As memorable as surfing lessons in Maui or viewing the Monaco Grand Prix from a VIP box above the finish line may be to incentive program participants, sponsors frequently take extra measures to make the memories stretch long beyond the trip itself. Often, that’s done by giving each participant a keepsake they will take home that reminds them of the great times as well as the gratitude of the event host.
Gifts have evolved dramatically from the logoed caps, koozies, beach towels and other tchotchkes that have been a staple of corporate events for decades. Incentive travel participants nowadays are more likely to bring home a pair of high-end sunglasses or a handcrafted memento that was sourced from artists living in the community where the event was held.
In fact, the gifting component of many incentive travel events is a highlight of the overall experience. Companies like Cultivate, a corporate gifting services provider, and name-brand manufacturers like Maui Jim, Citizen Watch America and Tumi, offer onsite gifting experiences that turn a present into a high-energy party. Not only does a take-home gift serve as a reminder of the accomplishment an incentive program participant achieved, it also motivates that person to qualify for next year’s event. Think of it as a sort of Elf on the Shelf for promoting corporate success.
“All my conferences and events involve gifting,” said Lindsay Grosz, president of Lindsay Grosz Events. Grosz uses Cultivate’s onsite gifting service for many of the events she plans. Sunglasses remain a popular gift for warm weather events. She adds that a shirt or cap can work if it’s branded with the high-end resort where an event is being held, but she cautions companies to steer clear of gifting swag with their own logo.
“I push clients to feature local products whenever possible to help the community they’re holding their event in,” Grosz said. For a corporate event she organized in Spain, participants received olive oils produced in the region and featured in the cuisine they were enjoying during the event.
The gift itself is only part of the purpose. Tom Romine, founder and CEO of Cultivate, said a popular service they offer is a design your own tennis shoe workshop. Participants select a name-brand shoe and use computers to customize the colors and add their company’s logo or other artwork to the shoes, which are typically delivered to the recipient’s home weeks later.
Creators of these gifting events say they produce energy and enthusiasm among team members that is unlike any other team-building exercise.
“People love it! It becomes part of the entertainment for the event,” Adrienne Forrest, senior vice president of corporate sales for Citizen Watch America, said of the company’s “Gift In Time” onsite gifting service. Companies can have an assortment of watches shipped to an event and attendees take them home, or Citizen will bring samples of 10 to 12 watches that recipients can select from and have them personalized and shipped to them a few weeks after the event.
