Creating a compelling large corporate event is more challenging than
ever. When unlimited entertainment choices are only an app-click away
and a clever sel;e can ignite an instant meme on social media, is it any
wonder that FOMO—fear of missing out—is increasingly driving our
behavior? With so much external stimuli competing for our time and
attention, pity the beleaguered conference planner, who strives to
break through all the noise.
But for Storey Pryor, senior director of events at Isagenix, a direct-selling
health and nutrition company, FOMO is a strategy to embrace as she
plans its annual Global Celebration event. Last year’s a;air brought
together 15,000 people for a bespoke a;air at The Venetian Resort
Las Vegas in August. Another 20,000 Isagenix customer-entrepreneurs
took part via live video feed. And while Pryor wants those people to
experience the proceedings vicariously, she also wants them to see
the fun they’re missing. “When someone is putting our show on
Facebook Live,” she says, “we love to create that fear of missing out
for the people who aren’t in the room.”
The team at The Venetian worked with Pryor to create an experience
facilitating meaningful connections and lasting bonds. That was
especially important for an event like Global Celebration, which has
ballooned from the 2,500 who attended one of the ;rst events in
2010. Since then, the company’s annual sales have catapulted from
$200 million to nearly $1 billion, and attendance at the event has risen
accordingly. The challenge now is providing each attendee with the
same sense of community and personal commitment as at that ;rst
get-together—no small feat for a massive event.
“The bigger we get, the [greater the] challenge of creating the touch-points that engage every attendee,” Pryor says. “You can feel small
when you’re in a room with 15,000 people, so we have to get more
creative.” She and her team aimed to create a space “where everyone
feels like they’re part of the show, whether they’re in the front row or the
very last row.”
In The Venetian, Pryor has found a partner that helps her team do just
that. That includes completely recon;guring the main event space,
o;ering a vast array of health-conscious fare, and providing dedicated
support from an in-house tech team. The Venetian was fully equipped
to make each attendee feel like the star of the show.
PAR T Y FOR ALL
For Isagenix, Las Vegas wasn’t the most obvious choice for an event of
this magnitude. “We’re a health and nutrition company, and we want to
make sure that we’re in an environment with a very healthy and family-friendly setting,” Pryor says. However, The Venetian’s emphasis on
sustainability and wide-ranging varieties of event spaces aligned with
the company’s values, allowing Pryor and her team to focus on creating
an event to remember.
Created by FastCo. Works, in collaboration with The Venetian Las Vegas
How do you maintain an intimate vibe at a 15,000-person conference?
For Isagenix, the key is making everyone feel at home.
The team at The Venetian worked with Isagenix to create a dazzling, bespoke experience. But Storey Pryor, Isagenix’s senior director of events, also wanted the 20,000 Isagenix
customer-entrepreneurs watching the live feed to experience the fun vicariously. “When someone is putting our show on Facebook Live, we love to create that fear of missing
out for the people who aren’t in the room,” she says.