Across the front page of the Thursday, November 3, 2016, edition of the Chicago Tribune runs a simple two-word headline that says a million words more: “At last!”
Just 13 minutes before the clock struck midnight on that Wednesday, November 2 in Chicago marked the end of arguably one of the greatest MLB games ever played.
Following a 17-minute rain delay that came after a nail-biting ninth inning—which ended with the score tied 6-6 between the Chicago Cubs and the then-Cleveland Indians (now Guardians)—the Cubs clinched game seven of the 2016 World Series at Cleveland’s Progressive Field, defeating the Indians 8-7 in the bottom of the 10th inning.
The long-awaited victory was the Cubs’ first World Series title since 1908, and the moment then-third baseman Kris Bryant made the final out of the game, Chicago’s North Side let out a breath it’s been holding in for over a century.
From where the heart of the Cubs fanbase beats at the core of historic Wrigley Field, more than 100 years of built-up hope and patience-turned-pride started pulsating through the city’s streets, rippling across the waves of Lake Michigan and filling every Chicagoan with a little extra love for their city, no matter which side they rooted for in baseball.
That Friday, November 4, 2016, an estimated 5 million fans turned Chicago “Cubbie Blue” for the Chicago Cubs’ 2016 World Series parade and rally, making it the seventh-largest gathering in history and the largest ever in the Western Hemisphere. (Other gatherings in the top 10 include the 2013 Kumbh Mela pilgrimage in India at No. 1, funerals of leaders and politicians in India and Iran, and Rod Stewart’s 1994 concert in Brazil, which drew a crowd of 3.5 million people.)
It was a big deal. My high school closed and canceled classes, encouraging students to go and be a part of history. My dad, who’s had a Chicago White Sox tattoo on his calf since their 2005 World Series win, dug his pinstripe Ryne Sandberg jersey out of the closet. We all wanted to witness it all.
I found myself standing along Columbus Drive that day, watching my favorite Cubs players wave from the roofs of double-decker buses and hugging strangers—people who were both half and double my age, many who spoke a different language than me.
It was more people than I’d ever seen and will ever see again in my lifetime, and I couldn’t help but think: “All this because of baseball.” Five million strangers united over one team’s miraculous win. It was almost like magic, how something like baseball could bring together that many people.
Now, imagine the power meeting planners could have if they understood how to harness the magic of shared experiences such as sports, music and holidays to design events that bring people together in the same type of way; events people yearn to be at (or wish they could’ve been at years after they’ve passed).
Maritz saw this potential in event design strategy and decided to dig a little deeper. Here’s what the company discovered about the power of these types of shared experiences, what they add to meetings and events, and what makes them universally special.
[Related: The Z: Gen Z Is Feeling ‘Future Anxiety,’ and So Is the Meetings Industry]
Have I Told You About Shared Values?
The first time I spoke at IMEX America in October 2023, I shared the stage with David Allison, founder of research company Valuegraphics, whose perspective added to the conversation the exact piece that was missing, and what ultimately ended up becoming our session’s greatest takeaway: “We are only 10% similar when we compare ourselves generationally and based on age, but we are as much as 90% similar when we compare ourselves based on our core values.”
I’ve been repeating this quote from Allison in sessions and conversations I’ve had about the generations ever since; by relating over our core values and/or sharing value-centric experiences with one another, we find similarities with other generations that connect us on deeper, more meaningful levels. Using the power of shared values, and experiences centered around them, event design can take attendee engagement to the highest level.
“The goal of creating powerful, shared experiences at an event is to identify the shared values that exist across the entire audience,” said Claire Lester, senior design studio strategist at Maritz. “While those shared values vary, we do see universal themes that transcend across all generations. All people value purpose, respect, belonging/connection, appreciation, contribution, growth and choice. And there are universal human experiences that tend to connect us as well, such as music, art, storytelling, nature/outdoors, celebration and rituals, laughter, food, etc.” (Sports included!)
