Some events follow the script. Others rip out the script, throw it into the Pacific, and build something entirely new. That’s what IB FutureFest did, and it worked beautifully.
Held outdoors on the iconic Santa Monica Pier, FutureFest reimagined what an insurance event could be. Instead of moving attendees from the hotel ballroom to the breakout to the vendor hall, the experience unfolded in a single, connected space. It was immersive. It was engaging. And it was, above all, intentional.
Collaboration in the Round
At the heart of the pier sat the main stage, complete with oversized screens, ocean breeze, and energy to spare. Breakout spaces formed a ring around it, flanked by vendor booths and activity stations. That layout mattered.
By keeping everything in one open, circular flow, the event removed silos by design. I didn’t have to choose between hearing a speaker, talking to a vendor, or getting into a meaningful conversation with a peer. I could do all three in the span of an hour. And I did, over and over.
It felt like a microcosm of how great agencies operate. Communication flows freely, ideas cross-pollinate, and people solve problems together instead of in isolation.
Fun in the Middle of Function
Most conferences keep the “fun stuff” for after hours. FutureFest allowed it to coexist alongside the core programming. Chair massages, putt-putt, and even mixology classes weren’t distractions. They were part of the experience.
That might sound like a nice-to-have, but it created real value. These shared moments opened doors to new conversations. I made deeper connections because the environment encouraged it. It was the kind of setup that makes networking feel natural, not forced.
Tech at the Center
Let’s talk content. FutureFest was tech-forward, but not tech-for-tech’s sake. The focus was on innovation that improves real agency work. Tools and ideas that solve problems, save time, and enhance customer experience.
From AI-powered quoting to integrated platforms reshaping the policy lifecycle, the event showcased how far we’ve come and where we’re headed. These weren’t future fantasies. They were present-day possibilities.
And the speakers? They delivered. I heard fresh perspectives throughout the event—voices I hadn’t encountered before, offering real insight with practical application.
Lessons from the Pier
FutureFest wasn’t a gimmick. It was a well-executed disruption of the default format. For me, a few lessons stuck:
Environment is a lever
When you change the space, you change the energy. The openness of the pier created openness in conversation. That’s not an accident. It’s design thinking in action.
Remove the silos
By integrating stages, vendors, and activities into one flow, the event invited continuous engagement. It’s the same principle we talk about in agency tech stacks. Systems should talk to each other. So should people.
Make space for new voices
FutureFest featured speakers I hadn’t heard before, and that’s a good thing. The more we diversify the voices at the table, the better our ideas get.
The Future Is a Festival
If there’s one thing I walked away with, it’s this. Disruption doesn’t have to be chaotic. Done right, it can be joyful, efficient, and wildly effective.
IB FutureFest was a reminder that how we gather matters. That design shapes experience. And that sometimes, the best way to move an industry forward is to meet on the pier, roll up your sleeves, and build something different.
I’ll be back next year. And I hope more events take a page from the FutureFest playbook. Not because it was cool (though it was), but because it worked.
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