Event Planners: Captivate by Design (Part V: Release and Re-Connection)

Published September 25, 2013 | By ncmarsh

Event Planners: Captivate by Design

Part V: Release and Re-Connection

Nathan Coe Marsh

This is the final part of a five part series that applies insight from the world of entertainment to the structure of effective, captivating events. Take a look at Part I before proceeding further.

Re-connect / Release

“The Butterfly Man” – Robert Nelson – was a legend of street performing. He would transform a city square, whether in New Orleans or Key West or Rome, into a theater. People passing by, going about their daily lives, had no idea that they would be spending 45 minutes watching his show. And hundreds upon hundreds would stop, and watch, and stay.

It was in that environment that the showmen’s craft had its most severe test. If they were bored for a moment, they could simply walk away.

The climax of Robert’s act came with him juggling three burning torches while riding a unicycle and balancing a spinning plate of fire with his face.

And then, after extinguishing the torches and climbing off the unicycle, came the last part of his performance. He balanced a long-stemmed red rose upon his forehead and said:

It matters not 
The job you’ve got as long as you do it well
Now things well made 
By plans well laid 
The test of time will tell
But you can not count 
Or know the amount of the value of a man
By the show displayed 
Or the beauty made 
By the touch of the juggler’s hand.

300 people, in the middle of the street, with 300 other things they could be doing, stood silent and listened to poetry (before filling his hat with cash).

That’s the final emotional state the great showman brings to you – he grabs your attention, he builds a rapport and comfort level, he impresses the heck out of you, and then he creates a final moment of genuine emotional connection that pulls you back down and has you leaving the theater feeling incredible.

This, too, is the final beat for a great conference. You grabbed their attention, you’ve deepened relationships, you’ve provided incredible content, and now you want them to walk away with a deep sense of good will towards each other and the organization. You want to release the energy that’s been building up all three days.

This a great time for closing night entertainment, for a luau, an off-site meal – an activity that leaves them feeling great about the experience and excited to re-register next year.

The Best is Yet to come!