“Third place” is a sociology term referring to gathering spaces that exist outside of the home (first place) and work or school (second place). Historically, these were churches, social clubs or local cafés. But in recent decades, engagement with traditional third places has declined. As a result, modern third places like gyms, libraries, coffee shops, community hubs and even well-designed events have become essential spaces for social interaction and human connection. These are now the places people seek out to find face-to-face connection in a world that increasingly defaults to digital.
This amplifies the importance of intentional design for event professionals, as there is a huge opportunity for experiences to leave a lasting and valued impact. In the context of event design, building third place-like environments where everyone belongs recreates this vital social function. It encourages human-centered experiences and reminds us that the true magic of events lies not just in content, but in connection and creating a sense of belonging. Considering your event a third place means helping people belong somewhere outside of their title and background, fostering a community of trust, and offering a space for unstructured connection to spark creativity and combat loneliness.
Sparking Emotion to Drive ROI
Following the pandemic, organizations are more focused than ever on reconnecting people, whether it’s to each other, to leadership’s vision, or to the brand itself. This allows event designers ample opportunity to focus on emotion. Every event is an opportunity to ensure attendees know, feel, and do something differently afterward. Connection and belonging are powerful tools to deepen that impact, both personally and organizationally.
We know that emotions drive memory and when we want people to think differently post-event, we must first help them feel something. Whether adopting a new behavior, championing a brand, or sharing their experience with others, connection strengthens commitment and drives post-event outcomes. That’s the foundation of measurable ROI.
Read More: Designing Events for Everyone: Neuroinclusivity with Megan Henshall
Find the Purpose
At Creative Group, we dive into the purpose, people and potential of every event. We use our proprietary i|Lab™ process to uncover insights across four key dimensions:
- Defining “who“ helps us ensure we’re designing an event with empathy and relevance. We define three interconnected personas—the customer or who the business is trying to influence, the attendee and what motivates them, and the brand and how it should be experienced.
- Determining the “why” becomes the foundation for experience strategy and measurable outcomes. We define the events purpose by asking why the event is happening now, from the attendees to the timing and what should attendees know, feel, and do differently afterward.
- Selecting the “what“ are the tangible items in the event planning process. Mapping the entire journey from pre-experience engagement, onsite experience and environments to post-event reinforcement allows us to look at every touchpoint and how it can build connection, drive value, and elevate impact.
- The “how” moves event design from strategy to shaping the emotional and behavioral dimensions of the experience. By beginning with intention and aligning every detail to a greater purpose, we transform meetings and events into unforgettable experiences that move people and business forward. Creative Group uses an approach called I|xperience®.
Drive Impact with Details
Intentional design is about creating experiences that make attendees feel seen, connected, valued, and like they belong. Event planners need to go beyond the basics.
- Know your audience. It’s not just about knowing names and job titles. Gather personal insights including interests, hobbies, and passions to help people find their community. Are they first-time attendees? Whiskey enthusiasts or sober curious? Parents traveling without kids?
- Set the tone early. Pre-event emails, apps, or mailers should do more than share logistics; they should foster engagement. Create digital spaces or social prompts where people can discover others like themselves before they even arrive and pave the way for meaningful interaction.
- Spark connection at unstructured time. A request for free time at events is rising, but that unstructured time shouldn’t mean isolated. Design open formats like beach clubs, cafés, lounges, or reception zones that allow attendees to organically connect based on shared interests.
- Design an emotional, collective experience. Design at least one powerful experience that unites attendees emotionally. Whether it’s building a home during a corporate social responsibility activity or sharing a cultural experience, these moments leave a lasting imprint.
Formula for Success
Ultimately, small, intentional choices lead to big emotional outcomes, including more meaningful conversations, deeper brand affinity, and most importantly, a sense of community and belonging that lasts well beyond the event itself. If we are doing intentional design correctly, attendees may pick up on some keen details, but overall, they will just feel the event work together in a cohesive manner to produce the desired shared emotional experience.
At its core, connection fuels engagement. When participants feel connected—to the content, the brand or each other—they’re more likely to participate, share ideas, and remain actively engaged throughout the experience. Designing an event as a third place turns passive attendance into meaningful involvement and makes a lasting impact.
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Melissa Van Dyke serves as the senior vice president of integrated marketing, design and innovation at Creative Group.
Since joining the company in 2019, she has held key leadership roles, including being the inaugural vice president of design and insights and the first senior vice president of global customer experience and operations. At Creative Group, she is proud to support teams that bring to life the company’s mission of creating “business-changing experiences that help people thrive,” contributing to nearly 200,000 THRIVABILITY® experiences each year.
