I recently attended IMEX: a global, exhibit style conference for the event and hospitality industry… quite the scene if you share my appreciation for people-watching. Over 17,000 people from 6 continents attended this multi-day event in the vibrant city of Las Vegas. The exhibit hall housed hundreds of beautiful booths, each offering unique experiential elements, while the sessions were thoughtfully curated.
During my time at IMEX, I had the opportunity to connect with both new and familiar vendors, forging new relationships and catching up with old friends. We discussed industry trends, challenges and potential partnerships- needless to say I acted as a sponge, absorbing as much new information as possible. As I reflect on my learnings and observations, I would summarize my experience at IMEX as, “The Universality of Values”.
The conference attendees represented a diverse array of companies, ethnicities, beliefs and generations. Despite these differences, I noticed we all shared a few defining similarities. The events industry primarily comprises individuals who are driven by the desire to build community and create personal and shared experiences. This is not merely an interest or hobby but a clear, shared value that seeps from our jobs into every facet of our lives. While this is prominent in event professionals, I believe it is a universal trait- humans naturally connect and build community through shared experiences.
From a day-to-day perspective this can be as simple as realizing you dined at the same new restaurant as a neighbor and discussing your favorite dishes. Another example is a run club training for an upcoming race: a community of individuals who share a hobby. Though they may vary in age, fitness levels and/or backgrounds, they have built a community based on their shared experience of running. When viewed from the lens of planning a successful event, the planner or designer aims to create a personal and ultimately shared experience for each attendee.
Take a moment to think about the last exceptional experience you had, whether it was a trip, an event or something else. Chances are, more than one sensory element is associated with that experience- a specific smell, taste, thing, view or sound that you positively remember. Those who shared that experience with you likely have similar positive sensory impressions. This is what we strive to achieve when planning an event or program- engaging the senses to create a shared memorable experience.
As I walked the expo hall at IMEX, I noticed each exhibitor attempted to appeal to one or more sensory elements to attract attendees to their booth. While my personal favorites were those offering specialty food and beverages, the creativity displayed in engaging attendees was extensive. It was truly a community of like-minded individuals who share the same core value of embracing experiences, regardless of their birthplace or background.
When it comes to building community or creating an experience, it is imperative to understand the common values that unite your target audience and lean into those values. Demographics may tell you what, but values reveal who individuals are at their core.