How to create a sense of belonging at your event

Events can be isolating if you don’t create a sense of belonging among attendees. Ensuring that attendees feel they belong to an event beyond being welcomed, filling up seats, programming and logistics, was discussed at a recent webinar hosted by SITE.

Entitled ‘No more empty seats; designing events where everyone belongs’, it challenged planners to rethink how to engage attendees onsite: moving from passive participation to active belonging. It explored why real inclusivity demands bravery, empathy and relentless intention. Some of the key takeaways included:

Differentiate between a safe space and a brave space

Sean Feldman, a workplace culture and corporate relationship expert, outlined how safe and brave spaces are both very important in fostering a sense of belonging at events, but that doesn't make them equal players.

“Creating a safe space is about building security and support, things like comfort,” he says. “The problem with safe spaces is they can actually lead to complacency, or conversation loops that don't really encourage innovation or growth’.

A brave space, by contrast, is also built on support, but with courage replacing comfort, which Feldman says can foster creativity. “It can activate leadership qualities in team members or attendees that otherwise lay dormant,” he says. “Inclusive events and inclusive workplaces really aim to blend both spaces, where people can recharge safely and show up courageously for those deeper conversations.”

Make room for introverted breaks

Set aside intentional time to enable guests to recharge and make meaningful connections. “Stakes are higher, budgets are tighter, and when someone's flying somewhere for an event, investing that time, energy and resource to be there, they don't just want to watch talking heads on a stage all day,” says Feldman.

“While programming is certainly important, part of that programming is meaningful connection. Between sessions with nothing planned and no formalities, it just gives people the time to either connect with each other or connect with themselves.”

Recharge time allows delegates to absorb information and to connect with peers and colleagues they may not have seen for some time; for those who work from home or who have family commitments, an introverted break gives them a chance to check in before returning to an event with their full commitment.

Jennifer Attersall, senior director, client engagement at Destination Canada, suggested giving delegates a headset for 30 minutes or taking them out of a conference centre and encouraging them to go for a walk in a park.

Language swaps can help everyone feel included

While creating a sense of community is paramount, it's also important to be mindful of newcomers.

The panel encouraged planners to think about the difference between sharing an inside joke on a stage that a longtime community would perhaps understand and laugh about, versus if that joke were being introduced so that newcomers in the room can understand it. “It’s similar to having a conversation with friends and someone joins the conversation partway through,” said Feldman. “You would want to make sure they catch up so they understand what you are talking about.”

Empathy can sometimes be uncomfortable

Brenda Holder, vice-chair for the Indigenous Tourism Association of Canada and chair of Indigenous Tourism Alberta, and founder at Mahikan Trails, used the example of the indigenous community to highlight how it’s vital for event professionals to consider the audience they want to engage with.

“Really research that community - look at all the hardships, all the difficulties, and also the great places that they're going,” she said. “Show some empathy, but also ask some of those deeper questions. Within this community, am I making assumptions about the stereotypes of these people for an event that we're planning?”