5 Ways to Design a Transformational Event: Advice from Disney

In today’s experience-driven event landscape, return on investment alone isn’t enough. Attendees want more: purpose, emotion, connection. In short, a return on emotion.

Disney Meetings & Events is embracing this shift. At the heart of its strategy is the Disney Creative Studio, a collaborative space where planners and Disney’s creative minds colllaborate.

Under one roof, the studio blends all key elements, content creation, entertainment, audiovisual design, décor, props, florals, and catering, streamlining the process and amplifying impact.

“It’s rooted in the Disney ethos of creativity, innovation, and fun,” said Amy Pfeiffer, director of Disney Meetings & Events.

But it’s not just about aesthetics. Disney focuses on creating meetings that leave a lasting emotional imprint.

“A transformational meeting connects with attendees on a deeper level, emotionally, intellectually, or professionally, by combining the clear objectives of the client with meaningful content, immersive design, and intentional engagement,” said Pfeiffer. “Designing with emotion in mind helps drive connection, learning, and loyalty, ultimately increasing the long-term value of the meeting and providing a strong return on experience for the client.”  

Here are five ways Disney creates meetings that move people — and how you can do the same.

1. Start With Emotion

Every event design begins with a simple question: How do you want people to feel? That emotional intention becomes the cornerstone of every decision — drawing from the same storytelling techniques that define Disney’s parks, films, and stage shows.

2. Build in Human Connection

Planners work with the same creative minds behind Disney’s live cruise performances, immersive park attractions, and beloved characters. These teams translate strategic business goals into emotionally charged experiences — from opening sessions that wow to team-building activities that spark camaraderie.

3. Make It Immersive

From the moment attendees walk in, Disney’s environments are designed to tell a story. Theming is integrated from start to finish — not just with décor, but through sound, lighting, staging, and flow — making the message feel cohesive, lived-in, and unforgettable.

4. Embrace Surprise and Play

Team-building sessions take on a whole new energy when they draw from franchises like Star Wars, Toy Story, Monsters, Inc., and Pirates of the Caribbean. Whether competitive or collaborative, these experiences foster connection — and often end with surprise appearances from characters like Chewbacca, Buzz Lightyear, or Mickey Mouse himself.

5. Weave Story Throughout

Every successful Disney event starts with a clear purpose and a compelling narrative arc. That story then guides every element, from session titles and stage design to speaker flow and attendee engagement, transforming logistics into a cohesive, emotionally driven journey.

In a world where audiences are craving meaning and authenticity, Disney is showing that event transformation is about designing with intention.