Chapter 9: Meetings And Events

World Bank Group President David Malpass delivers his 2023 Spring Meetings Positioning Speech at the Mahatma Gandhi International Convention Center/ Photo Credit: World Bank Photo Collection, CC BY-NC-ND 2.0

Overview

If you are seeking to become an event or meeting planner, or perhaps you have been planning events for a short time but never received proper training, then this chapter is for you! Upon completion of this chapter, you will understand job responsibilities and career pathways for professionals in the event planning industry including out-sourced organizations working with planners. The chapter will also provide learners the information needed in order to carry out an experiential event for guests and clients. Finally, the chapter will provide insights to the financial structure of events and how individuals can ensure an effective revenue stream in salary and/or profit while operating an independent organization as an entrepreneur.

 

6.1 Introduction

You step into the grand wedding facility. Your heart swells with pride at the sight of what you have accomplished. The once-bare hall now radiates with elegance and charm. This is a testament to your vision. Crystal chandeliers cascade light onto the polished dance floor. This casts a warm glow over the arranged tables. Each centerpiece is a masterpiece, blending fresh flowers and delicate candlelight.

Your eyes are drawn to the magnificent floral arch that marks the altar as you walk further in. The arch is adorned with the roses and orchids, weaving color and fragrance in a full-sensory experience. The soft hum of a string quartet fills the air. The melody harmonizes with the venue’s enchanting ambiance.

You pause, taking it all in. This is more than a wedding venue; this is a dream you have brought to life. Every detail, from the hand-painted signs to the bespoke napkin rings, bear the mark of your dedication. Guests begin to arrive. You relish their expressions of awe. You are not only a wedding planner. You are a creator of memories, an architect of joy. And as the celebration begins, you stand back, knowing that this will be an event remembered and cherished by attendees for a lifetime.

Event planning is so much more than weddings! This industry encompasses meetings , incentive travel , conferences , conventions , events , and exhibitions/expositions . Perhaps entering the wedding planning profession is not for you. This does not mean the event planning industry is not for you. Perhaps one of the other professional pathways is more exciting to you. For example, what would it feel like to be a sales manager or event planner for conferences at one of the 1,000,000 square foot convention centers that exist globally?

Imagine striding through the doors of a sprawling conference center. The facility, once a mere blueprint in your portfolio, now stands as a towering emblem of your career’s pinnacle. The expansive lobby, with its sleek, modern design, buzzes with the energy of hundreds of professionals networking and exchanging ideas.

Your eyes sweep over the auditorium, where a high-profile industry conference is set to commence. The latest audio-visual (A/V) equipment is integrated, promising an immersive experience for every attendee. The acoustics are perfect, the lighting is expertly calibrated, and every seat offers an unobstructed view of the grand stage.

You admire the breakout rooms as you venture further into the space. The walls are adorned with interactive digital displays. The furniture is arranged to encourage discussion and brainstorming. Rows of booths showcase cutting-edge products and services adorn the exhibition hall.

This is more than a conference center; it’s a nexus of industry leaders and trailblazers. Everything has been brought together under one roof in alignment with your vision and sales prowess. Your role as a sales manager has transcended mere transactions; you have become a facilitator of progress and a builder of business communities. As the conference kicks off, you cannot help but feel proud. Here, in this architectural marvel, legacies will be forged, partnerships will be formed, and the future of industries will be shaped.

6.1.1 What Is MICE?

The event industry is often referred to by one of its acronyms. One such acronym is the MICE industry (i.e., Meetings, Incentive Travel, Conventions/Conferences, Expositions/Exhibitions). MEEC is another popular acronym for the industry. This term stands for Meetings, Expositions, Events, and Conventions. Comprehending the parameters that constitute each of these terms is important to understanding the industry holistically.

Meetings: The cornerstone of MICE, meetings are typically smaller gatherings focused on particular objectives. These can range from corporate board meetings to departmental discussions. The purpose of these meetings is to bring together professionals to discuss strategies, make decisions, or build team cohesion. They often occur regularly and can vary in size and formality, depending on the organization’s needs.

Incentives: This segment is unique as it blends business with leisure. Incentive travel is used by companies as a reward for outstanding performance or to motivate employees and partners. Unlike other components of MICE, incentives are less about content and more about the experience. These trips are often to exotic or prestigious locations and include activities like team-building exercises, sightseeing, and luxury experiences. The goal here is to create memorable experiences that reward and inspire.

Conferences: Conferences are large-scale events, often industry-specific, designed to facilitate knowledge sharing, networking, and professional development. They typically feature a program of speakers, panel discussions, and workshops, focusing on a particular theme or industry trend. Conferences provide an invaluable platform for professionals to stay updated with the latest developments, share insights, and connect with peers and potential collaborators from around the world.

Conventions: Conventions are large gatherings typically organized around a specific hobby, profession, or fandom. These events differ from conferences in that they are often less formal and more focused on community and shared interests. Conventions can be industry-specific, like those for healthcare professionals, educators, or technology enthusiasts, or they can be centered around pop culture, such as comic book or sci-fi conventions. They offer a platform for networking, entertainment, education, and commerce, often featuring keynote speakers, workshops, product launches, and fan interactions. They serve as a vital space for like-minded individuals and professionals to connect, share ideas, and celebrate their passions.

Events: This term encompasses a broad range of gatherings that may not necessarily fit neatly into the other MICE/MEEC categories. Events can include corporate functions, such as product launches, award ceremonies, and gala dinners, as well as private gatherings like weddings and anniversary celebrations. They can range from small, intimate affairs to large, elaborate productions. Events are characterized by their focus on experience and engagement, creating memorable occasions that may serve various purposes such as celebration, recognition, marketing, or relationship-building. The planning and execution of events demand creativity, attention to detail, and an understanding of the audience’s needs and expectations.

Exhibitions and Expositions: These events are often industry-specific showcases where companies and organizations display their latest products, services, or research. Exhibitions and expositions provide an opportunity for businesses to engage directly with their target market, generate leads, and establish brand presence. They also offer attendees a chance to explore new market trends, network with suppliers, and discover potential business opportunities. Some individuals refer to these as trade shows . Trade shows are exhibitions focused on a specific industry.

The MICE industry is a significant economic contributor, driving not only direct revenues from the events themselves but also indirectly supporting sectors such as hospitality, transportation, and tourism. Its impact extends beyond economic benefits; MICE events are catalysts for knowledge exchange, innovation, and cultural interaction.

With the advent of digital technology, the MICE industry has also evolved, integrating [: virtual models] virtual [/: virtual models] and hybrid models . This evolution has expanded the reach and accessibility of MICE events, allowing for greater participation and engagement regardless of geographical constraints.

In essence, the MICE/MEEC industry is not just about organizing events; it’s about creating platforms for professional growth, cultural exchange, and business development, making it a vital component of the global business ecosystem.

6.1.3 Catering And Banquets

Catering [/G:] and banquets are two overlapping areas of emphasis within the event planning industry. These are mostly understood to be separate career pathways, and more in alignment with F&B pathways, yet event planners need to understand these two fields well if they are to succeed in event planning.

The catering and banquets industry specializes in providing food and drink services for a wide range of events, from intimate gatherings to large-scale functions. These pathways combine culinary artistry, event management skills, and customer service excellence to create experiences for clients and guests, much the same as an event planner would. And often, catering, banquets, and/or event planners work hand in hand to make an event take place.

Catering Services: At the heart of this industry are catering services . This involves the preparation and delivery of food and beverages for events. Caterers must be adept in a variety of cuisines and dietary requirements, ensuring that the menu suits the event’s theme, the clients’ preferences, and the guests’ needs. This service can range from boxed lunches for corporate meetings to elaborate multi-course meals for weddings or gala events. Caterers also often provide additional services such as table setup, decoration, and food service staff, making them a one-stop solution for event dining needs.

Banquet Services: Banquets are typically larger-scale dining events, often associated with significant gatherings such as weddings, conferences, or charity balls. Banquet services include not only the provision of food and beverages but also the arrangement of seating, décor, and entertainment. The success of a banquet hinges on meticulous planning and coordination, with a focus on creating an elegant and welcoming atmosphere. Banquet managers and staff are experts in orchestrating these events, ensuring a seamless and enjoyable experience for all attendees.

6.2 The History Of Events As An Industry

6.2.1 The History Of Events

The history of event planning informs the present of the industry. The history of the event planning industry is marked by significant evolution and growth. Initially, the industry was relatively informal. Events and conferences were often organized by the hosting organizations themselves or by specialized departments within large corporations. However, the need for professional event planners grew as the scale and complexity of events grew.

Meetings have been around in various forms for many thousands of years. However, the formal industry dedicated to meetings has only been around for about 100 years. Opinions may vary on this matter, but there is a general consensus that the industry began at the turn of the century or slightly before. The first recorded conference took place in Detroit in 1896. Yet, there was no known designated conference manager at this conference. In 1928, conference managers came together for the first time, expressing the need to discuss meeting planning and learn from each other. This was an initial recognition of event planning as a profession (Social Tables, n.d.). Growth was recognized but not realized globally until the post-World War WII environment emerged.

A growth trend in event planning was particularly evident post-WWII, when the rise of international trade aligned with the expansion of academic and professional networks. This spurred the growth of conferences and business events. The event planning industry saw a shift towards more structured and professionalized event planning services post-WWII.

One notable highlight at this time was the construction of large convention centers. For example, the Sava Center in Yugoslavia in the late 1970s evidences the global push of this industry. The Sava Center opened as the largest in the world when it welcomed the first guest (Spahić, 2024). The United States was not far behind though. For example, New Orleans began planning their massive convention center in 1978, the Ernest N. Morial Convention Center. Even today, it remains one of the largest convention centers in the U.S. (López, 2022). By 1978 terms, it was the largest planned project by square feet in the world. These are the largest convention centers in the U.S. by square feet:

• Orange County Convention Center in Orlando, Florida – It offers approximately 2,100,000 square feet of exhibit space within a 7,000,000 square-foot complex​ (“Top Ten U.S. Convention Centers,” 2020)​.
• McCormick Place in Chicago, Illinois – This facility boasts about 2,600,000 square feet of exhibit space, making it the largest in the U.S. (“Top Ten U.S. Convention Centers,” 2020)​.
• Las Vegas Convention Center in Las Vegas, Nevada – It provides around 1,940,631 square feet of exhibition space​ (Pretto, 2021)​.
• Georgia World Congress Center in Atlanta, Georgia – Features 1,500,000 square feet of prime exhibit space​ (Pretto, 2021)​​.
• Sands Expo & Convention Center at The Venetian Resort in Las Vegas, Nevada – This center has 1,245,262 square feet of exhibition space​ (Pretto, 2021)​​.
• New Orleans Ernest N. Morial Convention Center in New Orleans, Louisiana – Also offers 1,100,000 square feet of exhibit space​ (Pretto, 2021)​.
• Kentucky Exposition Center in Louisville, Kentucky – Offers 1,100,000 square feet of exhibition space​ (Pretto, 2021)​​.
• NRG Park in Houston, Texas – Provides 1,056,213 square feet of exhibition space​ (Pretto, 2021)​​.
• Mandalay Bay Convention Center in Las Vegas, Nevada – It has 1,043,030 square feet of exhibition space​ (Pretto, 2021)​​.
• Anaheim Convention Center in Anaheim, California – This facility has undergone significant renovations to enhance its state-of-the-art features​ (“Top Ten U.S. Convention Centers,” 2020)​.

Today, the U.S. dominates the market in terms of the number and size of convention centers. According to the Center for Exhibition Industry Research (CEIR) , the U.S. accounted for more than 40% of the annual exhibition market globally in 2011(as cited in Navarro, 2024). This has dropped to approximately 30% in 2023, partially due to COVID-19 restrictions. CEIR projections show this dropping further, to as low as 20%, by 2030. This emphasizes the United States leading position in the industry while also showcasing the loss in global market share as other countries build infrastructure for the MICE industry.

The evolution of the event planning industry reflects broader economic and cultural trends. The demand for well-organized events has risen as businesses and professional fields have become more interconnected globally. This has led to an industry that not only facilitates these gatherings but also significantly contributes to regional and national economies. The shift from a more informal arrangement to a structured, professional industry underscores the importance of event planning in the modern world, where it serves as a critical platform for knowledge exchange, networking, and business development.

6.2.2 The Rise Of Convention Centers

Today, when we examine the industry itself, we consider not only the emergence of meeting planning as a profession but also the growth of infrastructure investment. The business model of meeting planning is at most 50 years old. It was in the early 1960s that infrastructure investments for meetings began to take place. It was not until the 1970s or 1980s that conference centers began to emerge nationwide (Professional Convention Management Association [PCMA], 2015).

The two primary types of events that take place at convention centers are conventions and meetings. Conventions and meetings each offer a way to network, connect with people, and build real and meaningful connections in a face-to-face manner. Yet, there are differences. These differences go beyond norms such as conventions being normally much larger, although this is true.

