“Storytelling is at the heart of everything we do,” says Lizzy Styles, Senior Director of Creative Strategy & Event Design at Hosts Global. With hundreds of proposals crafted each year for meetings, events, and incentive programs, Lizzy knows that a well-told story isn’t just a nice touch—it’s the key to creating memorable, transformative experiences.
For meeting, event, and incentive planners, storytelling isn’t just an art form—it’s a strategy. When thoughtfully integrated into event design, it transforms gatherings into moments that captivate, inspire, and connect. Here’s how Lizzy and the Hosts Global team bring storytelling to life.
Setting the Stage: Themes and Décor That Speak
“Every story begins with a setting,” Lizzy shares. “In events, that setting starts with the theme and décor.” A theme is more than just a decorative choice; it’s the narrative foundation of your event. Whether it’s a cutting-edge innovation showcase or a serene luxury retreat, the theme sets the emotional tone.
Once the theme is locked in, the décor becomes the physical storyteller. “Every detail matters,” Lizzy explains. From lighting and floral arrangements to signage and table settings, every element should immerse guests in the narrative. Imagine entering a gala with tables inspired by chapters of a novel or a corporate event where futuristic LED installations set the stage for an innovation-forward theme. These details don’t just enhance the environment—they amplify the story.
Interactive Experiences: Turning Guests Into Storytellers
“At Hosts Global, we design events that make guests part of the story,” Lizzy says. Interactive elements turn passive attendees into active participants, creating deeper engagement. Here are a few ideas Lizzy often incorporates:
- Immersive Activities: “Think about what guests can touch, taste, and experience,” Lizzy suggests. For example, a Great Gatsby-inspired event could feature a speakeasy cocktail station or a 1920s photo booth.
- Narrative Performances: From actors in costume to choreographed dances, performances bring themes to life.
- Digital Enhancements: “Technology can create magic,” Lizzy says. Augmented reality (AR), virtual reality (VR), or video mapping can transport guests into a different world, whether it’s a virtual art gallery or a reimagined historical moment.
Designing the Journey: A Story Well Told
“A well-designed event flows like a great story—it has a beginning, middle, and end,” Lizzy explains. Hosts Global carefully choreographs event journeys to ensure every moment feels intentional.
- Arrival and Welcome: Set the tone from the start. Greet guests with thematic elements, such as a welcome drink or performers that reflect the narrative.
- Engaging Midpoint: Introduce a “plot twist”—a surprise announcement, interactive activity, or unexpected performance that keeps the energy alive.
- Closing with Impact: “The finale should leave a lasting impression,” Lizzy emphasizes. Whether it’s a heartfelt farewell, personalized gifts, or a dramatic final act, the conclusion should resonate.
Brand Storytelling: Infusing Purpose Into Events
“Corporate events offer an incredible opportunity to tell your brand’s story,” Lizzy explains. Hosts Global integrates brand narratives into events in subtle yet impactful ways. From visual timelines to branded interactive elements, these touchpoints allow organizations to communicate their values, milestones, and missions in an engaging way.
Preserving the Story: Capturing the Magic
Lizzy insists that a story shouldn’t end when the event does. “Documentation is key,” she says. Skilled photographers and videographers can capture the essence of your event, while social media elements like hashtags and live-streamed moments ensure attendees become ambassadors of your story.
“Your event doesn’t just live for one day—it becomes part of your audience’s memory and conversations,” Lizzy notes.
Final Thoughts
“Storytelling is what turns a good event into an unforgettable one,” Lizzy says. By weaving a narrative through themes, décor, interactive experiences, and event flow, Hosts Global helps planners create moments that inspire and connect.
So, as you plan your next event, Lizzy leaves you with this thought: