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How the magic of taking a risk can make your event shine

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How the magic of taking a risk can make your event shine
In this weird post-pandemic-lockdown, economically-restricted, unpredictable world we operate in, we continually strive to discover how our events can be memorable. Added to this, so many of our clients (and often us too) are looking for ways to attract new staff, keep the ones we have and significantly reduce employee churn.

So how do we make our events shine as a beacon of joy in the current landscape so they can energise, attract and enthuse our clients, their teams, their customers and their industry?

The answer is risk.

As experienced event operators, you are no stranger to risk. No doubt you and your team have taken more than your fair share of risks over the years. And again, we need to take a deep breath and risk more.

Now, that doesn’t mean go crazy! We are talking about “mitigated or managed risk”. In the current climate, our clients would not have the appetite for anything too out there. You will also still do the basics like have all your safety checks, event insurance, plan for inclement weather and so on.

It’s time to take risks with your format and content. Why stick with the same old same old?

Could you look at a venue with a bit of adventure? Maybe a zoo, theme park, island, cinema, theatre or something different from a standard meeting room.

Could you have more white space rather than back-to-back sessions?

Could you have speakers that challenge the norm and the individuals in the room?

Could you have a variable part of the agenda that the delegates choose by voting?

Could you have activities where delegates have to do something they wouldn’t usually do? Maybe try a bit of stand up, do some painting, create some music, or sing as a choir? The possibilities are endless.

Naturally, whatever risks you take need to be aligned with the theme or intent of the conference. They need to ensure that the delegates stay safe and are not overwhelmed. And they need to push the delegates out of their comfort zones, so they experience something new, special and different (to paraphrase Kath Day-Knight).

Our role is always to keep stretching to the new “normal”. So, the reality is that, for most of us, this is more of the same. As Shakespeare said, “once more unto the breach dear friends”.

What risks will you take to make your next event shine?

Warwick Merry is a global award-winning event host and event evangelist. For over 20 years he has been hosting and producing online, hybrid and in-person events. He is the host of the Making Events Awesome livestream and Making Events Awesome group.

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