Keep the Spark Alive: Scout Leans Into Fun
Photo credit: Brian Byllesby Photography.
With such a unique waterfront space and a lively crowd, there are so many details to share about the SPARK Conference at Pier 27 in San Francisco, Calif. As large corporate event planners, a client who wants to blend creativity with real business is a dream come true. We’ve previously shared a few of the elements that made this event such a success. Now we’re going to dive a little deeper into what made the SPARK Conference such a smashing success with the 700+ attendees who joined us for two days on the Bay.
Invest In Your Theme
For this event, the client was very specific about what kind of conference they wanted.
“The CEO said he wanted it to be standing room only at the main stage for their speakers,” says Marianne Jackson, Kennedy Events’ Creative Director and Senior Producer.
As crowd management experts, the Kennedy Events team provided seating for 600 of the 700 attendees at the main stage; creating urgent, electric energy for speakers on the main stage. The conference’s keynote speaker, Golden State Warriors General Manager Bob Meyers, zoned in on the essence of what the client is about: a company focused on creating teamwork through procurement.
A killer keynote wasn’t all they had to offer. Both the vice president and the CEO were fully invested in the conference’s “cruise ship” theme; welcoming guests in pirate costumes and captain’s hats. Sound silly? Perhaps, but kicking off the event with that level of commitment showed attendees what kind of fun was in store for them over the next two days.
Work and Play
How do you keep the audience coming back for more on day two? For the SPARK Conference, we ignored conventional wisdom and planned the keynote for day two. There’s nothing in the event planning manual that says that events have to follow the same "speaker, breakout, meal, and repeat" schedule. For even the most influential conference, it can be a challenge to bring crowds back for day two, but we actually saw some of the biggest day two numbers ever.
So, how did we do it? By starting day two with a Boozy Brunch featuring multiple bar setups: Bloody Marys, mimosas, French toast, and oysters…just to name a few. That energy helped continue the excitement for their keynote speaker and achieve that standing-room-only situation that the client was seeking.
Incorporating greenery into the decor on the lower level—our Lido Deck—opened up a myriad of opportunities for small touches that sold the theme. For the second day, the lower-level jungle was inhabited by colorful faux tropical birds, perched everywhere from the live palm trees to the edge of the CEO’s Bloody Mary glass.
Take It Off the Streets
For catering, the Kennedy Events team turned to Off the Grid, a San Francisco Bay Area-based company that specializes in sourcing food trucks. Instead of possibly subjecting guests to less than ideal weather conditions, the vendors brought the food options inside and created stations offering everything from fried chicken to Bahn Mi sandwiches. The variety appealed to everyone and kept lines to a minimum.
Plan for the Long Haul
Large events are often compared to marathons, but with the staffing for the SPARK Conference, Jackson turned it into a relay to great effect.
“Instead of expecting everyone to be there for 18 hours, I staggered the staffing in 12-hour blocks. No one is going to be at their best when they’ve loaded in at 5 a.m. then have to oversee a cocktail reception at 8 p.m.,” she says.
Staffing appropriately for the scale and rotating the talent often ensures that the clients’ needs are met and surpassed. Although it was three intense days of setup and execution for the SPARK Conference, Jackson says it was one of the smoothest events that she had ever planned. That sounds like success.
Ready to Start Planning Your Next Live Event?
If you’re embarking on a large event, either virtually or physically, we would love to help. Let’s find the heart of your conference and make it as fun and successful as SPARK. Schedule a consult with us today!
MARIANNE JACKSON
Marianne Jackson is a senior producer and the creative director at Kennedy Events. She specializes in making our client’s biggest design and decor dreams tangible while also ensuring that the event day menu is worthy of a Zagat mention. (Seriously, her taste and culinary connections are that good). Her fervor for adventure, cuisine, and aesthetics is visibly apparent in every event—whether in-person or virtual—she produces.
About Kennedy Events
Kennedy Events began with one goal in mind—to produce high-level corporate events with just as much strategy as style. Maggie founded the company in 2000, found her match in Paige, and in 2011 the two became official partners. Since then, these two resourceful and brilliant creatives have pooled their strengths to build one one of the most the most sought after corporate event companies in San Francisco, New York, and Los Angeles.
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