How to Host a Branded Event or Retreat That Feels Like Your Brand

So On Brand, Episode 7

TL;DR

• Decide who the event is for and what they walk away with before you pick a venue or a date.
• Give the day-of jobs (check-in, vendors, timekeeping, photos) to someone who isn’t you.
• Ask about accessibility needs on the registration form and plan non-alcoholic options that feel like a treat.
• Keep one source of truth for guests, speakers and vendors.
• Write a what-could-go-wrong list and choose the fixes before the day.

I studied event management in college, grew up around corporate events at my parents’ family fun center, and interned in the sports world with the NFL Combine. I have also worked for conferences, including the Clickin’ Moms Conference and Click Away. I have spoken at a lot of conferences, especially photography conferences, and attended a variety of retreats. So this episode is close to my heart!

Here is what all of that taught me. A great event is mostly decisions made before anyone walks in the door, and most of what goes wrong can be planned for in advance. If you want to host a branded event that feels like your brand from the invitation all the way to the thank you, this is the walkthrough, including the parts that get complicated.

In this episode

• 0:00 Why events are close to my heart
• 1:35 Start with who it’s for and what they leave with
• 3:57 Do not do everything yourself
• 8:05 Planning for different needs
• 11:06 Travel and logistics
• 13:08 Communication
• 16:03 Small group dynamics
• 20:40 Sponsors
• 23:30 The what-could-go-wrong list
• 24:33 Photos and video with permission
• 25:58 Good Company: Dull’s Tree Farm
• 28:43 Your turn

Start with who it’s for and what they leave with

Before you pick a venue, a date or an invitation design, answer two questions. Who is attending, and what will they walk away with?

Those answers decide how many people you invite, whether it is a dinner or a full-day retreat, and what the budget looks like. They also give you a lens for saying “this doesn’t fit.” When every touchpoint pulls in the same direction (the invitation, the room, the food, the follow-up), the event feels planned and cohesive. Without that anchor, every decision turns into a debate.

I have attended events where the audience and the takeaway were not clear, and you sit there wondering whether this is a waste of your time. When you sell events, people are looking for a return on investment. That might be amazing content, or something specific they came to learn.

Do not do everything yourself

This one is hard when you are new to hosting, because it is easy to think “I can do that.” You will be busy with your attendees, and if you are teaching, your head needs to be on the presentation, not on who is taking out the trash.

Hand things off in advance. You need a day-of point person. That might be an assistant on your team, a detail-oriented friend, or a spouse. Hiring an event manager or planner is the ideal setup, though not everyone has the budget. The point person can run check-in, be the contact for caterers and AV, and handle whatever comes up while you do the job you are there to do.

You also want someone keeping time, or a master of ceremonies who keeps energy up between speakers, and someone capturing photo and video. The host does not need to be any of them. Share a run of show so everyone knows what happens at what time, plus names and phone numbers for everyone on the team.

Your guests can feel it when the host is frazzled. Some will start taking care of you instead of enjoying the event. I know that feeling from the inside, and I have watched other hosts bite off more than they could chew. Plan ahead and find your helpers.

Plan for different needs

Ask your attendees early. Put it right on the registration form and say plainly what you can and cannot accommodate. That covers dietary needs, mobility, hearing, vision and sensory sensitivities. People appreciate being asked far more than they mind answering, and it takes the awkward out of the moment at the door.

Then walk your venue:

• Is there a step-free entry?
• Where are the restrooms, and how far is the walk?
• Where do people park, and is there room to move between seats?
• Is there a quiet spot where someone can step away and reset?

Build in plenty of breaks, and label the food or make sure your caterer does.

Offer good non-alcoholic options, and if you have a signature drink, offer a non-alcoholic version. I haven’t had a drink in about two years. I am usually happy with a Diet Coke, and I am fine being around alcohol, but it is nice to know the host thought of it and I get a fun drink to celebrate with everyone else.

Keep what guests share with you private. If you ask ahead of time, nobody has to announce a need in front of a group. I have also worked on events with sign language interpreters, and local community resources can help you meet the law and provide the right tools.

Travel and logistics

If anyone is traveling in, give them one location for everything: directions, arrival times, ground transportation, the event address (or all the addresses), and who to contact if they are running late. If you are coordinating a lot of travel, assign one dedicated person to the schedule and the flights, because one late flight throws off a lot of things.

A small retreat has few moving parts. A large conference needs someone overseeing operations and logistics. Either way, be kind to the person doing the logistics!

Communication

Communication might be the most important piece. Have one source of truth, because things change during planning and people need to know the current answer.

After someone registers, send a communication sequence so they know what is coming next. Aim to answer the question before they think of it. You cannot follow up enough. Confirm with vendors the day before and the day of, and send last-minute reminders to attendees. Give speakers and vendors the same timeline your guests get. When a detail changes, either tell everyone who needs to know or tell one person who tells everyone. This is where delegating pays off.

