"We're the music makers,” said PEI Global Head of Value Creation & Strategy Lawrence Dvorchik during a recent keynote at Connect NYC. “We're the dreamers of dreams."  

As Dvorchik indicated, today’s event planners must craft journeys that are not just experiences but also immersive and memorable paths that attendees and sponsors will cherish and talk about long after the event ends. Easier said than done. 

Context: PEI produces more than 50 meetings annually for financials communities who are part of its subscriber-member network. The company runs peer-to-peer networking events for private equity, real assets, real estate, responsible investing, private credit, venture capital, and more. 

In a session on Feb. 19, Dvorchik shared key insights and strategies for designing experiences that engage attendees and deliver value to sponsors. With more than 30 years of experience of producing events across various industries, Dvorchik provided a wealth of knowledge on creating impactful and engaging event experiences. Here are five takeaways from his session at Connect NYC. 

1. Understanding Attendee Experience  

Dvorchik stressed the importance of prioritizing attendee experience, stating, "The biggest thing I can tell you is that ideas do not have to be new. [They just have] to be new to your audience." He encouraged event planners to flip their traditional thinking and focus on creating experiences based on what attendees want, rather than simply what sponsors demand.  

2. Creating Organic-Like Experiences  

"Organic experiences do not need to be organic," Dvorchik said. It's about creating environments that feel organic and leave attendees with the sense they've chosen their paths within the event. This approach involves planning with intent while allowing attendees to feel in control of their journey.  

3. Focusing on Feelings and Emotions  

"The reality is people will buy on emotion, and they'll validate on facts," Dvorchik explained. He emphasized the significance of crafting experiences that evoke emotions and create lasting memories, like the unforgettable feeling he captured during the Eagles' Super Bowl victory parade.  

4. Engagement Through Meaningful Moments  

Dvorchik advocated for designing events that incorporate meaningful interactions, emphasizing, "When we exited COVID, the industry’s overarching concern with the bottom line has taken over what used to be the overarching concern for delivering value to audiences." Through strategic partner selection and understanding attendee preferences, planners can enhance the attendee and sponsor experience, turning simple interactions into substantial connections.  

5. Make First Timers Feel Welcome 

One notable strategy Dvorchik discussed was the importance of engaging first-time attendees by creating welcoming environments. "First timers are very different than anybody who's been there a long time," he said, highlighting the value of pre-event networking to help newcomers feel comfortable and part of the community quickly.  

Main image: Dvorchik on the main stage at Connect NYC 2025. Photo: SpotMyPhoto for Connect