Beyond The Room – The Four Phases of Community

By Mel Bearns

Humans are social by nature. This desire for togetherness and connection has only become stronger as our current technological and social reality has sparked a global ‘loneliness pandemic.’

Amy Blackman is the Thinking Partner for Spiro, a global experiential marketing agency. She sees an excellent opportunity for businesses and event organizers to transform brand experiences into catalysts for belonging, connection and ultimately, community. “There is great value in establishing communities of practice,” said Blackman. “In addition to all the good marketing and business stuff, communities not only pay dividends to businesses, but also to other humans and the world – like skill-building, knowledge transfer, personal development, growth and innovation, collaboration and well-being.”

Traditional event design tends to focus on creating connections onsite, or “in the room,” but often fails to consider ways to help maintain the connectivity once attendees return to their everyday lives. “This is where community happens – beyond the room,” said Blackman. “People get connections to each other, that in turn lead to inspiration and ideas – and brands get affinity, loyalty, market share, ROI. This is a significant shift in focus that is now geared toward creating and sustaining long-term community.”

Forging Connections

The idea that event planners are not only experience-makers but also community designers is the cornerstone of Beyond The Room – The Four Phases of Community. Blackman developed this framework as a roadmap for businesses and brands to enable a systematic and intentional approach to facilitate the human drivers for connection. This, in turn, builds communities that continue to thrive and sustain themselves well beyond the close of the event.

Blackman puts it like this: “An event is the container for connection and the fulcrum for community.” With this in mind, event planners can create transformative experiences that foster vibrant communities that remain connected, engaged, and actively participating together long after the event has ended.