Joy as a Foundational Strategy

Association gatherings often pursue many goals – to achieve attendance or revenue targets, deliver on learning objectives, or foster connection among attendees. The foundation beneath these goals, however, isn’t often on our radar – joy.

Joy is often the key ingredient that enables members to achieve other goals, and to strengthen their engagement with and affinity for the association.

Psychologist Barbara L. Fredrickson developed the broaden-and-build theory. My laymen’s description is that moments of positive emotions (such as joy) expand/broaden our mind’s ability to do something (create, learn, connect, innovate), which then allow us to capitalize/build on that action (develop skills, build relationships, reframe thinking).

Joy is a strategy – not a frivolity. 

So, we know joy is important, but how do we build that into a conference? A resource that’s been incredibly helpful to me is Joyful: The Surprising Power of Ordinary Things to Create Extraordinary Happiness by Ingrid Fetell Lee.

In her book, Lee identifies 10 aesthetics of joy, tangible qualities that link the feeling of joy and the word around us. I use the term aesthetics quite broadly, encompassing actions as well as physical or visual properties. Her distilled definition of joy is an “intense, momentary experience of positive emotion.” Combining that definition with these tangible qualities, joy is something I’m confident that intentional meeting design can elicit.

Here are a few examples from the recent conference of The National Association of State Chief Information Officers (NASCIO).

Visual Identity

The graphics used during an event can help create a joyful space. NASCIO’s conference logo and signage leaned into Lee’s identified aesthetics of energy (vibrant color and brightness) and harmony (geometric patterns and fractal symmetry). Signage had lots of white space so not to feel dark and heavy and was complimented by a logo and assets that conveyed energy through color and shape. 

Sessions and Networking Space

Play leads to joy and NASCIO incorporated this in multiple ways. An afternoon session was built on the literal act of play when tables of attendees turned into teammates as they competed against each other in a lighthearted trivia game. In a networking area with lounge furniture and device chargers, attendees could also find colorful stress balls, brain teaser puzzles and other games to jolt play, joy and curiosity. A marquee surrounded by a balloon installation capitalized on the aesthetics of play (cute, bubbly shapes). 

Site Selection

We know that meeting venues play a key role in conference design for many reasons, including joy. The recent space in Denver was a large open area with expansive walls of windows (transcendence aesthetic of elevated and airy) and had views of the Rocky Mountains (freedom aesthetic of wilderness and open space).

Food & Beverage

A cookie bar in the afternoon also helped create a moment of joy. Cookies with toppings isn’t the usual conference break (surprise aesthetic) and big bowls of toppings (is there anything happier than rainbow sprinkles?) created a feeling of abundance.

These joyful moments aren’t just fun, but strategic. Based on Fredrickson’s theory, they are helping attendees learn material more easily, build lasting connections and innovate new ideas. Where Fredrickson gives us the science, Lee shows how we can practically incorporate moments of joy into our work.

While every association professional aims for members to have an enjoyable event experience, I’ve rarely seen joy as part of the strategic conversation. A joyful experience shouldn’t be left to chance as a byproduct that simply emerges when we get all the other logistics right. Maybe we flip the script and lead with joy as the foundation for each gathering.

From strategic meeting planning to creative event design, AMR helps associations craft experiences that spark connection, learning, and lasting impact. If your organization is ready to infuse more joy into its gatherings and strengthen member engagement reach out to AMR. Together, we can transform your next event into one that inspires, energizes, and truly delights your members.