This document discusses 3 key steps for focusing on orchestrating event experiences: 1) understanding the audience, 2) mapping how different touchpoints engage people, and 3) identifying opportunities to transform brands and experiences. It focuses on designing immersive experiences through elements like unexpected moments, sustainability, incorporating current trends, and leaving attendees with artifacts to share their stories. The goal is to stimulate ongoing engagement beyond the event itself through various media.

1. orchestrating the
experience
for event customers

2. getting focus

3. 3 key steps to focus
1. understanding the people
2. understanding how different touchpoints
engage people
3. mapping the opportunity space to
transform the brand and the experiences

4. how well do we understand the people?

5. the people selling?
the ones buying?

6. how and when do the different
touchpoints matter?

7. Which matter more to our audience?

8. how do we maximize the ROI per person?
1.
2.
3.

9. how do we continue to attract more people?
1.
2.
3.

10. designing the experience

11. how far do we want to go? what are we
ready for? what are our partners ready for?

12. does the event live beyond its walls
+ into the city?

13. how sustainable are we and our choice
of hotels, restaurants, etc.?

14. at the event

15. can we incorporate the outside world,
digitally?

16. to keep it fun – smile + laugh

17. will we start the experience on the outside?
or, on the inside?
Nacasa & Partners Inc
Nacasa & Partners Inc
Masafumi Sumiyoshi Masafumi Sumiyoshi

18. large scale, unexpected

19. are there moments of mystery, of
suspense?

20. how will we show our diversity and
scale?

21. telling a new story, about where we’re
going>>>>>>>>>>>>>>>>>>>>>>>>>
o: Albert Vecerka / Lynch Eisinger Design

22. using color, for more than walls

23. how will our beverages, food + spaces
be surprising + meet peoples needs?

24. and… reinforce wellness.

25. how do we talk about trends + stimulate
commerce

26. do we have new, more sustainable ways to
package or display our products?

27. do we have a concept car?
is it green?

28. displays + functional areas
just enough, keeping it clean + simple

29. use light and illumination tastefully

30. bubbles + refreshment

31. keep the connection to beverages in
everything? surprising surfaces?

32. what is the mood we want to set?
does the mood change across the experience?

33. where is the future taking our customers?
how do products live in new spaces?
Photo: Pablo Orcaio

34. in the future, will displaying beverages
at retail be more like fashion?
Photo: diephotodesigner.de

35. leaving the event + telling others

36. do people get to take an artifact home? what will illicit
them to tell a story to friends, family and co-workers?
Photo: Lex Verspeek

37. and then there’s press
print, tv, digital, social + wom

38. designing an event
experience
the rebirth of an event
Brian Regienczuk
linkedin.com/in/regienczuk
note: all images were found images, where possible, credits are displayed