The Power of Live Entertainment at Special Events

It has been more than 25 years since Guy Laliberté first formed Cirque du Soleil from a band of colorful street performers in Quebec and, it seems, almost as long since cirque-style shows started showing up at events. Why do cirque acts stay strong? Maybe it's because no other type of entertainment is at once so physically primal and so perfectly adaptable to corporate messaging. Oh — and let's not forget the awesome costumes.


Michael Manzenet of Los Angeles-based cirque company Wonderworld Entertainment says that in an event market where every vendor must justify its price, “The value of cirque entertainment is the ‘wow’ factor” — its ability to capture and hold attendees' attention. His troupe's formidable talents — many members hail from Cirque du Soleil productions including Mystere, O and Ka — are particularly well-suited to distraction-packed environments such as trade shows, where aerialists performing on logo-imprinted lengths of chiffon and acrobats handling delicate or technologically complex new products are highly effective at drawing in show-goers. “If your booth has quality [performers] showcasing your products, it's going to get noticed,” Manzenet states. “Crowds will come and expand your customer base.”

For internal corporate events, particularly incentive and sales programs, cirque performances — which showcase mere mortals overcoming such huge obstacles as gravity itself — can be “extremely motivating,” says Sam Trego of San Diego-based Imagination Entertainment, which stages both public and private-event cirque and Broadway-style productions. He points out that pacing and location of entertainment — whether the client selects Imagination's popular Viaggio by Il Circo extravaganza or a slightly less death-defying musical theater production — is key. “Placing the right entertainment in the right place in the event will always lead to a desired response,” he notes. “I will always remember what a rather well-known insurance meeting planner told me about our shows: ‘Sam, your shows are the golf of our program.’ I said, ‘Golf?’ She said, ‘Absolutely. Your show productions create a feeling level in my audience that is conducive to good business. You have no idea how much money we make because of the good feeling you create in the ballroom with your shows.’

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The Power of Live Entertainment at Special Events