Event Design - The Attendee (Part I)
- Jose Martinez Juarez
- Jun 26, 2024
- 2 min read
"Come as a guest and leave as a friend, we're in the business of making memories" ~ Jo Davis
The attendee is our reason for being, events are designed for and by people.
The hospitality industry’s foundation is the service, our events industry is strongly inserted in hospitality, that is how its essence is also based on service, the satisfaction of everyone who attends is the core of our reason for being.
Attendee values
All those attending an event have a series of values that distinguish them, these values largely define their tastes and their actions, therefore, whenever we hold an event, we must ask ourselves: What are the values that define my attendee?
Values change over time, and they are the result of different influences on the person: their family education, the religion they profess, personal or family beliefs, mentors and guides, in addition to important events that transform their point of view.
If we design a medical convention, we can recognize that there are intrinsic values of a doctor that define the attendees and therefore are related to them, for example: honesty & ethics.
If you are able to identify these values and manage to use them, you will achieve an event that is in tune with the attendees, you will also have very specific ideas for activities and activations.
A practical way is to list the five most important values that you consider as the defining values of your target audience, in the case of an event for motorcyclists, the design of the campaign, the materials and the conceptualization of the activations and shows are always linked to the values that are the axes of the motorcycle community; values like:
1) Brotherhood
2) Solidarity
3) Freedom
4) Independence
5) Adventure
From these five values, the organizing committee begins to develop ideas related to the use of certain colors that reflect these values and that serve as the basis for the design of the image and media campaign.
Activations and shows are tied to these values, either as a whole or highlighting one in particular, to achieve a consistency between the rider's lifestyle, his vision of the world and the environment in which he identifies himself consciously and unconsciously.
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