Destination Event Planning

I do dozens of interviews with top CMOs every year. I always ask what the best performing marketing channel is. And right now everyone is saying events. Post COVID events are back, but also now in an AI world, I think there's a stronger appetite to get out and connect with real people vs. just getting answers from ChatGPT. But: like anything in marketing, running events just because everyone else is doing them is a great way to set money on fire (and still not drive any incremental business). Whether it's a booth at a trade show. A VIP dinner. A 500-person conference. They can all work. They can all flop. The difference: having a real plan and strategy for that event going in. Why do it in the first place? (which continues to be the most important lesson in marketing - what's in it for me? what's the hook? why should people come to our thing?) We talked to two event experts on the Exit Five pod recently Stephanie Christensen and Kristina DeBrito — and here are 5 keys they shared for B2B event success: 1. Pick the right format. Not all events do the same job. Big splash? Go flagship. Want pipeline? Try VIP roundtables. Tiny budget? Host micro-events around existing conferences. Set real goals. 2. “Leads” are not enough anymore. Are you driving awareness? Accelerating deals? Generating pipeline? Define this upfront—or you’ll waste time measuring the wrong stuff. There are more metrics than just "did we get leads from this event" and in today's world leads are tablestalkes. 3. Align your team, bro. Sales and marketing must move in lockstep. Slack alerts for registrations. Sales meeting updates. Leaderboards. It all matters. This is a team effort. 4. Make it memorable. People forget panels. They remember custom pancakes and great venues. Was the food good? Did the WiFi work? Did Oprah show up? Just kidding. Making sure you'r reading. But think surprise and delight, not branded frisbees. 5. Put the work in on the follow up. Events don't close deals - follow-up does. Segment attendees. Create custom offers. Babysit the handoff to sales like your job depends on it. Because it does. You just went shopping and got all these fresh groceries - dont let them spoil. B2B buyers want real connection again. Events can create that. Are you feeling this desire for events? Are you doing events in your business right now? Let me know...

What if switching from plastic bags to cotton tote bags at your event is not a sustainability upgrade, but a more expensive version of the same problem? A 2018 life cycle assessment commissioned by the Danish Environmental Protection Agency examined grocery carrier bags across 15 environmental indicators: climate impact, water use, ozone depletion, land use, and more. The findings on cotton were striking. A conventional cotton tote needs to be used 7,100 times to offset its environmental impact compared to a single-use plastic bag used once as a trash bag. For an organic cotton tote, the number rises to 20,000 times. That is daily use for 54 years. The main driver is not carbon. It is water. Cotton is one of the most water-intensive crops in the world. Producing one kilogram of cotton requires around 10,000 litres of water, along with pesticide and fertiliser inputs that contaminate local waterways. A conference goodie bag will be used ten times if you are lucky. Most end up in a drawer, next to two others from the last two events. This does not mean going back to plastic. It means the question to ask is not "what material is this bag made from?" but "will anyone actually use this enough times to justify producing it?" A tote bag filled with branded pens and a paper notepad is not a sustainable gesture. It is landfill with better marketing. If you want to redirect that budget meaningfully, consider a small donation per participant to a local cause connected to your event theme, a single quality item people will actually use, or simply nothing at all. Communicating that choice openly is itself a message worth sending.

Are you an Old‑School Event Marketer or a New‑School Event Marketer? Old‑School: - “Bigger booth, bigger budget” = strategy - Swag splurges & steak‑house dinners with zero ROI math - Measures success by registrations instead of pipeline - Treats the conference as a one‑day stunt, then closes the spreadsheet - No persona segmentation, same agenda for prospects, customers, & partners - Relies on badge scans, fishbowls, and luck for lead capture - Ignores virtual or hybrid formats (“We’re an in‑person company!”) - Engagement stops when the lights go off, no post‑event nurture track - Decisions made on gut feel, not unit economics or understanding the P&L New‑School: - Begins with ICP clarity and a revenue‑backwards event brief - Maps the entire attendee journey: pre‑event teasers → in‑event moments → post‑event campaigns - Uses AI for smart matchmaking, personalized agendas, on‑site coaching, and post‑show enrichment - Integrates every touch into CRM & RevOps dashboards: CAC, payback, influenced ARR, CLTV - Collaborates with Sales & CS to find expansion opps with customers, not just hand-offs - Blends formats: micro‑webinars, community roundtables, regional pop‑ups, to lower CAC and widen reach - Scores success on quality meetings, pipeline velocity, and expansion revenue - Runs Calendar & Capacity tests to right‑size staffing before adding headcount - Partners with the CFO, budget tied to strategic KPIs, not vanity metrics - Knows why the event hit (or missed) the number and evolves assumptions quarter‑to‑quarter Event marketers can’t win on their own. The best know how to involve each team throughout the process. It’s not just execution. It’s communication, evaluation, and impact. In conclusion, new-school event marketers are strategy partners. Not task rabbits. New-School event marketers pick modern event tech. Check out Accelevents --> https://hubs.la/Q03fjrP30

