Does Size Matter?

HOW TO MAKE A BIG IMPACT WITH A SMALL EVENT

When you think of massive events, what do you picture?

SXSW, CES, Freddie Mercury performing at Live Aid? Perhaps it’s something like the Kumbh Mela—a gathering so enormous that it’s almost impossible to comprehend. In 2013, this sacred Hindu pilgrimage brought together 120 million people, all converging to bathe in holy rivers in India. Now, that’s impressive. It’s a logistical feat, a monumental showcase of human devotion, and a massive exercise in crowd control. But while large-scale events like this are awe-inspiring in their scope, there’s an often overlooked power in smaller, more intimate gatherings. When done right, small events can, and often do, punch well above their weight by creating deeper connections, driving meaningful actions, and leaving a lasting impression that can be transformative for all involved.

Think about it, would you get more out of seeing your favorite band in a 50,000-seat arena, or catching them in the back of your local record store, where your song request could actually make the evening’s setlist? Fewer people can mean more attention, specificity, and investment. In this case, being seen, matters.

Here are a few ways to maximize the power of a small event…

Get the Right Audience to Attend

To make your small event the hottest ticket in town, focus on who’s in the room before the event even starts. Begin by locking in key partners and tastemakers who resonate with your target audience. Their involvement alone can create a ripple effect, making others eager to join. Next, sweeten the deal with exclusive access—like backstage passes or insider experiences—that would normally be out of reach. And if you can, remove barriers to attendance by covering travel costs. Taking care of these details upfront can set the stage for success.

Curate Your Audience for Deeper Connections

One of the best things about small events is the ability to curate your audience. Let’s be honest—when you’re dealing with a smaller group, you can be much more selective about who you invite and what unites them. To draw the right crowd to your small event, you’ve got to think strategically. You must create an experience that’s truly unique. This isn’t just about filling seats; it’s about ensuring that attendees have specific interests and goals in common and that the event is designed to align with their needs.

We produced a 40-person event not too long ago, where each attendee was made the hero of their own story. This was an exciting take because now it wasn’t about sitting back and passively absorbing information; it was about active participation, about contributing to the conversation, and about walking away with something truly valuable. We worked hard to understand what each participant valued—whether it was recognition, learning, and/or networking—and then we delivered on those specific needs.

This kind of focused curation pays off exponentially. Because when you’ve got the right people in the room, and you’re speaking directly to their needs, you can create an event that’s not just relevant, but transformative. It’s about depth over breadth, quality over quantity. And in a world where we’re all bombarded with information and invitations, that kind of focus and personalization is not just appreciated—it’s essential if you want to stand out.

Make it Memorable with Personalized Touchpoints

Let me tell you about a recent event I worked on that drove this point home. We were brought in by a financial organization to produce a one-day intensive for a small group of their top advisors.

This wasn’t your typical PowerPoint and coffee kind of day. Every moment of this intimate event was curated to create a rich, personalized experience.

There were workshops tailored to the specific needs of the advisors, interactive Q&A sessions where they could directly engage with experts, and even some entertainment to keep the energy up.

What made this event so effective was its multi-channel approach. It wasn’t just about delivering information; it was about creating an experience that resonated on multiple levels. We had small group discussions, one-on-one mentorship sessions, and even some time built in for the advisors to network and share their insights. This mix of formats kept things fresh and dynamic which allowed for deeper engagement. By the end of the day, the attendees weren’t just more informed—they were more invested, more connected, and more empowered to take action. And that’s the real power of a small event: it can be hyper-focused and intensely personal, creating an experience that a larger, more generalized event simply can’t match.

Leave Your Mark with an Immersive Production

Let’s talk about the power of production. Now, this is where a lot of people think big events have the edge—after all, more people means more resources, right? But I’m here to tell you that smaller events, when done thoughtfully, can deliver an immersive experience that’s far more impactful because it is concentrated on fewer people and you’re able to pick a location that really sets the scene.

Picking a location that’s not just desirable but also adds value to the narrative you’re building can turn your event into an experience. We were once tasked to collaborate, technically, with a very well-known conference on a boat in one of the most remote and beautiful places on earth, The Galapagos Islands. This wasn’t just about throwing together some AV gear and hoping for the best. We had to pack everything into carry-on luggage, design a stage that could be set up in a tiny space, and create an atmosphere that would not only engage but inspire wonder and possibilities—the location helped to serve as an awe-inspiring back drop.

And it worked. We had 100 of the world’s leading scientists, philanthropists, and activists on board, and by the end of the event, they were so moved by a total physical immersion in the cause that they spontaneously raised $15 million for ocean conservation. That’s the kind of impact you can have when you focus on fewer attendees and make them feel like they’re part of something bigger. That’s ROI.

The TL;DR

If you glean only one thing from this article, let it be this—the real power of small events is that they can uniquely push past the threshold of memorability. They have the power to create lasting connections and initiate meaningful actions. 

Sometimes, less truly is more. 

Consider focusing your energy on curating and understanding your audience to deliver an experience that’s not just good—it’s transformational.

Because that’s where the magic happens. When you’ve got a small group of truly engaged people, who feel like they’re part of something special, and who walk away feeling inspired, motivated, and excited to take action, you’ve done more than just put on an event. You’ve made an impact. And that’s what it’s all about.

Are you going to deliver more impact than taking away the sins of 120 million people? Probably not, but you’ll certainly have a smoother badging table.