In live events, first impressions are everything. But for Freeman Co. LLC's inaugural Inside Live @ AIA, behind the scenes is where the magic happened. The debut event was a fully staged, behind-the-velvet-curtain event-within-an-event that re-wrote the playbook of client engagement. The dynamic, multi-act production was held in tandem with the AIA Conference on Architecture & Design, placing attendees in the path of the living organism that is a live event. Equal parts masterclass, playground, and backstage pass, Inside Live @ AIA was a shining example of a bold idea and flawless execution. Freeman put its clients in the roles of producer, creator, and audience of an operating event. From the opening cue to the final curtain call, Inside Live delivered a headline-worthy performance.

(Goal) Setting the Stage
When Freeman dreamed up Inside Live @ AIA, the company approached it with the precision and finesse of an award-winning director, transforming big-picture projections to practical ideas and focused applications. And with just six months from brainstorming to opening scenes, there wasn't any time for re-writes.

Freeman's objective was to provide attendees with a front-row seat to experience the company's ability to transform large-scale event objectives into reality, engaging with the high-energy pulse of a working event in real-time. Instead of offering passive involvement, Freeman drove education home with hands-on participation. And if those goals weren't ambitious enough, Freeman chose to give each individual guest a catered experience.

Every good story needs a location, so Freeman expertly set the stage. In a plot twist that would have the faint-of-heart clutching their pearls, Freeman plunged the inaugural Inside Live @ AIA event into the heart of the AIA Conference.

Designing an immersive, client-facing, behind-the-scenes journey within a live, working event was a revolutionary choice. More than 15,000 people attended the four-day show, which boasts a robust schedule of keynotes, sessions, tours, and hospitality experiences. Inside Live @ AIA needed to be an experience that could stand alone and seamlessly integrate into the rhythm of a conference.

Rather than shy away from the challenge, Freeman embraced the setting because of its bustling lineup. “Choosing AIA was a no-brainer,” explained Freeman VP of events and brand experience Judy Payne. “It's a show already firing on all cylinders — engaging, experiential, and forward-thinking.” Using a show like AIA as the setting opened the door to an otherwise unattainable authenticity.

Know Your Audience
The significance of a show and experience like this is particularly notable when considering its participants. Inside Live @ AIA was tailored to a group of 100 young professionals who were invited by senior executives from Freeman's key customers. By tapping leadership to become an integral part of the process, Freeman's role expanded from a supplier to that of an aligned partner with a shared goal of fostering the development of the next generation of planners. These emerging leaders were the perfect audience to expose to Freeman tools that can elevate their work. Seeing the real-world applications of these products and services gave attendees a deeper understanding of how they could integrate them into their future events, ultimately increasing their chance of success.

However, Freeman didn't treat the audience as a collective. Instead, the company used demographic insights gleaned from registration to curate each attendee's journey. Personalized sessions that were built around guests' event sizes, budgets, and experience levels paved the way for more relevant content. Further, networking events were crafted to allow for interaction among industry peers.

Ready For the Close-Up
The social aspect of the conference gave way to education when the audience began to interact with a live event. Because they were moving in synchronicity with an operating convention, Freeman created a dedicated Inside Live @ AIA team. The team collaborated with the AIA event team to ensure seamless integration and real-time adjustments. Balancing the multiple in-the-moment demands of a national convention with a debut event like Inside Live required a nimble team and constant communication, especially when attendees experienced a hands-on deep dive into themed zones.

To start their journey, the audience began in the Innovate Theatre, where they heard an overview of the collaboration between AIA and Freeman. The explanation laid the groundwork for the subplot and gave guests their footing for the events about to unfold.

From there, attendees split into smaller groups to allow for easier conversation and movement. Guests moved between areas that were targeted to the different aspects of an event lifecycle.
▶ The Inspire Zone illustrated big-picture thinking and creative ideas.
▶ The Design Zone showcased how layout, branding, and flow intertwine on the show floor.
▶ The Build Zone revealed the logistics and physical aspects behind an event creation.
▶ The Prosper Zone provided insight into measuring success and post-event decision-making.
▶ The AIA Zone offered an insider perspective on how the team planned, adapted, and executed AIA24.

Each zone was packed with actionable insights and designed to provide attendees with spotlight sessions on how the show floor was conceived, developed, and executed.

Groups continued their adventure in a workshop that gave them a hands-on opportunity to interact with AI. Teams produced sizzle reels using AI, giving them practice with helpful tools that they could use in their jobs day-to-day. Equal parts brainstorming, demystification, and troubleshooting, the electric environment was a case study in hands-on engagement and real-world application.

As a final educational touchstone, mentor-led think tanks brought together Freeman strategy leaders and attendees during breakouts focused on the decision-making and problem-solving processes necessary to manage complex, high-profile events.

While the 1.5-day Inside Live @ AIA schedule overflowed, the pace remained steady. To keep participants' energy flowing, surprise-and-delight moments, such as the Candy Connection and Sensational Sunnies, added moments of magic to the heady itinerary. Guests fueled up on nostalgic candy and had fun with whimsical photo opportunities before shopping for upscale sunglasses.

The experience cemented an undercurrent of partnership between Freeman and its chosen audience. Moreover, the event treated attendees to a masterclass in event planning unlike anything they had ever experienced. Payne said, “Inside Live @ AIA was a hands-on, immersive experience where custom curated content, meaningful peer-to-peer sharing, and personalized connections were thoughtfully woven throughout — sparking innovative ideas attendees could apply to their own events.”

Rave Reviews
When the curtain went down on the event, the rave reviews poured in. Attendees could not stop gushing. “This was just such a clever idea for a program! I got a taste of everything,” said one. “I loved that we got to walk through the show floor and see firsthand how ideas come to life. We often talk about the ideas but to get to experience them firsthand is always a game changer,” said another.

The proverbial flowers thrown were equivalent to a standing ovation. Post-event survey responses glowed with positive feedback. The event received 100 percent ratings in every category, including overall experience, content, thoughtful networking, and the likelihood of attending again. Early ROI measurements included a signed 4-year contract extension, multiple upgrades to existing client events, and creative sponsorship requests. In addition, the Walter E. Washington Convention Center invited the Freeman team to bid on the opportunity to be its in-house AV provider. The event metrically broke the metaphoric box office as well. The post-event numbers for LinkedIn included a staggering 22,319 total impressions and 244 new followers.

Judges agreed on the success, calling it “a very disruptive idea, with significant risk, flawlessly delivered, and executed with style.” Given the hype, it's no surprise that a sequel is already on the horizon. E