Conferences are expensive, boring, and typically have low ROI....but company-led EVENTS on the other hand can be powerful signals. Here's the exact playbook we used at Onward to organize profitable events where prospects can have a great time AND move closer to buying: ➝ 1. Align on your goal. I used to make the mistake of expecting a close within 30 days of an event and would be continually disappointed based on that expectation. Now I consider events another "touch point" in the customer journey/funnel. Our goal is simply to usher the customer to the next stage of the funnel. So if all your leads are top of the funnel, don't expect to close at the event. It's about a) learning what moves the needle for them and b) educating them on our ROI. This will result in moving them to the next sales stage. Your mindset and intentions here are important because otherwise, your pitch will misfire and either come off too brash or too aggressive. ➝ 2. Set the agenda to be what the client would want—not what you want. One of our go-to tactics is mixing education and entertainment. We would create an interactive, immersive learning session w/ a world-class expert with a focus on equipping attendees with tangible takeaways in addition to networking. ➝ 3. Find great partners. In order to share the budget, we typically find like-minded companies that we want to partner with and share customer leads. We participated in Retention.com's marquee summer event in Malibu called Retox and it was one of the more lavish events we've been a part of with over 200+ brands attending. It takes a lot to move the needle for customers to get excited and sometimes you have to go all out! ➝ 4. Yet the simplest format is often the most effective—an intimate, private dinner. You'd be surprised at how much common ground you can find with a potential customer over a 2-hour dinner. Typically there are no pitches, just real connections. The sales pitches will come later—but upfront it's about getting to know one another and seeing how it would be to work together. Sales is about developing relationships and meaningful relationships are built when people can let their guard down and simply connect as human beings. And that's exactly what we aim for. So if you're tired of the same old networking scene and you're craving experiences that truly move the needle, I'd love to connect. What are some unique events you've thrown? I'm always looking for new ideas.

Most people start with the plan. That’s why they lose the room. When you're trying to bring people along, it feels natural to show your thinking. Lay out the steps. Walk through the logic. But the how only works if people already believe in the where. If they don’t, you’re just explaining a plan no one asked for. Lead with the destination. Paint the picture of the world as it looks when you've arrived — specifically, compellingly, in a way that makes people think: 𝘐 𝘸𝘢𝘯𝘵 𝘵𝘩𝘢𝘵. Once they do, the how becomes a conversation they want to join. No one gets excited about a plan. They get excited about what the plan makes possible. Here’s what makes a destination land: 𝟭/ 𝗗𝗲𝘀𝗰𝗿𝗶𝗯𝗲 𝘁𝗵𝗲 𝘄𝗼𝗿𝗹𝗱 𝗮𝘀 𝗶𝘁 𝗹𝗼𝗼𝗸𝘀 𝘄𝗵𝗲𝗻 𝘆𝗼𝘂'𝘃𝗲 𝗮𝗿𝗿𝗶𝘃𝗲𝗱 Not "we'll improve X." Something specific: "A year from now, a customer can do in 2 minutes what takes them a day today." Specific futures are believable. Vague ones are forgettable. 𝟮/ 𝗦𝗵𝗼𝘄 𝘁𝗵𝗲 𝘁𝗵𝗶𝗻𝗸𝗶𝗻𝗴 𝘁𝗵𝗮𝘁 𝗴𝗼𝘁 𝘆𝗼𝘂 𝘁𝗵𝗲𝗿𝗲 A destination without reasoning feels like wishful thinking. Briefly name what you looked at — the current pain, the patterns you observed, the alternatives you weighed. It tells the room: this isn't a dream. It's a conclusion. That's what earns the benefit of the doubt. 𝟯/ 𝗠𝗮𝗸𝗲 𝗶𝘁 𝗮𝗯𝗼𝘂𝘁 𝘁𝗵𝗲𝗶𝗿 𝘄𝗼𝗿𝗹𝗱, 𝗻𝗼𝘁 𝘆𝗼𝘂𝗿𝘀 Cross-functional partners care about their priorities, not yours. Show them how the destination solves something they deeply care about. If they can't see themselves in it, they won't move toward it. 𝟰/ 𝗟𝗲𝘁 𝘁𝗵𝗲 𝗴𝗮𝗽 𝗱𝗼 𝘁𝗵𝗲 𝘄𝗼𝗿𝗸 Once someone believes in the destination, they'll feel the distance between here and there. That tension creates urgency. You don't need to sell the plan — the gap sells it for you. 𝟱/ 𝗛𝗼𝗹𝗱 𝘁𝗵𝗲 𝗵𝗼𝘄 𝗹𝗼𝗼𝘀𝗲𝗹𝘆 The how will change. It always does. If you're too attached to it, partners feel like they're being handed a plan to execute, not a problem to solve together. The destination stays fixed. The path stays flexible. 𝟲/ 𝗦𝗽𝗲𝗻𝗱 𝗺𝗼𝗿𝗲 𝘁𝗶𝗺𝗲 𝗼𝗻 𝘁𝗵𝗲 𝘄𝗵𝗲𝗿𝗲 𝘁𝗵𝗮𝗻 𝘆𝗼𝘂 𝘁𝗵𝗶𝗻𝗸 Most people rush through the vision to get to the plan. Flip it. The more vivid and compelling the destination, the less you'll need to sell the steps. If you want alignment, don't start with your plan. Start with the picture. Make it real enough that others can see themselves in it. The how will follow. What's one way you've seen someone paint a vision that actually moved people? --- Follow me, tap the (🔔) Omar Halabieh for weekly Leadership and Career posts.

