At Brightspot, we love a good incentive travel program – the exclusivity, the unforgettable destinations, the white-glove service. But our expertise doesn’t stop there. We’re also a trusted partner in large-scale corporate event planning, conferences, and tradeshows across the U.S. From hotel contract negotiations to on-site event management and attendee experience design, we help companies execute meetings and events that are both seamless and impactful. And though this arena is less flashy and more functional, it too deserves time in the spotlight.
As an operator of nationwide large-scale meetings, tradeshows and conventions with audiences in the thousands, there are a few things I recommend every planner in this space should know, consider, and act against.
So, let’s dig in! Here are five areas to consider as you plan your next large-scale meeting or event:
1. Smart Hotel Contracts for Large-Scale Meetings & Events
A well-executed event begins with a well-executed hotel contract. So, what does a well-executed contract look like? I’m glad you asked!
- Negotiate Concessions That Add Value: Use the contracting phase to ask for everything and if your program is valuable enough to the venue, you just might get it. Promises via email correspondence with the hotel are cool, but it’s best to get it written into the contract. Remember: if you don’t ask, you won’t get!
- Secure Flexible Event Space: You should know exactly what you need when you ask for a hotel contract. But you’re human and things change, and you might end up needing more or less than what you originally planned for. Transparency with the hotel in terms of event space is key. Play nicely with the hotels, you can use this for leverage as you get closer to the event date.
- Double Check Your Room Blocks & Attrition Clauses: I repeat, you should know exactly what you need when you ask for a hotel contract. That said, attrition is the insurance that you’re looking for to protect your block, should you contract too high. Ensure that you’re comfortable with the percentage (big fan of 80%), make sure it’s cumulative (most hotels are these days) and if there is a “reduction of group timetable” make sure it works for you before signing the contract.
2. Building the Right Event Management Team
Leave your ego at the door – you cannot do this alone…
- Why a Strong Team Matters: Internal or external, these people will be your sounding boards, co-pilots, dreamers and doers. Choose them wisely and choose them with variety and expertise in mind.
- Choose Trusted Vendor Partners for Success: A/V, DMCs, Decorators, Entertainment, Speakers Bureaus, Transportation Agencies, and more – all impact the success of your event. Get yourself to industry events, meet people, hire these people and let them prove their value to you and your event.
Pro-tip: As a third-party agency, Brightspot does all of this for you. No need to stress about which vendors you can rely on – we’ve already built those relationships and have A-list partners ready to make the magic happen.
- Leverage Travel Directors: The best kept secret in the industry – not actually a secret, but you know what I mean. These experts show up onsite (no pre or post work necessary) and take to your event like a duck in water. They travel the world working in every kind of environment. They are invaluable to the success of your large program.
Essentially you have to trust the people you’re working with. Say it with me now – “I TRUST my team and I will delegate responsibly.” Easier said than done for many planners in the industry, but this is how you survive 10-days in Las Vegas. This is how you do not burn out. This is how you and your team produce top quality work each and every time.
3. Preparing for Event Load-In, Security and Registration
A large-scale event starts days before the main arrival…
- Budget and Schedule Load-In/Load-Out Days: Let’s take it back to 1B – make sure you know your event space and build in all pre/post days into your contract. 100,000 square feet tradeshow floors take days to turn, hundreds of people to execute, and a lot of security. Plan for it, budget for it, and don’t skimp. Nothing like paying unexpected overtime for 100 riggers…
- Key Security Considerations for Conferences and Tradeshows: An empty tradeshow floor? Yep, that needs a 24-hour security guard. Proprietary information at your conference? Better make sure your entrances/exits have a security guard for those intrigued onlookers. Read: lock down your event.
- Streamline Registration and Attendee Collateral: Any idea how long it takes to stuff 3,500 registration welcome bags? I can’t recall either, but I have fond memories in a convention center ballroom on a Henry Ford level assembly line. Bring in knowledgeable staff early, create a plan, crank the music and knock it out before the day of the main arrival. Proactive trumps reactive every. single. time.
4. Delivering High-Touch Attendee Experiences
Large-scale events and high touch service are not mutually exclusive.
- Use Surprise & Delight to Exceed Expectations: “Surprise & Delight” moments, as we call them in the industry, go a long way in a meeting setting. Why? Because the bar is low, so take the easy win and jump over it. You look at the registration report and see it’s an attendee’s birthday over the conference dates? Send up a card and a sweet treat. It doesn’t always have to be extravagant, as long as it’s intentional.
- Create VIP Moments for All Attendees: VIP Experiences are not necessarily reserved for just the VIPs. If there is an opportunity to make an attendee feel recognized and valued, take it! This will lend to their attendee experience, become word of mouth lore, and get you a higher score on that post-event satisfaction survey.
- Give Time and Personal Attention – Not Money: Sometimes the most memorable moments at a large-scale event don’t come from big-ticket items – they come from authentic connections and the “gift” of your time. Take a walk through the conference, join a table conversation, or stop to chat with attendees in between sessions. Listening, engaging, and showing genuine interest makes people feel recognized and appreciated. These small but intentional interactions boost attendee satisfaction, build loyalty, and remind you why you’re in the business of creating meaningful experiences. Remember, no one likes a jaded planner!
5. Collecting and Acting on Post-Event Feedback
Feedback is data, but not always a directive.
- How to Interpret Stakeholder and Attendee Feedback: Post-event surveys, onsite conversations, and stakeholder notes can provide valuable insights into the success of your program. But not all feedback is created equal. Look for patterns rather than one-off comments and prioritize input that aligns with your event goals and KPIs. You will not make everyone happy, especially as the attendee numbers grow.
*Major caveat: if your CEO has a note, it’s been my experience that it is best to listen… but that’s your call.
- Decide When (and When Not) to Adjust Your Event Strategy:
Every suggestion doesn’t need to result in a change, and honestly, often leads to overcorrecting. Keep your eye on the prize, and focus on changes that will improve attendee experience, strengthen ROI, or solve recurring challenges across events. In short: take the information, let it marinate, and as the expert – YOU decide if (and when) to act.
Of course, these are just a few of the many details that go into planning a large-scale meeting, conference, or corporate event. From sourcing and hotel contracting to creative attendee experiences and flawless on-site execution, the checklist never really ends.
But that’s where Brightspot comes in – our team of event planning experts helps companies design and deliver events that drive ROI, delight attendees, and reduce the stress on your internal team.
If you’re interested in more details around meetings and events, you know where to find us…
