HALDA
NAGAP GEM SUMMIT
The Numbers
NAGAP GEM Summit —
Conversion Snapshot
RSVP slots offered: 60
Attendees: 115 (192% of RSVP capacity)
First-source leads captured: 89 (77% of attendees)
Pipeline generated: $400K
Closed revenue attributed: $90K (23% close rate on pipeline)
Outcome Summary
The Challenge
Traditional event formats like restaurant buyouts weren't delivering. Guests enjoyed the hospitality, but conversations stayed surface-level, and the Account Executives had difficulty generating a return on the investment. The format optimized for a pleasant evening, not for pipeline.
The Approach
We designed and produced an interactive glassblowing reception built around a triple-touch flow: a booth check-in, a hands-on glassblowing experience, and a personalized invitation to stay connected included with their finished piece. The format used glassblowing's natural pull — visually dramatic, unfamiliar to most people, and inherently collaborative — to create space for guests and the sales team to engage side by side, with conversation flowing naturally rather than feeling forced.
The Results
The event drew 115 attendees from just 60 RSVP slots, and captured 89 first-source leads. It generated $400K in pipeline, with $90K in closed revenue ultimately attributed to the event.
The Number That Matters Most
13 attendees stayed for the entire three-hour event. That's not a typical event outcome. People don't carve three hours out of a long conference day for something they didn't genuinely enjoy — and that enjoyment is what made the resulting conversations, and the pipeline behind them, possible.
