By Allison Freeman, Element Event Solutions
When it comes to holiday events, if you build it, they will come—and leave happier.
Those of us in catering and events intuitively know this to be true. As we see at the catered events we support with catering equipment and rentals—especially during the holiday season—bringing together teams, communities, small groups and families helps to strengthen bonds and support well-being.
But did you know there’s research that proves the importance of face-to-face connection? My company, Element Event Solutions, discovered the data behind the theory after we partnered with GenWell, Canada’s human connection movement.
In 2016, GenWell set out to solve the issues of social isolation, disconnection and loneliness that are often linked to mental and physical illnesses. Their arrival onto the scene has been a breath of fresh air. We discovered GenWell close to two years ago as we searched for a charitable partner with a purpose aligned with our own—to bring people together to experience genuine moments of connection. We reached out to Pete Bombaci, its founder, and quickly realized we were both working to solve the same societal issue, albeit from different perspectives.
GenWell: Measuring the Impact of Live Events
As a registered charity working with business, government and individual Canadians, GenWell is big on measuring the impact of its work. Its website is filled with data and stories that demonstrate the human, business and societal costs of disconnection.
In its Knowledge Hub, for example, businesses can discover the science behind the movement through short articles, presented in clear categories. This is particularly valuable to small and medium-sized businesses, as they look for ways to invest in their team members, expand relationships with clients or just create memorable experiences for stakeholders. It can also be helpful if you’re advising clients on the importance of hosting more events for their employees’ well-being.
In-Person Events Inspire Attendees to Build Connections
Time and time again, GenWell research shows that Canadians who participate in live events report a clear boost to their health and wellness. This summer, the World Health Organization featured GenWell in its report From Loneliness to Social Connection. WHO cited the experience of GenWell Weekends, the nationwide connection campaigns that take place semi-annually, and reports that participants leave encounters with others with a deeper appreciation of social health. Plus, they’re inspired to take more steps to build connections in the future.
The implications are enormous. In our families, it can mean the difference between despair and renewed dignity, between physical distress and balanced health. In workplaces, the research underscores the importance of communication and relationships in promoting engagement, loyalty and professional growth. For our team, it confirms what we see every day—intentional, in-person events play an important role in strengthening social bonds and promoting the well-being of those in attendance.
‘Tis the Season for Corporate Cheer
With a staff of more than 500 event professionals working across the country, we’ve got our fingers on the pulse of the events industry. In an average year, we help Canadians, organizations and industry partners—event planners, venues and caterers—organize and execute more than 35,000 memorable events. Speaking with them regularly, the process of planning and hosting an event is, in fact, a dynamic, real-time focus group. This year, on the corporate front, we’re hearing a lot of excitement for year-end holiday events, and for intimate gatherings that truly allow for quality moments among teams, partners and customers. This has us feeling very encouraged.
“Employees perform better when they have a sense of belonging, and that sense of belonging is heightened when companies take time to celebrate in the form of gatherings and corporate holiday parties, among other things,” says Pete Bombaci, president of GenWell. “Behind every screen, closed door and ordinary day, there’s a person who matters. Events like these convey that in ways that words simply cannot—and the benefits are long-lasting.”
About the Author
Allison Freeman is CEO of Element Event Solutions, Canada’s premier provider of event and tent solutions, founded in 1911 under the name Chair-Man Mills Corporation.
In 2024, Element Event Solutions partnered with GenWell, Canada’s human connection movement. Led by Pete Bombaci and Allison Freeman, the partners and their teams aim to educate, empower and catalyze people in Canada about the importance of face-to-face social connection to improve their health, the health of others and the well-being of society.
