Corporate Event Planners' Guide to Custom Stage and Set Designs

We attend events to receive valuable information and participate in learning opportunities to help us grow in our careers. But what do we really crave when it comes to events? We want a truly immersive, memorable event experience. 

Corporate event planners painstakingly think through every touchpoint to capture and keep attention at all stages of the event, from the registration process to the post-event communication. Every detail matters, and that includes stage and set design.

It’s easy to overlook stage and set design by assuming it’s simply a backdrop. However, it’s so much more. Stage and set design are powerful tools to amplify brand storytelling, spark emotional engagement, and create lasting impact.

This blog delivers expert insights, creative inspiration, and practical tips to help elevate your next stage design from functional to unforgettable.

Quick Links:

• The Role of Stage and Set Design in Corporate Events
• Key Elements Every Corporate Event Planner Should Consider
• Common Challenges and How to Solve Them
• Behind the Scenes: Design in Action — The IHOP Global Franchise Conference
• How to Find the Right Partners for Stage and Set Design

The Role of Stage and Set Design in Corporate Events

Corporate events are about connection. This could be connection between brands and audiences, connection between leaders and teams, or connection between sponsors and attendees. Nothing shapes those connections more than the environment you create, which is why stage design matters more than ever.

Every environment tells a story. Whether you’re hosting a leadership summit, product launch, or global franchise meeting, your stage design should reinforce your event goals and influence how attendees feel and interact.

At Bishop-McCann, we work to understand the “why” of the attendee journey from the client’s point of view, so that every part of the set design enhances the story without distracting from it.

Done right, stage and set design become a powerful message delivery system that drives learning, inspiration, and brand affinity at every touchpoint. As attendee expectations rise, corporate event planners must view design as central to delivering ROI, not just décor.

We’re not alone. According to Encore's Planner Pulse research, 85% of event planners believe that immersive experiences foster greater engagement among attendees. Additionally, 93% of planners expect to use immersive technology to engage attendees, including dynamic lighting, high-quality sound systems, and VR/AR.

Key Elements Every Corporate Event Planner Should Consider

To craft an exceptional stage experience, corporate event planners need to master:

• Stage Layout: Prioritize clear sightlines, smooth presenter flow, and appropriate scale for audience size. A poorly planned layout can disengage attendees in the back or create awkward transitions between speakers.
• Backdrops and Scenic Elements: Choose materials, branding, and textures that not only create a visual impact but also reinforce your event’s core theme and brand message. Every visual element should feel intentional and aligned with the story you want attendees to remember.
• Lighting and A/V Integration: Use lighting to transform the atmosphere and maintain energy across sessions. Integrating AV components seamlessly ensures that video, sound, and lighting work together to elevate the experience rather than competing for attention.
• Multi-Use Design: Build flexible sets that shift seamlessly between keynotes, panels, and breakouts without major overhauls. This not only saves time and cost but also ensures visual consistency and keeps the energy flowing throughout the event.

Our team of experts starts by dreaming big with our clients and focusing on the attendee story. Then, we get to work with our highly talented team of technical directors, venue AV partners, and scenic designers to translate their vision into designs that fit the venue, budget, and logistical realities.

Common Challenges and How to Solve Them

Even experienced corporate event planners encounter hurdles. Here’s how Bishop-McCann tackles some of the most common obstacles.

Budget Constraints: As much as we want to have it all, budgets sometimes force us to take a step back from our dreams to face reality. However, you can create magic for attendees without spending more money. Corporate event planners tackle budget constraints by focusing on elements with the highest attendee impact, like focal scenic pieces or lighting. Often the simple or clever elements can surprise and delight, even on a budget.

Venue Limitations: Sometimes the physical space makes it appear virtually impossible to create an amazing set design. Corporate event planners should look for event management partners who not only share your vision but also are willing to adapt big ideas to unusual spaces or low ceilings.

Tight Timelines: Relationships matter, and that includes with your event management vendors. This is especially helpful when your set production timeline is condensed or changes are requested at the last minute. Don’t wait until showtime to forge relationships! You need friends throughout the industry, so start building your network well in advance of your event.

Evolving Vision: Yes, changes will be requested—and yes, they may come in at the last minute. However, never lose sight of the overall goal of the event. Does the requested alteration work toward enhancing the event’s purpose? Savvy corporate event planners listen to client feedback while never losing sight of the bigger priorities. 

Behind the Scenes: Design in Action — The IHOP Global Franchise Conference

A prime example of stage innovation comes from Bishop-McCann’s design for IHOP’s Ready, Set, Grow Global Franchise Conference in Indianapolis.

After two years of LED-heavy visuals for the general sessions, the Bishop-McCann creative team opted for a fresh approach: recreating an IHOP storefront on stage, complete with their iconic roofline and updated exterior details. To save budget, the team built the storefront set with a mixture of printed and carved materials to give the dimensionality of the stone.

This tangible set celebrated the brand in a joyful, recognizable way, while also giving franchisees a visual reminder of the products and mission they represent every day. The storefront also provided a dynamic entrance point for presenters, adding both visual excitement and symbolic meaning.

A large white backdrop allowed the lighting team to transform the environment across sessions, shifting from sunrise to sunset and capturing the open skies of Indianapolis. This immersive approach was a bold departure from high-tech visuals and showcased the power of focusing on brand heritage for a corporate event.

The conference deepened franchisee trust, strengthened brand connection, and delivered a strategic investment in the long-term strength of IHOP’s franchise network.

How to Find the Right Partners for Stage and Set Design

To deliver this level of experience, you need an event partner who brings integrated creative, production, and logistical expertise. Here’s what to look for:

• Do they offer both design and production under one roof?
• Can they translate big dreams into practical, venue-friendly solutions?
• Do they understand your brand’s “why” and align every design choice accordingly?
• Can they share examples or case studies that show tangible attendee and business impact?

When you work with companies for event management like Bishop-McCann, you gain more than just an agency. Instead, you build a strategic partnership with experts who understand how to deliver unforgettable event experiences that drive engagement and ROI.

Ready to Elevate Your Stage Design?

Let’s transform your next event into an extraordinary experience. Connect with Bishop-McCann today!