When themes seem to go bad, 99.9% of the time it’s not the theme’s fault. At least that's our observation after being a part of so many themed events. They only “go bad” when mismatched with their function. It’s similar to choosing socks—you wouldn’t couple gorgeous, forest green, thermal knee socks with high heels, nor would you select hot pink fishnet stockings to slide into ski boots.

There’s far more to a theme than meets the eye. Listed below are seven specific functions that a theme can serve. The key? Choose the function of your theme before choosing your theme.

Seven Theme Functions:

1. Create a Rack to Hang Your Hat On:

The function of this theme is to serve as “the rack” on which to hang your overall conference message—the identifying catch phrase or rallying motto. For example, the focus of one conference was entirely on “quality.” While this could have been a potentially dry topic, they chose a catch phrase that provided a very colorful theme: “Trek to Quality and Beyond,” a Star Trek theme. This provided the “rack” on which to hang all of their advertising, invitations, programs, breakout sessions, signage, etc. Trekkies and non-Trekkies alike enjoyed this lighthearted and creative use of a theme.

2. Feature Your Destination:

This function is more obvious. When in Rome, do as the Romans do. When in New Orleans, go for a Mardi Gras theme. When in Hawaii, a Hawaiian theme is delightful. And when in New Mexico, consider a Route 66 theme.

3. Transport Guests to Another Place:

The function of this theme is to transport your guests from Padukah, Kentucky, where your event may actually be, to a more exotic, far away destination. Consider, for example, a Parisian theme at The Moulin Rouge, or a Venetian theme titled, “Ciao, Venezia,” or a pirate theme in the Caribbean, ‘Ahoy, Mates!’

4. Transport Guests to Another Time:

Transporting guests to a time in the future or past is a fun way to celebrate a variety of events, including anniversaries. If your company or association gathers for a 40th anniversary, the theme can be based in the 60s when the company or association began. For example, imagine a Woodstock or Sergeant Pepper’s theme. For 100-year anniversaries, a theme that takes you through the decades is exciting. One company’s president used to be in a band in the 70s, so they chose a Studio 54 disco theme. Basing your theme on the movie Back to the Future allows part of the evening to transport guests to the 1950s, then beam them into the 1980s.
A word of caution however: No matter what time capsule you choose, you’ll want it to have flexibility. If only one time period dominates, it will inevitably alienate those who can’t relate to that time.

5. Honor Your Guests:

These themes place 100% of the attention on your guests, who become the “stars.” Consider these example themes: “Here’s to the Winner,” “Hats Off to You,” “A Night at the Oscars,” “The AT&T Academy Awards,” “The AOL Walk of Stars,” or “Simply the Best.”

6. Give License To “Blank”:

The function of this theme is usually a directive for that specific event: “License to Party,” which can be a spy theme, or “License to Chill,” which can be an island, Jimmy Buffet theme. This type of theme announces the intent of the event, like giving license to share this special evening with your spouse or license to network, etc.

7. Just For Fun/No Particular Reason:

When your theme doesn’t need to serve any of the functions listed above, you can select a theme just for fun: a Broadway theme, underwater theme, Hollywood theme, sports theme, fantasy theme, country theme, motivational theme, and so on. The key to selecting a “just for fun” theme is that it not pigeonhole your event the entire time. It works best to establish the theme at the outset.

A final word of caution, for any theme: Your entertainment should support the theme for the early portion of the event, then have the freedom to include the variety that will keep everyone engaged all night long. This may seem obvious after planning a few events, however it is missed more then anyone cares to admit. Numerous Meeting Planners have told us how "last year we had the perfect entertainment for the theme, and everyone in the audience left in under an hour" or "please, I know it's a ______ theme, but only about 10% of the audience relate to ______ dancing! Help." or "I have finally convinced the committee that even though it's a (let's say 'Pirate') theme, there's no way anyone wants to hear more then 10 minutes of Pirate music- whatever that may be (which is when we suggest Pirate Characters meeting and greeting at Doors, CD Pirate Music for part of Dinner and then the Entertainers dress and talk as pirates while delivering their most engaging performance).
The key to pulling it off?- Communication. Lots of it, way ahead of time.

It's All in the THEME

Our thoughts on how to select a theme to enhance your event...

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