In the event planning industry, a “meeting” refers to an organized gathering of individuals at a convention center or similar venue, structured to discuss specific topics, achieve business objectives, or facilitate professional development and networking. These meetings are characterized by their formal agenda, professional audience, and the logistical support provided by the venue to accommodate various activities such as presentations, workshops, and exhibitions. A “convention” refers to a large-scale gathering held in designated venues like convention centers, aimed at bringing together individuals from a particular industry, profession, or group. Conventions are designed to facilitate extensive networking, educational opportunities through workshops and seminars, and often include exhibitions or trade shows related to the specific field or interest of the attendees. These events are typically organized by trade associations, professional organizations, or similar bodies and are key for information exchange, industry advancements, and professional development.

Conventions and meetings are important pieces of business in the current marketplace and they are also important to the success of businesses. Taillon (2020) presented the keynote address for HITEC during the heyday of COVID, when its impact on the global hospitality industry was not yet realized; he presented the following statistics:

• 82% of small businesses believe that face-to-face interactions are crucial for their success
• 98% of millennials and those in the tech industry agree that face-to-face interactions can be important to business successes. Specifically, attending meetings helps close deals, build genuine connections, enhance productivity, stay updated with trends, and ultimately improve your bottom line, which translates to profit.
• 99% of senior executives in large corporations believe that meetings help them personally succeed.
• 97% of senior executives in large companies state that meetings have a positive ROI on their future successors.

According to these executives, meetings are essential. Consider what the future may look like in 20 years given these trends. With millennials coming to an age where they will increasingly hold executive roles and tech professions are expected to be more prevalent, positive notions around meetings are similarly likely to increase as younger generations are more likely to value face-to-face interactions.

6.2.3 Citywides and Mega Events

6.2.3.1 Citywide Events

Some of the largest events are considered citywides . Citywide events can be understood as large-scale events that encompass a significant portion of a city’s resources, venues, and population. They often involve multiple locations within the city and are characterized by their broad appeal and ability to attract participants from both the local community and outside visitors. These events contribute significantly to the local economy.

Citywide events can be but are not always conventions. For instance, the Edinburgh Festival Fringe, one of the world’s largest arts festivals, hosted over 3,000 shows in 2019 and attracted audiences of over 3 million (BBC, 2017). Similarly, the Rio Carnival in Brazil is another major citywide event, drawing approximately 2 million people per day (Geiling, 2015/2018). These events not only boost tourism but also create temporary job opportunities and promote cultural exchange.

A notable example of a citywide event in the western U.S. is Comic-Con in San Diego. This annual pop culture and entertainment convention has grown to become one of the largest of its kind, attracting over 130,000 attendees each year. Comic-Con significantly impacts San Diego’s economy, with an estimated economic impact of over $140 million (Quezada, 2023). This event utilizes multiple venues across the city, including the San Diego Convention Center, and involves extensive collaboration with local businesses, hotels, and transportation services. Comic-Con has become a hallmark event for San Diego, showcasing the city’s ability to host large-scale, internationally recognized events and providing a substantial boost to the local economy.

6.2.3.2 Mega Events

Mega events are immense global occurrences that draw substantial international attention. These events transcend the scale of typical large-scale citywide events. These events typically involve massive investments in infrastructure, extensive media coverage, and a significant influx of international visitors. Mega events are characterized by their global appeal, immense economic impact, and the transformative effect they can have on host cities and countries. They often become platforms for showcasing regional and national cultures.

The economic and cultural impacts of mega events are profound. For example, the FIFA World Cup is one of the biggest global sporting events. Russia’s World Cup attracted more than 3 million spectators in 2018. The reported economic impact was $14 billion (Guivernau, n.d.). Similarly, the Olympic Games, another quintessential mega event, significantly boost the economy of the host city through tourism, infrastructure development, and job creation. For example, the 2012 London Olympics contributed approximately £9.9 billion to the UK economy, nearly $16 million USD by the 2012 exchange rate (UK Trade & Investment & Department for Business, Innovation & Skills, 2013).

Events such as the Olympic Games typically require years of preparation. This preparation includes the construction of new stadiums, transportation systems, and accommodation facilities. The Olympics have a far-reaching impact that goes beyond economics. Global media exposure and cultural exchange in alignment with national pride are byproducts of mega events such as the Olympics.

The 2028 Summer Olympics is scheduled to be held in Los Angeles. This event is expected to have a massive impact on the city’s infrastructure and economy. Los Angeles’ preparation for the Olympics includes upgrading sports facilities, enhancing transportation networks, and boosting the hospitality industry. The Olympics are projected to bring in thousands of athletes from around the world and attract millions of visitors, generating significant revenue and international exposure for Los Angeles. This event is also an opportunity for cultural exchange and showcasing the diverse cultural tapestry of the city.

The Olympics, like other mega events, have a lasting legacy. These legacies often act as a catalyst for urban renewal and infrastructure improvement. The preparations and improvements made for such an event can benefit the city long after the event has concluded, in terms of improved transportation systems, sporting facilities, and global recognition. Not all legacies are realized, which has been a consistent critique of mega events such as the Olympics, but the push for lasting legacies exist.

6.3 Today’s Event Attendees

6.3.1 Types of Attendees

The MICE (Meetings, Incentives, Conferences, and Exhibitions) and MEEC (Meetings, Expositions, Events, and Conventions) industries cater to a diverse array of participants. Each plays a unique role within the ecosystem of an event. Understanding the different types of attendees and their purposes is crucial for tailoring experiences and measuring the success of an event.

Attendees are the broadest category. This encompasses everyone present at an event. They are the lifeblood of most MICE and MEEC events. According to a report by the Professional Convention Management Association (PCMA), attendees are the primary drivers of the economic impact of events, with business events alone contributing more than $1.6 trillion to the global economy annually (as cited in Russell, 2023).

Delegates are a subset of attendees who actively participate in the event’s core activities. They engage with exhibits, attend meetings, or contribute to conferences at a minimum. Delegates are often industry professionals, academics, or corporate representatives. For example, the International Congress and Convention Association (ICCA) statistics (n.d.) show that more than 24,000 international association meetings take place globally, drawing millions of delegates from various sectors.

Exhibitors staff exhibit booths. These individuals showcase products or services for delegates. They are critical for the B2B (Business to Business) aspect of many MICE events, especially those where networking and business deals are paramount. As reported by UFI, the Global Association of the Exhibition Industry, there are approximately 32,000 exhibitions worldwide annually, and more than 4.5 million companies exhibit to a staggering 303 million visitors annually (UFI & Oxford Economics, 2019). Exhibitors invest in these events to reach new customers, launch products, or create brand awareness.

Media attendees have the unique role of amplifying the event’s messages beyond the confines of the venue. They report on the happenings, interview key players, and provide coverage that can significantly extend the event’s reach. For instance, major tech conferences like the Consumer Electronics Show (CES) in Las Vegas attract tens of thousands of media attendees (Velotta, 2024). This can result in widespread global coverage across various platforms.

