When developing a concept TCC always uses our SEE model.
All 3 elements must be part of the concept. They play a vital role for a successful event, however, the weight between them may vary from event to event.
In some cases, the substance may be 80% (as in a conference, for instance), and in other cases it may be downplayed (as in a social event).
Likewise, focus on engagement and excitement may be downsized or upscaled according to the objectives of the event.