Keep it fresh

Been offering something for a while but struggling to get retention? Numbers trending down? Maybe it's just not ‘an event’ anymore, not 'the thing to do'.

Not something novel, different, or exciting?

𝐒𝐚𝐦𝐞 𝐬𝐚𝐦𝐞 𝐢𝐬 𝐧𝐨 𝐠𝐨𝐨𝐝

I spoke to a few friends about an event they used to go, but not now… they liked the annual ritual, something familiar but something different each year. But they aren't going this time.

Sound familiar? It's a common story – the excitement fades, and suddenly, the event feels less enticing.

This phenomenon isn't unique.

It happens in all experiences.

As the novelty wears off, so does our enthusiasm. The law of diminishing returns kicks in – the more we do something, the less rewarding it becomes.

𝘉𝘶𝘵 𝘧𝘦𝘢𝘳 𝘯𝘰𝘵! 𝘛𝘩𝘦𝘳𝘦'𝘴 𝘢 𝘴𝘰𝘭𝘶𝘵𝘪𝘰𝘯: 𝘬𝘦𝘦𝘱 𝘵𝘩𝘪𝘯𝘨𝘴 𝘧𝘳𝘦𝘴𝘩.

Whether it's introducing new activities or tweaking the existing ones, change is key to reigniting the flame. Our ‘reverse 80:20 rule’ applies here – aim to innovate at least 20 percent of the experience each time.

I recall nailing some events with Nike, sold out, huge engagement and amazing feedback. So I hoped we might do all the same again (it‘s always easier to deliver the second time around right…).

But oh no, not Nike. That’s not their playbook.

‘𝘓𝘦𝘵’𝘴 𝘤𝘩𝘢𝘯𝘨𝘦 𝘵𝘩𝘪𝘴 𝘢𝘯𝘥 𝘵𝘩𝘢𝘵, 𝘢𝘯𝘥 𝘵𝘩𝘢𝘵…’

... and it’s a fair call, the right call, as it can’t just be the same again, or it wouldn’t be ‘an event’ would it?

𝗖𝗵𝗮𝗻𝗴𝗲 𝗶𝘁 𝘂𝗽 – 𝘄𝗵𝗲𝗿𝗲 𝘆𝗼𝘂 𝗰𝗮𝗻

I worked on an iconic event recently with a great history, and we spoke a lot about honouring the past but embracing the future.

It's all about finding that sweet spot of "optimal newness" – enough change to keep things exciting, but not so much that it feels unfamiliar. Because many people may like a lot of things about your event, but you need to know what to lose, and what will keep winning.

𝘐𝘯𝘯𝘰𝘷𝘢𝘵𝘪𝘰𝘯 𝘪𝘴 𝘵𝘩𝘦 𝘱𝘳𝘰𝘥𝘶𝘤𝘵𝘪𝘷𝘦 𝘢𝘱𝘱𝘭𝘪𝘤𝘢𝘵𝘪𝘰𝘯 𝘰𝘧 𝘰𝘶𝘳 𝘤𝘳𝘦𝘢𝘵𝘪𝘷𝘪𝘵𝘺.

So, let's embrace the power of reinvention and keep the spark alive!

#sports #events #sportexperience #experiencedesign #innovation

𝘐’𝘮 𝘩𝘦𝘭𝘱𝘪𝘯𝘨 𝘴𝘱𝘰𝘳𝘵𝘴 𝘨𝘦𝘵 𝘮𝘰𝘳𝘦 𝘱𝘦𝘰𝘱𝘭𝘦 𝘮𝘰𝘳𝘦 𝘪𝘯𝘷𝘰𝘭𝘷𝘦𝘥 𝘧𝘰𝘳 𝘭𝘰𝘯𝘨𝘦𝘳.

Creating experiences we can all be proud of.

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𝘐𝘧 𝘺𝘰𝘶 𝘯𝘦𝘦𝘥 𝘴𝘰𝘮𝘦 𝘩𝘦𝘭𝘱 𝘸𝘪𝘵𝘩 𝘵𝘩𝘢𝘵, 𝘱𝘭𝘦𝘢𝘴𝘦 𝘥𝘰 𝘭𝘦𝘵 𝘮𝘦 𝘬𝘯𝘰𝘸...

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