Interview with Žiga Novak, CEO of the Walnut Grove Group

I believe that a creative event needs to be bold and interactive, with a flow of activities that continuously puts participants on the edge of their comfort zones – but just far enough, without too much stress for anybody. If I was to come up with a recipe for creativity at events, I would say that an unusual event space is a good place to start. Secondly, add some cool and simple decoration, preferably with stuff that cannot easily be bought and that comes together as a theme.

Thirdly, give people cool challenges and ‘gamify’ their experience. For example, make them earn rewards, unlock new levels (new rooms) and travel around the venue. Make them participate in at least a small part of their culinary experience. Make your guests spect-actors and not just spectators.