Mr. Corrales: "It's not the event that offers the most that wins, but the one that best manages attention."
How are corporate event formats evolving compared to traditional models, and what new formulas are proving most effective?
In my nearly three decades in corporate events, I have seen a very repetitive model: long days, back-to-back presentations, and an audience that simply listens. Today, that has changed. In the MICE segment, the goal is to connect and generate real impact, and companies no longer want to just bring people together, but to provoke experiences, emotions, and change.
The big change is in the approach: we have moved from events where the attendee was a spectator to meetings where they are the protagonist. Before, formats were rigid, with one-way content and little lasting impact. Now, the focus is on clear, concise, and memorable messages, and on lived experiences in which the attendee participates. It is no longer about filling a room, but about leaving a mark, because when you laugh, you remember. The most effective formulas are those that involve people participating, getting excited, playing, being surprised, and having real conversations. Different content, with more impact and humor, because seriousness does not have to be boring. When well designed, they generate useful networking and a more real connection.
One of the objectives of corporate events is professional networking. In your experience, are people connecting or just getting to know each other?
At many corporate events, people get to know each other, but they don't always connect. And it's not the same thing. Getting to know each other means exchanging business cards, adding contacts on LinkedIn, or saying "we should grab coffee." Connecting means having a real conversation, listening to each other, remembering each other days later, and feeling that there is something in common beyond job titles. Most events facilitate that first level, but fall short on the second. That's why I believe that networking should not be left to chance: it must be designed, just like content or production.
What lessons have you learned throughout your experience in managing and hosting corporate events?
After many years of managing and hosting corporate events, one thing is clear to me: an event is not about what is said, it is about what it provokes. Attendees forget the titles of the presentations and the schedules, but they don't forget how they felt. That's why today I host events thinking less about the perfect script and more about the overall experience.
I've also learned that improvisation only works when there is very solid preparation behind it. Events never go exactly as planned, so you have to be ready to adapt without losing control.
Another important lesson is that humor does not detract from professionalism, it multiplies it. For years, it seemed to have no place in corporate environments, but reality proves otherwise: it is a strategic tool that connects, unlocks, and conveys.
Furthermore, the event host should not be the star of the show. My role is not to shine, but to make the event and the people shine, to accompany the speakers, to keep an eye on the time, and to maintain the energy without stealing the spotlight.
What surprised you most about a recent corporate event and why did it make a difference?
I was not surprised by the technology or the budget, but by the silence. A well-provoked silence. In the middle of a busy and stimulating agenda, the event allowed itself to pause for a few moments, without music, without screens, and without words. And then something unusual happened: the room truly listened. That moment broke the automatic rhythm we are used to. When everything is moving fast, stopping becomes a disruptive act.
From your perspective as a host, comedian, and attendee, do you think people generally get bored and disconnect at corporate events?
Yes, there is a real risk of disconnection, and I see it often. The audience is a reflection of what is happening on stage. People disconnect when there is a lack of personalization, a lack of emotion, an excess of solemnity, one-way content, no surprises, and what I call "death by PowerPoint." One of the best ways to keep attendees engaged is to use humor as a vehicle, not as an end in itself.
For those starting out in the world of events, what three mistakes would you recommend avoiding and what three best practices do you consider essential?
I'm still learning, but there are some things I'm clear about. Don't go out on stage cold, don't ignore the energy in the room, and never read from the screen, because that immediately disconnects the audience. On the contrary, always prepare your participation very well, personalize every last detail, and rehearse. You also have to take care of and respect the technical team and staff, because they are key to making everything work. And finally, smile: a smile opens doors, relaxes people, and connects them.