The #1 reason families return to the same tournaments year after year? The EXPERIENCE — not the outcome. Teams remember champions for a season. Families remember moments for a lifetime. That’s why Ripken Baseball’s new 12U Ripken Nationals Launching in 2026 with regionals starting March 2026 Isn’t just another championship. It’s a case study in experience architecture. They’ve turned a weekend of games into a four-day journey: Opening ceremonies. Skills challenges. Player intros under the lights. Pro-level photos and hometown storylines. Here’s what the best directors understand: You don’t need Ripken’s budget to build Ripken-level moments. You need intentional design. Here’s your playbook to turn your next showcase into an experience families can’t stop talking about: ✅ 1. Map the Journey Before the Schedule. Create a one-page “Experience Map” from arrival to departure. Ask: What do families see, hear, and feel at every touchpoint? If your first impression is a chaotic check-in table, you’ve already lost emotional momentum. ✅ 2. Script One Signature Moment. Pick a tradition that becomes your identity, an opening parade, custom intros, or a parents-vs.-players game. Make it so good that families film it every year. ✅ 3. Partner Like a Pro Event. Pitch your Convention & Visitors Bureau (CVB) or local tourism office on co-branding your event. Offer them exposure in exchange for hospitality bundles, hotel blocks, or sponsor support. ✅ 4. Sell Emotion in Your Marketing. Don’t post “8U registration open.” Post “Where your child’s first walk-up song becomes a family memory.” Emotion is what sells commitment. ✅ 5. Capture and Package Memories. Hire a local student photographer or media intern to film highlight reels and team portraits. Send every family home with a keepsake they’ll share and tag your program in. Here’s the hard truth: Programs that just run tournaments compete on price. Programs that design experiences compete on loyalty. Families don’t come back because they have to. They come back because they want to relive it. — 🧠 Want real-world strategies for building sustainable, culture-driven programs? Subscribe to Grow the Game, your leadership playbook for youth sports: 👉 https://lnkd.in/gFwgbm3t

