Balloon decor

A festive opening party at Cowabunga Bay Water Park on July 19 enforced the idea that this was not a typical conference. Balloon designs from Balloon Bonanza formed a peace sign, a flower, and an entry arch.

Color-coordinated beach chairs and towels added to the playful vibe at the opening party, while the pool was filled with branded Agnes & Dora floats and beach balls.

As guests entered the South Towne Expo Center for the daytime conference, held from July 20 to 22, they were greeted with bright, on-theme touches such as a vintage VW bug, floral installations by the Flower Affair, and a photo-op-friendly bike from Madsen Cycles.

Also at the entrance, the brand’s logo was spelled out with greenery and flowers. "[The company] wanted the event to be heavy in florals and feel like it was 'blooming' from start to finish," said Geffen.

DJ booths were set up around the exhibit hall, and seating areas featured branded throw pillows, giving guests the opportunity to relax and listen to music between sessions.

During breaks, attendees could stop by a pop-up Agnes & Dora store to see new merchandise such as notebooks, mugs, tote bags, and, of course, clothing. The product displays also featured floral arrangements.

The colorful theme continued to the water bottles, which were adorned with the Agnes & Dora logo and whimsical phrases such as “Let the sunshine in.”

A wall of greenery and flowers led guests into the understated general-session area, where Agnes & Dora consultants learned strategies for sales, social-media promotion, work-life balance, and more.

Agnes & Dora's owner created the convention’s “Bloom” logo; it was later worked into signage, name tags, and other collateral.

On the last day of the convention, the Geffen Events team had two hours to transform the general session area into a 1960s-theme after-party, complete with giant dreamcatchers, an old VW bus, 25 disco balls, and a performance stage.

Seating options at the closing party were a mix of colorful chairs, funky ottomans, swing chairs, and branded throw pillows on the floor.

Utah Food Services created meat, pasta, sushi, and other catering stations for the after-party.

The after-party took on a bohemian theme, complete with patterned rugs, eclectic throw pillows, and crystals as decor.

Guests at the after-party—who were encouraged to wear on-theme attire—could make their own floral crowns, then get henna tattoos from local artist Mountain Mehndi. Palm readings by Margaret Ruth were also available, as well as an oxygen bar by Water Fusion.

The evening ended with two live bands, as well as a hip-hop fitness session with the Fitness Marshall.

The entrance to the event, which took place at the Carondelet House, featured an orange balloon installation.