You have to look at your event from a holistic lens. What are you saying to your attendees? How are you reaching them? How are you connecting with them? In short, what is the feeling you're trying to instill within them. When they walk through those doors, when they sit down to their meal, a feeling should be captured. Their senses should be lit, their eyes should be heightened, and their emotions should be tapped. At every turn, you are the one crafting their experience.