Speakers are often the drawcard for many conferences and events. They are experts in their field, thought leaders, or influencers whose presentations, panels, or workshops provide valuable insights and knowledge to delegates. Their sessions can be a significant factor in an attendee’s decision to participate in an event. The impact of speakers is highlighted by the fact that high-profile keynote presentations often see spikes in registration, as indicated by industry insights.

Companions accompany primary attendees and can indirectly influence the event’s atmosphere and experience. While not primary participants, they often engage in parallel tourism activities, contributing to the local economy. For instance, during large-scale events like the Olympics, companions can significantly boost the hospitality and tourism sector’s revenue. According to UN Tourism, major events and conferences can result in a substantial increase in the host city’s or country’s tourism income (UN Tourism, 2024; World Travel & Tourism Council, 2024).

To understand the diverse needs and motivations of these attendee types, event planners must consider various factors. Delegates, for instance, require a robust agenda with opportunities for learning and networking. They are the core attendees for whom the content of the conference or meeting is directly relevant. Their engagement can be measured by their participation in sessions, interaction with exhibitors, and contribution to discussions. The Global Association of the Exhibition Industry (2023), better known as UFI, reports that delegates account for a significant portion of the total attendance at exhibitions, often seeking out new technologies, partnerships, and education opportunities.

Exhibitors, on the other hand, measure their return on investment through leads generated, deals closed, and relationships built (Global Association of the Exhibition Industry, 2023). This train of thought should lead someone to recognize that the success of an event from an exhibitor’s perspective is linked to the quality and quantity of delegate traffic. This is a primary reason why event planners must effectively market to and attract the right delegate profile.

Media attendees, while not participating in the event’s core activities, can play a vital role. These attendees are crucial for amplifying the reach of an event. Their primary role is to report on the happenings, announcements, and atmosphere of the event to a broader audience. The media’s presence at events like the World Economic Forum in Davos, which is covered by journalists from over 70 countries, helps disseminate the discussions and insights generated to a global audience. This can shape public discourse.

Each type of attendee contributes to the dynamic environment of a MICE/MEEC event. The value of understanding these roles is not just in numbers but in recognizing the diverse objectives and expectations each attendee type brings to an event. This understanding enables event planners to tailor experiences, allocate resources effectively, and ensure that each participant type finds value in the event.

For instance, recognizing that delegates are the mainstay of any conference, event organizers may design interactive sessions or use apps to enhance engagement and knowledge sharing, as seen in the annual SXSW (South by Southwest) conference in Austin, Texas, which integrates interactive technologies to encourage delegate participation.

Furthermore, exhibitors are often the financial backbone of trade shows and exhibitions. Events like the Frankfurt Book Fair, which hosted over 7,300 exhibitors from more than 100 countries pre-COVID (Frankfurter Buchmesse, 2018). Large-scale events are often planned 4 to 7 years in advance. The effects of COVID will thus likely be felt for a few more years still. Thus, while this example demonstrates the need for planning around exhibit space, logistics, and attendee flow to ensure that exhibitors can maximize their ROI from the event, it should also be noted that even the best-planned events can be up-ended by something such as COVID.

In terms of media, events such as the Olympic Games further illustrate their significance. The Games attract tens of millions of attendees and participants, i.e., those watching the Games on television (Richter, 2020; Stoll, 2023). Planners need to prepare for those streaming content or watching on television as well.

6.3.2 Location Origination of Attendees

Understanding the origin of attendees at MICE and major events (MEEC) is crucial for event success and maximizing the return on investment and planning in general. Event organizers can differentiate five tiers of attendees based on distance traveled (PCMA, 2015):

• International – 15% or more of attendees originate from abroad
• National – 40% or more attendees originate from at least 400 miles away
• Regional – 60% or more attendees originate from within a 400 mile radius
• State – 80% or more of the attendees reside in the state where the event takes place
• Local – 80% or more of the attendees reside within a 50 mile radius of the event’s location

An event is called an [: international event] international one [/: international event] when attendees originating from outside the host country comprise 15% or more of the guest list. Hosting international attendees requires provisions for visas, travel guidance, currency exchange services, and other considerations to facilitate smooth attendance. Professionals for such events need to be prepared for their international clientele.

When 40% or more of attendees travel from over 400 miles away, yet international attendees remain at 15% or less of the total attendees, then it is called a national event . These domestic travelers spend multiple nights lodging near the event venue and generate robust tourism spending for the host destination. Providing a broad network of hotel and transportation partners is key to serving geographically dispersed national attendees.

An event is referred to as being [: regional event] regional [/: regional event] when 60% or more of attendees reside within 400 miles of the event site. Nearby metropolitan hubs feed many large events of this kind. Besides direct spending, regional attendees offer hosting destinations valuable exposure and economic activity. For example, SXSW is a regional conference that takes place annually in Austin, TX. Attendees of the 2023 SXSW conference spent approximately $380 million dollars in Austin (Thompson, 2023). Promoting tourist opportunities in the surrounding areas caters to these regional visitors as well.

An event is called a state event when 80% or more of attendees reside within the host location’s state (or in Canada from within the province). State attendees traveling from within the event have a built in state brand recognition and community. There are numerous examples at varying sizes. A majority of attendees at the Austin City Limits Music Festival (ACL) are Texas residents, with attendees originating primarily (in this order) from Houston, Dallas, San Antonio, and Austin (Girtman, 2023). Yet, even a festival that attracts those from within the state drive tourism to a destination such as ACL’s host city of Austin. Showcasing other premiere cultural sites and attractions across the state keeps related spending recirculating locally.

Local attendees account for 80% or more of participants for certain events. Such events typically have the lowest economic impact. Yet, economic impact is not the only metric for an event. Local events supply crucial community engagement (Walo et al., 1996). Local attendees provide grassroots publicity and help cement an event’s legacy as a community mainstay into the future even though they are not necessarily contributing extensively out-of-town tourism dollars.

In summary, understanding the origin of guests allows strategic planning around visas and travel, targeted marketing of destination appeals, right-sizing of hotel room blocks, optimal surfacing of regional sights, calibrated budget for transportation, and tailored attendee experience to amplify spending. Getting the right mix of tiers and data on their respective needs lays the foundation for success.

6.4 The Event Planning Process

6.4.1 Site Selection

Event planning is a process that requires careful consideration of numerous factors to ensure success. Among these, site selection stands out as a crucial initial step. Site selection for a professional event planner can be approached in a myriad of ways. There are eight general steps that most event planners follow loosely:

• Identify Objective(s) Of Event
• Gather Past Event Data And Information
• Determine Physical Requirements Of Event
• Consider Stakeholder Expectations
• Select Destination And Facilities
• Prepare RFP
• Review And Evaluate Sites
• Select The Site

6.4.1.1 Identify Objective(s) of Event

The first step in site selection is to clearly identify the objectives of the event. These objectives can range from educational, motivational, celebratory, or networking-focused. Understanding the purpose of the event guides the planner in choosing a location that aligns with the event’s goals. For instance, a corporate retreat aiming to foster team bonding might look for a site with team-building activities, while a scholarly conference would prioritize a location with adequate seminar rooms and technological support.

