Whenever a trail needs to be blazed, you can trust Minnesotans to get the job done. That’s true in a number of sectors, but it’s especially true for the meetings and events industry, an area where the North Star State shines. Minnesota’s visionary planners have been bringing creative ideas, top-notch technology, and fresh takes to the table for decades now. And the future is looking bright, as many of the state’s meetings and events leaders amp up their efforts to change the dynamics of designing and building innovative gatherings.
Meetings certainly are not like they used to be, says Debbie Friedman-Hueller, manager of meeting and event operations at Land O’Lakes Inc., an agricultural cooperative based in Arden Hills. “I’m excited by the shift toward experiences that connect strategy, emotion, and impact,” she says. “Meetings are no longer just about logistics or information delivery—they’re becoming immersive, purpose-driven moments that shape culture, inspire behavior, and drive business outcomes.” Adjusting your mindset is key, she adds: “If you approach planning as purposeful design rather than just execution, you will find opportunities to innovate even within traditional expectations.”
With all these shifts happening in the meetings and events space, how do innovative event planners keep their visionary ideas fresh? “Minneapolis is a very creative city, so there’s an abundance of inspiration everywhere you go,” says Michaella Holden, chief experience officer at Lucent Blue Events + Design, an event and experiential design firm in Minneapolis.
Holden suggests planners shift perspectives when it comes to changing the status quo. She says, “Don’t be afraid to shake things up, because people like to be surprised at events, and it helps keep them engaged.” She’s a firm believer in the role experimentation brings to innovation. She adds, “Sometimes when you experiment, things might not always work out perfectly, but if you take risks and try things, you can see what works and iterate on that the next time.”
You can find visionary ideas all around you, if you just take the time to look for them, says Gretchen Culver, experience creator and owner at Minneapolis’ Rocket Science Events, which provides full-service planning, design, and production for corporate and social events. She says, “I get inspiration from fashion, interior design, architecture, and travel, and all those influences can be seen in my planning work.”
Friedman-Hueller also casts a wide net when it comes to inspiration. She says, “I actually try not to look to the meetings industry first, because if we only study each other, we risk creating variations of the same thing. I draw a lot from retail, hospitality, and entertainment, which are [home to] experts at shaping emotion, building anticipation, and designing memorable moments.”
Another secret to keeping things fresh is to avoid doing the same thing twice. “One of the ways I believe we’re truly shaking things up here at Land O’Lakes is by refusing to let our events become rinse-and-repeat programs,” says Friedman-Hueller. “We intentionally re-create our events time and time again. Instead of relying on a past template, we start fresh by asking ourselves, ‘What does this audience need now? What will genuinely move the needle?’ That mindset keeps us innovative and prevents complacency.”
Culver offers a visionary real-world example that has probably happened to many. She says, “If a client comes to me with something they saw at one of my events and says, ‘We want to do this,’ I will uncover what they were drawn to, then come up with ideas that get at what they want but also fit specifically into their event.”
Mixing It Up
From the initial announcement to the last attendee-satisfaction survey, meetings designed by Minnesota’s trailblazers reimagine things in ways big and small, and the visionary planners behind those events have punch lists of elements they never want to see again. For example, Mariah McKechnie, CEO and creative director of Northland Special Events, a Duluth-based planning company, says she’s always looking for ways to “skip the boring buffets, speakers who drag on too long, bland tables, and rooms that aren’t temperature-controlled.”
Hana April Chughtai, self-described “wicked visionary” at Hana April Inc., an Eden Prairie-based global luxury creative agency for events, activations, design, custom gifting, and promotional products, agrees with McKechnie. She says, “One of the first places to start is to eliminate the predictability of the ballroom. We have got to get beyond those windowless, fluorescent spaces and embrace nature, natural light, and cozy environments.” She sees a need for immersive “story worlds” and builds that are unique ecosystems that feel like complete experiences. “Attendees need to inhabit and live inside the spaces, not just walk through them,” she says. She also calls out forgettable signage, saying, “We need to think beyond the foam core and [go for] something that resonates, like a memorable moment or catchy display.”
Chughtai suggests it’s a good idea to take a harder look at content and speakers. She’s especially done with polite panel discussions, replete with predetermined questions and low-friction interactions. “Let’s move toward bold ideas, conflicting opinions, and audience interactions,” she suggests. In that same vein, she says it’s time for keynotes to move from so-so to spellbinding. She says, “They need to feel like a cultural moment, not just a time slot on the calendar.”
Chughtai suggests that hosting fewer, smaller events might be more effective than the alternative. To highlight the difference, she juxtaposes a standard networking event with an annual gathering that’s an intimate, two-hour dinner with just 20 people in attendance. “You would leave that second evening having made real connections and creating long-standing depth [in your relationships with colleagues],” she explains. “Moments like that make you feel part of something larger than your job title.”
What’s Working Now
While shaking things up requires big thinking at times, it’s important to remember that simplicity is often the key to success. “Don’t complicate the innovation,” McKechnie says. “Let it be simple and impactful. Keep what’s working and tweak it, especially for recurring events.”
Kalsey Beach, president of Do Good Events, an event-coordinating and -staffing company based in St. Louis Park, also is a proponent of less being more. “Look for small things that surprise and delight instead of doing a complete overhaul right away,” she suggests. “It can be as simple as adjusting start times or moving seating from rounds to community tables. Attendees sense that everything seems fresher.” If budget is a concern, Beach suggests choosing small splurges that stand out. “It might be a welcome photo, a video, or the graphic design, but you can choose one thing that will move the needle without blowing your budget,” she says.
Beyond formats and schedules, there’s a whole new world of activations you can try at your next meeting, Chughtai says. “One big hit has been live-engraving stations [where attendees] personalize luggage tags, charm bracelets, water bottles, and padfolios,” she explains. “We have also done customization bars for shoes, socks, perfume, and hats.” Attendees love to explore the unknown, Chughtai notes.
Another way to embrace the changing times is to uphold and demonstrate the values of your organization and your client. “We’re focused on making events as sustainable as possible without compromising on luxury or quality,” Holden says. “We use reusable, recyclable, and sustainably made materials whenever possible; ask our venues to compost food waste or donate untouched leftovers; and contract with vendors that employ eco-friendly practices. We know we are a tiny company in a massive industry, but we hope to be doing our part to help move the needle in terms of how much waste the meetings and events industry produces.”
Visionary Meetings Shape Culture
Looking to the future, these visionary experts are optimistic. When asked what the years ahead look like, Chughtai says, “The sky is the absolute limit.”
As their companies evolve, many planners bake joy into everything they do. “It’s really important to me that we’re bringing through what is most important to the clients we are working with, and that the process is fun,” Holden says. “We work hard, but we don’t take ourselves too seriously.”
Opportunities to look ahead are good times to dream for the stars, and Friedman-Hueller has a big wish to share. She says, “I hope that, soon, the meetings industry evolves beyond being seen as a logistics function or a ‘have-to-do’ line item on a budget. Someday, I want events to be fully recognized as a critical part of a brand’s business ecosystem that’s not separate from strategy but embedded within it. Meetings should drive business outcomes, shape culture, strengthen employee morale, and reinforce brand identity in meaningful ways.”
