64.6% of attendees say the venue can make or break their event experience. It's an important reminder that where you host your conference matters as much as what you put into the planning process.
In this episode of GatherGurus, Sean Whalin (CEO and Co-Founder of HopSkip) joins Brian Kellerman (CEO and Partner at GoGather) for a conversation about designing events that feel intentional and energizing, starting with the venue.
Brian and Sean dive into:
Brian shares real-world insight from over 30 years in event management, while Sean breaks down the sourcing side and the common pitfalls you need to watch out for.
Planning your next conference and want your venue to work harder for you? This episode’s a good place to start.
Sean Whalin: Excited to sit down today with Brian Kellerman, CEO and Partner at GoGather, a corporate event management company. I'm Sean Whalin, one of the founders and CEO of HopSkip. For those who might not be familiar, we’re a software company that helps event professionals streamline how they source and contract hotels for business events.
I want to introduce Brian and let him give a quick background on himself and his company. Today, we’re going to talk about what drives a positive event atmosphere, and I couldn’t think of anyone better to join the conversation.
Brian Kellerman: Thanks, Sean. Great to be here, really looking forward to this conversation. As you mentioned, I’m the Co-Founder and CEO of GoGather. We’re a full-service third-party event management agency. We primarily work with medium to large corporations on a wide range of events (sales kickoffs, incentive programs, supplier partnership events, and more).
What we really focus on is understanding our clients’ businesses and their larger goals. From there, we help translate those into meaningful experiences and real connections during their events. The first step in doing that is creating a positive event environment. It’s something I think about constantly.
Sean Whalin: We are too, and that’s a great lead-in to my first question. Let’s zoom out a bit. When you think about events that really stand out, what do you think creates that kind of electric, positive event atmosphere? What are the ingredients?
Brian Kellerman: It starts with the "why.” Why are we doing this event in the first place? The first thing we focus on is stakeholder and leadership buy-in. Leadership has to be aligned with the purpose of the event. Once that’s clear, we can build around it with experiences that support those larger goals.
That purpose typically ties back to business objectives, whether that’s annual targets, quarterly initiatives, or specific outcomes for attendees like employees, partners, or customers. We need to be specific about what we want attendees to do or take away, and then get leadership aligned behind those goals.
From there, we start thinking about how to build meaningful experiences. For us, it often starts with fun. Especially after the pandemic, people are excited to gather in person, but they’re also protective of their time. If they're stepping away from the office, they expect it to be worth it. Attendees are smart. They know whether an event will be valuable for them.
So we try to meet that energy with thoughtful design. Creating environments that break down barriers, foster connection, and support networking. From the attendee's perspective, community and connection are almost always at the top of their list.
Sean Whalin: Makes complete sense. That’s such a good breakdown. I’m curious, how much of that energy comes from the venue itself versus the people planning behind the scenes?
Brian Kellerman: Great question. The venue plays a huge role, but it's not about one-size-fits-all. We think of venues like homes, like how a realtor finds the right house for the right family. It’s the same with placing a corporate group.
We consider where attendees are coming from, what kind of travel commitment is involved, and what the on-the-ground logistics look like. Then there’s the feel of the venue itself. A recent example, we had a client who wanted to be in a warm destination in October, and they loved the Scottsdale area. But golf was a big part of their program, and golfers know that fall is overseeding season.
So instead of just picking any golf resort, we had to dig deeper, understand the conditions, and find a course that would be ready for play. That extra layer of planning made all the difference for their experience.
Sean Whalin: That’s super interesting. Obviously, I’m a little biased since I help people source venues, but it’s great to hear how much thought goes into making the venue work for the full experience, for the attendees, the client, and the planning team.
So let’s dig into that a little more. When you and your team are evaluating venues, what are some of the key things you look for to make sure the space will support the event’s goals?
Brian Kellerman: The market has gotten more sophisticated, and budgets are tight in a lot of cases. So first, we need alignment around the budget. Sure, we’d all love the most high-end venues, and there are amazing places out there, but we have to work within reality.
That starts with understanding the full scope of the budget, not just room rates, but also travel costs, food and beverage, AV, union fees, and other potential expenses. We need that clarity up front.
Then there’s the physical space, how many sleeping rooms, how much meeting space, number of breakout rooms, etc. That’s where most people start, but you can’t stop there.
We also look at accessibility, amenities, and what attendees can do outside of structured meeting times. They’re with us for the entire event, but they’re not in sessions 24/7. So we ask: What does the venue offer in the mornings or evenings? Are there options for relaxation, networking, or exploration?
Sometimes that means leaning into the remoteness of a location and creating hospitality lounges or casual gathering spaces so attendees don’t feel isolated. In cities, we often hear concerns about distractions. Vegas is a classic example. Some clients say, “We can’t go to Vegas—no one will show up to the sessions.” But that’s not true. If you design it right, people absolutely show up.
It’s all about leaning into the strengths of the venue and using them to support your goals.
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.
Sean Whalin is the CEO and Co-founder of HopSkip, a hotel sourcing platform that helps companies book group travel, conferences, meetings, and events more efficiently. Before launching HopSkip, Sean worked with 18 corporate clients around the world, across industries like insurance, manufacturing, private equity, tech, healthcare, and more. He also brings global experience, having worked across four continents.
We believe in working with you to create your next best event. That means open communication, no cookie-cutter plans, and events that are built around your actual goals.
You’ll always have a clear view of what’s happening behind the scenes, and we’ll help you stretch your budget without cutting corners on experience. Let’s chat about what event you’re planning and how we can help.