It’s a little odd to be sitting, of all places, in an airport on wi-fi waiting to meet up with people and yet feel excited about a future event, but here I am. This weekend, I’ll be hitting up PAX East in Boston for various reasons both professional and personal, and if the talk on Twitter, Facebook, and the internet at large is any indication, it’s going to be a mighty good time.
This is a direct function of an event and its organizers creating the right kind of anticipation for the event itself. I think it’s good to mention that I don’t mean hype. Hype is the kind of over the top craziness that you expect when it comes to pushing the envelope for extravagant and sweeping, and while it has its benefits, it is not anticipation. Anticipation is created from properly ensuring that people know your event is going to be a great time – that it will have what you want and give you some surprises as well. This is what PAX East has done, and done to successful execution.
How does it do this, even in the midst of a pool of geek cynicism? Part of it is the preparation tools and tech. PAX East went through a single vendor for hotel reservations, for example, and put up a bunch of neat little features like measuring distance from the hotel and one-click easy ordering to make reserving things a blast. Their registration process involves a third-party service that easily generates barcoding and efficient sending of badges through mail. They have an arrangement with Conventionist, an app that aggregates information about events and updates them in real time while giving people the chance to plot their con course. All of these kinds of tools, that make the process of getting ready for a con easy, also make getting ready for it more of an exercise in anticipation. People aren’t having a hard time with systems that should work but don’t. They are instead having a hard time with the things they’re supposed to, like deciding on two kick-ass events that are at the same time. Take away the tech trouble, build the hype.
The other way is through subtle little conveniences. Releasing the schedule a little early. Providing an ongoing map of confirmed vendors and develoeprs. Putting in periodic updates about attendance and badge sales. These are things that while subtle, build anticipation and excitement for an event. Organizers know that you can’t really shove what is supposed to be a fun event on attendees. You do little nudges and pushes, little winks of the eye, and the rest sort of takes care of itself – given that you’re organized, efficient, and know what you’re doing.
Ultimately, as it should be, the ones who are the best manufacturers of the anticipation for an event are the people attending. Geeks are the most passionate people around in many respects, and even though the pain of their discontent can be severe, the benefit of when they are satisfied, excited, and happy is well worth the risk. It isn’t a surprise that an event like PAX East is driven by fan and community support, but to get it to a hotly anticipated point, it takes just a little sly bunch of pokes to do so. It is, in many ways, a validation of the adage “if you build it, they will come”.
We’ll see if I can keep up my post-a-day New Year’s resolution at PAX East!



Ah, Halloween. That time of year when people who cosplay are actually not unique snowflakes in a public crowd. It’s also the time of year when the inevitable temptation of foodstuffs starts, starting with candy and sweets and finishing with an “I ate wayyy too much” Christmas dinner. I can feel my teeth rotting already.

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