Beyond the Ballroom: Why Cultural Immersion is the New ROI for Your Events

In the continually shifting landscape of meetings and incentives, the most impactful events are no longer defined solely by logistics or lavishness. They are, instead, crafted experiences that deeply resonate, connect, and leave a lasting impression. An industry leader like Carvie Gillikin, President and CEO of MGME, offers a compelling framework for this evolution, emphasizing that true event success stems from a profound understanding of purpose and a willingness to transcend traditional boundaries. As revealed during the inaugural episode of the "MICE Bites Masterclass with MGME" series, Carvie's insights illuminate the path to designing events that are not just attended, but truly experienced.

"Understanding the business goals of the event is paramount"

Carvie’s core philosophy, a principle he passionately defends, centers on the paramount importance of understanding an event's business goals. This isn't a mere suggestion but the very bedrock of effective event design. As he explains, "Why is the company holding this event?" is the critical starting point. Whether the aim is to rebuild morale after a significant organizational change or to launch a new sales initiative under fresh leadership, these objectives must "thread throughout the entire event", from the initial touchpoint to the final survey. Carvie’s succinct and powerful assertion that "hope is not a strategy" underscores the need for every element and decision to be purposeful and directly aligned with the organization's initiatives.

Beyond this critical foundation, Carvie highlights perhaps the most exciting and transformative shift underway in the MICE industry: the burgeoning demand for cultural influence and deep immersion in local areas. For too long, events have risked becoming "a blur of another ballroom in a generic city". Yet, as the 2024 Incentive Travel Index strikingly confirms, second and third-tier cities are now in high demand because attendees, particularly younger generations, actively seek to be "immersed in the local culture".

This shift is more than a trend; it represents a powerful leverage point to enhance the success and return on investment (ROI) for conferences and incentives. Imagine the profound impact when events are designed to:

• Transport attendees beyond the conventional hotel or convention center and into authentic, local cultural experiences.

• Explore genuine neighborhoods, moving past typical tourist traps to offer a true sense of place.

• Integrate local performances, distinctive cuisine, or artisan interactions, forging a deeper, more meaningful connection between attendees and the destination.

Carvie shared a compelling example from his time on the Discover Puerto Rico customer advisory board, where they were exposed to facets of the island typically unseen by visitors. This approach doesn't require extravagant expenditures; rather, it’s about "thinking outside of the ballroom" and recognizing that these culturally immersive moments can serve as an "added value to your program at very, very minimal cost". These are the moments that elevate an event from merely functional to truly unforgettable.

"We are story creators... and our storytellers are our attendees"

Ultimately, Carvie defines the best events as those that "deliver the business goals of the organization, address personalized wellness for the attendees, and leave a positive impact on the destination". This creates a powerful, synergistic win for all involved: clients achieve their precise objectives, attendees leave genuinely inspired with a "smile on their face, a story to tell, and a desire to excel," and destinations benefit from a more sustainable and equitable distribution of economic impact.

Our conversation reinforced a fundamental truth: those of us in the MICE industry are not simply event planners; we are, in Carvie’s eloquent words, "story creators," and our attendees are the indispensable "storytellers". The ultimate aim is for every attendee to depart an event feeling inspired, having experienced something genuinely unique, and eager to share their narrative. This demands a meticulous design process that is intentional, thoughtful, and delivers undeniable value, propelling us beyond the traditional and into a vibrant future where authentic cultural immersion takes center stage.

WATCH or Listen to the entire episode of S1:E1 MICE Bites Masterclass with MGME On Demand on YouTube and LinkedIn

Watch S3:E1 MICE Bites Masterclass with MGME President, Carvie Gillikin