In the small, strange world of EU Bubble policy communications, there is but one constant: Brussels is an events town.
Let’s be honest though, not all events land the way they should. Some are just another panel in another hotel conference room. Yawn.
But when one really works? When it entertains, engages and truly leaves an impression on its audience? That’s when you’re creating a stage show.
A stage show is still an event on its surface, but it’s an event that works just a tiny bit smarter than the typical panel-and-networking gathering.
It’s a performance, an experience, a moment that sticks with you. It’s what happens when you stop thinking like an organiser and start thinking like a producer.
Whether it’s a policy-specific conference, an industry meetup or a presentation of an organisation’s membership, stage shows keep people hooked from the moment they step in the venue until long after they leave. Nothing but high energy levels and good vibes all around.
So, how do you even start to wrap your head around developing a stage show? There are five distinct pieces to the puzzle:
Your choice of venue should serve as the foundation of the experience.
A great location ticks all of the boxes of what you’re trying to achieve with your stage show. Some of the factors to consider include:
Panels have their place – especially in a town like Brussels. A stage show, however, demands more.
This means going beyond the typical panel whenever possible. But what can this actually look like?
Maybe you have some performance interludes in between speakers, or you have shorter, punchier fireside chats that deliver insightful, bite-sized commentary. You could even have transitional videos that set the scene for the event and the sessions to come.
It could also mean keynotes that feel like TED talks, playing tastefully curated music, thoughtful demo sessions and bringing in a host who knows how to ask the right questions, keep the energy up and navigate unexpected moments.
Audience engagement is also a factor here. And whenever possible, it should go beyond a basic Q&A. Building interactive moments makes people feel like they’re part of a show rather than just passive observers of an event.
The golden rule? Whenever possible, tell a story. Great stage shows don’t just share information – rather, they take attendees on a journey that leaves them feeling inspired, engaged and as if they were a part of something special.
An event lives or dies by its pacing, and timing is a big factor in a successful stage show. Segments should flow, transitions should be seamless and a high energy level should be maintained at all times.
Dead time kills momentum. Awkward transitions pull people out of the experience. The best stage shows feel like a perfectly edited film: tight, well-timed and engaging from start to finish.
Even the rhythm of the event matters. A carefully planned run-of-show that mixes high-energy moments with slower, more reflective ones will help maintain the audience’s attention. Think about audience energy levels throughout your programming and plan accordingly (for example, it’s probably not a great idea to have a heavy, long, technical presentation right after lunch).
Finally, make sure each speaker understands their role, not just with what they’re presenting, but also ensuring they’re delivering it in a way that keeps people engaged.
A stage show isn’t just about what happens on the stage (despite its name!), it’s also about the many different pieces that come together to create an experience for your audience.
Staging and props set the visual tone; lobby activations such as pop-up networking corners, interactive installations and themed photo backdrops engage attendees the moment they walk into the space; side programming offers alternative ways to interact and adds layers to the experience.
A bold and thoughtfully executed design of the entire space – not just the stage – makes everything more memorable (that’s the entire point of having a policy event, isn’t it?).
A stage show’s content should be captured to ensure it can still be used well after the live experience ends.
Simply put: AV production should be treated as a core part of your overall stage show strategy rather than an afterthought.
It should act as a video content engine that allows your organisation to develop a slow drip campaign that you film in one day – with content that keeps the conversation going.
Plan what you’re filming and why, and think beyond the event itself: what clips will work on social media? What long-form content can be repurposed? How do you make sure everything captured feels as electric on screen as it did in the room? Who should we highlight in shorter, bite-sized clips? Are there certain voices who should be represented in the final video content?
You could also consider having a smaller secondary stage or an interview room as individual, easy-to-do ideas for additional video content.
A stage show doesn’t end when the lights go down. Done right, it has a shelf life long after the event is over and can serve as a smart, sharp policy campaign for months to come.
Brussels is, and will likely always be, packed with events. But the ones that stand out? They put on a real show.
If you’re organising something soon, try to avoid settling for the usual and instead make it a proper stage show.
The events that work hardest and smartest may fill a room, but they are also able to create memorable moments, start the right conversations with the right people and leave a positive impact that lasts for your organisation far beyond the event itself.
Good news. So are we.
