Cost doesn’t have to scupper creativity

When planning your next event, think about activities that simulate ’play’ to spark the imagination and get people chatting and laughing.
 
The pressure to deliver more ‘wow’ with less ‘pow’ on the wallet is a tough reality, but actually, I’m excited by what this new-breed thriftiness has done to the mindset of event organisers and it’s certainly transformed the way we think in the events team at Alton Towers Resort.
 
Cost really doesn’t need to limit creativity and although it’s a thrill to work with a client who has a bigger-than-average budget for a one-off extravaganza, in reality those clients are few and far between. Most are eager to explore creative ways to squeeze maximum value from their modest budgets.
 
We see the definition of value these days as delivering memorable, productive experiences for guests – the ones that have the ability to encourage one-on-one and group interaction and improve the way delegates absorb the information the event is designed to deliver.
 
We adopt this creative thinking principle fiercely because more than ever, to ensure our client is able to pull off that memorable event they’re longing for, it’s our job to be incredibly resourceful with what tools, facilities and services we have at our disposal. It’s about letting imaginations run a little bit wild to find solutions to common event challenges, without huge financial outlay.
 
The challenge we spend most time discussing with clients is how to bring stimulating, interactive experiences to the meeting room. Teambuilding is by far the most requested scenario and it’s because events planners have caught onto the fact that play stimulates the brain. To quote the science, apparently during ‘play’, you take in more oxygen and there’s more sensory input, which sees both brain hemispheres communicating with each other. It’s the optimum scenario for facilitating learning and mind stimulation. That’s why experiential events are now so in demand.
 
Instead of straightforward presentations, we’re seeing a growth in workshops, which involve role-play and creative group tasks. We’re also in a unique position at Alton Towers Resort to have a ready-made solution for group play that is the perfect antidote to stress – a theme park, just minutes away from our conferencing facilities. Combining meetings with a visit to the park is popular and with our newest ride The Smiler, a world first because it features the most inversions ever on a rollercoaster – 14 in total, it is certain to exhilarate with plunging 30m drops.
 
A series of twisted psychological effects, including optical illusions and blinding lights, combined with sudden changes in acceleration, where scenery whizzes past, all act to overwhelm the rider’s senses and trigger a physiological fear response. But because the rider knows instinctively that the rides are safe, the ‘trust hormone’ oxytocin gets to work on the amygdala in the brain to quell the sensation of fear. What we are left with is the physical adrenalin rush, without the anxiety.
 
We find some of the best feedback from delegates comes from these types of events, where you’re disrupting the accepted norm and injecting the unexpected, or entirely changing the surroundings. Take an annual conference for 200 people for example. Pepper the conference’s educational content schedule with spontaneous permances by entertainers like magicians, dance troupes or singers and talk to your venue about how to pull the theme through into the catering. It’s a great ice breaker that encourages conversation and chops through the formality to help large groups bond.
 
There’s cost savings in doing this too. It’s not easy to coordinate having all staff or delegates together on one day, so maximise the time saved by combining an annual conference with an away day and your venue should be happy to package up a deal that works with your budget.
 
We’re in a constant state of stimulation in daily life, what with smartphone technology, the internet, social networking, TV advertising, new retail experiences, online shopping, clever brand advertising, food and dining experiences, product sampling and more. We’re so spoilt with incredible examples of creativity that it is getting harder to impress and entertain, so go back to basics and think about activities that would appeal to your delegates’ lifestyles and hobbies. Teambuilding games develop communication, coordination, cooperation and team spirit amongst people, pushing them to take risks and be spontaneous. Try it and you could well find it’s your most successful conference yet.
 
Any comments? Email sarah@mashmedia.net