In this episode of the GatherGurus, GoGather Partner and CEO Brian Kellerman sits down with Director of Marketing and Business Development Katie Moser to tackle one of the biggest questions in corporate event planning: Can you actually pull off an impactful event on a budget under $500,000?
They dive into the realities of fixed costs, trade-offs, and the surprising ways creativity can stretch your dollars. Brian shares real-world advice on everything from production quality and sponsor strategies to whether a celebrity keynote is really worth the investment.
Highlights from the conversation.
Budget ≠ creativity.
Brian reminds us of a guiding principle: “Creativity is not a function of budget.” While certain costs are non-negotiable (flights, hotel, food), there’s still plenty of room to get smart about scheduling, locations, and how you structure the event to make it impactful without overspending.
Fixed costs can eat into the pie.
Katie points out that for mid-sized events (think 500+ people), fixed costs can eat up most of the budget fast. If you don’t leave enough for production (AV, sound, and staging), it can hurt the attendee experience and reduce ROI.
The poker analogy.
Brian makes a great comparison: once you’ve committed to a certain spend, it might be better to go “all in” to make it work. Otherwise, you risk falling short and wasting the investment altogether.
Are free drinks still a draw?
Brian and Katie agree that while drink tickets might draw a crowd, it’s not necessarily the kind of engagement sponsors are looking for anymore. Especially as wellness becomes more of a priority, the focus is shifting.
Celebrity keynotes: worth it or not?
It depends. Brian questions the ROI of paying big names when high-quality content is already widely available. Katie sees value in drawing a crowd, but only if the keynote aligns with your event’s goals and audience.
Transcript summary.
Katie: Can you plan an impactful event for under $500,000?
Brian: One of my sayings, I probably picked it up from someone else, is that creativity is not a function of budget. And I really believe that.
Now, that doesn’t mean tight budgets aren’t challenging. They are. Especially with internal events, where we’re often paying to get people there, covering their lodging, and feeding them. Those are pretty fixed costs. We don’t have a lot of wiggle room with flights. There's some flexibility with food and beverage, but you’re not going to drop below a certain baseline. And hotel costs are what they are—we’re not hosting at a Motel 6. You need a venue that can support a conference.
Yes, those core items can eat up most of your budget. But this is where creativity comes in. I’m not talking about flashy signage. I mean thinking differently…looking at alternate locations, adjusting your schedule, maybe tapping into internal resources, or even exploring extra revenue streams tied to the event. That’s where you can really make a difference, even on a tight budget.
Katie: I’m going to take the other side for a moment. It definitely depends on the event, but let’s say it’s a three-day event for 500 people. You’re going to hit some budget limits fast. Especially with things like production.
We talk about this a lot. If your production isn’t dialed in (if your mics cut out or your screens glitch), it impacts the entire event. The vibe. The outcome. It starts to feel like, “Why are we even spending this money if it’s not landing the way we hoped?”
So at a certain size, I think there’s a minimum spend threshold you need to meet to actually get the return you want.
Brian: I agree. Especially when you’re already putting in $500,000. If you need another 10 to 20 percent to make it actually effective, you should probably find a way to do that. Otherwise, it’s like poker. You're pot committed. Either pull out altogether or go in with what you need to make it work.
Katie: Exactly. That last $100K or $200K can often be the most effective spend.
Katie: Yay or nay on free drinks at sponsor booths?
Brian: Nay. We’ve talked about wellness being more of a focus these days, and I think there's less importance being placed on alcohol overall. I read recently that even the wine industry is seeing a drop in demand. Making drinks the hook for your booth feels a little outdated. Adults are free to do what they want, but I wouldn’t make alcohol a centerpiece.
Katie: I think it might still bring people in, but it can turn into, “I’m here for the drink, not your product.” So yeah, maybe not the most effective tactic if you’re trying to help sponsors make real connections.
Katie: Next one…celebrity keynotes: Yay or nay?
Brian: Tough one. I’ve spent time on YouTube watching incredible content from the best experts in the world. It makes me wonder…what’s a keynote really adding if I could find better insight online for free? Why do I need to be in the room?
Katie: Fair. But I’ve definitely signed up for events just to see someone I admire. There’s something special about being in the room, even if it’s partly for the bragging rights. That said, you have to be careful. If you're spending most of your budget on a big name, it might not be worth it. People may come for the speaker but not engage with the rest of your content.
Brian: Exactly. Make sure they align with your audience and your goals. Otherwise, it’s all flash with no follow-through.
Katie: Alright, last question for real this time. What's your most controversial or hot opinion about corporate events?
Brian: If they're not going to be effective, don’t do them at all. If you don’t have a very clear and specific objective in mind, what do you want people to feel when they leave? What are you trying to motivate them to do? Then honestly, why are you doing it?
I can’t think of a reason to have an event if there’s no behavior you’re hoping to influence. Whether it’s driving sales, building brand awareness, or whatever the goal is, there needs to be something behind it. Too often, people host events just because they always have an annual sales kickoff. But that’s not a good enough reason. If you’re not clear on the why, then don’t do it.
Katie: Totally agree. My hot take is along the same lines. I think a lot of corporate events kind of suck. And I think it’s because people aren’t willing to take the risks that would actually make them better.
It’s about being willing to shake up the format, try something new, or even just survey your attendees ahead of time to get real feedback. There’s a lot of hesitation around doing those things, and I think that’s why so many events end up feeling pretty bland or forgettable.
Brian: Yes! One more hot take for you…this one’s more for the folks in the industry, not necessarily the decision-makers, but the people actually planning the events.
An event planner is the host of the event. Their energy, their attitude—it affects the entire experience.
Some planners get into this field because they love the process (the lists, the logistics). That’s great. But eventually, you have to step into the bigger role. It’s not just about checking boxes anymore. It’s about understanding the goals and making sure the event delivers on them. You have to be an advocate for the overall vision.
About the experts: Brian Kellerman and Katie Moser.
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.
Katie Moser is the Director of Marketing and Business Development at GoGather. With over 10 years of experience in marketing and a certificate in meeting and event planning, she has an extensive background in creating content and branding for events, working with speakers, and managing agendas for conferences. When she's not managing GoGather’s marketing and growth efforts, she helps clients identify areas of opportunity for their events, from branding to communications.
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