The difficulty with event creation is that because we live in a society that experiences more and more events, and generally more and more experiences (retail, hospitality, tourism, home entertainment etc), our job becomes more difficult. Our challenge is to deliver engaging experiences but the ‘experiencers’ (attendees) are perhaps expecting more and more. We therefore need to ensure we somehow inject creativity / imagination / innovation into our events. We, as even creators, are therefore challenged by this and must ask ourselves the question. Are we very engaged with gauging the events others put on, are we brilliant at evaluation of our own events and use this to inspire changes, do we involve creative thinkers in our brainstorming process – what do we do?

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