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Technology offers new ways to communicate, but real human interaction remains the foundation for building trust and developing true relationships.
This is where event organizers play an important role – not only to coordinate logistics or secure speakers, but also to create an environment that encourages meaningful relationships among attendees.
From industry conferences to corporate retreats, the true measure of event success is often found in the connections made and relationships built.
By intentionally designing spaces and experiences that foster authentic interaction, event organizers hold the key to turning standard events into catalysts for personal and professional growth.
Now more than ever, facilitating these connections isn’t just a bonus – it’s a necessity for attendees to find value beyond the agenda.
Although technological advancements often take center stage, nothing beats being IRL with people. We are literally wired for community and deep human connection remains the foundation for building trust and enabling communities.
At a time when people feel more isolated than ever, event marketers are tasked with creating and nurturing an environment that fosters genuine connection.
Intentionality is key to designing experiences and spaces and event organizers can reimagine what it means to build an event that provides deep value and resonates with attendees in a meaningful way.
Maya Angelo said it best, “People remember how you make them feel” and when people leave the show, having made meaningful connections — it’s an amazing feeling. Here are three ways marketers can nurture connections at events to make connections and form lasting relationships.
Relationship Cultivation Strategies For Your Next Event
1. Create Structured + Passive Networking Opportunities
Remember the first day of school? Your teacher may have some ice breaker activities that each student provides. There may be two truths and a lie or the classic ‘fun fact’.
We all roll our eyes but secretly, we love it. Why? This structured activity creates a common field, leveled the field, and takes the edge off should make a cold introduction. Because we all have to participate, there is a veil of security around us.
Structured Networking Opportunities or “Icebreakers” alleviate the awkwardness and social discomfort that comes with coming from an unfamiliar place and meeting new people for the first time.
Examples of structured networks include themed bingo cards, fun directions that group people into small groups, and hot-take questions that guests are likely to have an opinion on.
In addition to setting the tone with structured networking opportunities, it’s also good to create space for more passive ways for people to connect.
Too much structure can feel stiff and stale so spice things up with activities that attendees can interact with on their own time. This activity catalyze meet-cutes and people like reasons to find commonality.
At CultureCon, we like to sprinkle opportunities for passive encounters around campus – from the ‘Leave Fear’ wall where attendees can leave their limiting beliefs on the wall and take affirmations with them to the monument “Are You Working” – a passive activation a large scale where guests can share what projects they are working on and others can improve how they can support the effort in their own way.
From film projects to hiring projects – many connections have been made from the “What Are You Working On” wall!
2. Play Priority
I’m not sure exactly when it happened, but we venture into adulthood — play fades into the background. As if there is an age limit on it, we lead to a career and responsibility and put the idea of playing on the shelf.
However, prioritizing play as an adult is incredibly important. Toys are not only children’s toys, but also provide incredible benefits that can increase creativity, productivity, and imagination. Play invites guests to tap into their inner child by encouraging spontaneity and rejecting the idea of taking ourselves too seriously.
We can postpone the reality of adulthood and instead, lean towards joy and novelty.
Remember when we talked about the importance of making people “feel?”
Playtime activates the release of endorphins, reduces stress and improves mood. For attendees who always prioritize the stress of work and life, inviting them to play at your event can nurture your inner child, invite curiosity, and lay a solid foundation for connection.
You can infuse play into your event in many ways. One of my favorite techniques is to ask 9-year-old Imani what she wants from this show. Sometimes they reply, “Bingo cards would be fun” or “What if you had a coloring station?”
Play is social in nature. Whether making friendship bracelets or coloring – fun interactions improve relationships and help strengthen social bonds. Play creates a sense of belonging and happiness. It is necessary to facilitate an event where you want your attendees to leave feeling seen and appreciated.
Trust me when I say that guests will be very surprised to see the juxtaposition of adult events prioritizing the needs of the inner child. The result? An event full of joy and connection.
3. Bookend Your Programming with Free Time
Although it can be tempting to prioritize time to mingle above the event as an established guest, event marketers should also leave enough time post-programming for guests to connect.
There’s nothing worse than being at the end of an event — getting ready to say the first hello and it’s over as fast as you can.
People are usually more ready to network after you plan the event, sprinkle on the coffee and networking at the top, middle, and end of the event to allow guests to connect throughout the day.
This will allow guests to dip their toes in the water during the event and enjoy all the passive activities that have been created.
If you’re planning a tighter event like a dinner, as opposed to an all-day conference, think about planning a breathing room above the event with a cocktail hour and time after dinner for photos, small group chats, and connection-building.
I’m so glad that you use these strategies when you want to create an event with care and encourage your attendees to be more connected than when they arrived!
