Enabling teams to
Design Events
worth attending


The #EventCanvas is a strategic management template for developing new or documenting existing events and conference models. It's a visual chart with elements describing an event's promise, how it helps stakeholders to get their jobs done, resolving pains and creating gains within a set framework of commitment and expected return. The canvas articulates how the behaviour changes as a result of having participated in the event as well as stating the required levels of satisfaction against expectations. Additionally the canvas outlines the costs and expected revenues in relation to the customer journey (service design) and the instructional design of the event.

Get better results

As you follow the logical visual stepped approach of the event model canvas you will be enabled to design events better in less time with your key stakeholders. Design events  with the end in mind. Design events that matter.

Created with Passion

This is brand new and really exciting. Nothing has been done like this before. Many theories and tools are known, but this is the first ever tool to design, prototype and document events.

The Canvas is Free

You can download the canvas for free under a Creative Commons 4.0 license. Use it to design, document and prototype your events. Successful events change behaviour. Start now.

Spread the Word

The canvas is a way to develop more effective relationships though taking events to a strategic level. It is a way to understand your stakeholders better and design accordingly.

Work digitally on Designs

Get thing done and document the design process digitally. Collaborate in a browser based drag & drop visual canvas with templates that you can use to work on a design with your team.

Attend our events

Want to learn how to design effective innovative events that matter? Join an Event Model Canvas workshops or masterclasses.

The full story

A 15 minute video of Event Model Canvas’ flashpoint session at MPI WEC14.

Event Model Canvas

The new common and visual language for events explained in 111 seconds.

In-company Training

An example of how your marketing and event staff can design events.


Roel FrissenCo-Founder Event Model Generation | #EventCanvas Co-Creator | Co-Founder EventCanvas.org Foundation

Roel Frissen

Co-Founder Event Model Generation | #EventCanvas Co-Creator | Co-Founder EventCanvas.org Foundation

Netherlands based Entrepreneur Roel Frissen, CMM (1974) has been an innovator and entrepreneur in the Meetings & Events Industry since 1999. He is founder of EventCanvas.org Foundation and Event Model Generation (the event design consulting & training firm) with Ruud Janssen aimed at creating a common language for Meetings & Events. Roel also manages Parthen meeting services and Center for Business Model Innovation. Full bio.

Ruud JanssenCo-Founder Event Model Generation | #EventCanvas Co-Creator | Co-Founder EventCanvas.org Foundation

Ruud Janssen

Co-Founder Event Model Generation | #EventCanvas Co-Creator | Co-Founder EventCanvas.org Foundation

Switzerland based Entrepreneur Ruud Janssen, CMM, DES (1970) has been an innovator and game changer in the Hospitality and Meetings & Events Industry since 1994. He is founder of EventCanvas.org Foundation and Event Model Generation (the event design consulting & training firm) with Roel Frissen aimed at creating a common language for Meetings & Events. He also the founder and Managing Director of  TNOC |The New Objective Collective ;  a creative collective of visual thinkers, moderators and specialists at the intersection of communication, technology and strategy. Full bio.

Dennis LuijerStory Engagement Engineer

Dennis Luijer

Story Engagement Engineer

Netherlands based Visual Thinker and Story Engagement Engineer Dennis Luijer is part of Event Model Generation since 2014. He also manages Visuallyyours.nl and has been involved in the early stages of Business Model Generation as well. “I believe in making thoughts visible by drawing them out into reality… It is the connected way of the future and will end up bringing the world together! So get your pen out and start drawing some doors…so others can come in and connect to your thinking!”

  • Testimonial
    Joe Pine, co-author, The Experience Economy, Aurora, OH, USA, www.strategichorizons.com

    "The best events are not merely engaging experiences; they are transformational. By using the Event Canvas you will ensure the outcomes of your events meet your goals  and change your organization."

  • Testimonial
    Amy Badersnider, Sr. Instructional Designer at Google, San Francisco, CA, USA, www.google.com/about/company/

    "The Event Canvas is a tool that validates the way in which we think about our users - but compartmentalizes the nuances we may gloss over. I'm so excited to facilitate the process for other internal teams, as they think through the experiences they provide for their clients. It's sure to win them over, as they'll be a part of the experience and we'll have their buy-in along the way."

  • Testimonial
    Panos Tzivanidis, Head of Hospitality, Events & Logistics, International Olympic Committee, IOC, Lausanne, Switzerland, www.olympic.org/ioc

    “Designing and planning for events is a complicated process by default and requires highly motivated and inspired teams. With the training for designing events by using the Event Canvas methodology, the team was empowered and built the necessary trust in itself to deliver innovative events for all stakeholders of the International Olympic Committee"


  • Testimonial
    Mohamed Ba, CED - Head of Innovation, ITU - United Nations, Geneva, Switzerland, www.ITU.int

    “It’s very empowering to see how the team brings out all the dimensions and adds value to innovating our events using the event canvas. There is no cutting corners, spending the right amount of time on event design is what needs to be done to get the job done right."

