Allianz Stadium, Twickenham, has released research on the importance and understanding of ‘Event Flow’ for successful meetings. In collaboration with Kelly McCormack, The Event Psychologist, the venue looked to understand how best to create momentum and productivity amongst delegations, using movement.
Speaking on the research findings, Kelly McCormack, who is finishing her master’s on event psychology at the University of Leicester, commented; “A good event flow is closely related to Environmental Psychology, a field that emerged examining how individuals respond to their surroundings.”
The idea of Event Flow is one that is close to the team at the Allianz Stadium, which recently rebranded from Twickenham Stadium. The stadium’s variety of 34 event spaces across four very different stands, lends itself naturally to movement around the stadium’s conference and event facilities, with the spaces complimenting each other in terms of moving from plenary to breakout areas, catering to communal networking spaces.
Kelly also adds that, “Within the flow state, our minds are continuously anticipating what may occur next; therefore, incorporating movement during the event can enhance attendees’ experiences, fostering feelings of excitement, intrigue, and momentum. Conversely, remaining stationary may transition attendees into a lower flow state, potentially resulting in emotions such as apathy, worry, anxiety, or boredom, which exists between these two states.”
Commenting on the findings, Johanna Byrane, Head of Business Development, at Allianz Stadium, commented, “Our spaces really inspire movement, flow and activity, and we believe that adds value to the events that come here. The combination of incorporating spaces located in different parts of the stadium really adds to the delegate experience as well as maybe getting a few steps in along the way! We hope these findings will be informative for event professionals and considered as part of the event planning process.”
More information on Event Flow and Flow State research is available on the Allianz Stadium website here, in the form of more in-depth insight from Kelly McCormack, The Event Psychologist.
