Event Architects To Know in 2024 - Mackenzie Crabtree, Innovatis Group
Mackenzie Crabtree, of Innovatis Group, discusses how she builds and plans meetings and events in the evolving hospitality landscape of 2024.
Luke Whalin
Sep 23, 2024
Welcome to the HopSkip Planner Spotlight Series, where we highlight event professionals making waves across the events industry to share lessons learned and raise awareness of their invaluable contributions.
Name: Mackenzie Crabtree
Company Name: Innovatis Group
Job Title: Manager of Events
Can you briefly tell us about your background in event planning and how you got started in the industry?
I have always been a planner and passionate about the work that non-profits and associations do. I initially started doing fundraising events for the American Cancer Society in 2014 and then developed an interest in Professional Associations. I began working with Innovatis Group in 2017 and focused on building up volunteer programs. Over time, I transitioned back into event management and became the project manager of my client’s largest conference in 2019. Since then, I have served several clients, managing a variety of events and meetings.
How do you go about selecting the perfect hotel or venue? What factors weigh most heavily in your decision?
We enjoy working with venues that offer versatile spaces. Venues with open areas for networking, access to outdoors or natural light, and unique options for receptions are all significant advantages. We look for venues that can adapt to our changing event offerings and accommodate new ideas. Flexibility as we work out new ideas is key.
What does the initial planning phase of securing a venue look like for you? Could you walk us through your initial steps?
What common financial challenges often arise when organizing an event, what strategies do you use to mitigate them, and how do you avoid them?
We typically collaborate with our key stakeholders, such as the Board of Directors and client decision-makers, to identify a short list of preferred locations with venues that meet our space requirements. Every couple of years, we collect feedback from our members and attendees on location, time of year and day pattern preferences we should take into consideration. Then, we engage hotel partners or sourcing programs to assist with managing proposals.
Clients often present ideas that may not fit their budget. Instead of saying no, we always strive to find alternative solutions that still achieve the desired outcome of the original idea.
How do you leverage technology to boost efficiency during the planning, execution, and post-event stages? What does your “event tech stack” look like? (For example, using Survey Monkey for surveying attendees post-event)
Currently, we are using tools such as Session Board for content review and A2Z for exhibit floorplan management. Our marketing team relies heavily on digital marketing tools for promotion. During the event, we depend on our event technology providers (registration, lead retrieval, session scanning, mobile app) to ensure a smooth experience for attendees and clean data management for our team. After the event, we continue to gather feedback from attendees using the mobile app, and survey tools like Survey Monkey and Prop Fuel.
Do you use frameworks, templates, or other tools/documents to help you stay organized and manage the event planning process?
I really enjoy Asana for project management of smaller programs and teams. For larger projects with huge teams, I still prefer using spreadsheets but focus on formulas, filtering, and organization techniques to make the documents more user-friendly and modern. At Innovatis Group, our events Department has a library of templates and documents that we use to follow for industry best practices.
Do you have any specific strategies or insights for enhancing the attendee experience at your events?
One of my groups utilizes an Attendee Experience Committee comprised of customer attendees. We rely on this committee to evaluate ideas, provide real-time feedback, and cultivate event advocates. The committee also plays a key role in representing the event by assisting with tasks like recruiting, engaging with first-time attendees, and welcoming guests. I strongly suggest that event planners have a volunteer committee they can turn to.
Effective communication is crucial in any planning process. How do you ensure you and your event stakeholders are always on the same page?
Regular meetings with agendas and clear action items are vital. I constantly circulate timeline reminders and request that all parties update on their progress in their respective areas. Having team members share updates on their specific parts of the program during meetings helps ensure alignment and fosters a sense of ownership.
How do you facilitate networking opportunities among attendees? Are there any specific tactics or strategies that you recommend?
What's your go-to plan for handling emergencies or unexpected situations during an event?
Can you share an example of a significant challenge you faced while planning an event conference and how you overcame it?
We aim to find a balance between structured or facilitated networking alongside open networking. Facilitated networking activities such as peer meetups, breakout sessions, and speed networking allow people to make meaningful connections quickly. In addition to organized networking, it is important to provide space and free time for organic conversations to occur. Areas such as a collaboration zone, relaxation lounge, and a bustling exhibit hall create opportunities for people to interact within their comfort zone.
Before each event, I create an escalation hierarchy pyramid and review it with the team to make sure everyone knows who to contact for specific issues that may come up. In case of a real emergency, we refer to our Emergency Procedures Policy.
One of the most difficult challenges was firming up a content plan for an event that was shortened. We have been slowly reducing the event footprint from 4 days to 2.5 days over the past three years. Our challenge was to provide quality over quantity and a variety of educational offering styles. We established a content committee and updated our call for papers process to reflect our desired changes. What was particularly challenging is that our attendee types have differing opinions when it comes to desired content. In order to maintain relevancy for all, we introduced hands-on labs, persona meet-ups, and women in tech sessions in addition to standard breakouts. When it came to traditional breakouts, we experimented with various lengths and presentation styles. Through 3 years of experimenting, collaborating with volunteers and clients, and adjusting our agenda, we had a very successful 2.5-day event with a variety of content that left our attendees extremely satisfied. We will continue to evolve and fine-tune, but I am very proud of how the team has approached this challenge.
What are the typical steps you take in the post-event phase?
First and foremost, we always express our gratitude to our attendees, vendors, speakers, sponsors, and partners. In the short-term, it is important to analyze onsite participation to understand which programs were well-attended and successful. Additionally, review survey data to gain more in-depth insights into performance and satisfaction. We then share this information with key stakeholders and compare it to data from previous events. In the long-term, we evaluate how to keep momentum from the event throughout the year.
What key performance indicators (KPIs) do you use to evaluate the success of an event?
At a high level, we want to understand if we have met our goals. This includes staying within the budget and achieving attendee goals. Furthermore, we want to assess if the event was a success. This involves examining various indicators such as attendee surveys, onsite participation, and session as well as event attendance. We always ask if people plan to return or if they are more likely to make a specific purchase from the brand/client after attending. These are excellent indicators of a successful event.
What advice would you offer someone just starting their career in the meetings and events industry?
Always make time for learning, say “yes” to opportunities to attend other events, shadow colleagues, or take a demo on a new product. Establishing an “always learning” attitude early on will help you maintain creativity and agility as you grow in your career. You never know what you may be exposed to or find interesting.