  • Testimonial
    Ted Mooney, Sr., CED Director of Membership and Services, Internet Society, Reston, VA, USA, InternetSociety.org

    “The Event Canvas process allows team innovation to emerge like no other training I've experienced. The event design solutions are imaginative, engaging, provocative and produce results. This process should be embraced not just by meeting planners, but business leaders who want real bottom-line impact from their event investment.”

  • Testimonial
    Amanda Armstrong, CMP, CED, Enterprise Holdings Director Corporate Travel & Meetings, San Diego, CA, USA, http://go.enterpriseholdings.com/

    “The Event Canvas is a comprehensive, step-by-step process that leads you through event design wearing "stakeholder lens", so each decision reflects multiple views points resulting in desired outcomes.”

  • Testimonial
    Anthony Back MD, Professor, University of Washington, Medicine/Oncology, Seattle, WA, USA, www.depts.washington.edu/

    “The Event Canvas model is incredibly useful for designing conferences that will make a difference—it brings together a great deal of wisdom into a practical workspace!”

  • Testimonial
    Amanda Larson, CED, Marketing Director - Clareity Security - Scottsdale, AZ, USA, clareitysecurity.com

    "The Event Design Certificate program provides a great oversight to event planning and forces event professionals to view events differently. I think this approach creates a universal language that all event professionals can comprehend and understand. A perfect template to describe the importance of event design to others - stakeholders, vendors, bosses, etc."

  • Testimonial
    Sabine Bonora, CED - Head of ICM MED-EL, Innsbruck, Austria, www.medel.com

    “The Event Model Canvas design process allows us to articulate on one piece of paper the essence of the thinking of all the stakeholders involved in the event. It creates value, innovation and alignment of everyone involved from idea to design to execution and evaluation. After redesigning our pinnacle event, we’ve adopted it as the de facto working method for all our events. ”

  • Testimonial
    David Kliman, CED, Owner, The Kliman Group, Sonoma, CA, USA, klimangroup.com

    “Highly usable strategic roadmap, easily customized and very suitable for use by professionals seeking to enhance their strategic impact on meeting content and flow. I was very curious to learn more about this and was very impressed with all aspects of the Event Design Certificate workshop. I highly recommend it!”

  • Testimonial
    Geert Behets, Director, Global Travel & Fleet Management - Global Purchasing at UCB Pharma, Brussels, Belgium, www.ucb.com

    "The Event Canvas workshop that I attended was so good that it will be hard to top!"

  • Testimonial
    Terri Crovato - Manager Meetings & Events at USCCB, Washington DC, USA, www.usccb.org

    "The EventCanvas is a great model to apply  to better design my events based on the needs of my various stakeholders. I'm excited to go back and apply this with my team."

  • Testimonial
    Abigail M. Ochoa, Junior Manager - Brand Activations, Smart Communications, Inc, Manila Philippines, www.smart.com.ph

    “The Event Canvas gives you a clear perspective of your stakeholders, their objectives of the event and how you're arriving to meet those objectives. And there's nothing more important than efficiency and clarity when doing an event.”

  • Testimonial
    Philippe Clarinval, General Manager, The Omnia, Zermatt, Switzerland, https://www.the-omnia.com

    "The Event Canvas allows you to approach a seemingly complex situation with clarity by breaking down emotions, tasks, initial situations and expected outcomes. The System should not only be called Event canvas but rather "life canvas"; it is so well thought through that hardly any problem can't be solved. A truely eye opening experience."

  • Testimonial
    Jennifer Fischer-Belmonte, Achmea, Events coordinator Communication & Sustainability , Zeist, The Netherlands, www.achmea.nl

    "As a result of the training delivered by team #eventcanvas, a diverse team of communications and event specialist across our Achmea organisation now have a shared language and methodology to design our events. We can now articulate how events we design create value for our internal and external stakeholders."

  • Testimonial
    Miranda van Brück - Creative Director The Content Studio, Toulouse, France & Program Director Events MPI Meeting Professionals International, Dallas, TX, USA , www.mpiweb.org

    "The Event Model Canvas provides an excellent structure to have meaningful conversations with the event owner which will lead to a well informed starting point from which to start designing meetings and events that matter."

  • Testimonial
    Marti Winer - Chief of Staff Drew University, Madison, NJ, USA, www.drew.edu

    “ Stakeholders have unique needs with regards to an event. The Event Model Canvas allows us to articulate what jobs this event will help us get done so that we can translate that to the event team + the vendors to turn the design into a great event”.