Small group dynamics

Smaller rooms magnify personalities. In a room of 12, one loud voice can take over the afternoon while quieter guests fade into the background.

A few things help:

• Have attendees apply, so you know a bit about who is coming and how their stories might connect.
• Start a Facebook group or another place where guests can meet before the event.
• Ask for a fun fact at introductions. “I also have a black lab at home” or “I also love the Colts” gives people a reason to talk.
• Use icebreakers carefully. Some people love to get up and play a game, and a lot of people do not like them because it makes their social anxiety go off the charts. Your call.

If someone is difficult or demanding, have a quiet word in private and address it early. Remember that you are the host, and you can take the lead by asking other people questions. Sometimes the strong voice at the beginning helps bring others out of their shell as the group settles in over a few hours.

Sponsors

A sponsor is buying a relationship with your attendees. Protect that by saying yes to brands that match your values, and start with brands you already use, since sharing something you use and love is the most authentic route. Look for brands that are inclusive, fair and honest, without bad press. If you feel unsure about a sponsor, hold the line.

Decide on deliverables up front: what each sponsor gets, when they get it, and what you need to capture at the event to deliver it. Keep the sponsor from turning the event into a pitch, since guests came for connection.

A highlight reel is a great thank-you. At a retreat in Utah, we filmed a short sponsor clip for each sponsor, so the host could send a recap that showed how their sponsorship looked.

The what-could-go-wrong list

Sit down and write out everything that could go wrong: late vendors, weather, tech failures, a speaker who doesn’t show up, a small headcount. Then decide the fix for each one before the day. When something does go wrong, you check your list instead of scrambling.

Photos and video, with permission

If you are capturing content at your event, ask your guests for permission before filming anyone. They should know cameras will be there and have the option to step out. Photography events usually come with that expectation, but a corporate event or business retreat may not.

You can still capture great content without a face in the frame, with speakers on stage, food and beverage, and behind-the-scenes details. Ask in advance so you know what to plan for.

If you have an event or speaking engagement coming up that you need content captured for, I would love to be the one behind the camera while you enjoy the hosting or speaking process. Let me know and we can get it booked! Start here.

Good Company: Dull’s Tree Farm

This week’s Good Company is Dull’s Tree Farm. It is listed in Thorntown, Indiana, about 30 minutes from where I live, up north of Zionsville, and it is super popular here for its Christmas tree farm, which they have had since the 1980s. Tom and Kerry Dull started it, and they planted trees for eight years before they opened, hoping to help pay for their kids’ college, which I can totally relate to. Their son Lucas helps run it now, and he studied agriculture at Purdue. At the time of the article I read, they had about 60,000 planted trees.

Here is what I think is so smart: they turned a crop into a full season of events. With the Christmas tree farm, they have everything from wreath building classes to breakfast with Santa and cookies with Santa, plus yummy treats around the holidays, so after you get your tree you can come in for hot cocoa. They do the same thing with the pumpkin harvest in the fall, with about 45 different activities, including an eight-acre corn maze, pumpkin cannons and fireworks on one of the nights. We talked about accessibility earlier, and the grounds are largely wheelchair accessible and dog friendly, which tells me somebody thought about who is coming to their events. They have said they want to create experiences people remember, which fits everything we just talked about.

My family loves going up for the pumpkin harvest, and we try to make it every year. We have been up for the Christmas trees a couple of times, and I would love to go back and cut down another real tree. It is by far the best pumpkin patch or fall festival I have ever been to.

Your takeaway: add one repeatable seasonal event your people can count on year after year, instead of one big one-time event. I am sitting here asking myself what that could be for me!

If you are on the north side of Indy, go check it out! You can find them at dullstreefarm.com.

Your turn

If you are planning to host a branded event or retreat, start with the first question, write your what-could-go-wrong list, and choose your point person. Then reply and tell me the biggest challenge you have with hosting right now. I read every single one.

Next week is my tech stack, with one perk from a company I really like.

FAQ

Do I need to hire an event planner?
It is the ideal setup, but not everyone has the budget. What you do need is one person who can run behind the scenes on the day while you host.

What should I put on the registration form?
Ask about dietary needs, mobility, hearing, vision and sensory sensitivities, and say plainly what you can and cannot accommodate.

Should I run icebreakers at a small retreat?
Some guests love them and some find them stressful. A simple introduction with a fun fact gives everyone a way into the conversation.

How do I choose sponsors?
Start with brands you already use and that are inclusive, fair and honest. Agree on deliverables in advance.

Do I need permission to photograph my guests?
Ask before filming anyone, tell guests cameras will be there, and let them step out if they prefer.

Places and resources mentioned

• Dull’s Tree Farm, Thorntown, Indiana
• Clickin’ Moms Conference and Click Away

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Want help planning content for your next event? Let’s plan your content.

Kelli White is a brand photographer, videographer and strategic content partner serving women-led businesses across Carmel, Fishers, Westfield, Noblesville and Zionsville.