Skift Take
Has attendee behavior changed forever? Do all events need to offer an option to participate remotely? Are employees working remotely more or less attracted to in-person events? These are some of the fascinating questions we will address with industry leaders at the upcoming Future of the Event Industry: 2022 Outlook Summit.
Continued uncertainty is the trend that overshadowed all the trends identified in our 2022 Event Trends Report, and it’s not going away. Even if, or when, we go from a pandemic to an endemic stage, many questions remain about how the event industry will look going forward.
Without a magical crystal ball, the best we can do is ask event industry and business leaders to share their thinking and more importantly, how they are approaching their business planning in preparation for 2022 and beyond.
No one leader has all the answers; only a wide perspective with multiple points of view will give us the best chance of having a balanced outlook towards 2022. In preparation for our virtual summit, we have explored some of the fascinating factors most likely to play a role in how the event industry shapes up this year.
EFFECTS OF THE PANDEMIC: NEW WORK STRUCTURES AND BUSINESS OPPORTUNITIES
Michael Dominguez, President & CEO at Associated Luxury Hotels International (ALHI) has dedicated much of his time during the Covid pandemic to researching and sharing information about the virus and its impact on the event industry. In fact, he has become something of an oracle to colleagues and clients. Through this work, he has observed how workforce demographics have changed and the impact this has on teams and company structures. Michael has also identified new business opportunities, including new verticals that have gained relevance during the Covid pandemic.
SXSW: A CASE STUDY FOR SUCCESSFUL HYBRID EVENT EXPERIENCES
Hugh Forrest, Chief Programming Officer at South by Southwest (SXSW), played a key role in almost every single SXSW festival to date. The last-minute cancellation of the 2020 edition along with the virtual 2021 edition were radical departures from the norm. The 2022 edition opens its doors on March 11 with a return to Austin for an in-person experience paired with an enhanced online experience. Hugh will share learnings on how the SXSW team is working to get the best of both worlds and deliver complementary experiences.
EVENT AGENCIES: THE AGILE BUSINESS MODELS OF TOMORROW
Executives representing three of the largest event agencies in the world will share insights on how their businesses have adopted new business models, with agility and nimbleness at their core. Fiona Bruder, President at GPJ, Oscar Cerezales, Chief Strategy Officer at MCI Group, and Steve O’Malley, Enterprise Vice President & COO at Maritz Global Events will discuss details of the business, the people, and the technology that drives them forward.
ASSOCIATIONS: THE NEW PARADIGMS OF MEMBER AND NON-MEMBER ENGAGEMENT
Event industry association leaders Sherrif Karamat, President and CEO at PCMA, and Senthil Gopinath, CEO at ICCA, will explore the needs and desires of association members today. We are taking a deep look at the changing engagement needs from a member’s point of view and the value proposition that association events are required to deliver if they want to thrive beyond 2022.
TRADE SHOWS: ADAPTATIONS AND INNOVATIONS
Renowned trade show organizers Carina Bauer, CEO at IMEX Group, and David Audrain, CEO at SISO will share their experience in planning successful trade shows during the Covid pandemic. They will discuss what has really changed in terms of the organizing process and technology, and how these changes impact show organizers.
EVENT MARKETING: VALUE-BASED INSIGHTS AND STRATEGIES
The creator of The Valuegraphics Project, David Allison, is sharing concrete examples and insights on how to use values-based marketing to drive registrations. At a time when growing registration numbers is extra challenging, almost every event organizer will benefit from insights in this area.
HYBRID AND REMOTE WORK: BUSINESS MEETINGS AND VENUES TRANSFORMED
Workplaces have changed dramatically throughout the pandemic, with the benefits and challenges of remote work concretely explored around the world. Anh Nguyen, Head of Community Engagement at twine, and Caleb Parker, Founder of Bold, are two experts who have researched this trend and now see its effects on their daily business. Drawing from their distinct perspectives in event tech and co-working spaces, both will share insights on how new workplace models are already impacting the event industry in surprising ways.
EVENT COMMUNITIES: 2022 AS THE YEAR FOR 365-DAY ENGAGEMENT
The future of online communities is now, and the time is ripe to rethink events as milestones in the “always-on” attendee journey. Nolan Ether, Content Marketing Leader at Socio, will share everything from concepts to practical advice on community management, including tips on the best uses of tech.
CONTINUED UNCERTAINTY: AGILE EVENT PLANNING
Jennifer Kellogg, Vice President of Operations at MeetingPlay, will address the need for event planners to be agile, with a step-by-step explanation of how to partner with event tech providers to ensure maximum flexibility. Jennifer will address how to set up adaptable teams, develop proactive rather than reactive communication strategies, and negotiate future-ready event contracts.
EVENT ENGAGEMENT: LEVELING UP EVENT EXPERIENCES ACROSS FORMATS
Engagement is not a new challenge, but virtual and hybrid event experiences call for new solutions — and improvements. Regardless of whatever technological advancements may come, one constant remains: the desire for experiences. That’s why Devin Cleary, VP, Global Events at Bizzabo, will be sharing developed his own experience formula that taps into this fundamental drive, regardless of the event format.
EVENT STRATEGIES: ADAPTING TO AUDIENCE NEEDS
Many organizations are shifting focus from hosting a large annual event to multiple smaller events throughout the year. This type fo shift requires a redefined event strategy supported by event technology that suits the audience’s needs. Ben Chodor, President at Notified will share practical advice from industry events as well as tactical tips that are sure to resonate with event planners in times of uncertainty.
JOIN THE CONVERSATION
We invite you to join us live for the free virtual summit, so you can hear first-hand from these industry leaders and ask the questions that can help you best tackle the challenges ahead.
If you are not able to join us live, you can watch the recordings later on-demand. Simply register to get full access.
