Background
For a recent large-scale program with over 350 attendees, the venue selected posed challenges based on feedback from previous events.
Challenges
- Venue Aesthetics: The space was large and accommodating, but lacked visual aesthetics.
- Logistics Complexity: Managing frequent attendee transitions between multiple breakout rooms within tight timeframes risked disorder and delays.
Based on these challenges, our two primary objectives were:
- To transform this difficult space into an impressive environment for our customer
- To successfully execute a complex breakout session format on the final day
The breakout sessions involved six rooms, each hosting 50-60 people, with sessions switching every 25 minutes. Coordinating the movement of more than 300 attendees efficiently posed challenging.
Solutions
Transforming the Space
To overcome the venue’s visual shortcomings, we implemented:
- Four massive screens to enhance visibility and engagement
- Strategic color lighting to bring vibrancy and life to the room
- A large stage designed to give presenters a commanding presence
These elements completely changed how attendees experienced the space, making it feel more dynamic and engaging.
Rethinking Logistics
Instead of having 350 attendees move between rooms every 25 minutes, our MTA team flipped the approach by having presenters rotate between fixed attendee groups. This shift required:
- Careful coordination of presenters’ movements across rooms
- Positioning tech teams strategically in each room to reconnect laptops quickly during transitions
- Event staff escorting presenters smoothly from one room to another
This approach minimized attendee movement while maintaining session variety for a more seamless transition logistically.
Results
- All transitions occurred flawlessly without delays or confusion.
- Sessions ran strictly on schedule despite complex timing requirements.
- Customer feedback was overwhelmingly positive regarding both aesthetics and logistics management.
- The medical director praised this meeting as one of the best he had ever attended.
Conclusion
This project demonstrated that even seemingly insurmountable challenges can inspire creative solutions when approached thoughtfully. By refusing to accept venue limitations or logistical complexity as barriers, the MTA Team transformed obstacles into advantages—proving that any space can be made impressive and any logistics manageable with innovative thinking.