  • Testimonial
    Monika Birkle - HAAGA-HELIA University of Applied Sciences, Porvoo, Finland, www.haaga-helia.fi

    "The EventCanvas supports our collaborative working method and I look forward to applying it with our students and stakeholders in designing the events at Haaga Helia University of Applied Sciences."

  • Testimonial
    Pierre Sonigo - Secretary General FERMA - Federation of European Risk Management Associations, Brussels, Belgium, www.ferma.eu

    “The Event Model Canvas will relieve pains in organizing our congress because it gives us a process and a common language and understanding. Everyone involved can then go in the same direction with the canvas as the roadmap to keep us on track. I really believe this is going to help us a lot!”

  • Testimonial
    Cecilia Ljunglöf - Conference Manager KTH Royal Institute of Technology - Stockholm, Sweden, www.kth.se

    "It 's an inspiring process for everyone involved in designing the event. The Event Canvas makes it easier to work with my stakeholders to design their event without getting locked into pre-exisiting thinking patterns."

  • Testimonial
    Terri Breining, Principal, Breining Group LLC, Carlsbad, CA, USA, http://www.breininggroup.com

    "This program is the best process I've seen for the design and development of meaningful business events. It is thorough, in that it results in clarity of purpose for the event, a transparent, easy to understand path for producing the event, guidance about which elements to NOT include, and greater confidence in determining the metrics to quantify the success of the event. This is the program that can help meeting planners become meeting strategists."

  • Testimonial
    Sue Gordon, CMP - Partner, EPIC Meetings & Events, San Diego, CA, USA, www.epic-meetings.com

    “I think the #EventCanvas is a GREAT tool for meeting planners - especially seasoned planners who get in a "rut" of logistics and bottom-line finances.”

  • Testimonial
    Debbie Fox, MA, CMP, CED- Events Director, Denver, CO, USA,

    "Event Design is a trailblazing approach for designing an event of any size. When applied at event inception, the Event Canvas identifies key stakeholder entry behaviors and how the event journey is developed to achieve desired outcomes. Logical, collaborative and fun, with particular focus on the human aspect."

  • Testimonial
    Trina Sharp, CMP, CMM, CED, EVENT MANAGER, POINT B, PORTLAND, OR, USA - www.pointb.com

    "The event design process is crucial to a successful event. The better it is understood, the more likely a stakeholder will buy in. The EDC class gives you the background you need to make it possible for you to be the event leader and possess the skills necessary to lead your team to a successful event! All event leaders should take this class."

  • Testimonial
    Annette Gregg, CMP, CMM, MBA - VP Conference Experiences, LPL Financial, Boston, MA, USA, lplfinancial.lpl.com

    “I really like this simple but powerful #EventCanvas tool and feel it was missing in the marketplace. It helps project leaders create a business case for an event with the stakeholder in mind--it reminds us that customer- centric design is the best approach. “

  • Testimonial
    Martin A. J. van Keken jr. - CEO, MVKA, Vancouver, Canada, mvka.com

    "The Event Canvas is an amazing tool that I'm using with my customers, my team and my stakeholders."

  • Testimonial
    Renita Carter, CED - Manager - National Urban League, New York, NY, USA, nul.iamempowered.com/

    " The Event Canvas, enabler of the elevator speech that creates a “wanna know more” buzz."

  • Testimonial
    Damian Hutt, CEO Association Network, London, UK, www.associationsnetwork.org

    “We need to provide the very best value for the events we organize, the event model canvas creates focus in making the value crystal clear per stakeholder.”

  • Testimonial
    Vera Kurpershoek - Sr. Project Manager, Haarlem, The Netherlands, www.howtomove.nl

    "The EventCanvas allows us to bridge the gap between consultancy and practical event organisation to create insights on all stakeholders interests. A perfect tool to craft and deliver events worth attending."

  • Testimonial
    Lykle De Vries - Programme Manager Noorderlink, Groningen, The Netherlands, www.noorderlink.nl

    "Over the last ten years, I have seen the behaviour of event attendees change because of internet and social media. Event owners did not change their behavior as much, sadly.

    The Event Model Canvas Masterclass was intense and exciting, and provided me with better tools to help meeting owners understand both the requirements and potential of this new connected age."

"If you keep on doing what you've always done, you'll keep on getting what you've always got."

Get in touch with us

Feel free to give us a call or setup a meeting, we are happy to talk you through any projects or help you with your designs.

Contact Address

Uf der Holde 2
CH-4436 Oberdorf

Contact Details

Phone: +31 6 55 19 23 23 or +41 79 291 0623

Office Hours

9-00 am to 6pm CET
Generally Monday to Friday,
but always flexible