Why Smaller, More Personal Events Are Making a Bigger Impact

The events industry has changed dramatically over the last few years. We have seen the rise of virtual events, hybrid experiences and increasingly sophisticated digital production. 

Alongside all of that technology, however, people have started to value real connection more than ever, and this is changing the way events are being designed.

The biggest event is not necessarily the most memorable. The largest audience does not automatically create the biggest impact. Increasingly, clients are looking for something more considered, that feels relevant, personal and genuinely worth being in the room for.

Smaller does not mean smaller impact

There is a temptation in the events industry to think bigger is better, but scale should always have a purpose.

A smaller event can create something that a huge conference sometimes struggles to achieve. Whether it’s a leadership gathering, corporate retreat, brand launch, private client event or smaller-scale conference, a more intimate environment can give people the opportunity to actually talk, participate and engage. It also opens up the creative possibilities.

For a smaller event, you might be able to choose a more unusual venue, create a more immersive environment, bring people closer to the action, and build the production around the audience rather than putting the audience around the production.

Personalisation is becoming part of the experience

People increasingly want to feel that an event has been created for them, rather than simply delivered to them. That could mean a carefully considered guest journey, interactive content, personalised experiences, clever use of technology or simply creating an environment where people feel comfortable getting involved.

Personalisation does not have to mean putting someone's name on a screen. Sometimes it is much more subtle. It is understanding who is going to be in the room, what they need from the experience and what will make them stop, engage and remember it.

The experience starts long before the doors open

One of the biggest opportunities with more intimate events is the ability to think about the whole experience, rather than simply what happens on stage. Lighting, sound, staging, content, set design, branding, entertainment, technology and the running order all have a part to play, but they should not feel like separate ingredients.

Technology still has a role, but it needs a reason

The move towards more personal events does not mean technology has disappeared. Digital tools, interactive content, hybrid elements and immersive technology can all add something valuable to an event.

However, technology for technology’s sake isn’t particularly interesting. If it simply looks impressive but doesn't add anything meaningful to the event, there may be a better way to spend the budget.

Making the budget work harder

A move towards smaller events can also give clients an opportunity to think differently about where their budget goes. Rather than spreading investment across hundreds or thousands of attendees, there can be more scope to put the detail where it matters.

So, what's next for events?

The future of live events isn't necessarily about going bigger. It’s about getting better at understanding why people are there in the first place.

People want experiences that give them a reason to leave their desk, put down their phone and be part of something that makes an impact.