In the world of corporate events, companies are always looking for new, creative and innovative ways to engage their teams, clients and stakeholders. One increasingly popular approach is to leverage regional festivals as a backdrop for corporate gatherings.
This strategy can work mostly in Latin America, a region rich in culture, tradition and vibrant celebrations and festivals that provide a unique opportunity for businesses to harmoniously blend work and play. In order to put on a great corporate event, one must consider hiring a communication agency for event designer and support services.
In the next few paragraphs, you will explore how corporate events can be strategically aligned with regional festivals in Latin America.
Why Regional Festivals?
Latin America is known for its rich cultural diversity, and regional festivals play a major part in this. From Carnaval in Brazil to Día de los Muertos in Mexico and the Inti Raymi in Peru, each country in the region boasts unique festivals that hold deep cultural significance.
These events are not only celebrations of local traditions but also a reflection of the unique identity and essence of each country and region. These festivals reveal a lot about their citizens, including their tastes and quirks.
For corporate events, tapping into these festivals provides an opportunity to create a distinctive atmosphere, combining business with the excitement and vibrancy of local celebrations.
The integration of regional festivals into corporate events can lead to several key benefits. The first one is engagement, as it creates an emotional connection between the company and the employee or client. When one notices the company’s alignment with the client culture, it’s far easier to create bonds.
The advantages are not only noticed by clients, but also by the company’s leaders and team. Immersing them in new cultural contexts can spark fresh ideas and innovative solutions for current as well as other projects. This is also a great opportunity to foster team bonding and collaboration in a fun, relaxed environment.
Additionally, associating your brand with a popular significant event can improve its visibility and reputation in the market, attract more clients and show them that the company values different cultures and celebrations.
But before throwing any event, it’s truly important to study what regional festival your company wants to leverage, the region’s culture and how to do it without being invasive.
Understanding the Regional Festivals of Latin America
Latin America is home to a wide array of regional festivals, each with its unique flair and significance, among them there are Brazil’s Carnival, Día de los Muertos, In Mexico and many more. Let’s take a look at a few:
1. Carnaval (Brazil)
Whether it’s your thing or not, there is no denying Brazil’s Carnaval is like nothing else. The party is celebrated annually before Lent with massive parades —usually at the end of February and the first week of March— where samba music, extravagant costumes and street parties flood the country’s regions with waves of colour and festivities.
There’s no getting away from it. Last year, Brazil received 228 thousand tourists during the week of Carnaval alone.
Mostly held in cities like Rio de Janeiro and Salvador, Carnaval is a vibrant and colourful spectacle that captures the very essence of Brazilian culture — happiness and friendly people. For corporate events, Carnaval provides an excellent opportunity for team-building activities, creativity workshops and interactive sessions.
Consider a conference where attendees can experience the rhythms of samba, participate in costume-making workshops, or even take part in a mini parade combining corporate branding with cultural immersion.
But don’t forget: the idea is good, common sense either.
2. Día de los Muertos (Mexico)
Imagine a stunning, celebratory, movie-themed festival. Well, that image in your mind is probably the Día de los Muertos, or the Day of the Dead. This deeply spiritual and meaningful festival celebrated in Mexico is a chance to honour deceased loved ones. But if you imagine it to be a calm or even sad event, think again, you are very much mistaken.
The festival itself, which takes place on November 1st and 2nd, features colourful altars, marigolds, candles, sugar skulls and a strong sense of community. For corporate events, this festival offers a chance to reflect on the values of remembrance and respect.
Events could include workshops on creating altars, decoration with the festival colours, storytelling sessions and team-building exercises that revolve around the theme of honouring legacies and traditions.
3. Inti Raymi (Peru)
Despite being lesser known, Inti Raymi, or the Festival of the Sun, is actually one of the largest and most important festivals in Peru and Latin America. Held in Cusco on June 24th, the nearest city to Machu Picchu, it celebrates the winter solstice and honours the Incan sun god, Inti.
The festival itself is marked with vibrant parades, ancient rituals, as well as music and dances celebrating Andean culture. Corporate events could embrace the festival’s spirit of renewal, growth and unity and put it into team-building activities.
4. La Fiesta de la Candelaria (Peru)
Peru is teeming with other great celebrations in addition to Inti Raymi. Held in Puno, Peru, each February the Fiesta de la Candelaria celebrates the patron saint of the region, La Virgen de la Candelaria.
The festival features elaborate processions, colourful costumes and traditional music. For companies looking to integrate a sense of tradition and spirituality into their events, this is a good opportunity. Activities can include cultural performances and tasting sessions of local cuisine.
How to Leverage Regional Festivals for Corporate Events
Finding out more about the most popular festivals in Latin America is the first step to planning a corporate event based around them. The second step, however —and more importantly— is to trace out strategies to make it happen.
1. Align Your Corporate Goals with Festival Themes
It’s essential to align your corporate goals with the themes and meanings of the festival. Whether you’re hosting a conference, team-building event or client appreciation gathering, ensure that the festival’s core message complements company objectives and, at the same time, does not insult the population’s culture.
For example, if you choose Brazil’s Carnaval, you should focus on themes of creativity, collaboration and innovation, which align well with the colourful and dynamic nature of the festival. Be aware of themes and customs that might be considered offensive and discard them.
Considering the Día de los Muertos, in Mexico? Focus on legacy-building, reflection and honouring values that transcend time and life itself.
2. Create Immersive Experiences
Corporate events should not only be about presentations and meetings. By immersing participants in the local culture, you can create memorable experiences that leave a lasting impression. Organize local tours, culinary tastings or even small group activities that mirror elements of the festival.
For example, during Inti Raymi in Peru, you could integrate ancient rituals into a corporate leadership development program, where participants learn about the importance of the sun and nature in Incan culture and also its meaning beyond the obvious.
3. Foster Networking Opportunities in Festive Settings
Time for fun and for networking! Festivals naturally encourage socializing and informal gatherings. Corporate events that take place during festivals offer a fantastic setting for networking in a more relaxed environment.
You can organize informal dinners, cocktail receptions or even guided tours of the festival grounds. In Mexico, for example, after a Día de los Muertos celebration, you could host a themed dinner where participants share stories about their personal legacies.
4. Incorporate Local Arts and Music into Your Event
One of the best ways to bring the festival spirit to your corporate event is by integrating local music and arts.
Book local performers to provide entertainment, whether it’s traditional music, folk dance or contemporary bands that align with the festival. This not only supports the local community but also enhances the authenticity of the experience.
This immersive approach connects participants with the culture. They do not only learn about it, but experience it.
5. Use the Festival for CSR Initiatives
Corporate social responsibility (CSR) can also be seamlessly integrated into regional festivals. Many festivals have strong community and charitable values. By aligning your company’s CSR initiatives with the festival, you can give back to the local community.
During the Inti Raymi festival in Peru, for instance, your company could sponsor a local art exhibition, support traditional crafts or fund a community project that empowers local artisans. This strengthens your brand’s reputation while simultaneously enhancing the experience of your event.
In summary, planning a corporate event during regional festivals is a unique approach to engagement. By aligning the company’s objectives with the themes and energy of local celebrations, one can create memorable and impactful experiences that resonate long after the event comes to an end.