Industry Experts Predict an Emphasis on Human Approach to Events in 2018

December 14, 2017

In just a few days, 2017 will be history. The year brought event professionals a host of challenges around technological advancements, security, politics and travel, to name just a few. While next year will continue to prove difficult in many of those same areas, experts are pointing out that 2018 will be filled with opportunities for show organizers to rethink how events can capitalize on the human factor.

To wrap-up the year, here are a few predictions from five event industry veterans about what they foresee coming down the pike for events in 2018.

According to Marco Pardi, managing director of UBM Technology Group, customer-led design is a trend to watch as me move into 2018.

As fundamental as putting the customer first may be, this is specific to the experiences being put together for the attendee and delivering on moments they cannot gain anywhere else,” Pardi said. “This is built on the foundation of organizing events with unique programs that connect attendees in interesting ways and lead them to enjoy the event in a way they won’t forget while compelling them to share those stories with others.”

Michael Doane, marketing manager of CadmiumCD, believes that myriad technology trends, including personalization, artificial intelligence and machine learning, and augmented reality will continue to grow throughout 2018.

“What people don’t generally talk about is that at the end of the day, events are human-centric,” Doane said. “In a world that feels more fractured than ever, events still bring people together. Technology at events needs to do the same. Through Facebook, we’ve seen the challenges caused by delivering hyper-personalized content to individuals. It makes the world smaller and divides people.”

Doane believes that a huge trend going forward will be understanding how to deliver personalized experiences in a way that fosters collaboration and understanding rather than segmentation, with events as the perfect playground to experiment with finding solutions for these types of challenges.

According to Bob James, president and chief storyteller at Bob and David James, event marketers should reconsider swamping attendees’ in-boxes with vague offers of ‘must-attend’ conferences.

“Attendees are growing angrier and more resistant by the day,” he said. “The counter-move is targeting, and you shouldn’t be surprised if 2018 turns out to be the year event marketers master it. The stakes are too high to do anything less. Targeting demands not only that you segment your lists, but that you think hard about the relevance of your value proposition and its expression.”

Curated content, video and experience have been the trade show marketing buzzwords of the last several years, said Julie Parsons, managing director of Fixation Marketing.

“It’s our team’s prediction that in 2018 we will start to see more of those three coming together,” she said. “Shows that bring attendees, members and prospects into their event well before the doors open and blend content and experience together for a modern engagement and connection will see new levels of loyalty and growth.”

Sam Lippman, president of Lippman Connects predicts that in 2018, more shows will collocate and other shows will be “blown-up” into niche events.

“This will happen because everyone – attendees, sponsors, exhibitors, speakers, media – will demand that a show be either be all-encompassing or have a laser-sharp focus to earn their support,” Lippman said.

It appears that a renewed focus on the human side of events could very well be a far-reaching trend that impacts all aspects of event logics, content and promotion. If show organizers adhere to the concept as the experts believe, 2018 promises to be a year that will spark a new level of creativity in the industry that will be exciting to watch!

​​​​​​

Add new comment

Partner Voices
Just when it seems like Las Vegas can’t get any bigger, brighter or more exciting for groups, MGM Resorts raises the bar again. The company continues to invest and innovate across its portfolio of Las Vegas resorts, with new attractions and upgraded experiences for attendees of all interests.  Remodeled Guest Rooms MGM Grand is the largest single hotel in the world with over 5,000 guest rooms and an 850,000-square-foot conference center. It is home to the newly remodeled MGM Grand Studio Tower—700 reimagined guest rooms with a fun mid-century vibe. Nearby, the iconic New York-New York Las Vegas Hotel & Casino recently completed a $63M redesign and remodel of its 1,830 guest rooms and 155 suites. Down the street, Bellagio Las Vegas is sporting renovated rooms in the Spa Tower with sunrise-inspired decor and luxurious soaking tubs in Premier King rooms after a $110-million transformation. Reinvented Luxury Experiences The Luxury Meetings District, made up of Bellagio Las Vegas, ARIA Resort & