Designing Events That Help People Belong
Behind every event, lies a mountain of logistics, council approvals, site plans, checklists and risk assessments. And yes, those details matter. When I step back, I remind myself: people don’t attend an event to admire our spreadsheets. They show up because they want to feel part of something.
Photo credit by parkrun and VhiChanging your perspective:
What happens if you step away from the spreadsheets and put on your participant hat?
Sometimes that shift gives the biggest clarity.
Imagine walking into something brand new eg a yoga class, leadership workshop, or a first community Parkrun. You’re curious but nervous. You’re asking yourself: “Do people like me belong here?” “Is this for me”, “can I do this?”.
The real work of event design is bridging that gap where we move people from hesitant and unsure, to confident, welcomed, and inspired. That sense of belonging doesn’t happen by chance. It’s created intentionally, through both your marketing and your event design working hand in hand.
Examples in action:
Before the event:
For a beginner triathlon event, can you simplify the registration sytem and answer common questions up front in your marketing.
Host a pre-event workshop (online or in-person) to give people a taste and help them connect with others before the big day. A simple reminder that they are not alone.
During the event:
Parkrun nails it: a first timers welcome briefing, friendly marshalls and claps at the finish line. Simple, yet powerful.
Clear signage and accessible pathways build confidence for all participants.
Create moments where people can share their stories, a photo spot, a personalised greeting, or a chance to connect with others.
Post Event:
Send a personal thank you note.
Celebrate everyone equally from volunteers, first-timers, and seasoned participants. It shows that people are more than a number, turning them into advocates.
Continue the story: share photos, highlights, or post-event campaigns that keep people inspired and connected.
The Real Blueprint
Events are more than just logistics and timelines. They also have a huge marketing potential for your brand. They’re about creating touchpoints where people feel supported, safe, and empowered to step out of their comfort zone.
Yes, logistics matter. The deeper blueprint is in the details that make someone feel welcome, valued, and excited. That’s where events transform from “just organised” to truly meaningful.
Reflection:
Think about a time you were a beginner. What detail made you feel comfortable enough to keep going? And how could you build that into your own event planning?