this insight by designing VIP or invite-only elements thoughtfully – being mindful not to exclude others.
One approach: build in access through participation
For example, attendees who complete a series of tasks earn entry to an exclusive experience. These challenges could be attending a keynote, scanning their badge at a booth, or joining a networking lunch.
As Dr. Sahar Yousef puts it, “That would help not only motivate but create anticipation, a little bit of psychological intrigue, and the anticipation of getting something that I'm excited about at the very end if I earn it, and then that's a meritocracy.”
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