I think we need to approach events, like directors approach movies. Movies are incredibly well orchestrated, from start to finish, every emotion that the audience feels on purpose.
Directors create suspense, pay attention to drama, create mystery, and most importantly create scenes worth talking about.
When you attend corporate events, or conferences sometimes you get the feeling the organizer is trying to create something simply worth surviving.
The reason movies work so well is because they're entertainment. People like to be entertained. No matter what type of event you're holding, it's important to realize your first job is to entertain.