convention experiences are about creat- ing an individual experience for the attendee. That means developing and delivering content in a way in which they are an active participant in the process. Also, in creating an atmosphere that lends itself to both individual and group learning and more casual meetings, so attendees can meet each other, exchange ideas, find new contacts. Mainstreaming technologies like mobile apps and sharing pages has been a great advance, as well.”


Stockton adds that events have always been about communication, and for years that communication was just one direction.


“The most effective communication is really a conversation - and that’s what great events and meetings accomplish: a dialogue. We work at creating an atmos- phere where the guests can interact with


each other, with elements of the content, and actively be part of the experience," she asserts.


"This can be done with technology and also in simple, more organic ways," Stockton continues. "We like to say that attendees at any event like to feel as though they have ‘curated their own experience’ - that they have had some choice, some chance to interact and to really learn something. So much informa- tion is available by just ‘Googling’ it and reading about it that guests find value in interacting with information, or with a brand, as opposed to just being ‘told’ about it.”


Stockton says that clients select her company for its fresh perspective and innovative approach to each project; and they depend on Stockton and Partners for a foundation that's rooted in strategy, experience and flawless execution.


"We begin the planning process by dig- ging deeply into the project, understand- ing what message is to be communicat- ed, who the audience is and looking ahead to the desired outcome," says Stockton. "With this baseline, we develop an event strategy and approach, sup- ported by the best vendors and other professionals who are hand-selected for their excellence, reliability and continuity of their profile with the event objectives... The experience is carefully choreo- graphed to keep the event fresh and interesting."


Planners choose convention destinations for a variety of reasons, but the object is always to create an experience and end result that attendees will value, exhibitors will appreciate, and for which show organizers will be proud.


Kristin Zeller is a freelance writer,and works in the


Special Events Office for the Philadelphia Phillies at Citizens Bank Park.zeller@phillies.com


Mid-Atlantic EVENTS Magazine 45


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