𝐓𝐡𝐞 𝐇𝐢𝐝𝐝𝐞𝐧 𝐑𝐢𝐬𝐤𝐬 𝐢𝐧 𝐘𝐨𝐮𝐫 𝐈𝐧𝐭𝐞𝐫𝐧𝐚𝐭𝐢𝐨𝐧𝐚𝐥 𝐂𝐨𝐧𝐭𝐫𝐚𝐜𝐭𝐬: 𝐀𝐫𝐞 𝐘𝐨𝐮 𝐏𝐫𝐞𝐩𝐚𝐫𝐞𝐝? A single clause buried deep in your international contract could dictate that legal disputes be resolved in a foreign court, under unfamiliar laws—leading to skyrocketing legal costs, unexpected liabilities, and a significant loss of leverage. Many businesses expanding internationally assume that cross-border agreements function like domestic contracts. They don’t. Without strategic negotiation, companies may find themselves entangled in complex legal systems, facing enforcement challenges, regulatory pitfalls, or unforeseen liabilities 🤷♀️ Unlike domestic contracts, international agreements introduce unique risks, including: ➡️ 𝐅𝐨𝐫𝐮𝐦 𝐒𝐡𝐨𝐩𝐩𝐢𝐧𝐠: The counterparty may push for a jurisdiction that favors them—often at your expense. ➡️ 𝐂𝐡𝐨𝐢𝐜𝐞 𝐨𝐟 𝐋𝐚𝐰 𝐂𝐥𝐚𝐮𝐬𝐞𝐬: Governing law impacts enforcement, damages, and even fundamental contract terms. ➡️ 𝐄𝐧𝐟𝐨𝐫𝐜𝐞𝐦𝐞𝐧𝐭 𝐂𝐡𝐚𝐥𝐥𝐞𝐧𝐠𝐞𝐬: Winning a case in one country does not guarantee enforcement in another. To safeguard your international agreements, consider these key strategies: ✅ 𝐍𝐞𝐠𝐨𝐭𝐢𝐚𝐭𝐞 𝐆𝐨𝐯𝐞𝐫𝐧𝐢𝐧𝐠 𝐋𝐚𝐰 & 𝐉𝐮𝐫𝐢𝐬𝐝𝐢𝐜𝐭𝐢𝐨𝐧 𝐂𝐚𝐫𝐞𝐟𝐮𝐥𝐥𝐲 – Avoid jurisdictions known for inefficiency or bias. ✅ 𝐄𝐧𝐬𝐮𝐫𝐞 𝐄𝐧𝐟𝐨𝐫𝐜𝐞𝐚𝐛𝐥𝐞 𝐃𝐢𝐬𝐩𝐮𝐭𝐞 𝐑𝐞𝐬𝐨𝐥𝐮𝐭𝐢𝐨𝐧 𝐌𝐞𝐜𝐡𝐚𝐧𝐢𝐬𝐦𝐬 – Arbitration under ICC, SIAC, LCIA, or HKIAC can enhance enforceability. ✅ 𝐈𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭 𝐌𝐮𝐥𝐭𝐢-𝐓𝐢𝐞𝐫𝐞𝐝 𝐃𝐢𝐬𝐩𝐮𝐭𝐞 𝐑𝐞𝐬𝐨𝐥𝐮𝐭𝐢𝐨𝐧 – Structured mediation, arbitration, and litigation can prevent deadlocks. ✅ 𝐂𝐨𝐧𝐝𝐮𝐜𝐭 𝐑𝐢𝐠𝐨𝐫𝐨𝐮𝐬 𝐑𝐞𝐠𝐮𝐥𝐚𝐭𝐨𝐫𝐲 𝐃𝐮𝐞 𝐃𝐢𝐥𝐢𝐠𝐞𝐧𝐜𝐞 – Address tax, compliance, and industry-specific licensing requirements. ✅ 𝐄𝐧𝐠𝐚𝐠𝐞 𝐅𝐨𝐫𝐞𝐢𝐠𝐧 𝐂𝐨𝐮𝐧𝐬𝐞𝐥 𝐄𝐚𝐫𝐥𝐲 – Collaborate with local experts to understand how contractual obligations will be interpreted. International contracts are a 𝐜𝐡𝐞𝐬𝐬 𝐠𝐚𝐦𝐞, 𝐧𝐨𝐭 𝐜𝐡𝐞𝐜𝐤𝐞𝐫𝐬 —success depends on anticipating risks before they become costly battles. 𝐈𝐧 𝐠𝐥𝐨𝐛𝐚𝐥 𝐝𝐞𝐚𝐥𝐬, 𝐚𝐬𝐬𝐮𝐦𝐩𝐭𝐢𝐨𝐧𝐬 𝐚𝐫𝐞 𝐥𝐢𝐚𝐛𝐢𝐥𝐢𝐭𝐢𝐞𝐬. How does your company or you as a lawyer approach international contract risk management? Let’s discuss in the comments.

What do conference dinners and sustainability have in common? Imagine this: You're at a wedding reception, enjoying lively conversations as the main course wraps up. Then, The waitstaff arrives, balancing large trays of desserts. Everyone gets served simultaneously, and the trays disappear as quickly as they arrive. Efficient, right? But then you notice a familiar scene: untouched slices of cake, forgotten puddings, and a growing pile of waste. This isn’t just a wedding problem; it’s a sustainability challenge. In scenarios like these, Lean Six Sigma principles can help. By focusing on the entire lifecycle planning, forecasting, and execution we can turn these moments of excess into opportunities for smarter, more thoughtful processes. For example: -Forecasting attendance accurately could help caterers prepare the right amount of food. -Data analytics could reveal how many guests want dessert, avoiding unnecessary waste. -Applying a Just-in-Time (JIT) delivery system ensures desserts are served only when needed, improving quality and reducing waste. Beyond logistics, sustainability extends to choosing locally sourced ingredients to reduce transport emissions and engaging attendees in waste education initiatives. Imagine volunteers sharing how small changes like composting leftover food impact the environment and economy. The real lesson? It’s not just about better forecasting or logistics. Sustainability thrives on creating a culture of respect, humility, and continuous improvement. These ideas, inspired by the Toyota Production System, remind us to focus on people, not just processes. Here's a thought: Next time you plan an event, could you reimagine the experience to reduce waste and foster sustainability? Small steps lead to significant changes when we think holistically. What’s one sustainability practice you’ve seen at events that left a lasting impression?

