Around 90 association event planners thrashed out some of
the hottest topics of the day – from AI to DEI – at the first Evolve
conference, at the QEII Centre, in London, last week.
Mainly, but not exclusively, from organisations based in the
UK, the turnout was an impressive one for a debut meeting of this type, particularly
as it clashed with similar events in Scotland.
And despite the emcee phoning in sick at the last minute,
the conference, organised by Bristol-based event agency Brightelm, left the delegates I spoke
to clamouring for a second edition.
The four plenary – or ‘signature’ – sessions looked at the
science behind event design, how to create more diverse content, how to influence
leadership, and how to inspire innovation.
Breakout sessions dug further into the art of event
planning, with sessions on AI, how to increase sponsorship revenues, and the
lessons associations can take from the commercial world.
The latter– moderated by former association executive turned
consultant Tracy Bury – drew on
the expertise of Zak Roby
from ACA LIVE, who urged delegates to be ‘event disruptors’.
Although at times there was a discernible culture clash between
Roby and his audience – especially those with tiny budgets and risk-averse
boards – he came with some good questions.
At one point he asked how many people in the room attended
events outside their sphere of interest ‘just to see how things could be done
differently’. Tellingly not a single hand went up.
“You should go to events that are making waves, even if it’s
in a completely different sector, and look at what they are doing that is making
them successful,” he advised.
“Don’t be afraid to ask questions and to shake things up.
Every year you should be sitting down, even if just for an hour, and asking ‘why
are we doing what we’re doing’?”
Editor’s takeaway:
The friendly, open atmosphere that permeated this one-day event
was no happy accident but the result of careful meeting design, which put inclusion
at the heart of proceedings.
Rather than forcing delegates to mingle with complete strangers,
for example, the opening networking session was facilitated by moderators, who acted
as collective icebreakers.
The low-stakes approach continued in session, where
delegates were encouraged to ask questions via the event app, and during breaks
where delegates were invited to ‘find a quiet corner for 10 minutes’ should
that be their preference. Even lunch - a takeaway grab-bag – meant that those
who wanted to find a bench in Parliament Square to sit on could do so without feeling
guilty or anti-social.
Crucially none of these measures made the content any less
engaging or the networking any less successful. Quite the opposite. Lowering
the social stakes made for a relaxed atmosphere, which seemed to focus minds on
the content, open people up, and increase engagement.
In a recent article for AMI, Alice Reeves co-founder of Joyfully
Different, said, “If you focus on
neuro-inclusivity, everyone who goes to that event will have a better event
experience.”
Now I know what she meant.
Written By
James Lancaster
AMI editor James
Lancaster is a familiar face in the meetings industry and international
association community. Since joining AMI in 2010, he has gained a reputation
for asking difficult questions and getting lost in convention centres. Proofer, podcaster, and panellist - in his spare time, James likes to walk,
read, listen to music, and drink beer.
