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After years of disruption, Kalsi Beach now uses “sophisticated” to describe the event industry. “I think this process will be restored in 2023, and now we are improving our process,” said Beach, founder of Do Good Events.
The St. Louis Park-based company hosted 85 live in-person events in 2023, with a total attendance of nearly 30,000 people. Beach hopes to continue this pace in 2024.
At corporate events, it’s easy to fall into the traditional approach: networking, speaking engagements, and some drinks. But beaches have begun to notice a shift in guest demand and how companies use events to make an impact.
“Let’s give people experiences they wouldn’t otherwise have [anywhere else],” she says. “People are very protective of their time; it’s about making it valuable.”
Instead of an hour-long keynote, Beach recommends giving a 20-minute keynote followed by an interactive session. “We see a lot of corporate events that have an educational component but give people a lot of time to interact and take action.”
Attendees are also looking for that extra spark or surprise – an event that gives them something to talk about the next day and a reason to come back next year. For example, Do Good hosted an event where organizers skipped the standard coffee station and instead spent time collecting everyone’s coffee orders. Guests were then greeted at their seats with their favorite drinks. Beach said it considers everyone ahead of time.
This attention to detail is top of mind for event planners. This includes sustainability, updated technology and guest convenience. “We still crave that sense of community, but are also looking for that sense of novelty that surprises and delights — something that takes that experience and depth to another level.”
Click here to view a list of 2023 Meetings and Events Resource Guides.
Read more in this issue
The 2024 Meetings and Events Resource Guide contains lists selected by the TCB editorial team. It is not a comprehensive guide.
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