“Is It The Goody Bags?”

Despite having barely recovered from the school summer holidays (which sprawl beyond six weeks, I’ve realised), half term is hot on our heels, bringing with it the complexities of childcare. So, as a mum, I was touched by this gesture from Trace PR nestled within their SS24 press days invite. “As it is during half term, please bring your family along with you. We are hosting specific kids’ activities including friendship bracelet making, bottle painting and a Trace tuck shop.” Cute!  

It made me think about a question put to me the other day, of what lures me to events. “Is it the goody bags?” a US-based PR prompted me. (This can be the best dangling carrot for New Yorkers, she hinted.) Perhaps 10 years ago that might have crossed my mind, but certainly not now. Boringly, my main consideration is convenience. I’ll explain why.

While – wrongly or rightly – I might go out of my way for A-listers, advertisers and pals, a central location is always a draw. For places beyond a reasonable walk, it also helps if cars are provided (we’re happy to share!) – or Uber credits, which I recently received from a host. I promise this isn’t about laziness, rather that time means content.

And so, for that reason, the duration of an event is also important. If I know I’ll be out of the office for two hours, I need to weigh up what’s more important – that or producing a feature. Another key element is timing. To me, bookending a day with events works well, while mid-morning and early-to-mid-afternoon feels impractical.

But, as the Trace invite demonstrates, convenience isn’t all about accessibility and efficiency, but inclusivity too. So, whether it’s being able to bring the brood or get great return on investment – goody bags or not! – it pays to prioritise practicality when planning events.