In the world of event production, creating memorable, immersive experiences that captivate attendees from start to finish is essential. TPNers are always evaluting productions they see to bring new ideas to our clients. Recently, two of our business development team members, Oren Mauldin and Jackie Wade, each participated in a immersive stage production of Cabaret, a classic musical that explores life in 1930’s Berlin during the rise of the Nazi regime. While Oren saw the London production, and Jackie the one in New York, their experiences offered them a unique glimpse into how live events can transcend the show floor and extend the brand experience in powerful, unexpected ways. Read on as they share insights and takeaways on what this production achieved—and how similar principles could enhance the corporate events and conferences TPN produces.
Insight 1 – Redefine the Pre-Event Space
Cabaret provided an experience that was anything but conventional. Unlike traditional shows where the experience begins as the house lights dim, Cabaret immerses the audience from the moment they step into the venue. As Oren explains, “They claimed a space that traditionally wasn’t used for programming and storytelling.” In the London production, instead of entering the front doors, attendees were routed through a back-alley entrance and immediately transported to the 1920s cabaret setting of the show. Every detail—from the décor to the actors mingling with the audience—signaled that the experience had already begun.
Jackie’s experience was similar, noting that in New York, the production even created a simulated alley within the theater to achieve the same effect. This strategic use of entry spaces serves to immediately engage audiences, setting a mood that reflects the show’s themes and immersing them in the story before they even reach their seats.
Insight 2 - Engage Audiences from Start to Finish
Once inside, audience members encountered multiple themed bars, each offering different atmospheres and unique entertainment related to the show’s themes. This pre-show entertainment wasn’t a passive experience; it actively engaged attendees, drawing them into the narrative and setting the stage for the main event. Jackie highlighted how this setup encouraged mingling and socializing, creating a rich, shared experience that was both intimate and unforgettable. “The entire space was transformed to create a sense of anticipation, and it gave people opportunities to connect in a way that’s more organic than traditional seating arrangements,” she says.
This approach aligns with a principle TPN brings to event production: every moment an attendee spends on-site at an event is an opportunity to connect with the brand. By leveraging spaces that are typically overlooked, events can make a deeper impact, ensuring that attendees feel immersed and engaged long before any keynote speaker takes the stage.
Insight 3 - Immerse Your Attendees in Storytelling
For corporate events, the goal is often to deepen the audience’s connection to the brand. The way Cabaret utilized its pre-show space demonstrates how powerful immersive storytelling can be. Oren points out, “It’s about preparing your audience, using time and space creatively to set the mood for your message or theme.” Instead of waiting for the keynote, events can start brand messaging the moment attendees walk in, building excitement and engagement that peaks at the main event.
Jackie further emphasizes how this tactic can influence interactions among attendees, even encouraging networking. By creating an environment that feels more like a lounge or social space, brands can foster a relaxed, engaging atmosphere, making people more open to networking and connecting on a deeper level.
Insight 4 - Give Attendees More “Bang for Their Buck”
One clear takeaway for Oren and Jackie was that Cabaret gave them more for the same price compared to other shows. “They gave me something that nobody else was giving me,” Oren recalls. “I got more bang for my buck because the experience began the moment I arrived, not just when I took my seat.” For attendees, that extra touch not only feels luxurious but makes them feel valued—a key goal for any brand.
Creating this feeling at an event signals that the brand values the attendee’s time, and that sense of appreciation can have lasting effects on loyalty and engagement. From the brand’s perspective, it’s also a strategic advantage—attendees feel more engaged with the brand, and more willing to invest in what it has to offer.
Creating an Immersive Experience at Your Event
Brands can apply similar thinking to reimagine their event attendee journey at every touchpoint. Imagine the attendee experience begins as soon as they arrive at the airport. Branded welcome stations could offer refreshments, while digital screens display interactive tips from influencers, celebrities, and brand ambassadors. Live musicians or actors could greet guests in the arrivals area, incorporating elements of the event’s theme to transcend reality and fully immerse attendees in the event’s world.
During the commute to the hotel, branded shuttles or public transit takeovers could feature themed decor or immersive audiovisual content, such as augmented reality (AR) experiences accessible through the event app. At the hotel, attendees might receive personalized welcome kits with QR codes linking to event-exclusive content, themed room keys, or even custom scents and playlists tailored to evoke the event’s brand.
As we continue on our attendee’s journey to the venue, additional surprises could await—pop-up performances during transit, street-level activations, or branded swag and refreshments served from experiential carts within a pop-up shop outside the venue. Inside, subtle but impactful details like projection mapping on the walls or curated music that evolves throughout the event could help attendees feel like they are stepping into a fully realized story.
To ensure these moments resonate, brands can also leverage technology like NFC-enabled lanyards that unlock experiences around the venue, make networking a breeze, or create opportunities for social sharing with Instagram-worthy installations along the journey. By connecting every touchpoint with a cohesive narrative, brands can design experiences that go beyond the walls of the venue, leaving attendees captivated from the moment they begin their journey.
Final Thoughts
For any organization planning a large-scale event or conference, the approach Jackie and Oren experienced at Cabaret provides valuable lessons. By creatively utilizing all available spaces, reimagining how audiences engage with the environment, and delivering a brand story that begins at the door, companies can transform traditional events into unforgettable, immersive experiences.
As Oren aptly concludes, “It’s about capturing attention from the beginning and not letting go until they leave.” An event should be more than just a schedule of sessions; it should be an experience that engages, inspires, and delights attendees at every turn, leaving a lasting impression that goes beyond the show floor.
