The Basics: In just three years, GO WEST has become one of Canada’s go-to conferences for event and meeting professionals due to its out-of-the-box thinking and festival-inspired layouts. Held at the Edmonton Convention Center in Alberta from Jan. 19-21, the third edition of the event drew 600 attendees and was produced by Timewise Event Management. Highlights included an eye-catching main stage modeled after a concert: Think no emcee, no podiums, and “singing announcements” to recognize sponsors, plus a mix of high-tops, couches, and beanbag chairs as seating—and no breaks.
“We found that a traditional emcee approach, along with scheduled refreshment breaks, stifles the momentum and vibe after a high-powered keynote,” explained Timewise president Brent Taylor, who added that attendees could step out to an espresso bar lounge any time during the three-hour program. “We eliminated breaks and scheduled short presentations that varied from 15 to 40 minutes so the entire morning ran smoothly and maintained high energy.”
In the expo hall, organizers rotated the floor plan and widened the aisles to avoid the traditional grid layouts. Warm ambient lighting above was used to soften the space.Photo: Leblond Studio Inc.
Another unique staple of GO WEST was the “Experiential Hall,” the show’s reinterpretation of an expo hall. Exhibitors in the open-concept space were encouraged to get creative, with many incorporating food and beverage elements or other interactive experiences. “We designed an open concept by rotating the floor plan 45 degrees and widening the aisles. This softened the corners and enhanced the flow of traffic while ultimately dissipating the appearance of the traditional grid layouts,” said Taylor. LED lighting in each booth and warm ambient lighting overhead softened the space, while roving entertainment and characters provided Instagram-friendly moments. There were also hands-on floral-arranging and chocolate-making workshops.
Steal-Worthy Innovations: Organizers took the immersive elements even further this year with the addition of five themed breakout rooms. A collaboration between FMAV and OneWest Event Design, each room was designed to be an interactive and sensory experience inspired by the speakers and their topics. In the colorful “Playground” room for example, seating options ranged from a ball pit to swings. The “Darkroom” was—you guessed it—pitch black other than the main screen; attendees navigated with flashlights. Other spaces included the nature-inspired “Oasis,” complete with its own waterfall feature; the science-themed “Lab”; and the “Classroom,” which had white boards and a teacher’s desk.
Lessons Learned: “We learned that our attendees are there for the engagement and a sense of community,” said Taylor. “Realistically, people can get education online anytime. It’s the power of face-to-face meetings, connecting in real life, and peer-to-peer learning that is valuable.”
New this year were five themed breakout rooms, such as the colorful "Playground" room where seating options ranged from a ball pit to swings.Photo: Leblond Studio Inc.
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