Event planners often employ a mix of quantitative and qualitative data to inform their decisions. Quantitative data , such as attendee numbers, budget constraints, and previous event outcomes, play a critical role. For example, if historical data shows that a previous educational conference attracted 70% of its attendees from a particular region, it would make sense to select a site within that region to increase attendance and reduce travel barriers for the majority of the audience.

A real-world example of this approach in action can be seen in the IFA show held in Berlin, Germany, the Internationale Funkausstellung Berlin (International radio exhibition Berlin, a.k.a. Berlin Radio Show). The event organizers have been continually assessing the objectives of the show since the 1920s. The show revolves around showcasing cutting-edge technology and fostering industry connections. Understanding that the event attracts a global audience with a keen interest in the latest tech trends, the selection of Berlin as the destination aligns perfectly with these goals. The city offers not only the necessary technological infrastructure but also a conducive environment for networking and entertainment, which is key for an audience keen on experiencing the latest in technology and innovation. By aligning the site selection with the event’s objectives, IFA has managed to attract approximately 250,000 attendees annually (Frewel, 2015).

6.4.1.2 Gather Past Event Data and Information

Experienced planners often refer to historical data and information from past events. This includes attendee numbers, preferred locations, budget constraints, and feedback about venues. Such data helps in understanding what worked well and what did not, thereby informing better decision-making for future events. For example, if previous events saw a high turnout in a particular city or at a certain type of venue, this might influence the current site selection.

Event planners typically utilize tools and techniques to collect and analyze this data effectively. Key performance indicators (KPIs) like attendee satisfaction scores, registration-to-attendance conversion rates, and even social media engagement levels are meticulously tracked. For instance, an event with a high registration-to-attendance conversion rate and positive social media buzz in a specific location can signal the appropriateness of that site for similar future events.

Qualitative data , such as attendee feedback and stakeholder expectations, are equally vital. Planners often gather insights through post-event surveys, social media engagement, and direct conversations with key stakeholders. This feedback provides invaluable insider information about preferences for location, types of venues, and even the timing of the event. For instance, a tech company planning a product launch might glean from past events that their audience prefers high-energy urban environments, leading them to select a downtown venue in a major city with vibrant nightlife.

Additionally, financial data from past events provides a clear picture of budget allocation and spending patterns. This includes costs related to venue rental, catering, technology, and transportation. A study by the Professional Convention Management Association (PCMA) revealed that venue and catering costs typically account for 33% of total event expenses (Lutz, 2013), making them critical factors in site selection decisions. Planners often compare these costs across different locations to identify the most cost-effective options without compromising the quality of the event.

A real-world example of effective use of past data in site selection is seen in the planning of the annual South by Southwest (SXSW) festival in Austin, Texas. The organizers extensively review data from each year’s event, including attendee demographics, session popularity, and feedback on venues . This data has continually informed their decisions to expand the event’s scope and utilize various venues across the city to cater to the diverse interests of attendees. For example, in response to growing interest in tech and start-up culture, SXSW has increasingly utilized venues in downtown Austin known for their proximity to tech companies and start-up hubs. This strategic use of historical data not only helps in refining the event experience but also ensures that the festival remains relevant and appealing to its evolving audience.

6.4.1.3 Determine Physical Requirements of Event

The physical requirements of an event play a critical role in the site selection process. This includes considering the size of the event, the type of activities planned, accessibility (including lift availability), and special needs. The planner must ensure that the venue can comfortably accommodate the number of attendees, has the necessary technical facilities for presentations or entertainment, and is accessible for all participants, including those with disabilities. For a tech conference, for instance, high-speed internet and advanced audio-visual equipment would be imperative.

Event planners often rely on a comprehensive analysis of space and technology needs when determining the physical requirements of an event, For large-scale events, capacity is a primary concern. The average conference attendee requires approximately 20 square feet of space in a trade show setting (Global Expo, n.d.). Planners use these benchmarks to estimate the minimum size requirements for the venue. Additionally, the layout of the space is critical – for networking events, open spaces that encourage mingling are preferred, whereas educational seminars might require a theater-style setup.

Technology is another cornerstone of modern event planning. Approximately 83 % of event professionals plan to use event technology to engage attendees (Agorify, 2023). In a tech conference scenario, this might mean ensuring robust Wi-Fi capable of handling hundreds or thousands of simultaneous connections, state-of-the-art AV systems for presentations, and live streaming capabilities for virtual attendees. The availability of technical support staff on-site is also a crucial factor, as they can promptly address any technical issues that may arise.

An example could be the annual Seattle Interactive Conference. This event, which focuses on technology, creativity, and emerging trends, is historically hosted in the Seattle Convention Center. This venue is chosen for its ample space – with multiple conference rooms and a large exhibition hall – allowing the event to accommodate thousands of attendees. Moreover, the convention center is equipped with high-speed internet and advanced AV systems, catering to the tech-savvy audience. Accessibility is also a key consideration; the venue complies with the Americans with Disabilities Act (ADA, 1990), ensuring that it is accessible to all attendees.

6.4.1.4 Consider Stakeholder Expectations

Stakeholders of an event can include sponsors , attendees, speakers, and exhibitors. Understanding their expectations and preferences is vital. This could involve considering the event’s geographical location for ease of travel, the prestige of the venue for high-profile events, or the need for specific amenities and services. A venue that aligns with stakeholder expectations can significantly enhance the overall experience and success of the event.

When considering stakeholder expectations in the site selection process, event planners must align the venue’s attributes with stakeholders’ values. This is particularly important for sponsors or organizations with a strong commitment to environmental stewardship. Event planners may assess the sustainability credentials of a venue, such as certifications for green practices, to ensure they meet these expectations (UCF Online, n.d.).

Cultural diversity is of particular focus for many event planners. This means the cultural appropriateness of a venue becomes a key consideration. Planners often conduct cultural sensitivity checks to ensure that the venue resonates well with the event’s theme and the cultural backgrounds of the attendees. This might include evaluating the venue’s design, artwork, and even the menu offerings to ensure they are inclusive and respectful of diverse cultures (Lamagna, 2018).

