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Creating Wow Moments: Elevating the Annual Conference Experience

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Many associations hold annual conferences in autumn. Associations are uniquely positioned to do more than deliver information during these events — they can create transformative experiences that resonate long after attendees return home. At Ewald Consulting, we believe the most successful events don’t just inform; they inspire, energize and unite. They create “wow moments” that surprise and delight attendees and spark lasting connections. These moments become stories attendees tell and retell, reinforcing the value of your organization.

Why Wow Moments Matter

A conference is more than a gathering. It’s a rare opportunity to activate your community in a shared experience of volunteer leaders, members, exhibitors and thought leaders. When we design events with wow moments in mind, we turn passive participation into emotional investment. That investment fuels member retention, increases engagement, and amplifies word-of-mouth promotion for future events.

Collaborating for Impact

Some of the most memorable experiences come from intentional collaboration. When volunteer leaders are part of the planning and delivery, their passion becomes infectious. When speakers go beyond slides to share their wisdom and humanity, they elevate the learning experience. When exhibitors feel like valued partners rather than salespeople, they engage more meaningfully. At Ewald Consulting, we work closely with clients to align all these voices into one cohesive, compelling experience.

How to Create Wow Moments

  1. Design for Emotion: Go beyond logistics. Ask: how do we want attendees to feel at each stage of the event?
  2. Think Immersive: Incorporate interactive elements, peer-to-peer engagement and sensory experiences.
  3. Empower the Unexpected: Allow space for serendipity, i.e., moments where genuine connection and creativity emerge.
  4. Celebrate the Community: Highlight the contributions and stories of members and volunteers throughout the event.
  5. End on a High Note: Close with intention and energy, giving attendees a final moment that encapsulates the event’s spirit.

Shared Experience, Shared Purpose

At their best, conferences serve as a heartbeat for the association. They affirm identity, share purpose and remind every participant: You are part of something bigger. The wow moments are not fluff; they are the emotional glue that binds learning to loyalty.

As we support our clients this conference season, our goal is simple: to turn every event into a shared experience that leaves your members saying, “I can’t wait to come back.”

The Events Team at Ewald Consulting partners with Visit Duluth

Top Lessons from Our Events Contract Negotiation Training

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Contract negotiation isn’t just about fine print — it’s about strategy, relationships and collaboration. After attending a three-part training series on contract negotiations, our team walked away with insights that are practical, empowering and rooted in partnership. Huge thank you to Therese Jardine with Strategic Event Procurement for this impactful training.

Here are the top takeaways that are reshaping how we approach contracting:

💬 Negotiation Is a Conversation, Not a Conflict

One of the biggest mindset shifts was this: negotiating shouldn’t feel like a battle. It’s a two-way dialogue where both sides are working toward a shared goal. Whether you’re planning an event or booking a room block, the goal is the same — successful business for everyone involved. Approaching negotiations with curiosity rather than confrontation can change the tone of the entire process.

Instead of asking “why,” try asking, “What are your concerns?” or “What do you need to make this work?”

✍️ Everything Is Negotiable (Really!)

Contracts aren’t set in stone — room rates, food and beverage minimums, cancellation clauses, even AV fees can often be adjusted, and are dependent on so many factors. One key lesson: don’t assume anything is off-limits just because it’s labeled “standard.” From attrition policies, cancellation clauses and standards of service, you have room to shape terms that work for your event’s specific needs.

📞 Sometimes a Call Beats an Email

While keeping a paper trail is important, we were reminded that some of the best progress happens through a phone call. A quick, direct conversation can eliminate confusion, build trust, and move things along faster than a chain of emails ever could.

🧠 Preparation Is Power

Before any negotiation, do your homework. Know what your priorities are (must-haves vs. nice-to-haves) and take time to understand the goals of your counterpart. What pressures are they facing? What does success look like for them? A solid plan — grounded in both self-awareness and external awareness — sets the tone for a productive conversation.

🤝 Play the Long Game: Relationships Matter

Contracts are temporary — reputations are long-term. That’s why professionalism at the table matters. Don’t negotiate against yourself, and don’t let frustration derail the conversation. Staying composed and collaborative helps build credibility, trust, and better opportunities down the line.

🔍 Flexibility Over Formulas

Every organization — and every hotel — has different operating needs. There is no one-size-fits-all contract. We learned not to be afraid to rework or rewrite clauses in ways that suit the specific context. Just because a clause has always looked a certain way doesn’t mean it has to.

🧭 Reflect and Evolve

Finally, contract negotiation is a skill — one that gets stronger with experience. After each negotiation, pause to ask: How did that process feel? What went well? What would I do differently next time? These reflections are where real growth happens.

The Bottom Line

Contracting is more than transactional — it’s relational. With preparation, curiosity, and a collaborative mindset, negotiations can become opportunities to strengthen partnerships and create real value for both sides.

If there’s one golden rule we’re taking forward: Don’t be afraid to ask. The worst answer you’ll get is “no” — and even then, it opens the door to a new conversation.

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