It should come as no surprise to event professionals that attendee expectations have changed drastically in recent years. More time online has pushed guests to seek out more authentic human connections. Even so, the introduction of futuristic technology and Gen Zers in the workforce has set a standard that experiences should be interactive, personalized and seamless (bonus points for including something no one’s ever seen before).
It’s overwhelming, right? But there’s one tried and true way to tick all the boxes: refresh your event format.
Especially for event professionals working on annual events—
”too much of the same, year after year, and you risk things feeling stale,”
said Thomas Whelan, the director of events at Access DMC, which is responsible for hosting everything from customer conferences and single-night celebrations to incentive trips.
“One of the most common pitfalls I see is not truly listening to attendees,” Whelan said. “As planners, we can become so attached to an event that it starts to reflect our own vision more than the organization’s mission or the needs of its audience.” Combat this by stepping out of the weeds and ensuring that you’re taking in a bird’s-eye view. This oversight can be as simple as “reviewing post-event surveys or having honest conversations with attendees about what worked and what didn’t,” per Whelan, who notes that he finds it most valuable “to check in with frontline team members—those interacting with guests during coffee breaks, shuttle rides or casual moments. They often hear the most authentic feedback.”
“That said, the way we collect feedback needs a refresh as well. It is not just about sending out a post-event survey anymore. Live polling during sessions, casual chats on-site and paying attention to what people are posting or reacting to on social media—it all gives us real-time insight into what is working.”
With attendee commentary in mind, consider these best practices for breathing new life into an annual event:
Reimagine the Floorplan
“Vary seating styles for general sessions, explore alternative stage setups or introduce interactive elements like networking lounges,” Whelan suggested. “These adjustments can create a renewed sense of energy and engagement.”
At the most recent IMEX America in October 2024, for instance, the floorplan integrated new areas dedicated to wellness, sustainability and technology innovation to reflect what’s top of mind for attendees. CES 2025 in January, meanwhile, expanded its footprint at the Las Vegas Convention Center, utilizing outdoor exhibition areas—including parking lots—for the first time.
Vary the Program Format—and Refresh Content and Speakers
“Rather than a traditional, 45-minute address from the CEO, consider a moderated conversation with a junior team member,” Whelan suggested. “This not only changes the tone but also adds authenticity and relatability.”
Or, if an event has offered a single keynote presentation for years, consider “replacing it with a panel discussion or fireside chat to offer a fresh perspective,” Whelan offered. He also encouraged event planners to not be afraid to “feature speakers from adjacent industries to spark new ideas and cross-disciplinary conversations.”
Leading annual tech event DISTRIBUTECH International, for example, replaced its traditional single keynote with a series of themed sessions at its latest iteration in Dallas, Texas, in March that featured leaders from Ford Motor Company, Nvidia and Texas Instruments. Intersolar & Energy Storage North America 2025 in February similarly ditched its single keynote session for a multifaceted lineup that allowed multiple impressive decision-makers to the stage to provide a comprehensive view of the clean energy landscape.
Incorporate Off-Site Experiences
“Leverage unique local venues—a science museum for your opening reception or a botanical garden for networking—to give attendees a memorable connection to the destination,” Whelan said. This can “reinvigorate the overall experience.”
Get inspired by the Event Planner Expo in New York City which, back in October, hosted an opening party for its guests (event planners, owners, meeting planners and PR executives) at the then-recently opened event space LAVAN Midtown before hosting a speaker series at 92NY, a historic cultural institution.
Create Unexpected Moments
These moments don’t have to be anything earth-shattering, just something that attendees weren’t expecting, like “a pop-up performance, an interactive art installation or a unique culinary experience,” per Whelan. “These moments can create lasting impressions and elevate the event beyond expectations.”
In an uber-meaningful surprise-and-delight moment, at Nvidia’s GTC 2025 conference in San Jose, Calif., in March, CEO Jensen Huang put on an apron and served a nostalgic breakfast out of a Denny’s food truck. The meal was dubbed “Nvidia Breakfast Bytes,” and paid homage to Huang’s days as a teenager working at Denny’s—where he originally conceptualized Nvidia in one of the diner’s retro booths.
Personalized gifting experiences are one of Whelan’s personal favorite ways to surprise his guests, he told Vendelux. At Access DMC, “we have done branded notebooks that are live-pressed with guest initials, calligraphy artists etching names onto glassware and coasters and one of my all-time faves—a custom perfume bar where guests created a scent on the spot with a perfume bottle artist to customize their bottle. It turns a giveaway into a moment.”
Hiring the Iris Photography Experience was another memorable touchpoint, “where guests got an actual photo of their eye in an artful way. It is wild—and a conversation starter,” Whelan recalled. “And then there is the surprise factor—live street art happening during the event, or flash performances and mini vignettes that pop up in unexpected places. Guests love those little, ‘Wait, what just happened?!’ moments.”
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Ultimately, it’s about “striking that balance between the familiar and the fresh,” Whelan concluded, urging event professionals to not ditch everything familiar, because it’s those “elements that anchor the experience. They reinforce your brand, create comfort and build tradition.”
