A Q&A with GoGather’s Katie Moser Stuck on why intimate, highly curated gatherings are reshaping event strategy
After the post-pandemic rush to bring people back together in person, many organizations are taking a step back and asking a more strategic question: What kind of events actually deliver results? While large-scale conferences and user meetings still play a vital role, planners are increasingly experimenting with a different format — smaller, highly curated gatherings designed to prioritize connection, relevance and measurable outcomes over sheer scale.
Often referred to as “micro-events,” these intimate meetings typically bring together 20 to 50 carefully selected attendees for focused conversations, tailored experiences and deeper relationship building. For companies seeking higher impact — particularly with customers and prospects — micro-events are emerging as a powerful complement to traditional flagship events.
Prevue recently sat down with Katie Moser Stuck, Director of Marketing & Business Development at experiential marketing and event management company GoGather, to learn what she’s seeing in the market, why micro-events are gaining momentum, and how planners can determine when smaller may actually be better.
Prevue: We’re hearing a lot about “micro-events” right now. What are you seeing in the market?
Stuck: We’re absolutely seeing micro-events accelerate, starting in early 2025 and moving into 2026. After the initial post-COVID excitement of simply getting people back together, companies are now taking a harder look at what actually works. There’s a growing realization that “same old, same old” events aren’t delivering the impact they once did.
Micro-events — typically 20 to 30 people, sometimes up to 50 — are becoming a more intentional, strategic way to connect in person without defaulting to massive user conferences. They’ve always existed in some form, like client dinners or small retreats, but now they’re being used much more deliberately as part of an overall event strategy.
Prevue: Why are companies gravitating toward smaller gatherings now?
Stuck: It really comes down to effectiveness. Teams want higher impact from their events, particularly when it comes to connecting with customers. With a micro-event, you can be very strict about who’s in the room. Every attendee is there because they’re likely to get value — and provide value in return.
Instead of hoping the right conversations happen in a sea of thousands, you’re designing an environment where meaningful dialogue is almost guaranteed. That level of focus is incredibly appealing right now.
Prevue: Does that mean large events are going away?
Stuck: Not at all. What we’re seeing is more of a bifurcation. On one side, micro-events are being used for relationship-driven goals — customer engagement, prospect development, peer conversations and community building.
On the other side, large events are increasingly about inspiration, excitement and brand moments. Walking into a packed general session can feel like a concert — it’s aspirational and energizing. The difference is that even within those large events, planners are building in more segmentation: smaller breakouts, tailored sessions and targeted experiences so attendees can focus on what really matters to them.
Prevue: Are certain types of organizations leaning more heavily into micro-events than others?
Stuck: Yes. We tend to see micro-events most often with customer-facing initiatives, particularly among technology companies, SaaS brands and startups. These organizations are often trying to do something different — and more cost-effectively — while also being able to prove outcomes.
Legacy brands are more likely to continue hosting large keystone events, especially for internal audiences like sales kickoffs. That said, even those companies are experimenting. Some alternate years: one year a big, all-hands event, the next year more regional or team-based gatherings to support tactical goals and reduce travel.
Prevue: Speaking of cost, are micro-events really a money saver?
Stuck: Cost is definitely part of the conversation, but it’s not as straightforward as people assume. Ten small events can actually require more resources than one large one. You’re still contracting venues, managing logistics and traveling — you’re just doing it multiple times.
That said, micro-events often make sense from an ROI perspective, especially for customer engagement. It can be easier to track outcomes — relationships built, opportunities advanced, deals influenced — when the audience is small and focused. Many companies use micro-events as a testing ground: Start small, gather data, then decide whether it’s worth scaling up.
Prevue: What about the logistical side? Are small events easier to plan?
Stuck: Sometimes yes, sometimes no. A 100-person event can involve many of the same planning elements as a 1,000-person event. When you multiply that effort across multiple micro-events, the internal resource load can add up quickly.
That’s why it’s important for organizations to evaluate their capacity. Do they have internal planners? Are they working with external partners? And ultimately, are the outcomes worth the additional effort? Just because micro-events are trending doesn’t mean they’re the right fit for every organization.
Prevue: How do micro-events stack up from an experience design standpoint?
Stuck: This is where micro-events really shine. Smaller scale lowers the barrier to creativity. You’re not locked into a ballroom or a standard conference format. You can host a retreat in a unique location, design highly interactive sessions, or create high-touch experiences that would be impossible with thousands of attendees.
There’s also more room to experiment. Micro-events are a lower barrier to entry for trying something new — new formats, new audiences, new types of content — without the risk associated with a major flagship event.
Prevue: How does the role of vendors and sponsors change in a micro-event environment?
Stuck: In small settings, vendors can’t just show up and sell. They’re often co-hosts or contributors — leading workshops, facilitating discussions or participating alongside attendees.
That shift tends to create stronger relationships. Everyone is eating together, learning together, and spending real time together. It pushes sponsors out from behind the booth and into more meaningful engagement, which can be far more valuable for all involved.
Prevue: So how should planners decide whether to go big, small, or somewhere in between?
Stuck: It always comes back to outcomes. What are you trying to achieve? Inspiration? Revenue? Community? Team alignment?
Micro-events aren’t a silver bullet, and they’re not always cheaper. But for organizations that want intentionality, deeper connections and more measurable impact, they’re a powerful option. Even for companies that run large flagship events, adding micro-events as a complement — or an experiment — can unlock new value.
If your big events feel stale or aren’t delivering results, a smaller, more curated room might be exactly where the magic happens.
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