Lucy Brazier, one of the world’s leading authorities on the administrative profession, and Reto Leder, CEO Trafo Baden, discuss how great events can leave a lasting impact on teams
As administrative professionals, we all know that organising events is often at the heart of our role. Whether it’s a small internal meeting, a large conference, or a team-building retreat, events play a crucial part in our day-to-day responsibilities. But as our profession evolves, it’s time to rethink how we approach event planning. It’s no longer just about making sure everything runs smoothly; we now need to think about how we ensure our events leave a lasting legacy, creating value long after the event has ended.
I recently had a fascinating conversation with Reto Leder, CEO of Trafo Baden, about the concept of legacy in events. His insights were thought-provoking and challenged me to think differently about the events we organise. I’m excited to share these ideas with you and explore how we, as administrative professionals, can create events that have a real and lasting impact on our teams, organisations, and communities.
What Does “Legacy” Really Mean for Events?
When we talk about the “legacy” of an event, it’s easy to think of it as just a buzzword. But Reto defines it as the lasting influence and impact an event has on its attendees, the wider community, and the organisation itself. It’s about much more than just how well the event goes in the moment. Legacy is about the memories, the relationships, the lessons learned, and the positive outcomes that continue to resonate long after the event is over.
As event organisers, we often focus on the logistics, getting the details right, ensuring the smooth running of the event, and creating a memorable experience for our attendees. But Reto’s definition of legacy challenges us to think bigger. Legacy is about more than just ticking the boxes for event success. It’s about considering what attendees will take away from the event, how they’ll feel, and how the event contributes to the broader mission of our organisation or profession.
Reto’s perspective makes it clear: events shouldn’t just be isolated experiences. They should be part of a long-term journey, contributing value that lasts far beyond the event itself. It’s about building something that resonates, connects, and creates an impact that continues to benefit those involved. This broader perspective encourages us to think about how we can create events that leave a lasting impact, not just for the day, but for the future.
Moving Beyond One-Off Events: The Shift Toward Ongoing Engagement
One of the most exciting ideas that Reto shared was about how events are evolving from one-off experiences into ongoing learning platforms. With the rise of digital tools and platforms, we no longer need to think of events as isolated moments. Attendees can engage with the content year-round through recorded sessions, follow-up discussions, and community interactions. This allows us to create a lasting legacy of knowledge-sharing and relationship-building that extends far beyond the event itself.
For us, this is a wake-up call. Too often, we organise a large number of disconnected events throughout the year, each with its own goals, audience, and outcome. But what if we started thinking about how these events fit into a bigger, more cohesive picture? What if our events weren’t just standalone moments, but part of a continuous, year-round conversation?
For example, after an event, we could provide attendees with recorded sessions and summaries of key takeaways, or offer follow-up discussions. These resources would allow attendees to revisit the event’s content and continue learning, ensuring the event’s impact continues long after it’s over. By creating this type of ongoing engagement, we’re helping attendees build on what they’ve learned and maintain a connection with the community we’ve built, amplifying the event’s legacy.
Using Data to Continuously Improve Our Events
Another important point Reto raised was about the role of data-driven insights in creating a lasting legacy for events. Event organisers can no longer afford to run events without properly understanding their audience’s needs, preferences, and behaviours. By gathering and analysing attendee feedback, engagement metrics, and even behavioural data, we can gain valuable insights into what worked well and what needs improvement.
In our own event planning, we need to ask ourselves how we’re gathering and using data to inform future decisions. Are we collecting feedback from attendees after each event? How do we measure attendee engagement during the event? And more importantly, are we using this data to ensure that each event we organise is better than the last?
For example, we could use data to understand which sessions or topics received the most engagement, which formats were the most effective, and how attendees felt about the event overall. This data would help us continuously raise the bar, ensuring that each event is not only successful but also part of an ongoing journey of improvement. The key here is not just to collect data, but to actively use it to create events that deliver more value each time.
The Power of Human Connection: Balancing Digital and In-Person Engagement
In today’s digital world, it’s easy to assume that virtual or hybrid events are the future. While there are many benefits to these formats, such as increased accessibility and flexibility, they can never truly replace the value of in-person interaction. Reto emphasised this point during our conversation, highlighting that while digital tools are incredibly useful, they can’t replicate the kind of human connection that happens in face-to-face interactions.
After the COVID-19 pandemic, virtual and hybrid events became the norm, but as restrictions eased, there was a significant return to in-person events. Why? Because face-to-face interactions are irreplaceable. The energy, spontaneity, and depth of connection that happens when people are in the same room cannot be captured through a screen. In-person events allow attendees to engage with each other in ways that digital platforms simply can’t match.
As we plan our own events, this is a critical consideration. While we need to embrace the flexibility and accessibility that virtual formats offer, we must not forget the value of in-person connections. This doesn’t mean abandoning virtual events altogether; it simply means we need to find a balance that includes both in-person and digital engagement. It’s about creating opportunities for people to meet and interact, building relationships that will last beyond the event itself.
Sustainability and Impact: Creating Events with Purpose
Sustainability is another theme Reto discussed during our conversation. But it’s important to note that sustainability in events isn’t just about reducing carbon footprints. While environmental considerations are important, true sustainability goes deeper. It’s about understanding the long-term impact of an event and how it can contribute to the community, the attendees, and the broader goals of the organisation.
This perspective is essential for us to consider. If we want our events to be truly sustainable, we need to think beyond the immediate experience and ask how our events contribute to long-term value. Are we fostering inclusivity, knowledge-sharing, and community engagement? Are we creating events that reflect our organisational values and make a positive, lasting impact on the industry?
As we plan our events, let’s keep these questions in mind. Sustainability isn’t just about the logistics of reducing waste or offsetting emissions, it’s about ensuring that our events leave a meaningful impact on the people who attend and the communities we serve.
Looking Ahead: What’s Next for Our Events?
Looking forward, it’s clear that the future of events isn’t about simply organising more events; it’s about creating better events that have a lasting impact. Reto’s insights about the future of events underscore the importance of creating experiences that engage attendees year-round, foster lasting relationships, and leave a legacy of learning and community.
For us, this is a valuable reminder to focus on quality over quantity. Are we just organising more events, or are we creating events that truly have a lasting impact? Are we connecting with our audience in ways that continue beyond the event itself? These are the questions we need to ask as we plan for the future.
Conclusion: Shaping the Future of Events
Reto’s insights have given me a fresh perspective on how we should approach our events. As administrative professionals, it’s our responsibility to ensure that every event we organise leaves a legacy. By focusing on long-term engagement, using data to continuously improve, embracing the value of human connection, and ensuring our events have a positive impact, we can create experiences that resonate far beyond the event itself.
Let’s make sure that our events are part of a bigger conversation: one that builds relationships, fosters learning, and creates a lasting legacy. The future of events is in our hands, and by taking these lessons to heart, we can ensure that our work continues to have a positive, lasting impact on our profession and the communities we serve.
