When someone says, “That’s not how business works,” it’s often because they haven’t seen how our business works. Event leaders operate at the intersection of experience, strategy, and impact - but too often, we’re seen as executors instead of decision-makers. This post explores why calm is a strategy, consistency builds credibility, and courageous authenticity earns trust - and how bringing a business lens to your events earns you a real seat at the strategy table.

What separates events attendees endure from those they can't wait to return to? It's not just your agenda - it's your culture. In our latest article, we explore why the atmosphere, connections, and emotions your attendees experience matter more than you think, and how small, intentional touches can transform your event from a series of sessions into an unforgettable experience that drives loyalty and buzz. Learn practical strategies to assess and elevate your event culture, plus a surprising engagement idea that became the talk of our conference.

Virtual sponsorships didn’t fail - we stopped evolving them. As digital platforms mature, sponsorship value depends less on visibility and more on imagination. Discover how rethinking design, engagement, and longevity can turn virtual partnerships into powerful, revenue-driving experiences.

AI isn’t replacing event planners - it’s redefining their value. From predictive analytics to personalized attendee experiences, artificial intelligence is transforming how events are designed, delivered, and measured. The result isn’t smaller teams or simpler plans - it’s smarter strategy. Discover how event leaders are using AI to make faster decisions, personalize engagement, and turn data into a true competitive advantage.

Too many partnerships feel like obligations instead of opportunities. This post explores how to evaluate, manage, and elevate event partnerships so they align with your strategic goals. Learn to identify red flags, foster win-win collaboration, and say no without burning bridges—so you can lead with confidence and get results that actually matter.

Change is hard—but necessary. In this post, we explore how to lead transformational shifts in your event strategy with clarity, empathy, and purpose. From stakeholder resistance to hidden opportunities, discover how to turn friction into forward momentum and build true buy-in across your organization.

Post-event debriefs are one of the most overlooked tools in event strategy—and that’s a problem. Too many teams skip them, rush them, or keep them siloed. This blog challenges that norm and reframes the debrief as a powerful strategic lever for improvement, alignment, and evolution. Drawing on fresh insights from the Freeman 2024 Trends Report and leadership principles from Simon Sinek, we explore how to design debriefs that drive clarity, connect to purpose, and inform future decisions. If your team is still treating the debrief like a formality, it’s time to rethink the routine—and unlock its full potential.

Behind every seamless event is a team that’s running plays under pressure, adapting in real time, and carrying the emotional and physical weight of the game. From early mornings and long days on your feet to last-minute changes and high-stakes decisions—event work demands the stamina of an athlete, the instincts of a coach, and the unity of a championship team. In this post, we explore why events aren't just strategic—they're competitive, intense, and undeniably full contact.

Everyone has a “killer idea” for your next event. And that’s not a bad thing — if you know how to channel it. This post explores how to collaborate without chaos.

Too often, events are seen as logistics. But when used well, events are strategic platforms—for revenue, visibility, retention, and influence. Here’s how to shift the conversation.

Moneyball Your Events: Why Gut Feel Isn’t a Strategy
The Oakland A’s didn’t change the economics of baseball—but they changed how decisions are made. It’s time event leaders did the same. This post explores how data-driven decision-making can help you move beyond gut instinct to build smarter, more strategic events.

Your instincts matter—but strategy needs insight. Discover how event professionals are using AI to move from gut feel to confident, data-driven decisions that shape better outcomes before the event even begins.

Events don’t just demand time and skill—they demand emotional resilience. From nonstop pressure to the weight of client expectations, this post explores the unseen emotional cost of event work and why it’s time we take it seriously.

Too many event roles are written like checklists—but real success requires strategic thinkers. This post explores how to shift from hiring task-doers to building a team that can drive innovation, own outcomes, and shape the future of your events.

Is your event team lean or overstretched? Use this practical formula to benchmark staffing needs by revenue per FTE—adjusted for event complexity. Learn how to assess your team’s capacity, align it with your portfolio, and make smarter resource decisions.

Success in events today demands more than smarts or people skills—it requires adaptability. This post explores the roles of IQ, EQ, and AQ in modern event leadership and how to develop the balance that drives long-term resilience and results.

Surveys can tell you what attendees say—but not always what they feel or what actually drove their experience. In this post, we explore how to move beyond form-based feedback and start listening in more intentional, strategic ways. Because when you stop surveying and start listening, you uncover the insights that really shape better events.

If Everyone Owns It, No One Owns It: Aligning Internal Teams Around Event Strategy

When every department has a hand in event planning—but no one has clear ownership—confusion, inefficiency, and missed opportunities are inevitable. This post explores why internal misalignment is so common, what it costs your organization, and how to shift from siloed execution to shared strategic clarity.

When Southwest Airlines recently announced a new $35 fee for checked bags, it didn’t just spark outrage—it violated a brand promise. For years, “Bags Fly Free” wasn’t just a slogan; it was a pillar of the airline’s identity