CHICAGO – The inaugural Newtopia Now, held this year in Denver and produced by Informa Markets’ New Hope Network, brought attendees numerous off-site experiences, including events at Meow Wolf and Red Rocks.
trade show director (TSE) spoke with Jessica Rubino, VP of Content and Summits at New Hope Network, to learn about the value of off-site experiences and get tips for organizers.
Why host off-site experiences?
Rubino said the off-site experience helps attendees build strong connections in an exciting atmosphere. Additionally, they can give events an edge in today’s competitive landscape.
“When you get people off the trade show floor, the conversation sounds different,” Rubino said. “You’re most likely going to meet people at a show you wouldn’t know. You might talk to someone for 15-20 minutes and not realize they’re a major buyer in your category at Target, but you’ve just A great and stimulating conversation about a topic you are both really passionate about…that’s when something more authentic can emerge.
“I also think that in order to continue to be competitive and at the top of events, you have to be creative and innovative…make sure you’re doing something that people haven’t experienced before and that it feels fresh and exciting Excitement – this really goes hand-in-hand with the more formal conversations and events that can happen at trade shows.”
Tip 1: Build a strong audience
According to Rubino, developing a strong guest list should be your first priority.
“If you send out personal invitations or do more direct outreach, you get people really excited,” Rubino explains. “That’s the most important thing when you get the right people in the room — whether it’s a crazy room at Meow Wolf or a really cool restaurant.”
Tip 2: Know your attendees
Once you have the right audience for your off-site experience, it should dictate your planning process.
“It’s important to choose your off-site experience based on your audience. Who is going to be there and what are they trying to accomplish?” Rubino said. “Think about what will appeal to your target audience and feel relevant to them, really put yourself in the shoes of an attendee or exhibitor, and ask ‘What would make you want to attend this event, what would excite you about being at an event ‘A new way you haven’t done it before?’
Attendee goals directly impact Rubino’s work as co-chair of the NBJ Summit, a networking and educational conference for dietary supplement and nutrition industry executives.
“Networking is a big part of this event,” Rubino said. “There’s a lot of pressure in the industry right now and they come here to connect with employees, meet new people and enjoy learning at the same time.”
With these goals in mind, NBJ Summit hosted a networking trip to Catalina Island this year.
“It’s a risk because it’s an all-day social event—at the NBJ Summit, we also have education and content throughout,” Rubino explained. “But we took about half of the attendees to Catalina Island and had a full day of fun experiences there. There were zip lines, water sports and great food… It was well done, (and) Very popular.”
related. Newtopia Now’s sales model is driven by attendee feedback and needs
Tip 3: Integrate local characteristics to bring surprise and pleasure
Rubino says hosting local experiences can increase attendee satisfaction and make your event more engaging.
“One of the things we thought about for Newtopia Now was what’s unique about the area and what will really get people excited about Denver,” Rubino said. He told organizers to pay attention to “what’s going to be special about this place.” and a unique place” “where you hold your event,” creating an “environment that combines business and entertainment and gives you something to look forward to.”
Tip 4: Choose an experience that reflects your event
Providing off-site opportunities that are relevant to and inform the event can create a more cohesive experience for attendees and build a stronger brand.
For example, Newtopia Now hosts off-site dinners at local restaurants that align with the neighborhoods surrounding the show.
The event also features networking experiences centered on agriculture, food equity and water conservation (show themes) in Colorado State University’s education space.
“It’s really cool because it’s relevant in an industry context, but it’s also something a lot of people haven’t experienced,” Rubino said.
Tip 5: Pursue a balanced experience
Creating a balanced event is also key.
“I avoid off-site experiences because the interaction is limited,” Rubino said. “Let’s say it’s a concert and it’s too loud – you can’t talk to people and hear what they’re saying – or if it’s an event that involves a lot of instruction and people can’t mingle… sometimes you can Getting blinded by a dazzling experience misses the main goal of the experience, which is to connect people. Exciting off-site experiences appeal to a lot of people, but not in different ways. Everyone.
“It ensures you have the right balance of activities. Some people will always gravitate towards the traditional, more direct way of doing business, make sure you stay true to that approach with those people too… Don’t lose sight of the core purpose of your business , as well as a specific event, and ensuring that these types of experiences complement and enhance that event rather than replace it.”
Tip 6: Have an “anything is possible” mentality
While budget and schedule are important considerations, creating an innovative, exciting experience requires an open mind.
“Things that are not the norm in a trade show environment are not only becoming more popular, but I think people are starting to ask for it as well – really think big. A really creative way to start is great and then you can go Narrow down what’s really possible,” Rubino said.
The next Newtopia Now will be held August 20-22, 2025 in Denver. Learn more here.
Photo Credit: Brian Beasley Photography
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