In the upper Midwest, February can be a tough month. Winter has worn out its welcome and spring doesn't dare reveal its promise. The days are longer, but sub-zero temps are still possible. Even the snow looks tired.
And yet, we are reminded that beauty still exists. After all, beauty is more than a visual aesthetic, it's an attitude. Wherever we are, whatever the season, we search for beauty all year long.
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 From the exquisite gala to the unglamorous gathering, we spend a lot of time at Reach Partners researching and thinking about the unsung aspects of events.
One question we ask every single time we design an event is essential. Why will (or should) a person attend the event? Time is a rare and limited resource. If we want someone to spend precious minutes at our gathering or get-together, we better understand and communicate why they should do so. At Reach, we always stress that purpose is the driver for any event. When that purpose is well defined, creatively and accurately articulated, it informs the language we use for everything else. It becomes part of the call to action – what we want our attendees to do. |