In this episode of No More Bad Events, we interview Marco Mendolia, a senior program manager at a large technology and retail company, about the evolving landscape of conferences, particularly E-commerce conferences, and the concept of "festivalization." They discuss how modern conferences have transformed into business festivals, incorporating experiences from traditional festivals, including high levels of production, professionalism, and engaging attendee interactions. Marco also shares insights on his role in developing partnership strategies, emphasizing the importance of early collaboration with partners and sponsors and the need to deliver memorable attendee experiences. The conversation covers various aspects of conference planning, such as integrating learning with fun elements, fostering connections among attendees, and maximizing sponsorship value. Additionally, Marco highlights the significance of building personal relationships with exhibitors and sponsors, leveraging his skills as an emcee to enhance overall attendee engagement and experience. The episode wraps up with Marco discussing his passion for hosting and his future aspirations within the conference industry.