Beyond the Buzzword: How to Make Engagement More Than a Vibe

“Engagement” is one of those words we hear so often in this industry that it’s easy to forget what it really means. But at PCMA EduCon in Louisville, Kentucky, it was more than just a buzzword…it was the mission.

With nearly 50% of attendees being first-timers this year, the stakes were high.  How do you retain new attendees, getting their buy in to come back the next year (and the next)?  The conference made a bold pivot: lean into its more intimate scale and focus on building real connection. Spoiler alert: it worked. From hands-on learning to spontaneous moments of community, this event nailed what so many aspire to: experiences that make people want to come back.

Here are a few big takeaways, and ways you can bring the magic to your own meetings and events (and we’re happy to be there alongside you as the DMC to make it happen).

Rethink the Setting: Go Beyond the Ballroom

PCMA EduCon’s biggest win? Getting out of the hotel and into the heart of the host city. Nearly half of all sessions took place offsite, transforming Louisville’s most iconic spots into learning labs:

• The Louisville Slugger Museum sparked conversations around mindset and motivation.
• The Muhammad Ali Center became a backdrop for purpose-driven leadership.

These immersive environments didn’t just teach—they created movement, energy, and connection. And yes, they were hands-down the most talked-about part of the week.

Want attendees to feel inspired? Sometimes the best stage is a museum, a gallery, or a distillery. Let the city and its local culture do the storytelling.

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Ditch the “Network Now” Pressure

Have you ever been in a session with overly structured networking prompts and felt the energy fizzle? Same. EduCon reminded us that natural connection is much better than forced interaction.

Instead of awkward icebreakers, attendees found themselves asking:

• “Did you get into candle making last night?”
• "You HAVE to try the bourbon blending session tomorrow.”

These moments weren’t on the mainstage. But they were the buzz of the conference—proof that casual, memorable experiences often drive the deepest connection.

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Design with Engagement in Mind

EduCon offered a masterclass in subtle shifts that lead to stronger engagement. Here’s what we recommend adding to your toolbox:

First Impressions Matter

• Welcome with energy—think lobby DJ or local music to set the vibe.  We did this at our annual meeting (Envision) at the end of last year, and our team loved that special touch.  
• Make it personal—have leaders greet guests and show up in unexpected places.  When leaders show up, it’s an easy way to show they care.  At Envision, we also gave our attendees personalized stickers for their badges that became conversation topics throughout the week, provided an optional ear piercing station, and an area to personalize their jean jackets with patches.

Seating Strategy

• Replace rows or rounds with cocktail tables or 2–4 tops to lower barriers and open conversation.
• For breakouts, try small pods of 2–3 chairs to create intimacy and psychological safety.

Rethink the Keynote

• Shorten sessions. Mix formats. Let multiple and diverse voices share the stage.
• Encourage reflection with speaker-generated discussion questions that thread through the event.
• Tie keynotes to interactive follow-ups or breakouts for deeper learning.

Bonus Breakout Idea: There was a fantastic breakout session with a “Peer Consulting” format. Attendees were placed into groups of 3. Attendee #1 posed a question/challenge while the other two took turns asking questions. After a few minutes the attendee who posed the question/challenge turned around to listen while the other two openly discussed different solutions. After a few minutes the three attendees regrouped and openly discussed what they learned and then determined the solution.  

Make the Sponsor Moment Count‍

Skip the sizzle reel. Instead, consider a live performance or a story-driven moment that invites guests to keep the conversation going at a branded experience space.

Build in the WOW

Surprise dance break. Street mural wall. Pop-up tasting tour. Don’t just schedule an event, design shared experiences they’ll talk about next week (and for years to come).

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And One Final Truth: People Know How to Connect

Engagement doesn’t need to be choreographed down to the minute. In fact, over-facilitation can kill the vibe. PCMA EduCon proved that when you create welcoming environments, spark curiosity, and give people room to breathe, connection happens naturally.

Why It Matters

• 91% of event pros say boosting engagement is a top priority
• Engaged audiences = 49% more sales
• It costs 5x more to gain a new attendee than to retain one
• 70% of attendees say feeling connected makes them more loyal to a brand

So yes, engagement is a buzzword. But when you get it right? It’s also your biggest advantage.

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Need help reimagining your next experience?

Let’s talk about how Access can bring engagement to life—onsite, offsite, and everywhere in between.  We provide Destination Management in Louisville, Kentucky and 50+ destinations from coast to coast.  Let’s make wows together!