More Than a Party: How Strategic Events Strengthen AEC Relationships
Building strong relationships has always been at the center of architectural, engineering, and construction work. Technical expertise may win attention, but clients choose to work with people they trust. Thoughtfully planned events give leaders the chance to reinforce that trust, create meaningful touchpoints, and demonstrate the value their firms bring beyond project delivery.
When tied to clear business goals, events become one of the most powerful tools for long-term client development rather than occasional additions to a marketing plan.
Why Events Matter for AEC Leaders
Creating Human Connection
AEC decisions are built on credibility, competence, and personality. Events—site tours, milestone celebrations, appreciation gatherings—give clients an opportunity to interact with your team in a relaxed setting. These conversations help clients see the people behind the technical service, which builds confidence and comfort in working together.
Reinforcing the Firm’s Identity
Events naturally communicate aspects of your firm’s personality and values. Conversations and other interactions with guests, and the overall atmosphere all help clients get a feel for who you are and what matters to you. Strong events show clients what you value and how you operate—creating an authentic expression of the firm’s culture and commitment to clients.
Supporting the Relationship Development Cycle
Events can guide clients through every stage of the relationship funnel—raising awareness, building interest, rewarding long-term partners, and inspiring advocacy. When approached with this mindset, events stop being occasional efforts and instead become structured components of a relationship-building strategy.
Trends Influencing Event Strategy in the AEC Industry
Experience-Focused Interactions
Clients respond to events that help them see, touch, or understand your work. Hands-on demonstrations, in-progress project tours, or collaborative workshops offer practical insight into what makes your firm unique.
Curated Guest Lists for Firm-Hosted Events
While industry gatherings often draw large audiences, many firms are adopting smaller, invitation-only events designed for deeper, more strategic conversations. Leadership roundtables, targeted educational sessions, and client appreciation dinners allow leaders to bring together the right mix of decision-makers and create the space for meaningful interaction. These curated gatherings complement larger events by providing opportunities for more personal engagement.
Integrating Community and Inclusion Values
Events that highlight local partnerships, community impact, or inclusive participation resonate strongly—especially with public-sector clients. Leaders who align events with firm values reinforce authenticity and build trust.
Stronger Follow-Up Systems
Leaders increasingly expect measurable value from marketing efforts. Events paired with CRM documentation, structured debriefs, and follow-up conversations deliver clearer ROI and stronger next steps.
Examples from Utah Firms Leading the Way
Ivory Homes: Exchanging Insights and Strengthening Relationships
Bryce Benson, Marketing Manager of FOCUS Consulting loves the annual “Ivory Institute.” “A great example of a superb event. While they go all out and put on a great event, what I most look forward to is the economic outlook on the home building industry in Utah. They always have Natalie Gochnour and others from the Kem C Gardner Policy Institute at the University of Utah who do a great job of presenting the data.”
Jacobsen Construction: Hospitality with Purpose
Jacobsen Construction consistently delivers events that feel both polished and intentional. Their appreciation events and milestone celebrations make clients feel valued while demonstrating the firm’s ability to lead, host, and collaborate. That combination leaves a lasting impression on both Julee Attig, Director of Marketing & Business Development at VCBO Architecture, and Michael Raddon, Sr. Associate of Horrocks:
“The Jacobsen Breakfast would be at the top of my list. Not only have I enjoyed seeing how the event has evolved (I was at Jacobsen when we hosted the inaugural breakfast) but I find it a wonderful format for connecting with old Jacobsen friends and connecting with AEC counterparts,” says Attig.
Raddon echoes this sentiment: “I genuinely look forward to Jacobsen Construction’s annual breakfast. Why? I love discovering the creative theme they come up with every year, hinted at in their invitation. The breakfast brings together many different firms and people who I’ve known for many years. It is an opportunity to catch up with people I used to collaborate with frequently but don’t so often currently, socialize with people I continue to work with today, and meet new people in the industry. Jacobsen’s breakfasts encourage socializing rather than strictly networking, making it relaxing experience for indoor cats like myself.”
SMPS Utah: Structured Networking That Strengthens Agency Relationships
The SMPS Utah Industry Roundtable continues to be one of the chapter’s most valued and well-attended events. Originally created by Keri Hammond, founder of MARKETLINK, the roundtable was designed to give AEC professionals direct access to client and agency representatives in a focused, interactive format that encourages meaningful conversation.
Raddon also appreciates SMPS Utah’s Industry Roundtable for its “energy of the speed-dating atmosphere and the ability to talk with a variety of agency representatives and/or client organizations. This is always a popular event, and the roundtable roster changes from year to year, making it an even I haven’t missed but a few times in 20 years.”
Benson shares a similar view: “I look forward to SMPS round-table events as they give me and my team the opportunity to meet several key industry players in a small-group setting and at a single event.”
Reaveley Engineers: Educating Through Engagement
Through their Distinguished Seminar Series, Reaveley Engineers offers lectures on structural topics. These events show a commitment to client education and transparency, positioning the firm as a trusted partner—not just a service provider.
Best Practices for Leaders Planning Strategic Events
Start with Purpose
Before choosing a venue or theme, identify the primary objective. Examples include increasing visibility, strengthening retention among key accounts, or supporting a new market or service line. Every detail of the event should support that objective.
Define the Audience and Desired Outcome
Invite lists should reflect the event’s goal. A celebration of a major milestone might include long-term partners and project collaborators. A market-entry event may require civic leaders, targeted prospects, and local influencers.
Choose the Right Format
Select formats that reinforce the strategy: jobsite tours, appreciation gatherings, panel discussions, technical workshops, community service events, or small leadership roundtables. The format should support meaningful interaction, not merely fill an afternoon.
Engage Internal Partners Early
Successful events rely on collaboration across marketing, project management, executive leadership, and field staff. Operational teams provide insight into logistics, safety, and client expectations, while marketing ensures consistency, communication, and brand alignment.
Prepare for AEC-Specific Logistics
Because many AEC events happen on active sites or involve technical demonstrations, planning for safety gear, access routes, ADA considerations, weather alternatives, and confidentiality permissions is essential. These details reflect your professionalism.
Prioritize Structured Follow-Up
The event itself is only the starting point. Leaders should ensure that staff send personalized thank-you messages, log interactions in the CRM, schedule post-event conversations, and debrief internally. This is where the next opportunity begins.
Advancing Client Trust Through Intentional Experiences
Quality technical work is expected. What sets firms apart is their ability to build relationships that clients value and remember. Strategic events give leaders a way to highlight expertise, reinforce culture, and foster long-term loyalty. When designed with intention, they become more than gatherings— they become tools for strengthening the foundation of your business development efforts.
If you’d like help designing events that align with your goals and deepen client relationships, MARKETLINK can support you in planning and executing meaningful, authentic experiences that elevate your firm’s impact.