A real-world example that illustrates the importance of meeting stakeholder expectations is the annual Singapore FinTech Festival. As the world’s largest platform for the global FinTech community, the festival not only attracts major financial institutions as stakeholders but also tech entrepreneurs from across the globe. The choice of Singapore as the location is deliberate given its status as a financial hub featuring a robust infrastructure. Furthermore, the nation’s welcoming visa policies for business make it an attractive location. The festival is held at the Singapore Expo, a venue known for its state-of-the-art facilities and flexible event spaces that can be tailored to various needs and audience sizes. The Singapore Expo’s advanced technological infrastructure supports the high-tech nature of the event, aligning with the expectations of the tech-savvy stakeholders. Meeting stakeholder expectations is not just about the physical aspects of the venue but also about the intangible qualities that reflect the stakeholders’ values and goals.

6.4.1.5 Select Destination and Facilities

Once the above factors are taken into account, the planner can begin selecting potential destinations and facilities. This step involves researching various locations and venues, taking into account factors like climate, local attractions, transportation, accommodation options, politics at times, and cost. A destination that offers a unique or appealing environment might add extra value to the event, enhancing attendance and engagement.

When selecting a destination and facilities for an event, planners must dive deep into demographic studies and economic impact reports to identify areas that not only have the desired appeal but also the capacity to handle the event’s requirements. Event planners look at data to gauge which cities have a track record of successfully hosting large-scale events, considering factors like the availability of multiple accommodation options, ranging from luxury to budget-friendly, and the presence of transport links that facilitate easy access to the venue.

In addition to the practical considerations, the local culture and the availability of unique experiences play an increasingly significant role in the selection process. Planners often consider what attendees can do outside event hours, which can be a deciding factor for attendance. This points to the importance of a destination’s broader appeal in attracting attendees and influencing their overall experience.

An example of this strategy in action is the choice of Melbourne, Australia, for the International Congress of Immunology. Melbourne’s selection was no accident; it was based on its reputation as Australia’s knowledge capital and for having the highest concentration of medical research institutions in the nation. The Melbourne Convention and Exhibition Centre (MCEC) was the venue of choice, not only for its award-winning architecture and modern facilities but also for its central location in the city, surrounded by a thriving cultural scene. The MCEC boasts a ‘6 Star Green Star’ environmental rating, which aligns with the growing demand for sustainable event practices—a factor that is increasingly important for both event planners and attendees.

Furthermore, the city’s accessibility, with its efficient public transport system and a large number of flights to Melbourne Airport, makes it convenient for international delegates. The city’s diverse dining scene, cultural festivals, and sporting events offer attendees a chance to experience Australian culture, which can significantly enhance the attractiveness of the event. By selecting Melbourne, event planners leveraged the city’s infrastructure, cultural richness, and global connectivity to deliver a successful congress. The Congress not only met the scientific community’s needs but also showcased Melbourne’s capability to host events that leave a lasting impression on their attendees.

6.4.1.6 Prepare RFP (Request for Proposal)

With a list of potential sites in hand, the next step is to prepare a Request for Proposal (RFP). RFPs are a document that outlines the requirements of the event in detail and is sent to potential venues and suppliers. The RFP should include information about the event dates, expected number of attendees, space requirements, technical needs, catering, and any other special requests. This allows venues to provide detailed proposals that can be compared and evaluated.

A relevant case example comes from Snowsports Industries America (SIA), a Denver-based association that holds an annual Snow Show expo throughout resort destinations such as Colorado, Utah, and California. The association operates on an 18-month planning cycle and issues detailed RFPs to six prospective mountain resorts approximately one year ahead of the show. Specific questions addressed needs from exhibit hall capacity (500,000+ sq ft) to lodging rooms within shuttle distance (5,000+) to sufficient space to demo the latest ski gear and technology. The RFP further outlines requirements around sustainability commitments, inclusiveness policies, and COVID-19 safety protocols. Receiving proposals from these resorts that respond directly to their preferences then enable objective comparisons on cost, accessibility, brand alignment and other key decision drivers.

While time-intensive to produce, crafting a meticulous RFP results in custom-tailored venue and vendor responses reflective of the event’s distinct needs. Quantifying all specifications and expectations upfront ultimately yields optimally-matched proposals and surfaces any potential deal-breakers before commitments are made. The RFP process lays the foundation to select the most fitting partner venue through an apples-to-apples comparison while securing favorable pricing and terms.

6.4.1.7 Review and Evaluate Sites

Once the RFP responses are received, each site is reviewed and evaluated based on how well it meets the event’s requirements and objectives. This evaluation often involves site visits to inspect the facilities firsthand, meet with the staff, and assess the overall ambiance and suitability of the location. Cost, availability, and flexibility of the venue are also crucial factors in this evaluation.

Reviewing RFP responses and evaluating potential venues is a meticulous process, backed by extensive data gathering and objective analysis. Industry statistics indicate site visits comprise the most vital component to this analysis. Events Industry Council produces Global Economic Significance of Business Events studies, which can aid members in venue selection.

During these site visits, planners assess logistical criteria like meeting room capacities, ceiling heights and load-in access but also gauge more intangible factors around ambiance and service. A useful case example comes from Reed Exhibitions preparing to host their first ever DesignCon conference outside Silicon Valley. After 30 years in California, the 10,000 person tech gathering sought a Central U.S. location offering a fresh yet apt attendee experience (DesignCon, 2020). The planning committee narrowed options to Denver and Austin following extensive RFP reviews. In-person site visits then focused on evaluating the brand personality of each city alongside pure meeting capacities to best match their innovative, entrepreneurial vibe. This evaluation combined hard metrics around pricing and infrastructure with experiential factors around walkability, hotels, culture and access. In the end, Austin’s recent innovative success in the semiconductor and microelectronics spheres coupled with its creative, anti-corporate ethos led Reed Exhibitions to select the Austin Convention Center and surrounding downtown to launch DesignCon’s inaugural Texas edition in January 2024.

Cross-referencing RFP details against in-person venue realities enables planners to validate and augment initial assessments while gaining first hand perspective on potential customer experience. Layering objective performance benchmarks together with subjective environmental factors ultimately facilitates determining optimal site alignment with the organization’s requirements, attributes and target attendee persona.

6.4.1.8 Select the Site

The final step in the site selection process is to choose the site that best fits the event’s objectives, meets the physical requirements, satisfies stakeholder expectations, and falls within budget. Once the site is selected, the planner can proceed with negotiating contracts, finalizing details, and moving forward with the event planning stages.

Upon narrowing down potential sites, the event planner enters a data-driven decision phase. They may use a scoring system to rank venues based on criteria such as cost, facilities, services, and past attendee feedback. This might include bandwidth capabilities, virtual event infrastructure, and on-site technical support. Budget also plays a pivotal role, with cost comparisons between venues being meticulously analyzed. Planners look at the total cost of the venue, including hidden costs like overtime charges or []] minimum catering spend , to ensure the selection aligns with financial constraints .

