Conferences and other business events provide great opportunities for dealmaking and networking. But companies are now looking for ways to connect teams in new ways – from highlighting local culture to blending business with pleasure.
The reinvention of business events has resulted in a movement that has tourism powering the next era of meetings and conferences. As the expectations of corporate clients change, marketers and venue managers are designing events that elevate a recurring theme – experience.
To detail this shift, we asked marketers and venue managers in Indiana these three questions:
Here are their answers:
Sonya Nash, Executive Director
Shipshewana/LaGrange County Convention and Visitors Bureau
The Shipshewana/LaGrange County Convention & Visitors Bureau has seen a dramatic increase in meeting and conference requests from niche audiences looking for immersive cultural experiences to enhance their conference or meeting. We specialize here at the Visitors Center in assisting meeting planners organize and curate guided or self-guided themed tours, itineraries and visits with the Amish and non-Amish crafter, maker and business owner here in Shipshewana and LaGrange County. From basket making classes to pretzel rolling, from the “Taste of Shipshewana Tour” to the “Bidding for Bargains Tour,” meeting attendees love all of the opportunities to enjoy learning, seeing, tasting and shopping here in Amish Country.
With over 3 million visitors a year, conferences and business events are key to filling in our shoulder seasons and weekday capacity. We are finding more and more meeting planners find high value in the culture, friendliness and Hoosier Hospitality found here. Taking time to slow down, get into an authentic place that has fresh air, gentle evening sounds of horses clip clops, and feasting on food Grandma made is ideal for what people are looking for in this fast-paced world of today.
We are also finding planners hearing from their attendees that they want to go to a place that is easy to get to and Shipshewana is located in the middle of over 23 million people within 150 miles, making our destination one of the most easily accessible drive markets in the Midwest.
Maddy Gordon, Corporate and Community Events Coordinator
Companies and non-profits want their events to feel like an experience, not just another meeting. When booking events at Wellfield, we’re seeing teams drawn to the idea of stepping outside the office and into a more unique environment—somewhere they can slow down, reconnect, and find fresh inspiration. The Gardens capture that ideal mix of natural beauty and meaningful purpose, reflecting the growing interest in wellness, sustainability, and locally grounded experiences.
At Wellfield, we’ve found that experiences connecting guests to the Gardens and to our community make the biggest impact. Activities like a guided garden tour, time for individual reflection in a peaceful setting, or a locally catered meal all add something special to the day. Those authentic, meaningful details elevate a standard meeting into a more memorable experience that stays with guests well beyond their visit.
Companies are choosing venues that feel unique and refreshing — places that feel slightly out of the box while offering a comfortable, accessible setting. Wellfield checks those boxes with its natural beauty, flexible indoor and outdoor spaces, and convenient location close to downtown Elkhart. We’ve found that organizations appreciate that they can host an event at a venue that aligns with their values, accomplishes their goals, and gives their team a rewarding experience.
Kirstie Adanick, Director of Sales and Events
I’m seeing tourism trends play a huge role in how corporate clients approach business events today. In Indiana, this has translated into growing demand for venues and services that showcase local flavor, from culinary partnerships with regional chefs to programming that incorporates outdoor recreation, arts, and community engagement.
The most effective elements are the ones that feel authentic to the destination, experiences that truly connect attendees to the local culture and environment. In Indiana, that might mean incorporating farm-to-table dining with ingredients sourced from nearby growers, scheduling team-building activities along the state’s rivers and trails, or hosting receptions in historic or architecturally significant spaces that tell a story.
I’ve also seen a big impact when events weave in partnerships with local artists, musicians, or makers. It creates a sense of community pride and gives attendees something memorable to take home, whether that’s a handcrafted gift, a live performance, or simply the feeling of having been part of something unique to the region. These cultural and experiential layers turn a meeting into more than a schedule of sessions.
Companies are looking for destinations that align with their brand values and can offer a memorable experience for attendees. Accessibility is still key, but it’s now paired with factors like the uniqueness of the venue, the availability of outdoor or wellness-focused spaces, sustainability practices, and the ability to weave in local culture.
There’s also a strong emphasis on destinations that foster engagement beyond the conference walls, places where attendees can explore, dine, and connect with the local community. More than ever, companies want to host events in places that tell a story, one that elevates both their message and the attendee experience.
Amber Powell, Venue & Events Manager
Corporate clients are becoming more interested in experiences located in the cities they visit for business, and they are choosing their locations based on that. Here in the Louisville-Southern Indiana area, we see a lot of excitement about the bourbon industry. Conference organizers are often supplementing their meetings with private tastings, distillery tours and visits to bourbon-themed bars and restaurants.
The Kentucky Derby season is also a big draw for corporate travel and is a huge networking opportunity for businesses. Something as simple as hanging out in the hotel lobby and making introductions with strangers can open many doors for partnerships and new ideas. And, people love dressing the part with fascinators and flashy sport jackets!
