What Makes a Successful Event?
Lumber Exchange Event Center
More than a year and a half of Zoom events and remote networking is enough to make the staunchest introverts appreciate getting together in person. As we begin to gather again, the stakes are higher than ever to do it right and create meaningful, useful, memorable professional events. Of course, event directors have their ideas—but what stands out to attendees? We asked local business leaders to share the best conference, gala, or networking event they’ve attended, and what they’re looking forward to most about the return to in-person events. —Tess Allen
Dee Thibodeau
CEO: Charter Solutions
What makes a great event?
It has to be at a great place where people feel safe. It has to have an excitement to it that makes people want to be there and where they can mix some business with social, because we are all missing this!
What I’m looking forward to for in-person events is actually connecting with many old friends that I haven’t seen in so long and not have a set agenda we need to talk about, but really find out how they are both personally and in their positions. The conversation is different, the dynamics are different, and people really are appreciating these events more because we are very selective now on where we go.
Safety first
I am looking for events in which I know [organizers] prefer people to be vaccinated, and if they are not, they will be masked. Being involved with health care, I realize the heavy responsibility we have put on our health care workers, and we need to do everything to support them and lessen the load they are carrying for all of us today.
On the calendar
An event I am looking forward to is MnTech’s Dec. 7 CIO panel: “What are the Opportunities and Challenges for 2022?” There will be a dynamic group of people from all different industries, and I am anxious to hear what they are predicting and what we should be ready for in 2022.
Anne deBruin
Sample Owner and CEO: Navigate Forward
Most memorable in-person event
The best in-person corporate event I recently attended was the Crohn’s & Colitis Foundation Evening of Hope Gala. The event included smart physical set-ups by utilizing big rooms, hosting fewer attendees, and leveraging social distancing. While networking was limited to the people at my table, it was fabulous to be together in person with others.”
What makes a great event?
The part of in-person events that really resonates with me is the genuine connection with others. There is no replacement for hugs, handshakes, and being able to truly catch up and understand how others are really doing.
Safety first
In light of Covid, I am most comfortable attending in-person events that take precautionary measures by being hybrid and limiting in-person attendance to those who are fully vaccinated with proof of vaccination, in line with CDC protocols. Virtual attendance is an option for those without proof of vaccination, as this allows in-person attendees to be more open while still being safe.
Navigate Forward has begun hosting small in-person networking events with very limited attendance. Based on our conversations, we have found folks are anxious to reconnect and want to do so in person, but they need reassurance that it is a safe environment.
On the calendar
I am keeping an eye on Women Venture’s Women Mean Business event [which was held in November] and the BOLD Awards Gala [Feb. 22].
Erin Newkirk
Vice president and head of global brand strategy: Caribou Coffee
What makes a great event?
Great events always feel personal, like a well-planned dinner party: an intentional invite list, thoughtful placement of who sits next to whom, knowing shared interests and/or experiences of guests to pair people up with different points of view and interests. I enjoy the opportunity to meet and learn from interesting humans whom I wouldn’t have met in everyday course of business.
Most memorable in-person event
CMO Club (Salesforce) does personalized events exceptionally well. I attended a dinner party with local peers at Spoon & Stable. I got to laugh and brainstorm and learn from and with fellow local, impressive CMOs and see Gavin Kaysen and support his team. Loved it.
Safety first
I am a fan of people being responsible and respectful to wear a mask if [they’re] not vaccinated. (No judgment necessary.)
On the calendar
My first in-person big event the Restaurant Finance & Development Conference in Las Vegas [which was held in November].
Nichole Klonowski
Director of business development: Pope Architect
Most memorable in-person event
I recently attended the Commercial Real Estate Women (CREW) national convention in Las Vegas. What made it so great was the camaraderie at CREW. Even when meeting new people, there was an open and warm quality that you just don’t find everywhere. CREW does a great job of creating opportunities to get to know each other outside of the formalities of a conference.
What makes a great event?
A sense of something new, celebratory, or exciting. If it’s just a panel conversation, I’ll most likely attend virtually. But when it’s an experience, that’s harder to get if you don’t go in person.
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Safety first
I personally like larger events to require a negative Covid test or proof of vaccine.
Ryan Steinbauer
Marketing director: Platinum Bank
Most memorable in-person event
It’s almost certainly the Advertising Federation of Minnesota’s “The Show.” I had the pleasure of attending with colleagues a few years back, and it was a visual treat. Part networking event and part art installation, the AdFed evening showcased award-winning work from some of the Twin Cities’ sharpest creatives. Great time all around.
What makes a great event?
The opportunity to connect and replenish my energy reserves. There’s a tangible sense of community at in-person events that’s difficult to capture in a remote environment.
Safety first
I’ve been impressed with the way organizers have approached recent live events, leveraging tactics such as reduced capacity, socially distanced layouts, and sanitation stations.
Andrea Graham
Brand experience consultant: Graham Company Consulting
Senior consultant, events and marketing: Minnesota Sports and Events
What makes a great event?
Oh man, I have missed professional events so much! I’m really looking forward to diving back in next year. There is a creative energy that thrives with the in-person connection that you just can’t generate through a screen. I am so excited to connect with people (making actual eye contact!) and generate that energy to inspire new creativity. It always lasts for a few days afterward.
Most memorable in-person event
I absolutely love attending the national SXSW Interactive Conference in Austin, Texas. It really is an ‘anything goes’ mentality when it comes to the events and brand activations—the ultimate showcase of innovation and creativity. The conference is also designed to drive you to connect with new people, discover new points of view, and make meaningful connections that expand your network and resources through sessions, structured networking, and organic opportunities. Plus, it’s in Austin, and I don’t know how you can go to Austin and not have a great time.
One of my absolute favorite galas in town has always been The Cowles Center GOTTA DANCE! Gala and Raze the Barre After-Party. Not only do they focus on celebrating their community, artists, and supporters, they also structure the gala to make it accessible to supporters of the arts of different demographics and socioeconomic statuses. The event is so engaging and intentional, you’re guaranteed to have a great time while strengthening your connection to the organization.
Safety first
There are a lot of factors to take into consideration: audience, event format, venue requirements, the current state of the world. Ultimately you can only control your own behavior, so being prepared is key: masks, hand sanitizer, social distancing. As a producer, my goal will always be to set our attendees up for success, creating the most approachable and safe event environment that still drives the goal of the event home.
On the calendar
The 2022 NCAA Women’s Final Four is coming to Minneapolis April 1–3, and I am so excited to be a part of the local organizing committee. It’ll be the first time that the fan base will be back in person with the teams since 2019—the energy is going to be off the charts!