Engaging event attendees year-round is a challenge that keeps many event professionals awake at night. How do you turn a single day of connections into a continuous, thriving community?
Picture this: 80 marketers board a plane with no idea where they’re headed, only to discover a transformative journey in Tuscany. The result? $40 million in business relationships forged through meaningful connections.
Liz Lathan, Co-Founder and Chief Community Officer of Club Ichi and The Community Factory, specializes in turning one-off events into unforgettable experiences that foster long-term engagement. From launching Dell World to creating experiential think tanks, Liz has mastered the art of building vibrant communities through impactful events. Here’s how she does it.
Events Are About the People, Not Just the Agenda
Liz challenges the traditional model of event planning. She emphasizes that fostering meaningful connections is the antidote to declining attendance and disengagement. Her mantra? Events should be about shared experiences, not just delivering content.
"If I fly to your event and your content is the same thing I could just watch or listen to somewhere else, there’s zero reason for me to be there. I’m going for the people."- Liz Lathan
She shared an incredible story about a groundbreaking event from 2019, when she and her team organized the world's first "secret business trip," inviting 80 experiential marketers to meet at JFK airport with a passport and a six-day pack, without revealing the destination.
The trip not only became a memorable adventure but also facilitated meaningful connections, with attendees later reporting over $40 million in business generated from the relationships formed during those six days. As Liz put it, "We know that it works."
Action Steps:
Design Collaborative Activities: Introduce workshops and think tanks where peers solve challenges together.
Facilitate Networking: Use tools like pre-event matchmaking apps or Slack channels to help attendees connect before and during the event.
Rethink Evening Receptions: Replace impersonal networking events with smaller group dinners or fireside chats to foster meaningful conversations.
Build Connection Through the "Five C's"
Liz's proprietary framework—Care, Collaborate, Co-create, Converse, Connect—lays out the blueprint for event-driven community building.
"You can’t just throw people in a room and expect them to connect. First, show you care about their experience, and then lead them through collaboration and co-creation to meaningful connection" - Liz Lathan
The process begins with designing events that prioritize attendee comfort and engagement, culminating in experiences that evoke a sense of belonging.
Action Steps:
Care: Create warm, welcoming registration and arrival experiences to set a positive tone.
Collaborate and Co-Create: Host activities where attendees solve challenges or co-design solutions with peers.
Converse: Dedicate time and space for facilitated discussions, ensuring every voice is heard.
Elevate Events with Return on Emotion (ROE)
Liz's research into Return on Emotion (ROE) revealed the five key feelings that drive event success: Hopeful, Adventurous, Active, Accepted, and Motivated (HAM). Each emotion plays a critical role in crafting transformative experiences.
"It’s not just about happiness. When attendees feel hopeful, adventurous, and motivated, they leave with an emotional connection that drives business outcomes." - Liz Lathan
For example, her team used spontaneous think tanks to address real attendee challenges, fostering engagement and a sense of accomplishment.
Action Steps:
Inspire Hope: Showcase stories or case studies that highlight positive outcomes and future opportunities.
Encourage Adventure: Incorporate unique experiences like surprise activities or off-site excursions.
Foster Motivation: Design events that empower attendees to take actionable next steps.
Conclusion
Liz Lathan’s insights prove that building a thriving community around your events is about more than just logistics—it’s about creating experiences that resonate emotionally and foster deep connections. Whether it’s implementing her Five C’s framework or focusing on ROE, her strategies are a playbook for year-round engagement.
By embracing these principles, event professionals can not only improve attendee satisfaction but also transform their events into powerful hubs of collaboration, growth, and impact.
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