When you think of business events, “energy” probably isn’t the first word that comes to mind. But maybe it should be. Music festivals have really cracked the code on building immersive, community-driven experiences – and corporate events can definitely take a page from that playbook. At Cornerstone Events, we believe the best business events go beyond the traditional – and we’re always exploring new ways to surprise and delight attendees. That includes working with many of our talented supplier partners and designing experiences that actually feel like something people want to be at. 

Here’s what the world of business gatherings can learn from music festivals like Blues Fest, Coachella, and Glastonbury.

1. Create an Atmosphere, Not Just an Agenda

Festivals are masters at turning space into story. From lighting to layout to sound design, every detail enhances the vibe. Business events can do the same: 

• Use immersive AV and design themes 
• Think beyond booths and ballrooms 
• Build a space that evokes emotion, not just information – consider all the senses – hotels have signature scents for a reason! 

We’re lucky to work with some pretty amazing AV supplier partners, including Connected Event Group and Sightline, who help bring our vision to life with innovative staging, lighting, and sound that transforms spaces into experiences. 

2. Make It About the People, Not the Product

At music festivals, the headliners might draw the crowd, but the real magic happens between the sets – in the spontaneous interactions. Create more room for: 

• Organic networking zones, meet up zones for like minded people 
• Interactive lounges 
• Shared meals and open-ended discussions – family style service at sit down dinners is a really simple way of ensuring interaction during your evenings 

We’ve seen attendees walk into our events as strangers and leave as collaborators. That’s the power of creating space for genuine interaction. 

3. Use Tech to Enhance, Not Interrupt

Festivals are savvy about digital tools that complement, not complicate, the experience. At Cornerstone Events we embrace tech that’s intuitive and people-friendly, and we’ve seen firsthand how it can enhance the event experience for attendees. 

• Offer intuitive apps for scheduling, networking, and live feedback 
• Embrace wearables or badges for real-time connection 
• Balance screen time with face time

4. Build Anticipation Like a Lineup Drop

Festivals market for months with teases, trailers, and influencer leaks. Why should corporate events be any different? 

• Build excitement with phased announcements 
• Highlight “can’t-miss” speakers or experiences 
• Use social media to showcase behind-the-scenes prep 

It’s not just about what your event offers – it’s about how you tell the story in the lead-up.

5. Celebrate Culture, Not Just Content

Festivals celebrate identity – music, food, art, and activism. Let your event reflect the culture of your community: 

• Invite diverse voices 
• Incorporate local art or performance – The Cornerstone Team have had several events start with a rock band (or a local covers band) before the first keynote speaker or engage an indigenous performer to perform prior to your Welcome to Country. We even have DJs onstage to set the mood for each session at some of our conferences. 
• Align your event’s values with social impact initiatives 

When your event reflects the culture and community around it, it resonates more deeply and leaves a lasting impression. 

Conclusion

Business events don’t have to be stuffy seminars and coffee breaks. With the right approach, they can inspire, engage, and spark real connections – just like the best music festivals do. At Cornerstone Events, we’re here to help you bring that energy. The stage is set. Let’s make your next event unforgettable.