What do you get when a strategy-driven CEO and a production powerhouse compare notes on what really makes corporate events work? A candid conversation every planner needs to hear.
In this episode of GatherGurus, Brian Kellerman, CEO of GoGather, teams up with Brian Lagestee, CEO of A/V production company Clarity Experiences, for a conversation on the planning process that separates great events from the forgettable ones.
They discuss what most teams overlook: strategy, alignment, and asking the right questions.
With a combined 40+ years of experience, these leaders live and breathe corporate events, and they’ve seen what works (and what doesn’t). If you're tired of rushing into logistics without a clear path or want your events to drive real business results, this episode is your roadmap.
Highlights from the conversation.
1. A strong planning process is the true differentiator.
Lagestee emphasizes that jumping into logistics too quickly can derail even the best events.
“Everybody wants to jump into tactics,” he says, “but if the planning process is sound, then you’re already ahead of the game.”
2. Discovery helps define success.
According to Kellerman, one of the most important parts of the planning phase is simply asking the right questions.
“When we ask clients, ‘What does success look like?’ they often pause. That’s our job, to help them get there.”
3. Strategic alignment saves time (and headaches).
Both Brians point out that spending time up front clarifying goals prevents confusion later.
Lagestee shares, “When we do that early work, you don’t have to stop the process later to figure things out. That’s what gives teams momentum.”
4. Process drives creativity.
Contrary to popular belief, structure doesn’t stifle creativity; it enables it. “People think process means restriction,” Lagestee says, “but really, it gives you freedom.”
5. Meaningful events are built, not lucked into.
Planning with intention is what makes a corporate event resonate. As Kellerman puts it, “If you want the event to feel meaningful, you have to do the work upfront. You can’t fake that.”
Transcript summary.
Brian Lagestee: Clarity Experiences is a live event production company, and we believe great production starts with great people, not just on our team, but with the partners we work alongside. Being part of GoGather’s affiliate program as a preferred supplier has been such a rewarding experience.
Together, we bring our combined expertise to create amazing outcomes for clients, especially those who only host a major event once a year and need real experts to make it impactful. It's been an incredible few years working with you and your team, Brian — we’re definitely stronger together.
Brian Kellerman: Absolutely, Brian. That concept is built right into our name — GoGather. It’s not just about gathering attendees, it’s about gathering the right team. And having a partner like Clarity helps us do that. You and your team understand how to translate client goals into a cohesive experience.
From site selection to production elements, we need partners who can help us paint that picture and execute it with precision. You bring the tools, the trends, and the execution that elevate everything we do. That’s why the partnership is so crucial.
👉Related: 8 reasons why partnerships are crucial for event agencies.
Brian Lagestee: One thing I really value in our collaboration is how both our teams love to have fun. That’s part of our DNA. Events can be stressful, but when you bring professionalism and fun into the mix, it changes the dynamic for our teams and for the client. Coming out of the pandemic, people have a renewed excitement for being together. And when events are built with intention and energy, attendees feel that.
Brian Kellerman: Totally agree. We’ve all seen trends come and go, but the desire for personal connection has stayed strong. And because budgets are tightening, clients are even more focused on value. Everything needs to be intentional. That starts with strong partners.
You’re only as good as your weakest link, and production is one of the most visible parts of an event — when the mic cuts out or the screen fails, everyone notices. But if everything goes smoothly, attendees barely notice. That’s a sign you’re doing it right.
👉 Related: How to take your conference audiovisual production to the next level.
Brian Lagestee: Exactly. When all the behind-the-scenes work allows attendees to focus on learning, networking, and building relationships, that’s success. And that ease starts with strong supplier partnerships — everyone rowing in the same direction.
Brian Kellerman: That’s where seamlessness matters most. The best compliment we get is when a speaker or exec thinks we’re part of their internal team. That’s the goal — for the event to feel like it’s theirs, not GoGather’s or Clarity’s.
Brian Lagestee: I’ve seen our relationship evolve from “can you quote this?” to true partnership. We now collaborate from the very beginning — building trust, creating more efficient budgets, and crafting stronger solutions together. That helps us deliver more value for the client, and it’s more fun for everyone involved.
