Choosing Vermont for the "Drive" event, initially a decision of convenience, unintentionally became a core part of its brand. The unique location became part of the product itself, attracting attendees looking for an experience beyond a typical conference in a major city, making the setting a key selling point.

Instead of viewing physical locations as the primary growth engine, reframe them as brand "touchpoints" or destinations. They build customer trust and awareness that feeds a more scalable e-commerce or wholesale business, which becomes the true engine for national growth.

For brands with strong community ties, like a podcast tour, market selection sends a powerful message. Skipping certain cities or regions can make loyal fans feel ignored or disliked, triggering a vocal backlash from a customer base that feels a strong sense of ownership.

Founder Ty Haney deliberately moved the company from NYC to Austin, Texas. The strategy was to escape traditional fashion hubs and create a unique environment that could become one with the brand's identity, similar to how Nike is synonymous with its home in Oregon.

The most valuable networking often happens spontaneously, outside the official schedule. By moving their next event to an all-in-one resort where everyone stays on-site, the team is intentionally engineering more opportunities for valuable, unplanned interactions at the pool, coffee shop, or lobby.

The conference is relocating to Anaheim, strategically leveraging its proximity to Disneyland. This encourages attendees to build deeper, personal relationships outside the formal event, effectively blending a professional conference with a leisure or 'bleisure' experience to foster community.

The high energy at the "Possible" event is attributed to its design: a central, walkable campus connecting multiple venues. This contrasts with other major events where attendees must travel between distant locations, fragmenting the experience. Proximity facilitates spontaneous interactions and a dynamic, unified atmosphere.

Exit Five founder Dave Gerhardt embraced a customer's humorous social media post calling Vermont the "B2B Mecca" for his conference. He incorporated the phrase into his keynote, turning a simple joke into a powerful piece of community lore and branding.

The Social Media Marketing World conference is relocating to Anaheim in 2026, using Disneyland's proximity as a key selling point. The goal is to facilitate deeper, informal networking and relationship-building among attendees after conference hours.