Unplugging for Success: Why Your Agency Needs a Retreat
As the weather warms up across the country, many of you are starting to think about planning a company retreat. Having been on several retreats in various capacities – from participant to agency owner, discussion moderator to advisor – I’ve gained valuable insights into what works (and what doesn’t) for successful agency retreats.
My goal with this article is to help you plan a retreat that is intentional, productive, and delivers on all its objectives. If you are interested in learning about offsite meetings for your executive team, then read my earlier article here.
Before the retreat: 6 questions to guide your planning.
The success of your retreat is largely determined by what happens before the meeting. Use these six questions as a guide to increase your chances of planning a retreat that meets your objectives.
Why are we having a company retreat?
Who should attend?
What should happen during the retreat?
When is the time frame for the work issues being discussed?
Where should we host the retreat?
How much should we budget?
WHY are we having a company retreat?
Many of you have partially distributed teams and while that arrangement allows you to hire the best talent around the globe, it can also lead to feelings of disconnection. A company retreat is a fantastic opportunity to break from the day-to-day routine of work to reinvigorate and re-energize your team.
There are many reasons to invest the time and resources to have a company retreat, including:
Improving team unity
Refining strategic plans
Reinforcing personal connections
Boosting morale
Learning something new
Aligning on agency purpose
Having an agency retreat sends a powerful message to your team that you are willing to invest time and money to address topics that matter to their professional development and the future of the agency.
WHO should attend?
While you should aim to invite your entire agency, keep in mind that there will always be one or two people who will be unable to attend for a variety of reasons. Aside from strongly encouraging folks to attend, there isn't too much else you can do. I'd also advise against inviting partners for two reasons: (1) it detracts from the focus of getting to know and interact with your team when you are also acting as a social buffer for your partner and (2) most people do not want to use their own PTO to spend time with their partners’ coworkers. One exception is when it's a business partners only retreat. Those tend to be smaller, and the spouses of business partners are often already friends.
WHAT should happen during the retreat?
The agenda for your retreat should include a mix of activities that balance team building, relaxation, and work.
Team-building activities: These activities are an important part of any agency retreat. They promote collaboration, communication, problem-solving, and creativity. Some ideas for team-building activities include escape rooms, cooking classes, or community service projects. Consider the interests and preferences of your team when choosing these activities.
Relaxation and downtime: Leave some time intentionally unscheduled for people to relax and do their own thing. This is especially important for introverts who will want some time away from the group to unwind and recharge. Trust me on this one.
Work: Your aim should be to focus on one or two topics during the retreat. More often than not, agencies put everything on the agenda, leaving employees exhilarated but overwhelmed. To make the most of the retreat, send the agenda and relevant information about a week prior to the retreat, so people can come prepared to engage in lively discussions around a topic. The value of gathering your entire team in one place is the opportunity for meaningful discussions not staring at PowerPoint.
Communication: Decide how you will plan to share event updates with the team during the retreat if (and when) the schedule changes. Will you use a WhatsApp group or a group text (which sometimes gets wonky with iPhone and Android)? Make sure everyone knows how to communicate with one another in case of schedule changes.
Client coverage: Manage client expectations beforehand, so they are aware that your team will be unavailable during the retreat. You should also make allowances for emergencies which means someone will have to bring their laptop.
WHEN is the time frame for the issues being discussed?
The work-related items discussed during an agency retreat should be time-bound. To ensure follow-up, it is helpful to create a timeframe for implementing ideas. Determine when you expect to see an impact on your business and set realistic goals for progress. Will you see progress in 30 days, or is it more realistic to expect impact in the next six months?
WHERE should we host the retreat?
The location for your retreat should be a place where your team can relax and enjoy some time away from work. However, it should also be conducive to team-building activities and professional development. Communicate details well in advance (6+ months) to give team members enough notice to handle childcare or other personal obligations. If you choose a fun location (my last retreat was in Miami), then consider offering the choice of people using vacation time before or after the trip.
HOW much should we budget?
A good rule of thumb is to budget between $2,000 - $2,500 per person for your retreat. Your budget will dictate where you can go and the length of your stay. Keep in mind that you should max out at about three days, so people don't start getting tired of each other.
Key Takeaway
Planning a company retreat can be a great way to bring your team together and recharge their batteries. By first answering your why and then choosing the right location and activities, you can create a retreat that is not only fun but also meaningful and relevant to your agency's goals and values. By following my questioning (who, what, when where, and how), you can ensure that your retreat is a success and your team comes back energized and ready to tackle new challenges.