I recently headed to LA for Create & Cultivate, and as someone who works in events, I couldn’t help but experience it slightly differently.
Of course, I was there for the speakers, the networking and the inspiration. But I was also looking at the event through an event planner’s eyes. How did the guest journey work? What stood out creatively? What could I take back to Make Events?
The arrival experience matters
I had a 9am entry and arrived early, but didn’t actually get inside until around 9:45am. The silver lining? I had some really good conversations in the queue. But from a logistics perspective, I think more check-in desks and more people on the ground could have made the process much smoother.
It’s a good reminder that the guest experience starts before anyone reaches the main event. When you’re dealing with thousands of people, those first few minutes really matter.
Get the practical details right
There was also plenty of conversation online about the water, but that wasn’t my experience. I had water available from arrival and there were fridges stocked throughout the event. Food was the area I felt could have been stronger. There were queues for lunch, and I didn’t want to spend a large part of the day waiting when there was so much happening.
For me, that’s the bigger takeaway. Catering at a large-scale event isn’t just about what’s on the menu. It’s about capacity, service and how easily guests can access it without disrupting their day.
The content delivered
Where Create & Cultivate really impressed me was the programme. There were multiple stages with different content running throughout the event, so there was always something relevant to go and see.
Chrishelle Strauss had so much to say, and Halle Berry was amazing. I genuinely learnt a lot, and I felt the speakers delivered exactly what the audience had come for, ideas, insight and inspiration for growing a business.
Creative details make the difference
I was probably paying just as much attention to the event itself as I was the content. Jaclyn Johnson is an incredible founder, but I also think she’s an incredibly creative producer and brand director. The way Create & Cultivate has built such a recognisable world around the brand really impressed me.
At the Supper Club, I loved the seasonal colour palette, the use of fruit, florals and vegetables across the tables, and even the fabric-covered stage. None of these ideas felt overly complicated, but together they created something really considered.
Look beyond the obvious
I went to Create & Cultivate with a slightly different agenda. I wanted to look at the events and activations, understand how they had been brought to life and even think about how something of that scale could be funded and priced. I’m passionate about bringing AIP, Anything Is Possible, back, so I wanted to learn from people doing things at this level.
That’s why I think getting out and experiencing other events is so important. You don’t have to attend an event in your own industry to take something from it. Sometimes seeing how someone else approaches creativity, content, branding or guest experience can completely change the way you think about your own work.
So, what am I bringing back?
Lots. Ideas, inspiration, creative references and a renewed reminder that we should always be looking outside of our own four walls.
Create & Cultivate gave me plenty to think about, and I’m already excited to see what we can bring back to the UK.
