Louisa Watson, Marketing Director and Sustainability Lead at Wyboston Lakes Resort, details how to leave people talking about your event for years to come.
Ever hosted a party that people wouldn’t stop talking about? The kind where months later, someone’s still gushing about “that one amazing thing”? And that is what event legacy is all about – except instead of leftover balloons and cake crumbs, we’re talking lasting, meaningful change.
So, what exactly is event legacy? Think of it as the footprints left behind after the banners come down and the stage lights fade. It’s the tangible and intangible impact of an event – the park benches donated, the skills shared, the connections sparked. Done right, event legacy isn’t just a warm fuzzy feeling; it’s a gift that keeps on giving to the people, places, and communities touched by our events.
Why it matters
In a world that’s increasingly craving purpose, event legacy is becoming the golden ticket. It’s no longer enough to just bring people together for a few days of learning or fun. Stakeholders – whether they’re attendees, sponsors, or locals – want to see how that moment of magic can ripple outwards. From sustainability goals to community enrichment, legacy turns an event from a one-hit wonder into a classic that keeps playing long after the curtains close.
Take the London 2012 Olympics, for instance – a masterclass in legacy. Beyond the medals and cheers, it transformed East London with new housing, job opportunities, and green spaces. On a smaller scale, think of conferences that donate leftover meals to food banks or festivals that fund youth art programmes. It’s about being a good guest and leaving a place better than you found it.
Another example is the Wyboston Lakes Resort’s Room2Give campaign – a simple yet powerful initiative where guests staying more than one night can skip their room clean and redirect the savings to one of three local charities. The guest gets to choose which cause to support, making the act of giving personal and meaningful. Not only does this reduce environmental impact, but it also creates a tangible connection between the resort and its surrounding community. It’s a win-win for sustainability and social impact, proving that even small gestures can leave a lasting legacy.
The secret to measuring legacy
Now, here’s the tricky part: how do you measure something that’s all about the afterglow? Start by asking: “What do we want to leave behind?” Then build systems to track it. Surveys, social media buzz, or even local council reports can help you quantify the impact. Think of it like checking the party photos – who’s still smiling, and what memories did you create?
The future of event legacy
Looking ahead, event legacy is poised to become even more innovative. Imagine pop-up events that leave behind community gardens, or tech-driven conferences that use AI to train local entrepreneurs. Hybrid events might foster international partnerships that reshape industries, while sustainability will likely dominate the conversation.
In five years, we might not just host events; we’ll grow movements. Event legacy won’t be a nice-to-have – it’ll be the headline act. So, as you plan your next big shindig, think beyond the here and now. Ask yourself: what confetti will stick, and how can you make it sparkle for years to come?