As event organizers, we’re always looking for innovative ways to create memorable experiences that foster connection and drive business growth. Recently, I had the pleasure of chatting with Cari Watson, Senior Vice President at Westland Insurance, about their annual Leadership Summit. This internal event offers valuable insights for anyone planning corporate gatherings or looking to scale their own events.
Cultivating Culture Through Corporate Events
Westland Insurance has experienced rapid growth, expanding from 120 locations and 1,200 employees to nearly 300 locations and over 3,500 employees in just five years. With such explosive growth comes the challenge of maintaining a cohesive company culture. This is where their annual Leadership Summit plays a crucial role.
The Evolution of an Internal Event
- Originally a small, intimate retreat for a close-knit group
- Now a larger event with around 400 participants
- Shifted focus from retreat-style to more business-oriented content
- Incorporates elements to preserve the founder’s culture and warmth
This evolution demonstrates the importance of flexibility in event planning. As your company grows or changes, your events should evolve to meet new objectives while maintaining core values.
Balancing Business and Culture
One of the key challenges Cari and her team face is striking the right balance between business-focused content and culture-building activities. Here’s how they approach this:
1. Strategic Content Planning
The summit kicks off with the CEO’s address, providing an overview of the company’s scale, industry trends, and strategic focus. This sets the tone for the event and gives attendees a clear understanding of the bigger picture.
2. Executive Accessibility
Leadership accessibility is a cornerstone of the event. The summit includes an executive Q&A session, allowing attendees to interact directly with company leaders. This approach helps break down hierarchical barriers and fosters a sense of openness within the organization.
3. Memorable Experiences
While business content is crucial, the most memorable moments often come from unique experiences. Cari shared some standout activities from past summits:
- A harbor cruise in Vancouver
- Dinner at the Vancouver Aquarium
- Opening event at the Hockey Hall of Fame
- Themed costume parties
These experiences create lasting memories and provide opportunities for informal networking and relationship-building.
[IMAGE SUGGESTION: A collage of photos from past Westland Insurance Leadership Summits, showcasing the variety of experiences mentioned above.]
Leveraging Partnerships for Added Value
In recent years, Westland has introduced a sponsorship element to their summit. This addition provides multiple benefits:
- Allows key partners to participate and share expertise
- Provides additional networking opportunities for attendees
- Offers sponsors access to Westland’s leadership team
To ensure sponsor sessions remain valuable and not sales-focused, Westland works closely with presenters to develop content that aligns with the event’s goals and audience needs.
Ensuring Long-Term Impact
A common challenge with events is ensuring the knowledge and connections made have a lasting impact. Cari shared some strategies Westland uses to address this:
1. Pre-event Communication
Introduce key concepts before the summit to prepare attendees and set expectations.
2. Post-event Follow-up
Collaborate with learning and development teams to reinforce summit content through ongoing training and resources.
3. Leadership Accountability
Engage senior leaders in holding their teams accountable for implementing learnings from the summit.
Key Takeaways for Event Planners
As you plan your next corporate event or consider scaling your existing gatherings, keep these lessons from the Westland Insurance Leadership Summit in mind:
- Evolve with purpose: Allow your event to grow and change alongside your organization, but always stay true to your core values.
- Balance content and experience: Provide valuable business insights while creating memorable moments that foster connection.
- Make leadership accessible: Create opportunities for attendees to interact with company leaders in both formal and informal settings.
- Leverage partnerships: Consider incorporating sponsors or partners to add value and new perspectives to your event.
- Plan for long-term impact: Develop strategies to reinforce event content and connections long after the gathering ends.
Remember, the goal of any corporate event should be to create an environment where people can connect, learn, and feel inspired to contribute to the organization’s success. By focusing on these elements, you can create a truly transformative experience for your attendees.
Follow Cari: https://www.linkedin.com/in/cari-watson-563509a2/
Listen to the podcast here:
Apple: https://podcasts.apple.com/au/podcast/building-company-culture-through-corporate-summits/id1765922864?i=1000708343522
Spotify: https://open.spotify.com/episode/5Yv2eqo40DU9XbvjhKVGmO?si=cWpRc0o5SEGiKtChdI5m5Q
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