Turning Events into Strategic Experiences

What makes an event truly memorable? According to Melissa Moten, Vice President of Experience and Event Solutions and Venue Search at BCD Meetings & Events, it’s not the venue, technology or entertainment. It’s how people feel long after the event ends. 

Recorded live from IMEX America, Moten joined Smart Start Radio, to share her perspective on the evolving role of meetings and events, emphasizing that organizations should view experiences as strategic business investments rather than standalone activities. When thoughtfully designed, events can strengthen relationships, support business goals and create lasting value for attendees and organizations alike. 

“People may not remember every detail of an event, but they remember how it made them feel,” Moten said. Drawing on nearly two decades of industry experience, she highlighted the importance of creating authentic moments of connection and belonging. As attendee expectations continue to evolve, she believes success isn’t measured by the biggest “wow” factor, but by experiences that make people feel seen, valued and engaged. 

For Moten, the future of the industry lies in clearly connecting event strategy to business outcomes. Aligning experiences with organizational objectives, meetings and events can deliver both meaningful human connections and measurable impact.