Even though it’s the National Football League’s 100th season, it’s only Super Bowl LIV that’s up next. In other words, it wasn’t so long ago that one of the most anticipated and expensive events of the year had yet to be invented. Then, there were no over-the-top Doritos advertisements, no pop star-filled halftime shows and no astronomically pricey TV deals. Now, of course, we have all these—and more—including tips and tricks for how an event can offer something for all attendees.
See also: Super Bowl Fever Hits Miami
So…planners and event professionals, hut hut hut!.
All About the Ads?
Thousands of Super Bowl parties will be thrown across the country, and most will be a lot of fun for one overarching reason—the Super Bowl has something for everyone.
Not interested in football? No problem. In between the action, some of the highest priced—and most creative—ads of the year offer entertainment for the football fan whose team is being pummeled and the uninterested-in-sports guest. The ads have taken on a life of their own, so much so that brands such as Bud Light, Cheetos and TurboTax have uploaded teasers for their TV spots to garner a following even before their Super Bowl debut.
The lesson for planners: Inclusion also means building in activities or agenda items that broaden the event’s appeal for everyone in attendance.
Halftime is the New Primetime
A four-quarter game comprised of two halves is a perfect vessel for inserting a lengthy halftime show. The Super Bowl halftime, where Jennifer Lopez and Shakira will team up this year, has a production price tag of more than $10 million by some estimates. For oh-no and so-so football fans, the live performance is worth enduring all that running, tackling and passing.
Planners don’t need millions to give attendees something to remember, however. Taking a cue from a Super Bowl halftime, why not put your keynote speaker in the middle of the event, instead of at the beginning or end? Allow your attendees a halftime breather. If planning your keynote there doesn’t work in the flow, consider inserting a different break or attraction in the middle so your guests can take a breath and recharge for the agenda that follows.
Go Big or Go Home
Most planners will never see a budget anywhere near Super Bowl territory, but that doesn’t mean your event has any less intrinsic value. Rather than “go big or go home” in the tangible sense, it should be about the intangibles.
Naturally, you want the event to be remembered fondly by all those present, but give them something more than swag bags to take home. Offer ways they can pay forward in their everyday worlds what they’ve learned. Through your actions and the event you’ve planned, let them know sustainability is more than reusable straws or that inclusion doesn’t just mean having different kinds of milk. Unlike the Super Bowl, events shouldn’t have a winner and loser. Enable all your guests to go home feeling like winners.