Facing the event planner’s new normal

# tags: Trends , Events , Sustainability

In the dynamic whirlwind of events, planners manage a multitude of tasks and defuse potential crises.

They face a myriad of challenges that would test even the most seasoned professionals. Yet, they stand tall, demonstrating a truly commendable resilience.

Looking at the challenges ahead, let’s first and foremost talk about the minefield of sustainability. Rising tides and raging wildfires are transforming once-predictable event landscapes into arenas of adaptation and urgency. Event professionals know that lugging attendees across continents in metal birds don’t exactly sing ‘green.’ Meanwhile, every uneaten canapé is a tiny reminder of the potentially wasteful nature of business events. Add to this the increased need for repoing ESG metrics, and you have some choppy waters to navigate.

But it’s not all negative. There’s plenty to be said for the positive social impact that business events can and should have, but measuring impact is challenging at best, and the planet can’t wait. Moving on to the political chasm, planners must now navigate the labyrinthine politics of geopolitics. Booking a venue has become a sign of endorsing a destination’s political ethics. When the destination does not align with the organisation planning the event, there is always the tough choice to boycott. Does the GPS need to align with a moral compass, or should every destination be considered?

There are constructive options for those with moral conundrums who choose not to boycott, but can they make a difference? Many are not even considering a destination, the silent boycott, which won’t show up on any statistics but is quickly becoming the elephant in the room.

Cost-cutting is needed with economies stagnating. Events are feeling the pinch as costs climb to veiginous heights. Budget belts are tightening while expectations balloon. Client visions of grandiose galas crash against the reality of shrinking resources, and planners must pull off a magic act to keep the show on the road without breaking the bank.

One aspect affecting all business areas is remote work, the modern genie released from the bottle courtesy of a global pandemic. While remote work has meant that professionals may be more keen to interact with fellow humans at inperson gatherings, it’s also made it harder to turn distant attendee pixels into engaged and present participants.

Meanwhile, safety and inclusion are a must. Creating environments that aren’t just physically secure but also support emotional safety is on page one of the modern planner’s playbook. It’s imperative to keep attendees safe from harm. If you want to get the best out of people and have them truly engage, your events need to foster belonging, and that is only possible if people feel that they are safe spaces where everyone is welcome to share openly.

When it comes to innovation, all eyes are on artificial intelligence (AI), particularly with its promise of streamlining event marketing. However, caught in the undertow of algorithmic efficiency, creativity risks being left adrift. The seasoned event marketer knows that the secret to attracting people to events lies in the human touch—the splash of ingenuity that AI can’t mimic. Creative event marketers stand tall above the AI-generated fog by crafting narratives that resonate with real people.

Speaking of AI, data has become the north star for event planners to support informed decision-making. With severe limitations to other data sources, marketers now appreciate events in all their high-touch, high-reward glory. With a little AI to help, planners now craft events and customize experiences with the precision of a Swiss watch by mining the digital depths for attendee insights and preferences.

Let’s not forget about the digital tightrope walkers who are turning hybrid events from pandemic stopgaps into fully-fledged live TV-style productions. Attendees demand flexibility and to join in whatever way is most convenient for them, sometimes even swapping throughout an event. The result is a tough balancing act of producing both live and virtual components while trying to keep one from cannibalising the other.

So, as we step back to appreciate the jigsaw puzzle that is today’s events industry, it’s clear that each piece is as crucial and complex as the next. With their creative tenacity, event gurus are pa Cirque performers, spreadsheet wizards, AI tamers, ecowarriors, diplomats, and psychologists. Here’s to the lotus poised atop a pyramid of champagne flutes — fragile, fabulous, and a testament to the industry’s brightest stars. May the challenges be ever in your favor, dear event planners, as you continue to inspire us with your adaptability and creativity.