Rethinking Next-Gen Events

Planners need to rethink every aspect of their events—marketing, hotel and destination choices, room setups, F&B, wellness, gifting and more—with their younger attendees in mind. This candid conversation with one of the top names in event design offers dozens of ideas for experiences these next-gen attendees won’t soon forget.

Key Points

Audience Marketing:

• Focus on personalization and authenticity in email marketing.

• Utilize social media platforms like TikTok and Instagram.
• Incorporate a social media expert in the early stages of event planning.
• Personal videos have higher engagement compared to static posts.

Venue and Site Selection:

• Younger generations prefer boutique hotels or properties with unique, energetic atmospheres (e.g., Moxie) over traditional luxury hotels.
• Consider second-tier cities and authentic, local experiences.

Event Design:

• Move away from standard hotel ballrooms and embrace non-traditional (or even outdoor) settings.
• Offer unique seating arrangements and setups (e.g., boho pillows, non-traditional setups).

Food and Beverage:

• Mocktails and non-alcoholic options are popular among health-conscious attendees.
• Focus on smaller portions and immersive food experiences (e.g., DIY food stations).

Gifting:

• Replace generic brands with locally sourced gifts.

Wellness:

• Wellness offerings should be varied (e.g., yoga, mindfulness) and also cater to both physical and emotional well-being.

Episode Summary

In this episode of the Skift Meetings podcast, host Barbara Scoffidio interviews Edward Perotti of Edward Perotti Events and Experiences about how to engage the younger generations at events.

Perotti discusses the importance of targeted, personalized email marketing campaigns, creative use of video, and engaging social media campaigns on platforms like TikTok and Instagram.

He suggests choosing venues and meeting spaces that surprise and engage next-gen attendees and stresses the importance of personalization, from event setups to F&B. Consider offering smaller portions, immersive food experiences, and incorporating trends like non-alcoholic mocktails to cater to health-conscious attendees.

Another key takeaway is the need for authenticity in gifting. Perotti advocates for thoughtful, locally sourced gifts and gestures that align with the younger generation’s desire for meaningful, authentic experiences.

The episode concludes with a discussion on wellness, which Perotti sees as an essential component of modern events. He encourages planners to offer various wellness options for both mind and body.