Why community is the future of events

Maritz Activate 2024: Proof that community is the main event

Maritz Activate 2024 did not disappoint. Big ideas, real conversations, and a whole lot of heart—all wrapped into a few energizing days that reminded us why this industry is so special.

As a design sponsor, Cohera was thrilled to be part of an experience that went beyond great content and beautiful moments. This year’s focus on give-back initiatives hit home, reinforcing something we believe deeply: the best events don’t just impress—they connect, contribute, and leave places better than they found them.

Between standout breakout sessions and thoughtful discussions about where our industry is headed, one theme kept popping up: community isn’t a side dish anymore. It’s the main course.

And yes, we had an incredible team on site helping make it all happen. Huge shoutout to Jordan von Lange Salamone, Andy Drennan, Vanessa Doval, CMP, Rachel Carey, Brian Whitt for bringing the Cohera energy.

The future of events? Community (no, really.)

One of the week’s highlights was a lunch-and-learn panel that brought together some of the industry’s sharpest minds to talk about emerging trends—and what actually matters right now.

The panel featured Hope Valentine, President of Cohera; Steve O’Malley, COO of Maritz; Kurt Paben, CEO of Hosts Global; Carter Dunham, VP of Sales at PRG; John Bettag, SVP of Business Development at Heritage; and Apoorva Gandhi, SVP of Multicultural Affairs, Social Impact, and Business Councils at Marriott International.

The topic? How community-led thinking is shaping the future of events. Spoiler alert: it’s not about checking a box—it’s about designing experiences that feel intentional, human, and genuinely impactful.

Hope shared Cohera’s perspective on why give-back programs work best when they’re baked into the experience—not tacked on at the end between dessert and departures.

Here are a few takeaways that stuck with us.

Giving back isn’t extra. It’s the point.

When giving back is thoughtfully designed into an event, it changes the energy in the room. Attendees stop being spectators and start becoming participants in something bigger.

These moments create shared purpose—and shared purpose is powerful. It sparks connection, fuels conversation, and often becomes the story people tell long after the event wraps. The takeaway? Purpose isn’t a trend. It’s good design.

A feel-good moment that actually feels good

Let’s talk about the “helper’s high.” Acts of service release endorphins, boost mood, and—bonus—help offset the stress that comes with packed schedules and long days.

In an industry that moves fast, moments of giving back offer a chance to slow down just enough to remember why we do this work in the first place. They build perspective, foster empathy, and remind attendees that connection is the real currency.

Community impact that lasts longer than the load-out

Events have reach—and with that comes responsibility. When give-back initiatives are aligned with local needs, they strengthen communities in meaningful ways.

Attendees leave feeling connected to the destination. Local partners feel supported. And the event itself gains depth and authenticity. It’s a win all around—and one that continues well beyond closing night.

The big picture

Maritz Activate 2024 was a strong reminder that the future of events isn’t just about what we build—it’s about who we build it for.

At Cohera, we believe community-driven experiences spark better ideas, deeper connections, and more memorable outcomes. When purpose leads, creativity follows. And that’s where the magic really happens.