What elements have you added to B2B events to improve the experiential element?

I’ve just been reading this article about ‘festivalising’ your B2B events. It seems Drapers have seen a lot of growth in their fashion trade event via this route.

Wondered what other people have done to up the experiential element of their B2B events and whether everyone agreed this was the way forward?

Does it detract from the core event at all or just enhance the event overall and make it more memorable and attractive to potential visitors?