Be the place where business happens – and where people want to be.

Why do some events create loyal attendees while others struggle to keep people coming back? 

Events have the power to create lasting relationships, strengthen communities, and drive real business outcomes.

In The Forever Attendee Formula, Dawn Becker shares the thinking and strategies behind events that people return to year after year.

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Why This Book Was Written

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For years, event success has been measured through attendance numbers, satisfaction scores, and session ratings. While these indicators are valuable, they don’t always explain the deeper patterns that influence loyalty, participation, and long-term engagement. 

The real difference often lies in something less visible: the quality of the connections created in the room. 

The Forever Attendee Formula explores how designing for authentic connection changes what events can achieve. When people feel welcomed, valued, and meaningfully engaged, participation strengthens, relationships deepen, and organizations see stronger long-term results.

What You'll Learn 

Inside the book you’ll explore how to:

• Design events that foster genuine connection

• Build attendee loyalty that lasts beyond a single event

• Shift from transactional event thinking to transformational event design

• Evaluate engagement through ROE3 (return on emotion, experience and engagement)

• Create environments where relationships and business naturally happen

Download the Forever Attendee™ Connection Scorecard 

One of the ideas explored in the book is ROE3 (return on emotion, experience and engagement), the impact created through emotion, experience, and engagement.

The Forever Attendee™ Connection Scorecard helps you evaluate how effectively your event design supports those elements.

It’s a simple tool that helps you look beyond attendance numbers and assess the factors that influence loyalty, participation, and long-term engagement.

Enter your information below to download the scorecard.

Connect with the Author

Dawn Becker, President of BPL Events

Dawn Becker is the Founder and President of BPL Events, a Toronto-based event strategy and production agency. With more than two decades of experience designing conferences and events across North America, she has helped organizations create environments where relationships form and business moves forward.

Her work focuses on connection-first event design, where authentic engagement becomes the foundation for long-term participation, trust, and impact.

The Forever Attendee Formula is her first book.

Want to bring these ideas to your event or team?

Dawn is available for strategy sessions inspired by The Forever Attendee Formula.

Connect with Dawn Becker