Take, for instance, the Portland Wine & Food Festival. When the organizers of this festival were selecting a site, they needed a venue that could support the specific requirements of a large-scale culinary event, including outdoor space for food trucks, a robust setup for cooking demonstrations, and facilities for wine storage and tasting. The decision to use the expansive Tom McCall Waterfront Park was driven by its scenic views, which enhance the attendees’ experience, and its central location, which is easily accessible and well-connected to public transportation. Moreover, Portland’s reputation as a hub for foodies and its commitment to sustainability practices resonated with the festival’s ethos. The park’s ability to support a zero-waste policy through composting and recycling facilities was a significant factor in its selection, aligning with both the event’s sustainability goals and Portland’s environmental values. This strategic choice underscored the importance of not only the venue’s physical capabilities but also its cultural fit, ensuring the festival’s success in a city that prides itself on green living and gastronomic excellence.

6.4.1.9 Leads and Lost Opportunities

Leads can be understood in two primary ways. First, this could be a potential client. This is the most common meaning of a lead. It refers to any individual or organization who expresses interest in your event planning services. This could be through various channels, such as: Contacting your website or email, attending an industry event, being referred by a previous client, or responding to your marketing efforts. Leads can be at different stages of qualification, ranging from a cold contact who just learned about your company to a warm lead who is actively considering hiring you for an event.

A lead can also reference a specific event opportunity. In some contexts, a lead can refer to a specific event opportunity that is up for grabs. This could be, for example, a company planning a corporate conference or a couple looking for a wedding planner. The main difference between this and the aforementioned meaning is that a potential client is a broader term that refers to anyone who might be interested in your services, while a specific event opportunity is a more defined target. Either way, leads are about capturing business.

Responding swiftly to sales leads and new business opportunities is imperative to staying competitive. However, the realities of limited bandwidth, existing client commitments, or less-than-ideal fit given a planner’s specialty can necessitate declining potential projects. This leads to lost revenue. Tracking these lost opportunities creates metrics-based visibility.

As professionals, we should log event leads that failed to convert to sales. A collection of this data provides analytical insights to our performance. Planners can target improving key capabilities to capture more business by tallying common reasons for rejection. If declining small events under 50 people emerges as the top lost opportunity cause, expanding staff or planning templates may help convert more of these referrals. If corporate budgets not aligning with nonprofit expertise contributes heavily to missed conversions, enhancing articulation of demonstrable social impact could persuade more corporate event buyers.

Analyzing lost opportunities empowers strategic decision-making on new market cultivation, capability building through training, and hiring and realigning sales messaging for greater conversion rates moving forward.

We call these missed opportunities that we track lost opportunities. A lost opportunity in event planning refers to any potential new business or promising sales lead that an event planner pursues but ultimately fails to convert into a booked event or program. This includes declining to submit proposals, not making it to a second presentation round after an initial RFP response or losing out on a contract after significant back-and-forth with a prospective client. Reasons for such losses might stem from misalignment on budget, program scope outside the planner’s core capabilities or existing staff workloads already at capacity, or an inability to take on additional events.

6.5 Managing and Planning Events

6.5.1 Event Planners and Event Managers

Event planning and event management are two distinct positions in the same field. Each requires a blend of transferable skills such as creativity, organization, and communication. While the two roles may seem interchangeable, they differ in focus and scope. An event planner is typically responsible for the conception and organization of an event. They are more likely to work on the early planning stages such as theme development, venue selection, and vendor procurement. An event manager, on the other hand, often takes the planner’s blueprint and executes the logistics of the event on-site. They are known to handle tasks like crisis management while working in collaboration with teams such as banquets, catering, and audio/visual (A/V) teams.

The event planner starts with a vision, turning an idea into a detailed plan. This includes setting the tone and atmosphere for the event by choosing a theme. This is an essential role as it guides decisions related to decor and design. Event planners are tasked with creating the run sheet or event schedule. These documents outline details from start to finish for an event, including what is happening, where, and at what time. A seating chart is another tool in the planner’s kit, especially for banquets or dinners. These charts ensure guests are strategically placed for networking opportunities or to accommodate special needs.

Procurement is another critical function of the event planner. Procurement involves the selection of and negotiation with vendors for direct costs like catering, venue rental, and A/V equipment. They are also responsible for the preparation of the Banquet Event Order (BEO) . The BEO is a document that specifies all event details related to the venue. These details may include room setups, food and beverage selections, and technical requirements. It is the roadmap for the venue to execute the event as planned.

Ticketing is another aspect managed by event planners, particularly for events with paid admission. This process has evolved with technology, and many events now use online platforms that handle sales, registration, and attendee communication.

On the other hand, the event manager is the conductor on the day of the event, ensuring everything runs according to the plan laid out by the event planner. They are skilled in volunteer management, coordinating the efforts of people who may be giving their time to assist with the event. They also manage the logistics of trade shows, overseeing the setup of booths and ensuring that exhibitors have what they need.

A/V is a crucial component of any event, and the event manager must ensure that all audio and visual needs are met. This can range from microphones and speakers for a small meeting to large screens and projectors for conferences. They work closely with A/V technicians to troubleshoot any technical issues that may arise.

Catering and banquets are significant elements of many events. The event manager coordinates closely with the catering team to ensure the seamless delivery of meals and refreshments. They verify that the BEO is followed, checking that dietary restrictions are respected and service times are adhered to, while also managing the banquet staff to maintain high standards of service.

Crisis management is another critical skill in the event manager’s repertoire. They are the first point of contact for any issues that arise, from a keynote speaker’s flight cancellation to an unexpected power outage. They must think quickly, devising and implementing solutions to keep the event on track while minimizing disruption to the attendees’ experience.

In terms of decor and design, while the planner may have set the vision, the event manager is responsible for the execution of these elements, ensuring that the theme is brought to life and the aesthetic matches the planner’s and client’s expectations. They oversee the setup of decor, from stage design to table centerpieces, creating the desired ambiance.

Sponsorship is often a vital component of event financing, and while the event planner may secure sponsors, the event manager ensures that sponsors’ needs are met and their brand presence is prominent and appropriately represented throughout the event.

Virtual events have become a significant part of the industry, particularly in response to global shifts towards digital solutions. Both planners and managers must be adept at using online platforms to host webinars , virtual conferences, and hybrid events that combine physical and digital

6.5.2 Catering and Banquets

Event planners and managers work with catering and banquet personnel extensively. Whether an event planner handling logistics such as venues, vendors , and programming or an event manager orchestrating on-site delivery,all four of these positions (i.e., event planners, event managers, catering personnel, banquet staff) need to work together for most events to take place. These complementary roles collaborate with hospitality stakeholders in food, beverage, seating, and decor to create immersive participant experiences.

