For many, Glastonbury weekend heralds the start of an increasingly busy summer calendar of live cultural and sporting events. And more and more businesses are capturing some of this magic for their employees by hosting their own summer ‘do’.
Here, Matt Turner, founder and MD of Clownfish Events explains how work summer parties can be the perfect antidote to employee stress and gives us some great event theme ideas to boot…..
If work is stressing you and your team out at the moment, you’re not alone. Research shows that people in the UK work longer hours than anywhere else in Europe. Stress can be hugely detrimental to productivity and engagement, not to mention our wellbeing. Over 11 million days are lost at work every year because of stress, according to annual reports by the Health & Safety Executive. More significant to business owners is the £1.24bn cost to UK employers of these high levels of absenteeism.
Balance sheets aside, we all know about the powers of exercise and mindfulness for combating workplace stress; but one of the best (albeit rather underrated) antidotes is a well thought-out summer office party. Done right, it can recharge the batteries of the most jaded of employees, whilst boosting engagement and reinforcing cultural values at the same time.
The Rise & Rise Of The ‘Digital Detox’ Party
Given the contribution of smartphone addiction to stress levels, not to mention the current ‘always on’ culture, it’s unsurprising that Digital Detox parties are a huge trend at the moment, as employers opt for summer events that urge colleagues to re-connect face to face and share quality time away from their devices.
They can be surprisingly cost effective too. Think fires-side alongs: a tipi, firepit, cosy blankets, toasted marshmallows and maybe an open mic for coworkers to show off their talents. There’s no need for expensive catering or fine wines, but you could include a discreet photographer, so no one is tempted to use their phones and post the action on social media!
And a digital detox event is suitable for all brands, regardless of their specific cultural values, because it makes the vital connection between respecting work/life balance and the impact of proper downtime on mental wellbeing.
But if a detox isn’t needed for your team, and you’d like something more bespoke to your business, here are four more cost-effective options that can be used to convey specific brand values and create a consistent cultural experience that boosts employee engagement levels…
Creative Summer Party Themes That Reflect Specific Brand Values
- White Party – stylish, sophisticated and achingly cool.
This theme is ideal for luxury brands and high-end professional services companies that might also want to celebrate their organisation’s emphasis on promoting diversity and a cosmopolitan culture.
Think Mediterranean islands, white furniture and ambient lighting to recreate an exclusive holiday hotspot. Add a dance floor, DJ, chill out zone and plenty of entertainment for an event worthy of an A-list beach club.
Brand values: passion, attention to detail, diversity, dare to be different, simplicity, style
- Traditional English Fair – heritage, tradition, under-stated style and practicality.
This theme is great for brands that want to emphasise their British provenance as a sign of quality – like custom manufacturers, food and drink producers and ethical brands.
Choosing a garden party theme with traditional accents like deckchairs, bunting, fairground rides and side stalls (with some Pimm’s and strawberries thrown in!) is a great way to celebrate the summer, keeping costs down but still delivering an event that is unique and memorable.
Brand values: community, fun, quirky, sustainable, heritage, traditional.
- Sporting Fun – competitive, team spirited, entrepreneurial and spontaneous.
This theme is the perfect choice for challenger brands, start-ups and dynamic/fast moving industries where risk-taking is the norm.
With the FIFA Women’s World Cup this year and increasing numbers of companies wanting to promote health and wellness amongst employees, sporting challenges are likely be very popular this summer.
Brand values: excellence, growth orientated, teamwork, courage, commitment
- Boho Festival – glamorous and fun; a good fit for international brands looking to emphasise the importance of ‘down time’ and adventure.
If your employees are longing to be back at Glasto, why not bring the Pyramid Stage to them with music, hay bales and street food vendors.
Brand values: innovation, distinctive, creative, open-minded, sustainability
Summer Parties Are Quickly Overtaking Christmas Dos As The Must Have Annual Event
Whereas a Christmas party is often fairly traditional, summer events can be much better at conveying an employer’s brand values and reinforcing its personality. This is important for everyone but especially for millennials, who tend to value personal experiences, their employer’s values and a sense of feeling appreciated over material rewards.
Furthermore, they are flexible to organise, cost effective and a greater return on investment in terms of improving productivity. So why not take inspiration from Glastonbury, The FIFA Women’s World Cup or simply your local village fete and make your work summer party a legendary fixture in the event calendar for your team…
Matt Turner is the founder and MD of Clownfish Events. He started his first business aged 13, DJ-ing at community discos, and now runs themed events, team building and parties for some of the UK’s best known brands and business owners.