18 Some of the best conferences I’ve ever attended took place in ghastly, windowless, and anonymous hotel conference rooms. They weren’t memorable because of the environment (except in a negative sense); they were memorable because their process led to intense interaction, powerful learning, and a ton of fun. This core insight underscores a crucial distinction in event design: the difference between ritual events and conferences centered on content and connection. The Challenge of Ritual Events Ritual events like weddings, galas, and awards ceremonies have a more-or-less fixed process. Event professionals distinguish these events by concentrating on unique and creative decor, flow, spectacle, entertainment, and technical production. These elements make repeated cultural rituals distinctive and memorable each time. In contrast, conferences are fundamentally about people meeting around a common interest, whether it be particle physics, comic books, garden center management, or improv. The goal is to foster content and connection around that common interest. Despite this, many conferences mistakenly try to be memorable by focusing on spectacle, treating them as ritual events. The Problem with Cosmetic Conferences Too often, conferences become “cosmetic,” emphasizing surface elements at the expense of meaningful interaction. I remember a large tradeshow in Atlantic City in 1981. The casino where the event took place had impressive decor: thick carpet, velvet wallpaper, elaborate light fixtures, and gold-plated handrails. A sound technician friend invited me for lunch in the staff canteen. Opening an almost invisible door in a plush hallway revealed a matching corridor that turned to the right. As we walked around the bend, the luxuriant carpet, wallpaper, and handrails ended abruptly. Ahead, loomed gloomy flat grey walls and a dirty floor. We were on an empty backstage, and the cosmetic glamour reserved for paying customers was gone. Like the casino, cosmetic conferences focus on appearance while neglecting the core experience. Meeting planners frequently put too much energy and resources into the environmental details of the meeting and not enough into the format and underlying process of the conference itself. This overemphasis on logistical considerations can lead to conferences that are cosmetically alluring but ultimately ineffective. Designing Behaviors, Not Objects At the San Francisco Applied Improv Network 2012 World Conference, the event was memorable not because of its stunning view of the Golden Gate Bridge or the fine food trucks nearby, but because we spent the entire four days interacting, playing, and exploring new possibilities with each other. Simple improv games, unique contests, and simulation workshops provided novel ways for people to connect, interact, and learn. The real opportunity for making conferences memorable lies in designing behaviors and processes rather TRANSFORMING CONFERENCES Prioritizing Interaction Over Spectacle By Adrian Segar Meetings
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