According to author, speaker, and Buddhist teacher Alan Watts, "The only way to make sense out of change is to plunge into it, move with it, and join the dance." While his words may ring true for most of us, few have applied them better than the winners of EXHIBITOR Magazine's 18th Annual Corporate Event Awards. That's because this year's batch of winners not only dove into change, they danced their butts off – scoring respectable results for a normal year but ridiculously remarkable returns amid a pandemic.

Take Hussmann Corp., for example. In the middle of 2020, the provider of retail merchandising and refrigeration solutions devised a whole new type of marketing medium, namely the hybrid mobile tour. Combining an in-person experience with Zoom participation for both staff and visitors, the road show outpaced attendance goals by 16 percent and attracted 42 percent more decision-makers than anticipated.

Also consider the virtual event from anime brand Crunchyroll Inc., which moved its in-person event online. Featuring a host of unique experiences – including everything from a nightly rave and a shopping area for anime merch to Yuzu's Cat Cafe, which offered a 24-hour livestream of cats and kittens – the on-brand experience attracted more than 250,000 visitors from 200 countries and territories during its three-day run.

And let's not overlook our three Honorable Mentions, all of whom did a little fox trottin' of their own, raking in results such as a 7-percent uptick in favorable attendee ratings and a 58-percent jump in attendance compared to their pre-event goals.

According to the 2021 jury, a panel of seven event-marketing experts from a variety of fields, this year's winners didn't just join the dance of change; they also earned a perfect 10 in terms of innovation and effectiveness. After a two-round judging process involving scored evaluations and group discussion, the jury identified four winners and three honorable mentions, and touted their picks as "fresh," "intriguing," and "exceptional endeavors that obliterated expectations in a dismal year."

So please join us in congratulating the 2021 Corporate Event Awards winners. They illustrate how to pivot effectively in the face of change, two-step through the tribulations, and groove on through to radical results.

THE WINNERS A Breath of Fresh Air Aruba Networks Inc. How to Win Fans and Influence Attendees Crunchyroll Inc. Distance Learning Teladoc Health Inc. Road to Recovery Hussmann Corp. Honorable Mentions