The Forever Attendee Formula introduces a connection-first approach to event strategy, showing how events can move beyond one-time experiences and become platforms for building lasting relationships, stronger communities, and long-term business value. Written by Dawn Becker, former VP of Events at AMA Toronto, the book draws on more than 25 years of event experience across North America.
The book explores why people return to events, how emotion and engagement influence decision-making, and how meaningful connections can be designed intentionally. It also offers practical insights for marketers and event leaders who want to strengthen retention, trust, loyalty, and ongoing participation.
Readers will also discover the Forever Attendee™ Connection Scorecard, a simple tool designed to help assess the factors that influence attendee loyalty and long-term engagement.
“Dawn Becker has a way of bringing people back to what matters: purpose, people, and connection. Her influence goes far beyond events. She changes how teams lead, listen, and build together. This book captures that spirit and care that so many of us have experienced through her work.“
Santo Ligotti, Vice President, Marketing and Member Services, Retail Council of Canada