Catering and banquets provide sustenance and style anchoring the event agenda. Culinary partners bring concepts to life through excellence in cuisine and service. Catering fuels attendees while providing reliable respite from packed schedules. This is especially true of multi-day conferences, conventions, and trade shows.

Proposals outline vision and menus while BEOs (banquet event orders) specify every on-site detail. BEO forms compile critical information into one master document per group or meal, facilitating smooth order fulfillment. Details span:

• Guaranteed guest counts to accurately prepare quantities
• Menu items, pricing, and service timeframe
• Station locations mapped to floorplans
• Staffing and rentals like A/V equipment or décor
• Special guest accommodations and procured vendor details

With BEO guidance, culinary teams orchestrate seamless meal execution across back and front of house. Savvy event managers drill crisis management, establish command centers and prepare contingency plans well before go-time. They also interface with hospitality partners on supply chain assurances, sustainable and culturally appropriate sourcing and health safety protocols when relevant.

Come event implementation, intuitive managers fluidly oversee all logistics from volunteer coordination to A/V checks through timely food delivery at the right temperature, quantity and presentation standard. They reference detailed run sheets confirming event sequencing and cue milestones while navigating real-time needs, from VIP requests to revised headcounts. Successful execution requires this analytical planning fused with adaptive finesse.

Creativity through catering also elevates event themes and design. Custom menus, food art, and interactive stations reinforce branded concepts. Novelty stimulation drives engagement at consumer-facing functions like concerts and festivals while corporate hosts leverage catering for greater attendee ROI, even for virtual events needing to sustain online participant energy.

The partner synergy between planners, managers and culinary talent dictates event success. Planners drive early vision-setting and venue logistics planning. Hospitality supply chain partners enable those plans through service-focused execution, understanding that attendee satisfaction impacts organizational reputation and revenue including ticket sales and sponsorship recapture. With aligned priorities and structured workflows, catering and banquets fuel both stomachs and experiences to unlock enduring participant memories.

6.6 Trends and Events

6.6.1 Trends and the Future of Event Planning

An exhaustive listing of trends in the event planning industry is not possible. This field is too culturally, societally, and regionally specific. Also, the pathways within event planning, from incentive travel to conferences, offer a spectrum that cannot be covered in a textbook of this length and topic. With this written, there are mega-trends impacting the MICE industry holistically. The top global trends seem to include technology, sustainability, inclusive practices [e.g., Diversity, Equity, and Inclusion (DEI)], long-term impacts of COVID-19, and the realized economic impact of the industry by government.

The modern era of event planning has evolved dramatically, shaped by technological advancements, changing consumer preferences, and the global shift towards more sustainable and inclusive practices. This transformation is reflected in various aspects of event planning, from the way events are conceptualized and executed to how they are experienced by attendees.

Technology Integration: One of the most significant changes has been the integration of technology into event planning. Digital platforms for event management, such as Cvent or Eventbrite, have streamlined the planning process, offering tools for online registration, ticketing, and attendee tracking. The adoption of virtual and augmented reality has enhanced attendee engagement, offering immersive experiences that were previously unimaginable.

Sustainability Focus: There is a growing emphasis on sustainability in event planning. This shift has led to the adoption of eco-friendly practices such as reducing waste, using biodegradable materials, and selecting venues that follow green policies. Events are now not only assessed on their immediate impact but also on their long-term environmental footprint.

The event planning industry is uniquely positioned under the media spotlight, making sustainability practices not just a matter of corporate responsibility but a critical component of public perception and brand image. Unlike other businesses that might operate without constant public scrutiny, events are public-facing by nature, often subject to media coverage and immediate social media broadcasting. This visibility means any attempt to greenwash—or superficially showcase sustainability without substantive action—can be quickly exposed and criticized. Consequently, event planners are compelled to adopt genuine sustainable practices to withstand public and media scrutiny, and to demonstrate their commitment to environmental stewardship. In this light, sustainability becomes an integral part of the event’s success narrative, influencing attendee satisfaction and sponsor approval, while ensuring that the event leaves a positive legacy that extends beyond mere regulatory compliance or marketing rhetoric.

Inclusive practices such as Diversity, Equity, and Inclusion (DEI) : Another critical aspect of modern event planning is the focus on inclusion of diverse groups. Events are increasingly designed to be accessible and welcoming to people of all backgrounds, abilities, and preferences. This inclusivity is not just a moral imperative but also a business one, as a diverse attendee list can lead to richer discussions and broader networking opportunities.

Impact of COVID-19: The COVID-19 pandemic has had a profound impact on the event planning industry. It accelerated the adoption of virtual events, with platforms like Zoom and Microsoft Teams becoming commonplace. The exponential growth post-COVID has not even been realized because of how ubiquitous hybridity has become, and thus how difficult it is to track. The pandemic has also highlighted the need for flexibility and contingency planning in event management. These are not trends that have waned in a post-COVID marketplace (Litvinova-Kulikova et al., 2023).

Economic Contribution: The event planning industry continues to be a significant economic driver. According to the Events Industry Council, the global business events sector contributes over $1 trillion to the global GDP annually (as cited in Wagner, 2018). This figure underscores the industry’s importance not just as a facilitator of professional and social gatherings but also as a key contributor to the global economy.

Governments worldwide have increasingly recognized the significant economic and social benefits of hosting conferences, events, and conventions in recent years. This realization has spurred a growing investment in the development and expansion of convention centers and event spaces. This substantial economic contribution is a key driver behind governmental support for the sector. Cities hosting large-scale conferences and conventions benefit from increased tourism, which boosts local businesses, including hotels, restaurants, and retail stores. As a result, there is a concerted effort by governments to attract these events to their regions, seeing them as catalysts for economic growth and international recognition.

This push by governments has led to the growth and modernization of convention spaces across the globe. A prime example is Seattle’s new conference center, Summit, an expansive facility spanning approximately 600,000 square feet. Such developments are not isolated; they reflect a global trend. In Asia, for instance, the market size of the convention and exhibition industry is estimated to be over $200 billion annually (Allied Market Research, 2020). Governments in countries such as China and Singapore actively promote their regions as hubs for international meetings and events. These investments are not only aimed at economic gains but also at positioning cities as centers of innovation and cultural exchange.

The development of state-of-the-art facilities, equipped with the latest technology and sustainability features, is part of a broader strategy to attract high-profile international events, enhancing a city’s global standing and fostering a more vibrant local economy. The support from governments in this sector signifies a recognition of the far-reaching impacts of conferences and conventions, extending beyond immediate economic benefits to long-term regional development and international connectivity.

 

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