There is an old saying that one should never mix business with pleasure, and for the most part the wisdom of this saying holds true.
Popularised by F. Scott Fitzgerald’s final novel, the idea is that what you choose to enjoy should be largely separate from work. Business can be enjoyable in its own right, but that should not be the priority.
Whether it means avoiding office romances, not getting into business with close personal friends or getting rid of the break room pool table, there tends to be a clear delineation between the needs of the business and the needs of the people who work within it.
Because of this, a lot of work-related events such as conferences, exhibitions and training sessions tend to highly prioritise business needs without unnecessary or counterproductive diversions.
However, it’s not quite a hard and fast rule when it comes to some companies and not just ones where pleasure and entertainment are their business.
Many conferences have guest speakers chosen less for their internal acumen and more for being engaging storytellers or entertaining comedians, whilst some exhibitions even feature live music or acts from the variety circuit.
Some conferences even have featured some novelties such as travelling animal exhibitions, magic shows and even games.
Was this a good idea? Did it help create some unforgettable memories and moments, or did it distract from the ultimate purpose of hiring the exhibition venue in the first place?
The Case Against
Whilst it can be nice to have entertainment during a venue, is it truly the reason why people go to events?
Delegates at a business conference or exhibition are focused on the purpose of their visit and will attend irrespective of whether there’s a juggler or a comedian performing. If they genuinely need entertainment, they are not exactly short of options.
Outside of entertainment industries, where entertainment is often the point, it serves at best as a distraction, and at worst can detract from the overall experience.
Entertainment is exceptionally subjective, and if an act is not chosen carefully to fit both the purpose and audience of the venue, it could at best annoy some of the audience but at worst could outright cause offence.
This can even happen, as was the case with R&B singer Usher’s performance at E3 2012, an event where entertainment was the product. His high-tempo act reliant heavily on crowd participation fell flat in a crowd filled with industry press, buyers and retail representatives.
The Case For
Ultimately, whilst the purpose of an event is usually about celebrating a product launch, revealing financial news or discussing the future path of a company or industry, what is perhaps most important is what delegates take away from the event.
With so much information, the first parts that a typical delegate will remember and convey to other members of their team will be the most memorable.
This could include a passionate, important story told expertly by a guest speaker or an excellent, thematically appropriate song.
Whilst it is not strictly necessary, and can be risky, the benefits are such that a lot of companies will ensure that entertainment is a core part of their event management strategy.
