Community Creators with Shana Lynn How to Design a Live Event Experience
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Mar 10, 2026 Phil Mershon, event experience expert and author who crafts memorable customer journeys, shares how to design gatherings that stick. He explores why the attendee journey starts at ticket purchase. He explains prioritizing community over content, mapping arrival-to-session moments, and fixing post-registration awkwardness to create connection.
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Events Are Like Baking Bread
- Events share the same core ingredients but the outcome depends on the baker: audience, process, and intentional details.
- Phil compares event design to baking bread, where thoughtful craft and audience focus create different results.
People Come For Community Not Just Content
- People primarily attend events for community and connection, not just content.
- Phil notes attendees will travel because they want belonging and to meet others, so community must be intentionally designed.
Begin The Customer Journey At Purchase
- Start the attendee relationship the moment they buy a ticket and begin preparing them immediately.
- Phil criticizes the common 'week-before vomit email' and urges staged communications from day one.
