9.2 The History Of Events As An Industry
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.
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.
Citywides and Mega Events
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.
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.
Attributions
- Figure 9.4: The Venue by Alan Grinberg is released under CC BY-NC-ND 2.0
Please look for related terms in the Glossary.
An event that requires the use of a convention center or event complex and multiple hotels in the host city.