A moment at Davos changed how I think about destination marketing. One of the speakers was asked the question every panellist gets: “How do you find Davos this year?” Her answer stopped me. “I love Davos because on this promenade, I bump into more colleagues than I do at our headquarters back home in the US.” Let that sink in. As an industry, when we promote destinations, we default to the tangible stuff. Venue capacity. Renovations. New openings. Catering. Activities. But what mattered to her wasn’t any of that. It was connection. To her team. To her company. To the people she rarely sees in person. This is the game changer for convention bureaus. Because if you understand this, your pitch shifts completely. Instead of: “We have a congress centre.” (So do other destinations) You say: “We’re a compact destination where the walking distance between venues is a networking opportunity. Serendipity isn’t luck here, it’s infrastructure. Shorter transfers, more touchpoints, faster business outcomes.” That is a completely different proposition. Davos gets this. Yes, the WEF happens behind closed doors. But much of what makes Davos magnetic happens on the promenade, at the side events, in the ecosystem around the main programme. So here is my bold prediction: The destinations that will win are the ones that build for micro-moments, where attendees move through an ecosystem that creates connections by design. To every convention bureau reading this: listen to your attendees. Pay attention to the words they use. What matters to them is probably not what you’re leading with. The future belongs to destinations that design for connection, not just capacity.

📌 Legally Right, But Still Losing—Why Your Contract Won’t Save You in Indonesia I used to believe that having a solid contract meant I was protected. Clear terms, defined obligations, signatures on paper. In many countries, contracts are the ultimate safeguard. In Indonesia, business dynamics often require an additional layer of relationship management. Legally, you may be right—but what if the other party simply doesn’t feel the need to follow the contract? 🔹 “I’m sorry, but…” I once worked with a partner under a well-structured contract. Everything was covered—strict obligations, penalties for non-compliance, clear payment terms. It seemed bulletproof. And then? 📉 Delivery delays—due to “unforeseen circumstances.” 📞 Slow communication—but always friendly, never confrontational. 🤷 Excuses like “we’re working on it,” “it’s almost done,” “we’re negotiating with authorities.” When deadlines slipped by months, I started pushing harder. The response? “Yes, of course, the contract is valid, but the situation is complicated… We need to be flexible.” And what about legal action? In Indonesia’s legal system, contract enforcement can be slow, costly, and uncertain—just as in many other emerging markets. Instead of relying purely on legal enforcement, the other party will often suggest an alternative solution—one that works better for them. 🛠️ How Do You Make Sure Your Contract Actually Protects You? ✅ A partner who values reputation is better than the best contract. If someone holds a strong market position, their reputation matters. Look at how they treat other partners—if they have a history of disputes, no contract will save you. ✅ Penalties are useless if they’re not enforceable. How exactly will you enforce the penalty? If it’s just a formal fine or legal action, it won’t often work. Instead, use practical safeguards—staggered payments, bank guarantees, or escrow arrangements. ✅ Strategic leverage often works better than legal threats. In Indonesia, lawsuits can be seen as a failure of the relationship. Instead, find alternative pressure points—such as shared suppliers, competition, or public perception within the industry. ✅ If someone tells you “Don’t worry, the contract is just a formality,” take it as a red flag. Many businesses in Indonesia see contracts as guidelines rather than strict obligations. ✅ And if legal action is unavoidable, choose the right legal partner. Navigating the legal system in Indonesia—or any complex market—requires experience, patience, and the right transparent legal advisors who understand the process. 💡 This challenge isn’t unique to Indonesia—many emerging markets operate in a similar way, where legal enforcement is just one of several factors to consider when doing business. 🔥 Have you ever been in a situation where a contract didn’t protect you? How did you handle it? Share your experience in the comments. #IndonesiaBusiness #Contracts #BusinessCulture #Negotiation #EmergingMarkets