"We need to design events for joy and measure it every time," says Tahira Endean, head of programming for IMEX. She’s been designing events that provide a combination of education and connection for 30 years but believes measuring events by numbers only tells part of the story.
"The truest value of events comes from the relationships built and nurtured face to face, from time spent together in dialogue, solving challenges, enjoying an activity and building trust," says Endean, whose new book, "Our KPI is Joy: How Live Events Catalyze Happiness, Productivity and Trust" is available on Amazon. "It is also these shared moments that bring people back year on year to the events where we enjoyed our experiences."
One of Endean’s favorite examples of anchoring an event in joy was the welcome reception at MPI’s 2010 World Education Congress in Vancouver in 2010.
"We proved that we could take out all the amplified music, production and stereotypical elements of an event and create a space where 2,000 people could find moments of joyful experience throughout," she says. "A choir, a jazz trio, wine fairies, trampoline artists, pop-up dance performances, bocce and more gave people talking points long after this event."
For planners wanting to ensure their attendees truly experience joy, Endean advises focusing on the outcomes.
"What do you want people to FEEL when they are at your event, and when they are sharing their experience with others?" she says. "Then build the logistics from there. Consider the transitions with as much care as the sessions and networking events. Consider all the humans who arrive with literal and figurative baggage and create space for them to refocus on what you have created by allowing space for what they need. Joy follows."
IMEX events always offer space for joy, and this year’s iteration of IMEX America—Oct. 7-9 in Las Vegas—is certainly no exception.
"IMEX anchors itself in joy—hugs are encouraged, activations and Instagrammable moments are everywhere from the foyers to the exhibits and all the partners understand that people want to be surprised and delighted, and they want the conversations that build trust," Endean says. "Participants will find a wide range of sessions to support their personal and professional growth."
