No Image Available

Simon Lockwood

Read more from Simon Lockwood

googletag.cmd.push(function() { googletag.display(‘div-gpt-ad-1705321608055-0’); });

Five things that move an event from good to incredible


Simon Lockwood explains how you can ensure the attendees of your event come away feeling truly motivated and inspired, rather than a bit nonplussed.

We've all been to 'good' events. Not quite exceptional, revolutionary, or epic, 'good' is the ultimate non-committal term to describe an event that wasn't awful but didn't blow your mind. For example, if you’ve ever asked a colleague how a conference or meeting went and they replied with, "yeah it was good", it could have probably been a lot better.

If you're an event organiser looking to make a lasting impression on your attendees, you don't have to book Barack Obama as your guest speaker for the evening; simply ensuring the sound, lighting, graphics, atmosphere and setting are all spot on can turn an event from 'good' to 'incredible'.

1. Setting


The setting can be absolutely crucial in ensuring your event reaches the upper echelon of gatherings. Budgetary concerns aside, would you rather have your event take place in a local school hall – which may have the space but not the setting – or a truly historic, Grade II listed venue that exudes class and culture? </setting


When Affiliate Window organised a corporate gathering, they chose The Brewery in London as their venue. Instead of a boring, stale affair involving lengthy PowerPoint presentations, The Brewery allowed them to create an “evening of fantasy, surprise, fine dining and relaxed networking”. Getting the setting right can propel your event to greatness – and the staff at The Brewery helped turn Affiliate Window’s gathering into what was described as a “huge success”.</setting

2. Lighting

A dimly-lit boardroom is not conducive to a great meeting or conference. We've all had those events where it feels like the speaker is talking for hours; and the overbearing, artificial lighting is the perfect way to get our eyelids to ever-so-slowly slip downwards until they are firmly shut and remain so for the next hour. Suitable lighting is vital to keeping your guests' attention. A spotlight on the speaker ensures guests know where their attention should be, while a range of coloured lights can turn what is usually a standard, neutral venue into a stunning attraction.

3. Atmosphere

Of course, the lighting also has to match your intended atmosphere. Tacky fluorescent green and pink lights won’t suit a luxury, professional conference for senior managers – but could be perfect for an 80s-themed disco event. Always ensure the setting and lighting match your intended atmosphere. If you're looking for a professional tone then make sure that the event's décor is smart and sophisticated.

4. Sound

At a conference or meeting where there are keynote speakers, sound is everything. It can be the difference between your guests leaving with fresh ideas or... just leaving early. Test your microphones, speakers and levels to ensure those presenting are clear and everyone at the venue can hear them. If you're playing music, ensure you maintain the right volume levels – excessively loud speakers can make your gathering sound like a dodgy nightclub.

5. Graphics

If your business is hosting an event, it's important to strike a balance in terms of graphics. Too many self-promotional materials can turn off guests as nobody likes brand logos and leaflets shoved down their throat. Conversely, a lack of materials and nobody will know who is actually hosting the event, negating any return a business might get from sponsoring or advertising. Although this can be tricky to achieve, striking a pleasant medium between the atmosphere and the setting is absolutely vital.

By using the points mentioned above when planning an event, there's every chance that the results could be significantly better.

Simon Lockwood is creative director of The Brewery, a fine-dining and event venue based in London. Every year, it helps groups organise gatherings such as parties, weddings, exhibitions, and conferences.


Get the latest from TrainingZone.

Elevate your L&D expertise by subscribing to TrainingZone’s newsletter! Get curated insights, premium reports, and event updates from industry leaders.

Thank you!