. How to Give Your Meetings and Events a Higher Purpose | Successful Meetings

How to Give Your Meetings and Events a Higher Purpose

How business event planners are creating luxury rooted in an organization's larger goals.

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When finalizing details for this year's annual retreat, planners at the Hospital Association of Southern California aimed to add purpose to the relaxing itinerary. Instead of just providing a luxurious trip for its own sake, they tied the event to the work the attendees did back at their hospitals.

For the gathering at the Park Hyatt Aviara in Carlsbad, Calif., the HASC took over the resort's on-site VeraVia wellness facility. The experience was geared to teach the 80 attendees science-based, holistic ways to enhance their (and their patients') well-being using a combination of Western and Eastern philosophies. Sessions on fitness, nutrition, stress management and more were on the agenda.

"Being a health-care trade association, our attendees are very interested in these topics," says Pat Wall, vice president of membership and education for the HASC. "Also, we like to give them something personalized, and the program offered a customized look at each person's exercise habits, offering ways for upping their game."

A hospital association naturally is a good fit for the life/work benefits of a wellness retreat, and the experience in Carlsbad became almost guilt-free because the personal practices attendees were learning could be brought back to their workplace.

No matter how over-the-top events are, planners are finding that breaks, leisure outings, team-building activities and more are enhanced by rooting them in the organization's larger goals.

Read more about this at NorthstarMeetingsGroup.com.