When Google recently polled users on the most critical elements of an event, the results felt both predictable and revealing: 1. Catering, 2. Venue, 3. Entertainment. At first glance, this hierarchy makes sense. After all, an event cannot exist without a physical space (venue), and hungry attendees are seldom happy ones (catering). But the relegation of entertainment to a distant third place raises a deeper question: are we conflating what makes an event possible with what makes it unforgettable? Adam Sternberg, from Sternberg Clarke discusses the unseen power of entertainment sharing his insights…
The answer lies in our most vivid memories. Ask someone about their first concert, and watch their eyes light up as they recall the adrenaline of live music, the roar of the crowd, or the way a particular lyric resonated with them decades ago. These memories aren’t tied to the venue’s seating or the nachos they ate—they’re anchored in emotion. Yet in the corporate world, where spreadsheets and risk assessments dominate, entertainment is often dismissed as a frivolous “extra.” This mindset overlooks a fundamental truth: memorability is the ultimate metric of an event’s success, and entertainment is its most potent catalyst.
Every event planner knows the non-negotiables: a roof overhead, bathrooms, and food. These elements address basic human needs—safety, comfort, sustenance. But while a venue and catering ensure an event happens, they don’t guarantee it matters.
Consider these two scenarios in corporate events
1. A corporate gala with a flawless venue, gourmet food, and a dry keynote speech.
2. A product launch in a warehouse with street food trucks, but featuring an immersive entertainment experience tied to the brand’s story.
The first event checks all logistical boxes but fades from memory. The second, despite its modest setup, lingers because it created an emotional hook. This is the paradox: necessities make an event functional, but entertainment makes it meaningful.
The gap between tangible and intangible ROI
Venue costs and catering budgets are easy to quantify. The ROI of laughter, awe, or connection? Far harder to measure.
The neuroscience of memory: why entertainment sticks. Science offers clarity to us. When we experience something emotionally charged—a surprise performance, a shared laugh, a collective gasp—our brains release dopamine and adrenaline. These chemicals activate the amygdala, engraving the memory deeper into our minds. A study by Harvard Business Review found that events triggering strong emotions are 70% more likely to be recalled accurately years later, compared to neutral experiences.
Take music festivals like Coachella or Glastonbury. Attendees tolerate long lines, porta-loos, and overpriced snacks because the emotional payoff—the thrill of live music, the camaraderie of the crowd—outweighs the discomfort. Brands like Red Bull have harnessed this principle, turning events like the Stratos space jump or Flugtag into cultural moments that blend spectacle with storytelling.
The corporate blind spot: overvaluing logic, undervaluing the power of emotion
Business culture often equates “serious” with “successful.” Meetings prioritize data-driven presentations; conferences default to PowerPoint marathons. Yet this obsession with rationality ignores how humans actually make decisions. Nobel laureate Daniel Kahneman’s research in Thinking, Fast and Slow reveals that 95% of decisions are driven by subconscious emotion, not logic.
Brands like Apple exemplify this understanding. Their product launches are meticulously staged theatrical experiences, blending humour, suspense, and sensory details (think of Steve Jobs’ iconic “one more thing” reveals). The result? Attendees don’t just remember specs—they remember how they felt. In contrast, many corporate events resemble spreadsheet checklists: venue ✔️, catering ✔️, agenda ✔️. Functional? Yes. Unforgettable? Rarely.
The cost of missing the mark
A 2022 EventMB survey found that 68% of attendees forget a corporate event within three months if it lacks unique engagement opportunities. Meanwhile, events with strong entertainment elements see a 40% increase in post-event social media mentions and attendee referrals.
Entertainment as a strategic tool, not a party trick
Entertainment isn’t about hiring a magician or balloon artist. It’s about designing moments that align with your event’s purpose and amplify its message.
1. Memory anchors
– Surprise and delight: at a Salesforce conference, a “fake” coffee spill escalated into a choreographed dance routine, tying into the theme of adaptability. Attendees still reference it years later.
– Shared experiences: The “Dinner in the Sky” trend suspends guests mid-air, combining thrill with networking. The absurdity itself becomes a bonding moment.
2. Brand differentiation
– Case study: IKEA’s “Sleepover” event invited customers to spend a night in a store, complete with bedtime stories and massages. It transformed a mundane shopping space into a whimsical brand experience.
– Corporate twist: A cybersecurity firm hosted a “hacker escape room” at its annual meeting, turning abstract threats into tangible, team-driven challenges.
3. Emotional storytelling
– TED Talks: The best TED presenters wrap data in narrative, using humor, vulnerability, or suspense to make ideas stick.
– Nonprofit galas: Charity: Water’s events don’t just display donation metrics—they feature personal stories from beneficiaries, creating empathy that opens wallets.
Balancing pragmatism and magic in corporate events
Critics argue: “Entertainment distracts from our message” or “Our budget can’t justify a band.” But strategic entertainment isn’t about extravagance—it’s about intentionality.
1. “It’s too expensive”
– Low-Cost Solutions: A local indie band, a DIY photo booth, or a meme contest can spark joy without a Hollywood budget.
– Sponsorship Synergy: Partner with artists or tech startups for mutual exposure.
2.“It’s unprofessional”
– Context Matters: A law firm’s retreat may opt for a jazz trio over a rave, but even subtle touches—a live illustrator capturing keynote takeaways—elevate engagement.
3. “Our audience is too serious”
– Emotion Universality: Even in somber industries, people respond to authenticity. A healthcare conference might host a patient storytelling session, fostering connection without frivolity.
The future of events: measuring what truly matters
To reimagine success metrics, planners should ask:
– Did attendees leave with a story to tell?
– Did the event spark organic social media content?
– Did it reinforce our brand’s emotional identity?
Conclusion:
The case for emotional audacity: in 1969, 400,000 people endured mud, overcrowding, and scant amenities at Woodstock. Yet it’s remembered not as a logistical nightmare, but as a defining cultural moment. While most events won’t make history, they can learn from its lesson: Logistics enable an event, but emotion immortalises it.
The next time you plan an event, challenge the checklist
Yes, secure the venue and feed your guests. But dare to ask: what will they feel? Whether it’s the nostalgia of a cover band, the tension of a live auction, or the wonder of a light installation, prioritize moments that linger long after the last bite is eaten. Because in the end, people may forget where they sat or what they ate—but they’ll never forget how you made them feel.
