Welcome to Creator Columns, where we bring expert HubSpot Creator voices to the Blogs that inspire and help you grow better.
Technology offers new ways to communicate, but real human interaction remains the cornerstone of building trust and fostering genuine relationships.
This is where event organizers play a crucial role — not just in coordinating logistics or securing speakers, but in creating environments that encourage meaningful connections among attendees.
From industry conferences to corporate retreats, the true measure of an event’s success is often found in the connections made and relationships built.
By intentionally designing spaces and experiences that foster authentic interaction, event organizers hold the key to transforming a standard event into a catalyst for personal and professional growth.
Now more than ever, facilitating these connections isn’t just a bonus — it’s a necessity for attendees seeking value beyond the agenda.
Although technological advances often take center stage, nothing beats connecting with people IRL. We’re literally wired for community and deep human connection remains the cornerstone of building trust and an activated community.
In a time when people are feeling lonelier than ever before, event marketers are tasked with creating and nurturing an environment that fosters authentic connections.
Intentionality is key in designing experiences and spaces and event organizers can reimagine what it means to build an event that provides deep value and resonates with attendees in a meaningful way.
Maya Angelo said it best, “People remember how you made them feel” and when people leave events, having made meaningful connections — it’s an incredible feeling. Here are three ways marketers can nurture connections at their events to create connections and form lasting relationships.
Relationship Cultivation Strategies For Your Next Event
1. Create Both Structured + Passive Networking Opportunities
Remember the first day of school? Your teacher likely had some sort of ice-breaker activity set up that each student was required to participate in. Perhaps it was two truths and a lie or the classic ‘fun fact’ reveal.
We all rolled our eyes but secretly, we loved it. Why? These structured activities established common ground, leveled the playing field, and took the edge off having to make cold introductions. Because we all had to participate, there was a veil of safety that surrounded us.
Structured Networking Opportunities or “Icebreakers” alleviate the awkwardness and social discomfort that come from being in unfamiliar places and meeting new people for the first time.
Examples of structured networking include themed bingo cards, fun prompts that categorize people into small groups, and hot-take questions that guests will likely have an opinion on.
In addition to setting the tone with structured networking opportunities, it’s also great to create space for more passive ways for people to connect.
Too much structure can feel rigid and stale so spice things up with activities that attendees can interact with on their own time. These activities catalyze meet-cutes and people love a reason to find commonality.
At CultureCon, we love sprinkling passive meet-cute opportunities all around the campus — from the ‘Leave Your Fears’ wall where attendees can leave any limiting beliefs on the wall and take an affirmation with them to our “What Are You Working On” monument — a large scale passive activation where guests can share what projects they are currently enjoying and others can add how they can support the effort in their own way.
From film projects to job hires — tons of connections have been made from the “What Are You Working On” wall!
2. Prioritize Play
I’m not sure exactly when it happens, but as we venture into adulthood — play fades into the background. As if there is an age limit on it, we lean into our careers and responsibilities and put the idea of play on a shelf.
However, prioritizing play as an adult is incredibly essential. Play isn’t only a childhood playtime, it offers amazing benefits that can increase creativity, productivity, and imagination. Play invites guests to tap into their inner child by encouraging spontaneity and refusing the notion of taking oneself too seriously.
We can suspend the realities of adulthood and instead, lean into joy and novelty.
Remember when we talked about the importance of making people “feel?”
Playtime activates the release of endorphins, reducing stress and overall improving your mood. For attendees who are constantly prioritizing work and life stress, inviting them to be playful at your event can nurture their inner child, invite curiosity, and lay a strong foundation for connection.
You can infuse play into your event in a myriad of ways. One of my favorite techniques is to ask 9-year-old Imani what she would like to do at this event. Sometimes she answers, “A bingo card would be fun” or “What if you had a coloring station?”
Play is inherently social. Whether creating friendship bracelets or coloring — playful interactions deepen relationships and help strengthen social bonds. Play fosters a sense of belonging and happiness. It’s absolutely necessary to facilitate an event where you want attendees to leave feeling seen and valued.
Trust me when I say your guests will be so surprised to see the juxtaposition of an adult event prioritizing the needs of their inner child. The result? An event steeped in joy and connection.
3. Bookend Your Programming with Free Time
Although it can be tempting to prioritize time to mingle at the top of the event as guests settle, event marketers should also leave ample time post-programming for guests to connect.
There’s nothing worse than finally settling into an event — ready to say your first hello and having it end abruptly, just as you’ve gotten comfortable.
People are usually more ready to connect post-event so as you plan out the run of show, sprinkle in coffee and networking breaks at the top, middle, and end of the event to allow guests to connect throughout the day.
This will allow guests to dip their toes in the water throughout the event and enjoy all of those passive activities you’ve created.
If you are planning a tighter event like a dinner, versus an all-day conference, think about planning out breathing room at the top of the event with a cocktail hour and time post-dinner for photos, smaller-group chats, and connection-building.
I’m so excited for you to use these strategies as you look to infuse your event with mindfulness and encourage your attendees to leave more connected than when they came!