Simply incorporating these elements into event design is not enough, though. Playing quiet music in the background of a networking event isn’t going to make everyone want to dance. To have the greatest effect on attendee engagement and event ROI, these elements need to be intentionally incorporated into events in ways that encourage engagement on every level, from every type of attendee, allowing them the freedom to figure out where they belong in a space designed to include them all.
“While we all connect through universal experiences like music, art, food and storytelling, people engage in different ways,” Lester added. “When designing experiences, we should ask: ‘Can participants engage both actively and passively? Is the environment immersive or reflective? Are we enabling connection with others, or with oneself?’ Understanding these preferences helps create more inclusive and meaningful experiences.”
[Related: The Z: 4 Tips for Intentional Conversations That Lead to Real Connections]
Shared Values and Strategic Event Design
Shared values plus strategic event design equals a memorable experience for all. Maritz wanted to understand why.
“We connect through universal experiences like music and sports because they spark emotional responses that cut across age, culture and language,” Lester said. “These moments often tie back to childhood—when we’re forming our ideas of family and community—so they tend to stick with us in a personal and vivid way.”
Childhood is a period of intense development, and things like sports and music play a significant role in shaping core memories formed during childhood years because of their emotional impact and ability to evoke intense emotions such as excitement, disappointment and fear, which are responsible for creating crucial memories that are more likely to be remembered vividly and triggered later in life.
“When we bring music into an event, like singing along with a cover band, we’re not just creating entertainment—we’re tapping into nostalgia and warmth,” Lester said. “That emotional recall helps people feel more connected to each other and to the experience as a whole.
“Sports create connection in much the same way,” she continued. “They help us tap into a mindset that’s fun, collaborative and rooted in shared goals—often tied to childhood memories of playing on teams and making our first friends.”
They are experiences that create community, are rooted in emotional connection, centered around core values and offer a sense of belonging beyond cultural and social boundaries—designed for the biggest, most diverse of crowds to leave feeling united and uplifted.
[Related: The Z: 3 Ways to Mentally Reset and Shift to a Positive Mindset]
Keep It Simple: Sports, Music and More in Event Design
It’s not every day your favorite MLB team wins a World Series title (sometimes it’s every century), and events like a parade and rally with 5 million fans aren’t all that common, but meeting planners can capture the magical feeling of those rare moments in smaller, more manageable ways at their events.
At CEMA Summit 2024, for example, attendees were encouraged to wear their favorite band T-shirt to the opening night celebration where a DJ played hits from every decade. Borrowing my mom’s Bon Jovi T-shirt from the ’80s was a decision that ended up sparking dozens of conversations I typically wouldn’t have had—with people I typically wouldn’t have anything in common to talk about with—if I was wearing my normal business-casual attire. And because my mom raised me on Bon Jovi, those nostalgic nods to my childhood made me feel more emotionally connected to the people I met that night than I normally would at industry networking events, ultimately making the entire event experience all the more memorable.
A similar celebration at WEC St. Louis in June took place at Busch Stadium, home of the St. Louis Cardinals. Attendees were encouraged to rep their favorite MLB teams and had the opportunity to tour the Cardinals locker room and hit a few balls in their batting cages.
“When we use sports-themed elements at events, like encouraging attendees to wear their favorite jersey, it opens the door for easy, low-pressure interactions,” Lester said. “It’s a simple way to spark conversations and build new connections. And let’s be honest: Few things bring people together faster than cheering for the same team—or playfully rooting against one.”
Take me out to the ballgame!
Taylor
Have a question about Gen Z or a topic you’d like to learn more about? Share your thoughts with Taylor at taylor.smith@meetingstoday.com or on Instagram at @tay__writes.
Mission Statement: "The Z: Planning for the Industry’s Next Generation" is a Meetings Today column discussing the meetings and events industry’s newest and youngest members—the incoming Generation Z. Written by Meetings Today’s Taylor Smith, a member of Gen Z herself, The Z explores how to welcome, work with, understand and plan for the industry’s next wave of professionals while serving as a guide for members of Gen Z themselves, planners and attendees alike.
Read more from "The Z: Planning for the Industry’s Next Generation."
