If you haven’t heard of festivalisation, you’re not alone, but it’s getting more and more people’s attention. The reason is because traditional conferences rarely capture attention like they once did. So to engage all generations, some event planners are integrating more creativity that speaks to both personal and professional interests.

During a recent panel on the future of events for MESA, I learned about festivalisation from Rob Davison. This concept injects events with festival-like elements such as live music, street food, and interactive experiences. By transforming standard events into immersive experiences, festivalisation makes them more memorable and appealing. This shift mirrors trends in immersive entertainment, like London’s “War of the Worlds Experience,” that I went to last weekend, where audiences are drawn to engaging, multi-sensory events.

We know that conferences and events are great opportunities to network, but that prospect isn’t as attractive for younger generations. Alisa Grafton is a GenZ networking expert was also on the panel with Rob and I and she talked about the reluctance of this generation to network in person.

The 2024 Eventex Creativity Report underscores the importance of creativity in events, highlighting how tech-driven innovation can boost engagement. While Gen Z has led the push to blur lines between work and personal life, this trend is catching on across generations. Attendees now seek events that blend professional development with personal growth. Mindfulness sessions and wellness workshops are becoming event staples.

By embracing festivalisation, we can create inclusive, dynamic events that leave a lasting impact. This creative approach elevates engagement, making conferences and workshops more than just gatherings—they become experiences that inspire and connect diverse audiences across generations.