Heartbeat

ETA helps Artera stay on the pulse with User Conference Heartbeat

Conceptualizing, planning and executing a brand new event takes more than diagrams and lights. Here’s how we helped Artera take bold ideas and turn them into an unforgettable experience with creative services, environmental design, event management and beyond.

USER CONFERENCE IN THE HEALTHCARE INDUSTRY

NEW ORLEANS, LOUISIANA

175 ATTENDEES

Artera needed a true partner.

After years of successful sales events, Artera, the leading provider of essential and critical infrastructure, had set their sights on launching the company’s first-ever user conference. The event would bring together nearly 200 high-value customers. Such a large undertaking called for a dynamic, collaborative partnership that stretched far beyond technical requirements and production logistics. They needed to start at a highly conceptual level to nail down the event purpose, ethos and strategic direction moving forward.

The event experience also had to be flexible enough to accommodate the needs of all of these highly valued users while still maintaining the personal touches typical of a smaller, more intimate event. Every attendee needed to have a personalized experience in terms of attention, service and engagement.

Enter ETA.

ETA had worked with Director of Events Elyssa Jaffe previously, helping the company to pivot to an all-virtual format for their 2020 sales conference in a matter of days. The process proved enjoyable for Elyssa and other Artera team members despite the difficult circumstances, and the stage was set for future collaborations.

Now that Artera wanted to craft a whole new event offering, ETA was poised to engage its full breadth of event services to help them make the new user conference a success.

“Any time I’ve brought some wild idea to them, ETA doesn’t just say no. If they can’t do it, they propose a different option—there’s always an option, it’s never just a no.”

Elyssa Jaffe, Director of Events, Artera

After receiving positive feedback from the Artera executive team on those elements, ETA worked on translating creative elements into scenic ones, as well as developing branded materials and visuals for the event according to the company’s brand guidelines.

The team made sure that the set and scenic style reinforced the Heartbeat theme and Artera brand. And as with any event, ETA zeroed in on the attendee experience—determining which elements would help invited users make connections and truly absorb Heartbeat’s intended message.

ETA took an active role in shaping the event alongside Artera, helping with everything from venue selection and strategic analysis to tracking the budget and developing room diagrams. Throughout the process, Jaffe relied on the team’s expertise. “If it’s not my wheelhouse, I’m not going there,” she explained. “I’ve built so much trust with ETA, I just know they can handle it. I trust them, and I don’t question it.”