Where Brands Are Spending Money Right Now
I’ve had the pleasure of leading multiple events this year with big name companies — Google, Amazon, Verizon. Each of these companies has had its fair share of layoffs, yet they’re still investing in events. In gathering. In getting people together. #IRL
While there may be less spending on blow-out birthdays or big vacations in this economy, gathering in person and hosting events hasn’t stopped. And it won’t. Ever. It’s the hill I’ll die on.
Here’s where that money is going.
Employee Enrichment and Development
Companies are investing in employee education, enrichment, and growth. To build and strengthen culture. Employees are increasingly seen as brand ambassadors. When people feel connected to where they work, they talk about it. On social media. In their networks. In real life.
Some brands do this especially well. Garage Clothing is a strong example. They’ve built a culture where employees act as micro-influencers in an authentic way. Staff earn points for posting on Instagram and participating in brand campaigns. Those points can lead to rewards like international retreats.
These retreats are focused on enrichment and development. Employees learn more about fashion, modeling, and social media. They leave with new skills, stronger connections, and deeper loyalty to the brand. And it’s FUN. It’s like a sleepaway camp for these young adults.
It strengthens internal culture and expands external brand awareness at the same time.
Innovative Recruitment
Last year, I facilitated an event at Petco Park and another at The Brigantine for Citadel Financial. The company bought out both spaces and hosted a happy hour for potential staff. Half of the guests were recruitment team members currently employed by the company. The other half were prospective candidates.
The goal was simple: invite top candidates into a relaxed, elevated environment, create space for informal networking and real conversation, and get them genuinely excited about the opportunity to work there. If alignment felt strong, they were formally invited to interview. And these candidates had options. Many were just out of university, already entertaining conversations with companies like Google, Meta, and others. They had parties lined up.
Citadel’s recruitment strategy is intentionally high-touch, rigorous, and personalized. Instead of relying solely on campus recruiting or digital outreach, they are creating real-world moments of connection. They are using space, hospitality, and proximity as part of their hiring strategy. It’s thoughtful, innovative and effective.
Influencer Marketing Through Experiences
Influencer marketing is still a major spend, but the approach has changed.
Instead of paying for individual posts (this definitely still exists), brands are funding experiences. Creators are invited to participate in retreats, trips, or activations that align with the brand.
Amazon Fashion recently hosted travel and outdoor creators in Yosemite National Park. The trip highlighted outdoor and lifestyle brands recently announced on Amazon, including The North Face, Thule, Hydro Flask, and Nike. Influencers wore the gear, built their own Amazon storefronts, and spent the retreat exploring in it / sharing the fun with their audience.
Another example that stood out to me: Visit North Carolina invested in an influencer trip following hurricane recovery efforts. They brought a small group of creators to a historic town, toured them through the area with Atlas Obscura (known for finding unique oddities in interesting places), and highlighted the town’s reopening. This initiative really warmed my heart.
In both cases, the content worked because the experience was real. And the more time I spend with influencers, the more I love them.
Paid Brand Experiences
Brands are also creating opportunities for consumers to connect in person, often as a paid experience.
How many times have you wanted to attend something like an author retreat, but didn’t know how to find one, who to go with, or whether to book it at all?
Reese’s Book Club tested out this concept last summer. They bring book lovers together for overnight experiences at Under Canvas. These gatherings center on shared interests and access. Having quality time with the author of a trending novel. Spending time outdoors. Connecting with people who love the same things. So successful, they’re bringing it back in 2026.
It builds loyalty in a way digital marketing simply can’t.
Leadership Retreats
Another area seeing continued investment is leadership retreats.
With Young Presidents’ Organization, these annual gatherings are designed for presidents, CEOs, and founders. There’s typically a keynote speaker with a story of resilience or growth. The rest of the time is intentionally open. Time for leaders to connect, share openly, and think without distraction.
We also see this at mid-size companies, where leadership teams gather to align on strategy for the years ahead. There’s structured programming and brainstorming, but just as much value comes from unstructured time. Deeper conversations. Honest reflection. Stronger relationships.
Investing in Culture & Offsites
Startups—especially early-stage and remote teams—are prioritizing company offsites.
A great example is Loot Labs, which is hosting its first company-wide offsite in Punta Cana. For many team members, it will be the first time they’re meeting in real life. The goal isn’t productivity. It’s connection. Building trust. Creating shared memories that carry back into day-to-day work.
It’s also a measurable investment in employee experience, with a clear aim of improving eNPS—how likely employees are to recommend the company as a place to work.
They chose a destination that feels adventurous and inspiring, but also surprisingly cost-effective for a full-team gathering. It allows the company to invest in culture without excess, while giving the team an experience that feels meaningful.
For startups, these moments matter. Culture doesn’t just happen. It’s built—often in places far from the office.
These are my takeaways from the last year focusing on corporate events. I’d love to hear your bigger picture strategy, trends you’re noticing. Reach out anytime!
