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What makes a corporate event truly unique?

The point of view of Alessandra Milanesi, event manager and parnter of Newton Spa

by Alessandra Milanesi*

17 April 2024

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Several times in the course of my experience as an event manager, I have wondered what really makes an event unique. This question has become increasingly recurring in recent times, following the pandemic and, in particular, with the advent of digital. We have had concrete proof that events can be done just fine without human presence: so where does the uniqueness lie?

The uniqueness of the event concept: much more than a theme

First and foremost, an event is unique because of a concept. The more original and innovative the idea, the more distinctive the event becomes.

It is not just a matter of 'choosing a theme' or a colour.

When we talk about concept, we are talking about a set of ideas that forms the basis and guide for the design and organisation of the event itself. It is an overall vision that includes the theme, the purpose, the goals to be achieved and the atmosphere to be created and that goes beyond simply choosing a theme for a party.

While a theme can be a simple keyword guiding certain decorative choices, the concept of an event is deeper: it encompasses not only the visual theme but also the overall experience one wants to offer participants, the objectives of the event, the key message the client wishes to communicate and how all these elements can be integrated with each other. A well-defined concept is a compass, from there all event-related decisions are derived, from design and entertainment to logistical and organisational decisions. It helps maintain a sense of unity and coherence, ensuring that every detail contributes to the overall experience and - consequently - to the uniqueness of the event.

Uniqueness and differentiation: from concept to emotion

As an event manager, I find myself working in a world where events are not something extraordinary: they are frequent and often similar to each other, which is why my research focuses on those aspects that can make an event memorable and its impact effective in the long term.

An event cannot only communicate information, it must also succeed in conveying emotions, involving people on a personal level. Only in this way will it be possible to achieve - through the event - the strategic objectives set, whether the event is aimed at the corporate population or at a more or less targeted external audience.

History makes the difference

An example? Organising a company anniversary by centring the whole party on the fairy tale theme can really make a difference, both for those who organise it and for those who experience it, especially when you do it for a pharmaceutical company, a reality so seemingly far removed from the magical world of Alice in Wonderland!.

For the 50th anniversary of a pharmaceutical company, we created an employee celebration based on the well-known story of Alice in Wonderland.

And engagement?

Offering an engaging and original experience makes an event memorable and distinctive, especially through the possibility of interaction and active participation offered to the attending audience.

The choice of an atmospheric and unusual location, be it a deconsecrated church or a completely transformed and festively dressed corporate warehouse, creates atmosphere and generates positive feelings, along with good food.

Experience teaches that food and good catering are a big part of the success of an event, they are in fact among the aspects that guests most appreciate and remember. Creating emotional moments through inspirational speeches, engaging stories and testimonies, using music or video and innovative technologies, increases the value of that experience, generating emotion.

The beauty of an event then lies in the art of creating sensory engagement experiences.

But then, what really makes an event unique?

Back to the focal point: as an event manager, I think it is the people who make the event unique.

Speakers, testimonials and artists greatly influence the participants' experience: charismatic presences and inspirational messages create lasting impressions but, in defence of my profession, I believe that we, those behind the scenes and holding the strings of everything, also do so much. The organisers and the entire team, who see in one day or in any case a limited amount of time what they have been imagining for months and even years come to fruition, play a fundamental role precisely in providing a vision for the event, making sure that everything goes as smoothly as possible according to plan, meeting or even exceeding the client's expectations. Commitment, teamwork, dedication, improvisation, problem solving and, why not, the ability to have fun generate that positive energy that really makes a difference. In many cases, it has been the clients themselves who have confirmed to me how much of a difference it makes to work with a team of enthusiastic, united and passionate people.

That's why, when people ask me about my profession, I like to say that organising an event is a bit of a job - because, let's not get it wrong, the effort is really a lot - and a bit of a party... Yes, because that effort vanishes in an instant and becomes immense satisfaction when everything comes to fruition, takes shape and, even more so, when the client is happy!

*Partner Newton Spa