Hieatt, who also founded The Do Lectures – attracting speakers including internet pioneer Tim Berners-Lee – said that doing small events, such as workshops and conferences, well is vital.
"Conference organisers need to attack all the senses. If people are thinking for long periods of time, then [at Do Lectures] we make sure delegates spend time using their hands to give their brains some downtime. You'll find people chopping wood, or doing a task such as this, just to help them engage better overall," he said.
Hieatt added that the delegates at events are as important as the speakers, and need to be put in an environment, alongside each other so that interaction occurs.
"It's my job to create conversations outside the lectures. A canteen style environment works for this, as does beer. People are often more passionate about their ideas and like to take centre stage after drinking beer."
Speaking about how he managed to book Berners-Lee to his Do Lecture event, he said: "It was about persistence. Tim's PA said he wasn't free this year, so we said: 'when is he free? What about in three years time?'"
Event Wales took place today (24 November) at Royal Welsh College of Music & Drama, Cardiff.