Brian Kellerman: Yes! And it allows us to create continuity throughout the entire attendee experience — from registration to general session to breakouts. That alignment is key. We both bring different perspectives — you on the production side, us on the experience and strategy — but when they merge early on, the event feels truly cohesive.
Brian Lagestee: Exactly. And when you thread that theme throughout (registration, sessions, signage) the whole experience connects. We’ve also seen event models change. Instead of separating general sessions and exhibits, companies are combining them into a single immersive hub space. It’s more technically challenging, but it keeps the energy up and creates more opportunity for interaction.
Brian Kellerman: We call it “the hub.” It’s dynamic and engaging, and your team excels at pulling it off. And from a business perspective, it’s smart — clients can bring in sponsors to offset costs while giving sales teams valuable face time with partners. Everyone wins.
👉 Related: Understanding the costs of audiovisual production for your event.
Brian Lagestee: Exactly. And when companies involve us early, we can help them present ROI and make a compelling case to their C-suite. That kind of strategic planning increases the likelihood of budget approval, even when the economy tightens.
Brian Kellerman: Right. We’ve seen a few economic downturns — the dot-com crash, 2008, COVID. What we’ve learned is that companies that keep investing in connecting their teams often come out ahead. Those who hunker down fall behind.
Brian Lagestee: Totally agree. And now we’re seeing AI play a role in planning. Tools that help planners visualize spaces, generate concepts, or produce summaries can shorten the planning cycle and help communicate ideas better, especially early on.
Brian Kellerman: Yes. We’re using AI to streamline ideation, write better proposals faster, and even analyze session content post-event. Tech should enhance the experience, not distract from it. Whether it’s AI-driven closed captioning or note summaries, it all supports that core goal. Better human connection.
Brian Lagestee: Exactly. Technology should serve the attendee. When used right, it makes the experience more meaningful, not more complicated. And in-person learning and connection still win. LED is another great example. More affordable and flexible than ever. We’re seeing it used more throughout events, not just on the main stage.
Brian Kellerman: It also opens doors for sponsorship and visual storytelling. But as we look at things like tariffs and geopolitical shifts — which may impact LED availability — it reminds us that planning ahead is essential. Building strong teams and staying flexible is how we stay resilient.
Brian Lagestee: And with disruption comes opportunity. As manufacturing and workforce shift back to the U.S., I believe meetings and events will become even more vital. When times are tough, you meet. When times are great, you meet. The difference between companies that lead and those that lag often comes down to how and when they gather.
Brian Kellerman: Exactly. Events are the catalyst for momentum. And no one pulls off great events alone. It takes the right team. That’s what makes our partnership with Clarity so powerful. Together, we help clients achieve more.
Brian Lagestee: It’s been a great ride, Brian. And I’m excited for what’s ahead. No matter what challenges come, we’ll be there — helping clients meet, connect, and grow.
Brian Kellerman: Couldn’t have said it better. Thanks for being part of this, and thanks to everyone listening to GatherGurus.
👉 Related: Finding the ROI sweet spot: Why return on experience (ROE) is the metric that matters most.
About the experts.
Brian Kellerman co-founded GoGather in 2008 to create an organization with big agency capabilities and a boutique agency feel. Working with top brands in multiple industries, Brian has translated corporate culture, goals, and objectives into meaningful, personal experiences at events. From incentive programs in Bora Bora to conventions in Boston, Brian has covered the globe with over 20 years of experience. As a leader within his agency and industry, Brian has served on the board of the San Diego chapter of the American Marketing Association and received one of the first Strategic Meetings Management Program certifications from the GBTA.
Brian Lagestee is the Founder and CEO of Clarity Experiences, a production company focused on creating impactful event experiences through thoughtful AV strategy and execution. With over 20 years in the live events industry, Brian has helped organizations deliver meaningful moments on stages around the world. Beyond Clarity, Brian is also an owner and investor in Ice Realm, a premier ice arena, and supports business development and operations at Solar Art. He holds degrees from Stanford University and California State University and brings a unique blend of technical expertise and business acumen to every project.
Ready to improve your planning process?
Our team strives to provide the most collaborative, transparent event management services in the industry. We tailor every event to meet your goals, and give you visibility into the planning process every step of the way. Reach out to the team at GoGather; we’d love to be your planning partner.
