The most valued parts of the event were not the keynotes, but breakout groups and off-site excursions like pickleball. These activities create a "third space"—separate from work and home—where attendees can form genuine human connections, which is often the ultimate, unstated goal of attending.

Freeman's research quantifies the immense value of networking. While the industry average for first-time attendee retention is 30%, that figure jumps to 51% if an attendee makes just one meaningful connection, nearly doubling the event's long-term value.

The 'experience' component of an event, such as high-end production or parties, is not a foundational objective for attendees. It serves as an 'amplifying factor.' Planners should first deliver on learning, networking, and commerce, then use experiences to enhance those core goals.

Attendees often value spontaneous conversations more than structured entertainment. To facilitate this, event planners should deliberately create an environment for connection. This means lowering music volume, adding comfortable seating, and avoiding a packed schedule, especially during welcome parties.

The trend of 'festivalization' is a potential trap. Instead of trying to become a festival like Coachella, successful business events maintain their core purpose of commerce and networking while layering in festival-like elements of fun, community, and inspiration.

Structure event planning by defining what you want attendees to think, feel, and do before, during, and after the event. This framework, applied per persona, ensures every activity is aligned with specific, measurable outcomes, from initial promotion to post-event follow-up.

Instead of focusing on immediate ROI, structure events to foster genuine connections and goodwill ("karma"). This builds a stronger, more resilient brand over time, even if it means creating opportunities for competitors by inviting them.

A significant perception gap exists between event organizers and their audiences. While 78% of planners are confident their attendees have a memorable 'peak moment,' data shows only 40% of attendees actually report experiencing one, indicating a failure to deliver on what truly resonates.

Attendees have an "experiencing self" and a "remembering self." The latter only retains a few key moments. Effective event design focuses on creating 3-5 powerful, memorable touchpoints that will stick with attendees and drive business outcomes long after the event ends.