As an event strategist who’s produced hundreds of events, I’ve noticed a fascinating trend: the most memorable moments often have little to do with how much money was spent. Instead, they’re connected to how people felt when they walked in the door, the unexpected delights they experienced, and the genuine connections they made.
This insight was reinforced recently when I interviewed international event planner Valentina Ruffoni for The Event Innovator Show. With over 15 years of experience transforming ordinary events into extraordinary experiences, Valentina shared a perspective that challenged conventional wisdom about creating memorable events.
The First Five Minutes Matter Most
“Think about hosting a dinner party,” Valentina explained. “You wouldn’t just leave the door open and let people walk in. You’d greet them, take their coat, and guide them to where they need to go.” This simple analogy perfectly captures what’s missing from many corporate events.
The psychology behind this is clear: our brains form lasting impressions within the first few moments of any experience. Yet surprisingly, many events underinvest in these crucial first touchpoints.
Consider these three essential elements Valentina recommends for creating a welcoming atmosphere:
1. Temperature comfort (physical comfort enables emotional comfort)
2. Background music (prevents awkward silence) – I even recommend live music to make it really stand out.
3. Appropriate lighting (sets the mood and energy level)
The Multisensory Experience
One of the most interesting insights from our conversation was about the power of scent. “When you walk into a Four Seasons Hotel lobby, there’s an immediate sense of luxury created by their signature scent,” she shared. We built on this, explaining how even budget-conscious events can leverage the power of smell through natural elements like coffee, citrus, or fresh-baked goods.
This multi-sensory approach isn’t just about creating a pleasant environment – it’s rooted in neuroscience. Our memories are more strongly formed when multiple senses are engaged simultaneously–and the olfactory senses create the strongest memories.
Not convinced? Let me tell you a story.
Nearly 40 years ago I spent 7 months in Kenya. While there I lived near a sugar plantation where they used sulfur in the refining process. Most of the time I was unaware, but on one windy day the odor blew over our village. I became sick to my stomach. To help, my hosts brought a bunch of bananas to make me feel better–it made it worse.
Now when I smell sulfur (or rotten eggs) I’m immediately transported to Kenya and I smell bananas without trying.
That’s a negative example, but I have a positive experience whenever I smell baked bread. I reminisce about my grandparents farm where grandpa taught me to bake and we picked vegetables straight from her garden.
Imagine creating a scent that’s associated with your event1
The Human Touch Paradox
Perhaps the most counterintuitive insight from our conversation was about staffing. While many event planners try to save money by minimizing staff, Valentina argues this is exactly where we should be investing.
“You can have the most beautiful venue and amazing food,” she notes, “but if your staff isn’t genuinely warm and welcoming, none of that matters.” She advocates for what she calls “event connectors” – people whose sole job is to facilitate introductions and ensure no one feels lost or alone.
Creating Authentic Share-Worthy Moments
In today’s social media-driven world, there’s often pressure to create “Instagram-worthy” moments. But Valentina shared an interesting approach that turns this concept on its head. Rather than forcing social sharing, she recommends:
– Identifying a few attendees beforehand to document their experience naturally
– Creating unexpected moments that people want to share
– Focusing on authentic experiences over staged photo opportunities
“When you have good quality content from a few genuine attendees,” she explains, “it’s more impactful than hundreds of forced hashtag posts.”
The Budget Reality
What makes these insights particularly valuable is that none of them require massive budgets. Instead, they require thoughtful planning and attention to human psychology. Some budget-friendly suggestions include:
– Personalized name tag stations that encourage creativity
– Strategic use of music to manage energy levels
– Surprise moments that break expected patterns
– Careful attention to temperature and comfort
– Natural scents that create positive associations
The ROI of Emotional Investment
The key takeaway from my conversation with Valentina is that creating memorable events isn’t about having the biggest budget – it’s about understanding and investing in the emotional journey of your attendees.
When we focus on how people feel rather than just what they see, we create experiences that don’t just get shared on social media – they get talked about long after the event is over.
Implementation Tips:
1. Map out your attendee journey from the moment they arrive
2. Identify potential stress points and plan to address them
3. Train staff to prioritize genuine connections over efficiency
4. Create unexpected moments of delight throughout the event
5. Focus on all five senses when planning the atmosphere
As Valentina reminded us, “We should be making sure that all of our attendees feel like VIPs, and that sometimes just takes a smile and a friendly welcome.”
Whether you’re planning a small corporate gathering or a major conference, remember that the psychology of memorable experiences often comes down to these small but significant touchpoints. By understanding and implementing these principles, you can create unforgettable events regardless of your budget constraints.
Your Turn
What are some small but impactful moments you’ve created at your events? What difference did they make for attendees?
#EventPlanning #CorporateEvents #EventPsychology #ExperienceDesign #EventStrategy
About The Author
