CHICAGO In a crowded event landscape, what separates great events from others? The answer: How the audience behaves. True engagement comes from inspiring guests—whether they're festivalgoers, meeting attendees, or donors at a fund-raiser—to actively participate rather than passively react to what's in front of them. Providing that opportunity should be the role of every event and meeting professional. At the Event Innovation Forum—Chicago on November 13, Chad Issaq, executive vice president of business development and partnerships at Superfly Marketing Group, looked at important cultural moments and how events like Burning Man and Bonnaroo, as well as the New York theater production Sleep No More, create lasting engagement, conversation, and scale by giving guests the tools to shape their own experiences.