CHICAGO — For many professionals, networking experiences are the highlight of any trade show or conference. They allow participants to meet new colleagues, catch up with old friends and unwind after a day spent learning and conducting business.
In 2025, however, it takes more than just a dinner reception to stand out. Trade Show Executive (TSE) spoke with Kara O’Brien, Senior Event Manager, Admin Portfolio, Diversified, to learn how the company is pushing the envelope by crafting innovative networking experiences at events such as EA Ignite and the Administrative Professionals Conference (APC).
ANDREW: Planning-wise, what do all networking experiences have in common?
KARA: Regardless of an event’s size or purpose, all networking experiences share a common thread: they’re designed to foster meaningful human connection. At our core, people are social beings and we seek out opportunities to feel seen, heard and part of a community. This sense of belonging is one of the most powerful motivators for attending, and returning to, in-person events.
ANDREW: What are some best practices for planning networking experiences?
KARA: Remembering the primary goal is fostering human connection, secondary goals should be to create networking experiences which complement the content at the event and should be intentionally woven throughout the entire event, not left to serendipity.
Deeply understanding your attendees and what their networking goals are is critical to a successful return on investment. What works best at one event is not a home run at another. I believe it’s important to provide a variety of formats for networking that our attendees and exhibitors can experience throughout the event.
ANDREW: How has your approach to organizing networking experiences changed through the years?
KARA: When it comes to networking experiences, the traditional networking reception and general roundtable discussions are not enough, when 10 years ago they were.
Attendees are expecting more unique, customized experiences and we are encouraged to bring these to our events. We work closely with our marketing and analytics team to truly understand problems attendees are looking to solve, common interests and what formats can weave seamlessly into our events.
ANDREW: Why is it valuable to come up with unconventional networking ideas?
KARA: Unconventional networking ideas make our events memorable. Our attendees, speakers and exhibitors know that our events will bring new ideas each year, and we want them returning year after year to see the different ways we can facilitate meaningful conversations and bring our community together.
I believe it’s important to think outside of the box to offer a variety of networking experiences for a wide audience. In-person networking allows for creative experiences when so many experiences these days are digital. Our attendees have shared that it’s refreshing to have space where they can drop their phones and connect on a deeper, more personal level.
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ANDREW: What unconventional networking experiences have you designed — and how did they push the envelope?
KARA: Braindates was introduced to EA Ignite in 2024 and is not your typical networking tool. Braindates are knowledge-sharing conversations that attendees book as one-on-one or small groups discussions and meet up in the Braindate Lounge.
Discussion topics are created and led by attendees, speakers and event ambassadors, based on anything they are excited to talk about. The Braindate Lounge is a comfortable, inviting space which encourages conversation. Braindate conversations are the best way to brainstorm, solve challenges and share expertise or experiences while connecting with new people.
Networking is not just about exchanging contact information; it is about problem solving and idea sharing. Braindates pushes the envelope because it encourages everyone to think about what they want to get out of the event and actively take the lead in starting a discussion.
In addition — we have created wellness spaces at our events which have surprisingly become an unconventional networking experience for our attendees. At APC this past year in Colorado, our wellness space included a quiet room for attendees to work on puzzles or color during breaks.
This space brought attendees together unexpectedly around a table, where relationship building took place and continued throughout the event.
ANDREW: How did attendees respond to these experiences?
KARA: Since launching the lounge, we’ve seen utilization steadily grow from 30% of attendees to 39% at our most recent event this past fall. As we prepare for our fourth event featuring a Braindates lounge, we’re excited to see this upward trend continue.
After each event, we debrief with the Braindates team to brainstorm new ways to drive adoption and engagement. We are trying to create more visibility of the lounge in our program by creating a dedicated track, promoting Braindates hours and offering exclusive sessions with speakers.
Wellness breaks have been very well received, especially at large events that have a full exhibit hall and program. Stepping away from the main program reduces fatigue and enhances focus and creativity. Attendees have shared that after a 15-minute wellness activity they have often left the space with a new connection and a feeling of being recharged.
ANDREW: When you launched these experiences, did you encounter any challenges? If so, how were they avoided?
KARA: Costs are always a consideration when launching new networking experiences. However, when you approach them the same way you would budget for F&B or entertainment at a traditional reception, you often uncover opportunities to reinvest in more meaningful experiences.
We’re seeing less emphasis on alcohol consumption at events and a growing demand for memorable, connection-driven activities. Experiences like Braindates, a wellness lounge and hosting closing parties at museums offer attendees fresh ways to connect around shared interests, creating a more natural and welcoming environment for conversation.
ANDREW; Did you bring back these experiences for subsequent editions? If so, how have they changed through the years?
KARA: Braindates has become a key part of our networking experience, with one-to-one and group meetings growing event after event. By building Braindates directly into the program and encouraging speakers and advisory board members to host sessions, we’ve made it a natural and highly visible option for attendees.
We regularly walk through the event from different attendee perspectives, helping us spot new opportunities to weave Braindates more seamlessly into their experience.
ANDREW: What advice would you give to a show organizer who wants to design an unconventional networking experience?
KARA: My advice to any show organizer is simple: don’t wait, test new networking ideas now and don’t stop at just one. Start small to gauge attendee interest and embrace the opportunity to learn and adapt.
Use your data to understand what motivates your audience, introduce fresh concepts, gather feedback and refine the experience with each edition. Innovation in networking is rarely a one-and-done effort; it’s an ongoing conversation with your attendees.
ANDREW: Is there anything else that you would like to add?
KARA: At the end of the day, if attendees are connecting, they’re networking — and it’s our job to make space for that. It’s critical to carve out time outside of structured sessions, but we’re also rethinking how education is delivered. We’re working with speakers to build more interaction directly into sessions, moving past lecture-style learning and creating more organic moments of connection.
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Photo Credit: APC 2024
