Big mistake. Big. Huge. Why event planners need to mystery shop more

Growing up in Australia, there was a lingering fear that hung above the heads of retail workers at the local shopping center, an ultimate dream job where people could actually get paid to have their Pretty Woman moment.

“Big mistake. Big. Huge! I have to go shopping now”.

Ah, the classic mystery shopper.

Mystery shopping is an understated art form. It’s unfortunately not as idealistic as putting on theatrics (or a wig) and causing a scene, but it’s actually about noticing all the finer details that the average shopper might miss, all which make a huge difference to the overall shopper experience.

Whether it’s a hotel, restaurant, or shopping center, mystery shoppers are everywhere, with the purpose of providing feedback based purely on personal experience.

So, why aren’t event and experiential professionals intentionally mystery shopping more?

Event planners and producers are expected to have a rare eye for detail that most people don’t - for many it’s our God given gift. However, we rarely attend these experiences for the pure purpose of mystery shopping. We simply attend, notice what elevates the experience and what breaks it, then go home, unphased, often forgetting about it just like any other event. In reality there’s a lot to unpack.

I attended a corporate event recently and noticed many gaps in the experience flow, confused registration staff, unmanaged lunch lines, stacked uncleared plates, tripping hazards, poorly produced build, wires hanging out…everywhere.  

I’m in no way writing this with the purpose of critiquing the run of show of an event, after all, what’s done is done, and to be honest, internal teams including mine are often too close to see the friction. I do believe intentional mystery shopping should be practiced by anyone in the events and brand experience industry at all levels. The client feels everything that we put in, and everything that we don’t.

Over the years, I’ve noticed a growing gap between what brands intend guests to feel and what they actually feel. We’re implementing more fancy technologies on-site, enhancing AV, even bringing in robots to dance for us, while we clap. We’re so focused on making sure nothing breaks that we forget the moments that actually matter - the finer details that shape the bigger picture. There are no second chances to get them right.

If we as an experiential and events industry mystery shopped more, we’d become richer in learning. Together, we could elevate the quality and benchmark of our brand experiences, and get inspired from an outsider’s view. Intentional mystery shopping turns lived moments into strategic insight, helping producers refine the entire guest arc, from arrival to departure.

I've written this piece to encourage everyone to mystery shop. Mystery shopping has a reputation for being sneaky - it shouldn't. At its best, it's simply the deliberate practice of being a guest with intention, noticing what works and what doesn't, and bringing those insights home. It's not about attending someone else's event with a clipboard and an eye for fault.

So the next time you're a guest somewhere, resist the urge to switch off. Show up as the professional you are - curious, present, and paying attention. That's how we raise the benchmark, together, so that events stop being events and start being moments of culture, momentum, and genuine magic.

I'll be holding myself to the same standard, and if you’re at our next one, I hope you will too.

This article was written by Anna Patterson, founder, Sight Agency.