Is Q1 the new Christmas for morale boosting employee events?
Corporates have long leant on events to improve employee engagement, but the type and timing of these events is undergoing a significant transformation, says Paul Davis, CEO of Dublin-based Davis Events.
Over the last four or five years, our agency has seen an uplift in demand for Q1 events, and a drop in demand for big corporate Christmas parties. Are these trends related? Maybe, maybe not. But, in today’s corporate climate, they both make a lot of sense.
Traditional, all-in Christmas parties come with a host of challenges for event managers: they’re expensive, offer limited choice of quality venues and services, it’s impossible for them to be fully inclusive and there’s zero chance of achieving any impactful level of employee engagement. And talking of employees… well, they (mostly) have a great time, but there’s a risk they’ll return to the office in January with post-holiday blues, nothing to look forward to and start searching for a new job.
Paul Davis
Paul Davis
When it comes to employee engagement, this is a massive, wasted opportunity. Because, after the holidays, people are ready to refocus, restart and make changes, so kick off events in January or February are perfect for reviewing the past year, setting targets and rewards to give people something to aim for and a reason to stay, and engaging in team building activities that energise, engage and motivate them.
Post Covid, workplace dynamics shifted significantly. During the pandemic, companies experimented with smaller, departmentalised celebrations and sending hampers for virtual gatherings. These changes have had lasting effects and organisations are now placing greater emphasis on meaningful interactions and employee wellbeing.
Leadership priorities have also evolved. The new generations of leaders are those who were on the receiving end of the first wellbeing initiatives. They understand the link between workplace culture and productivity because they know how it impacted them, so making investments in wellbeing and team cohesion is a strategy that makes sense to them and comes naturally.
Q1 event benefits include:
Reduced costs / increased ROI
Venues and services are more affordable and readily available in Q1, which means event managers have more choice and the ability to deliver higher-quality experiences within budget.
It’s also worth remembering 75 per cent of the workforce are millennials; a generation that’s well travelled, cultured, more experienced and more demanding. Senior leadership teams are also more culturally diverse. So mediocre offerings at large scale events won’t cut it with employees. Instead, smaller, kick off events in Q1 allow event managers to create bespoke and boutique experiences that deliver a wow factor in different ways.
Improved engagement / staff retention
Employees return from the Christmas holiday refreshed and receptive, making them more likely to actively participate in strategic discussions and activities. And engaged employees are more productive and less likely to look for a new job.
Inclusivity and wellbeing
Wellbeing has become a cornerstone of corporate strategy, influencing not only the design of events but also broader workplace policies. The rise of non-alcoholic events and activities, for instance, reflects changing employee expectations and societal trends. The concept of “zebra drinking”—alternating between hard and soft drinks—is gaining traction as part of a broader movement towards inclusivity and mindfulness, particularly among millennials. And Q1 aligns with Dry January for many, too.
The forced social activities of the holiday season can be stressful and overwhelming for some employees. Q1 events provide a more relaxed and balanced environment, focusing on wellness and meaningful engagement rather than excess. Q1 events are also free from the cultural or religious associations of Christmas, further fostering a more inclusive environment.
Strategic alignment
Kick off events combine business reviews – a look back and a chance to celebrate past achievements - with goal-setting sessions, ensuring teams feel valued, rewarded and are aligned and motivated for the year ahead.
At Davis Events we’ve seen Q1 events come in various forms, but what they all have in common is a focus on wellbeing and company culture because most companies have evidence of its impact on output, productivity and retention. Formats can include:
Kick off business meetings: Short, focused sessions to review performance and set targets that could then lead into a social activity, whether that’s on campus, in the workplace, or offsite locally or abroad.
Mini conferences: Featuring keynote speakers, workshops, and breakout sessions to inspire innovation.
Award ceremonies: Celebrating team achievements with an emphasis on individuals and diversity (not just financial performance) as well as contributions that support culture, community and retention.
Team building activities: Designed to strengthen collaboration as well as build morale.
Social and incentive trips: Opportunities to reward teams with bespoke experiences that reflect their hard work and commitment. That could even be a weekend away.
How will this trend develop?
I believe as more of the next generation step up to become today’s leaders, they have employee wellbeing in their DNA and take it very seriously. Organisations are moving away from tradition and are rethinking what works best for their people as well as their bottom lines. By prioritising what truly matters, companies can create events that not only inspire but also deliver measurable outcome.
And that’s why the trend for more Q1 events is here to stay: they offer a powerful way to build culture, retain talent, and drive productivity. And for us event managers, it’s also an exciting opportunity to redefine the value of what we do and contribute ever more meaningfully to business success.
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