Not Just Another Expo: How ASLA Turns Attendee Feedback into High-Impact Experiences

Image credit: thematteveritt

When your attendees help design the experience, engagement becomes inevitable. That’s exactly the approach the American Society of Landscape Architects (ASLA) takes, turning post-event surveys, grassroots enthusiasm, and emerging trends into immersive activations and year-round engagement strategies.

At their 125th annual conference, held on October 6-9, 2024, in Washington, D.C., ASLA went beyond the typical expo experience to build community, boost sponsor value, and keep attendees engaged long after the event wrapped. The conference attracted 6,500 attendees.

We spoke with Michelle Mobley, Manager of Exhibits and Sponsorships at ASLA, to learn how their team uses attendee insight to design smarter, more impactful conference experiences and how you can apply the same strategies.

Whether you are revamping your expo floor or looking to deepen your year-round engagement, ASLA’s approach offers smart, scalable ideas you can adapt.

Start Small: Test Activations that Scale with Demand

“Our goal each year is to enhance attendee engagement and increase foot traffic on the EXPO floor by curating a dynamic mix of experiences,” Mobley said. “We currently host more than 10 Non-Exhibit Spaces (NES) dedicated to interactive activations encouraging exploration and participation. These activations are shaped by attendee behavior, post-event surveys, and emerging industry trends.”

One standout example is SKETCH! STUDIO. What started as two six-foot tables at a coffee station for a couple of hours has grown into a full-fledged studio space with structured programming and multiple daily sessions. Today, SKETCH! STUDIO boasts more than 100 participants per session and has even attracted the event’s first non-industry sponsor, BLICK Art Materials.

Build Year-Round Engagement that Fuels Your Main Event

As you plan your annual conference or convention, it’s essential to cultivate engagement throughout the year. ASLA’s commitment to this is evident through various ongoing programs, including Professional Practice Networks, webinars, and committee initiatives; many of which meet in person during the annual conference.

“This continuity ensures that the conference is not just a stand-alone event but a culmination of ongoing dialogue and engagement,” Mobley noted.

ASLA also features a year-round climate initiative that plays a prominent role at the conference, uniting attendees, exhibitors, and sponsors around the goal of reducing their collective carbon footprint.

Transform Attendee Feedback into Meaningful Activations

Attendee interests and industry-specific behaviors inspired ASLA’s activations. For example, the Lunch & Learn space invites the first 100 landscape professionals to participate in roundtable discussions on curated topics while enjoying a boxed lunch. This activation takes inspiration from a standard practice where manufacturers visit firms to present their products. Manufacturers sponsor the tables at the conference, serve as moderators, and lead small-group discussions.

This format provides a refreshing alternative to the typical expo hall setup, allowing for more personal, focused engagement and knowledge sharing between attendees and sponsors.

Measure What Matters: Show Value to Attendees and Sponsors

Attendees consistently highlight the value of hands-on learning and informal networking opportunities, complementing traditional conference programming.

Sponsors also benefit from activations that increase foot traffic to the EXPO floor, boost product visibility, and spark authentic engagement. By integrating exhibitor products into these experiences, ASLA creates new value for sponsors and exhibitors.

ASLA evaluates success using digital analytics, attendance tracking, post-event surveys, and qualitative feedback. Sponsors receive post-event reports that include performance metrics, attendee insights, and visual engagement documentation, providing a solid foundation for future planning.

Navigate Budget Constraints with Co-Creation and Purpose

Of course, budget remains a key consideration. However, ASLA has found that aligning activations with attendees’ core passions and co-creating content with practitioners helps deliver meaningful experiences without compromising quality.

“Other planners can tap into their audience’s unique interests and work with industry professionals to co-create engaging experiences. Successful activations aren’t just about entertainment, they should provide professional value while fostering interaction,” said Mobley.

The Big Lesson: Listen First, Design Second

ASLA’s success demonstrates that when planners listen to what attendee’s value most and design with that in mind, conferences evolve from one-off events into platforms for year-round engagement and measurable ROI.