Downtown Jeffersonville is a popular choice for business events because there are many great visitor experiences within a one-mile radius, several of which are located just one block from The Paddock on Spring. People love visiting Schimpff's Confectionery, where they can get a malt at the old school soda fountain and a lesson in traditional candy making that dates back almost 200 years. Match Cigar Bar is the perfect place to wind down after a day of meetings, with its plush leather couches and well-crafted cocktails. And, the Big Four Walking Bridge provides a beautiful place for a leisurely stroll that takes them right into downtown Louisville.
Clients are also choosing venues based on creative designs and themed decor. The Paddock provides a unique campsite setting that makes guests feel like they're actually at a lake. There is a cabin facade, tree-lined walls, custom decking, stone fireplace, and an Airstream. The Adirondack chairs and cushioned swings make people feel more comfortable and laid back, which keeps them more attentive during training sessions and lectures. And, being able to play games like ping pong and cornhole helps break up the monotony. Attendees are excited to be in the space – they want to stay longer instead of counting the hours until the programming is over.
Lora Gates, Director of Marketing & Customer Experience
Corporate meetings and small business gatherings — from 20 to 500 attendees — have evolved in recent years to include not just professional goals, but personal and family experiences as well. Increasingly, business leaders are bringing along loved ones and seeking destinations that offer memorable, one-of-a-kind opportunities to blend business with leisure.
When selecting a meeting destination, committees now look beyond facilities to the experiences that enhance the stay. Shipshewana Trading Place checks many of those boxes, and the surrounding community completes the picture.
The Farmstead Inn & Conference Center, part of the Shipshewana Trading Place family, offers everything planners look for — comfortable accommodations, flexible meeting spaces, and seamless coordination. Beyond the conference doors, attendees can enjoy the seasonal Shipshewana Flea Market, the year-round Antique & Miscellaneous Auction, and countless other opportunities for experiential shopping.
Just steps away, downtown Shipshewana delights with live entertainment at the Blue Gate Theatre, local Amish craftsmanship, boutique shopping, and cultural attractions that make every visit distinctive.
Our most impactful experiences are hands-on and deeply cultural. Many groups enjoy in-home Amish dining, while others savor the area’s authentic Amish-style cuisine at local restaurants. World-class entertainment, like that of the Blue Gate Performing Arts Center, draws visitors from across the region, adding further value for meeting planners and attendees alike.
Seasonal events add even more appeal — from Autumn Adventures, Christmas celebrations and the Lights of Joy drive-through holiday light experience, to year-round festivals and markets. Whether planning a summer retreat or a winter meeting, Shipshewana offers a welcoming setting that inspires connection in every season.
Today’s planners are also prioritizing safety, simplicity, and ease of coordination.
Brianna Brems, Director of Sales and Events
We’re seeing a strong trend towards destination-style corporate events. More groups are intentionally seeking locations that offer not only beautiful event spaces but also proximity to accommodations, restaurants, and attractions that make the trip worthwhile. Franklin is a perfect example of this. Corporate clients love that they can host multi-day events here, with everything they need within walking distance—unique local dining and charming shops all steps away from our venue. The desire for connectivity, convenience, and a sense of place has absolutely shaped what planners are looking for.
Many of our clients now design their agendas with time for exploration built in—wrapping up afternoon sessions early so attendees can wander through the historic downtown, visit local boutiques, or enjoy a drink at one of our many locally owned restaurants and breweries. The walkability of Franklin is such an asset — guests love being able to experience so much without ever needing to drive. Between the historic architecture and welcoming atmosphere, Franklin gives groups a taste of small-town charm paired with vibrant culture. It turns a standard conference into something memorable, where guests truly feel part of the community rather than just visitors passing through.
Companies are increasingly prioritizing flexibility, convenience, and experience when choosing where to host their events. They want venues and destinations that make planning simple while creating an engaging and dynamic atmosphere for attendees.
At Garment Factory Events, groups appreciate being able to customize their day with a variety of setups—hosting a morning presentation in one space, breakout sessions in another, and a social reception or dinner in our restaurant or patio area. That variety keeps the event flowing and attendees energized.
Amy McQueen, Private Events Manager
Corporate clients want an experience, not just a meeting room. They’re looking for a venue that offers a sense of place, such as local food and beverages, outdoor space and unique programming to add to their agenda. We often receive requests from these clients to add a wine tasting or a tour of Mallow Run Winery to their experience, which can make their event feel more like a destination rather than a routine sit-down meeting.
At the Sycamore, we’ve found that the most memorable events are the ones that connect people to the place they’re visiting. Groups love interactive experiences like food and wine pairings, guided tours of our winery, or even a themed trivia night. And when meetings align with our concerts, festivals, or seasonal events at Mallow Run, it gives attendees a reason to stay a little longer and explore more of what Bargersville has to offer.
Businesses today want unique venues that provide a sense of escape but also a convenient location. The Sycamore offers the appeal of being “away” from the office with its rustic elegance and vineyard setting, while still being less than 20 miles from downtown Indianapolis. It offers that perfect balance of easy access and a true “getaway” feel that corporate clients are looking for.
