Your Weekly Dose of Experiential Event Design

When you define the true purpose of an event, you unlock entirely new possibilities for what that event can achieve. By intentionally designing emotional triggers around that purpose, events stop being an expense and start driving real revenue. Purpose plus emotion is how you 10x your event goals.

For years, my events looked fabulous. We had goals in place, KPIs set, happy guests and an email list full of leads. But it wasn’t enough. I wanted more for my clients.

Out of this frustration, I went back and analyzed my most successful events. The ones that created real lasting memories, deeper engagement, and long-term impact. And I discovered a clear pattern. The difference was emotion.

Emotionally charged events consistently outperformed events that were simply well-produced. They generated more revenue, stronger brand connection, and measurable success.

So I reverse-engineered the process and created a 4-step blueprint to design emotionally driven events by intentionally triggering emotion throughout the experience and anchoring those emotions directly to the brand.

Then I tested it.

• In a brand activation, the goal was simple: increase on-site revenue. By redefining the purpose of the event and building goals around three intentional emotional outcomes, the activation significantly outperformed expectations.

• In a fundraiser, the same framework helped exceed the fundraising goal by 25%.

• In a corporate event, the goal was to boost morale and employee engagement. By designing with purpose and emotional intention, the event became a meaningful, employer-led experience that strengthened culture and connection.

That’s how I know this works.

This 4-step blueprint is tried, tested, and repeatable and it can be applied to any event. It creates multiple, measurable definitions of success, all backed by data, so you can clearly demonstrate ROI and confidently report on the true impact of your events.