Inclusive Design & Strategic Sponsorships for Maximum Event Impact w/ Rachel Burden, Intuit
- AnswerBite
- Mar 1
- 3 min read
Updated: Mar 5
Table of Contents
The Power of Budgeting: Making Every Dollar Count
Imagine managing 100+ events a year—from large-scale conferences to high-impact sponsorship activations—while ensuring every dollar spent delivers measurable results. For Rachel Burden, this isn’t just a challenge—it’s a strategic opportunity.
Rachel leads a diverse portfolio of events for Intuit, balancing four key categories:
Intuit-Owned Conferences – Large-scale events driving business growth.
Hospitality Experiences – Engagements tied to NHL and PWHL partnerships.
Virtual Events – Scalable, cost-effective customer education.
Sponsorship Activations – Aligning brand partnerships with audience needs.
With a passion for budgets (yes, really!), Rachel approaches financial planning like a puzzle, ensuring every dollar spent delivers real impact.
“The way I look at budgeting is a structured process,” Rachel explains. “We segment our events, forecast economic shifts, and prioritize flexibility to stay ahead.”
But what if you’re a small company with an even smaller budget?
💡 Rachel’s Advice:
Leverage partnerships. Partner with businesses that need exposure—offering a “quid pro quo” sponsorship.
Go DIY when possible. When Rachel was early in her career, she bought wholesale flowers and arranged them herself to save on decor costs.
Prioritize impact over aesthetics. A well-structured event with a strong value proposition beats a flashy, expensive production.
Beyond the Booth: The Future of Event Sponsorships
Gone are the days when a logo on a banner was enough to keep sponsors happy. Today, brands want immersive experiences that make a lasting impression.
At a recent NHL Four Nations event, Rachel’s team launched an AI-powered hologram cube where fans could interact with digital versions of hockey legends. It was a huge success—but not without challenges.
“Testing new tech on a short timeline meant unexpected hurdles,” Rachel recalls. “But the attendees’ excitement made it worth the effort.”
Sponsors today are demanding more value, asking for:
Interactive brand moments – AI, VR, or hands-on activations.
Meaningful attendee engagement – Storytelling over static displays.
Measurable ROI – Lead capture and social sharing analytics.
💡 Action Steps to crafting engaging event experiences:
Co-create experiences with sponsors instead of offering “one-size-fits-all” packages.
Use AI or gamification to make brand interactions more engaging.
Think beyond in-person moments—repurpose activations into digital content for extended exposure.
Inclusive Design: Elevating Attendee Experience for All
Rethinking Food Accessibility
For Rachel, inclusivity isn’t just about diversity initiatives—it’s about designing events that work for everyone.
And for her, food is personal. Rachel has eight allergens, only two of which are in the top 10 worldwide. She’s had to leave events due to medical reactions, making her acutely aware of how poorly planned menus can exclude attendees.
“Food should be an inclusive experience, not a barrier,” she says.
But it can also be a powerful engagement tool. At Intuit events, Rachel’s team integrates food into immersive branded experiences—from themed catering activations to hands-on culinary stations sponsored by partners. This transforms dining into a memorable, interactive moment rather than just a necessity.
Simple ways to make event catering more inclusive:
🍽 Avoid the top 5 allergens (peanuts, tree nuts, sesame, soy, seafood).
🥗 Offer build-your-own stations (salad bars, grain bowls) instead of pre-set plates.
🌱 Incorporate vegan options—they cover multiple dietary needs at once.
🍹 Use food as an experience—think mocktail bars, branded food carts, or interactive chef demos that add an engaging touch.
💡 Rachel’s Tip: “Vegan dishes are cost-neutral compared to meat options, making them an easy budget-friendly win.”
2. Pricing That Feels Fair for Attendees
With economic uncertainty and rising costs, ticket pricing is more sensitive than ever. Rachel advises event marketers to:
Conduct competitor research – Benchmark against similar events.
Survey attendees – Ask what pricing feels fair to them.
Use tiered pricing – Offer budget-friendly general admission and premium VIP upgrades.
💡 Key Takeaway: Attendees will pay for value—just ensure your pricing aligns with the experience delivered.
Conclusion
Rachel Burden’s data-driven, creative approach to budgeting, sponsorships, and inclusivity proves that event success isn’t about the biggest budget—it’s about the smartest strategy.
Want to create impactful events on a tight budget? Partner with sponsors and focus on high-value touchpoints.
Need to engage sponsors beyond a logo placement? Build immersive, interactive activations.
Looking to make events more inclusive? Start with food design and fair pricing.
By following Rachel’s insights, event marketers can create high-impact experiences that are budget-smart, inclusive, and sponsor-friendly. Check out this full conversation here:
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