I recently returned from Connect West 2025 in Lake Tahoe, and it reminded me why there’s simply no substitute for meeting in person.

In an age where so much of our communication happens through screens, there’s something powerful about looking someone in the eye, sharing ideas, and building genuine connections (and getting to know people over Strawberry & Creme filled licorice bites.) Those moments — the spontaneous conversations in a coffee shop, sharing walks or cocktails, and the shared laughs — are where real business gets done.

Connect West has long been known as “Where Events Business Gets Done,” and this year was no exception. From high-energy networking to focused one-on-one meetings, the event proved once again that relationships are at the heart of our industry.

Delivering Happiness, One Connection at a Time

At Sugarwish, our mission has always been simple: deliver happiness.

So it was especially meaningful to showcase how our gifting platform helps event professionals create memorable, joy-filled experiences — the kind that deepen relationships and leave a lasting impression.

It was exciting to share our newest innovations: the Gifting Genie and Proposal System. These tools make sending custom and branded gifts at scale effortless — transforming what could have been a complex process into a true no-brainer for corporate meeting planners. Seeing the reactions from attendees when they realized how easy it could be was one of my favorite moments of the week!

The Sweet Spot of Generosity

One theme that kept emerging throughout the week was the idea that the small things make the biggest impact. It’s the small, intentional gestures — not grand or constant ones — that deepen relationships.

Generosity doesn’t have to be a constant stream of favors or over-the-top moments. In fact, research shows that what actually works is just a few authentic interactions that genuinely go the extra mile to build trust, warmth, and connection.

Here’s a few moments of generosity and connection that stood out to me from my week at ConnectWest:

• Introducing two people who were seriously debating whether they should choose Caramel Creams or stick with Bit-o-Honey at our table top Candy Shoppe – and quickly realizing they would genuinely benefit from knowing each other and stepping back to let the magic connection happen!

• Noticing someone looking for a seat during a bustling cocktail hour overlooking the impressive hockey arena at the Tahoe Blue Event Center and waving them over to join your table. Everyone had traveled quite a distance to be there and had something unique to offer. Inclusivity goes a long way especially at business events.

• Grabbing an extra coffee for the person standing next to you in a long registration line – this sparked such an unexpected smile and opened the door for an impromptu connection on the spot. Leading with kindness pays dividends, in every sense.

These weren’t big, orchestrated moments — but they were meaningful ones. Small things become the moments that matter.

That’s exactly what we see in gifting: when a gesture is personal, thoughtful, and intentional, it creates connection.  That “sweet spot” is where delight happens, both in life and in business.

Standing Out in a “Kid in a Candy Shop” Kind of Way

Simply put, the world has enough generic swag. Today’s event professionals are craving gifts that are meaningful, experiential, and fun.

That’s where Sugarwish shines, offering:

• Custom Gifts that reflect your event and brand personality

• In-Room Amenities with our combined Candy + Snack Room Drops that surprise and delight attendees

• Welcome Curated Gift Sets set the perfect tone on arrival. Whether you’re looking for a destination toes in the sand event (Life’s a Beach), or relaxing gifts (Recovery Mode and Sweet Dreams), there is something for everyone with our beyond basic themed offerings!

• Speaker Thank You Gifts that make appreciation personal and effortless.

• Pop-Up Candy Shoppe is no doubt one of my favorite WOW gift experiences that always turn any event station into a joyful, interactive moment. Positioned at a welcome station, breakout session or with a happy hour at the end of a long day always delights!

• Post-Event Workplace Wishes follow up gestures to extend engagement beyond the event.

Each of these touchpoints offers planners an opportunity to create delight — and to connect in a way that feels personal and genuine.

The Sweet Spot

Leaving Lake Tahoe, I felt grateful to our host Visit Lake Tahoe, our partnership with Informa Connect — for the conversations, and shared excitement that make the event planner and hospitality industry so special.

Connect West reminded me that while technology can streamline, it’s our human connections that drive true progress. And at Sugarwish, we’re proud to help our partners turn those moments of connection into lasting memories — one sweet gift at a time.

Because when we combine authentic relationships with the joy of giving, that is where the magic truly happens.