Taking legacy event formats and evolving them forward

Legacy events, or long standing events, are special in their own way. They are full of memories, meaning and “ways of doing things” that are usually central to who the client organization was at one point in time.⁣

Our job, often, is to help organizations honour who they were while bringing to life who they currently are (or who they strive to be)…⁣

With shifting generations leading the way, a transformation of legacy events is upon us, a very exciting time to be event strategists. ⁣

How do we do this? That’s a big question! Here’s a glimpse into our process for evolving legacy events:⁣

• Deep dive into the last “however-many” years is roughly 50% of the company lifespan

• Research brand tone as it relates to events and experiences

• Discover key company players were/are and create adjascent list of new leaders/characteristics⁣

• Understand what is too special to the legacy approach to be removed ⁣

• Review data and feedback from events in recent years ⁣

• Be patience and make a high level 2-3 year plan for integrating changes and shifts ⁣