Why We Need to Be in the Same Room – aka Reasons to Attend Events
Something has been is on my mind lately all the time – or rather, it’s been confirmed by the words of others I respect. People are writing about conferences again. Not about which ones to attend, or how to get a speaking slot, but about why they matter at all. And I think that conversation is worth pulling together in one place, to remind those who have forgotten or those who never learned.
Michael Flarup recently wrote about what he calls The Comeback of Small Conferences. After attending two very different events back to back – Arctic Conference in Oulu, Finland, and the inaugural Tokyo Design Forum in Shibuya – he noticed the exact same thing happening in both places: people travelling long distances, not just for the talks, but for everything around them. The conversations, the shared experiences, the feeling of being part of something, even if only for a few days. What struck him was that these weren’t isolated cases of talented organisers making great events. They were the response to something happening around us. We are living through one of the biggest technological transitions humanity has ever faced, and the uncertainty of where we are headed makes people ask questions. Those conversations happen online, but the environment in fragmented communities on platforms (aka social media) designed for reach often produces more anxiety than closure, in my opinion.
There’s a realness that comes from meeting your peers face to face. All of the fluff that so often surrounds online discourse falls away. There is no hype, just passion. No engagement hook, just curiosity.
Instead of making followers, you make friends. (Michael Flarup)
“Small” events optimise for signal over noise. Fewer people. More conversations. Perspective is hard to get through a screen. It is easier in a room.
Also Sophie Koonin wrote a piece last year already which is simply titled You Should Go to Conferences. It’s direct, it’s generous, and it makes the case plainly: conferences are a fantastic way to not only broaden your horizons when it comes to your job and your skills, but also meet people who might lead you to a new role, or new experiences. She also touches on something I know all too well from the organiser’s side: since the pandemic, everything has become more challenging. Everything is more expensive. Companies have been tightening their belts and people are buying tickets later and later, making it genuinely unclear whether events will sell enough to go ahead. She mentions beyond tellerrand, my own event, specifically and links to something I wrote about the state of events in 2024. It means a lot when people in the community take the time to reflect on these things publicly.
The talks are obviously very important, but one of the best things about conferences is the "hallway track" – that is, meeting and chatting to like-minded folks. (Sophie Koonin)
Well and then there is the recap of my own talk at T3CON24, written up by the TYPO3 team: Why Independent Community Events Matter. It covers territory I care deeply about. At large corporate-sponsored events, feedback is considered in aggregate. At smaller independent ones, individual critique will actually be heard and implemented. And when people see their feedback being listened to, they become more thoughtful about the criticism they offer. That loop, the one between organisers and the community, is one of the things that makes independent events worth protecting.
Those events also have greater freedom to experiment, to welcome underrepresented groups and to provide a platform for diverse voices that may be excluded from corporate events often curated with a particular brand image in mind. That freedom is fragile, though. It depends on people actually showing up. On buying tickets early. On convincing employers that sending someone to a “small” conference has real value, even if the ROI is harder to put in a spreadsheet.
What all three pieces above share is a recognition that something real is happening and needs to happen: a kind of recalibration, a reaching toward contact and community after years of screen saturation. A conference is one of the few places where a scattered online community briefly becomes real. There is no hype, just passion. No engagement hook, just curiosity. Instead of making followers, you make friends, as Michael says.
I am running beyond tellerrand for fifteen years now. [Düsseldorf is coming up this April](beyondtellerrand.com/events/dusseldorf-2026/. If you've been thinking about going to a conference – any conference, not just mine – I want to encourage you to stop thinking and book the ticket now. The community that shows up for these events is the community that keeps them alive. Especially in times where finding sponsors for an event is tough.
Michael also published a longer companion piece, The Conference Playbook, which goes deep on what makes a good conference. Worth bookmarking if you organise events or are thinking about it. And if you know of other articles on this theme, please send them my way.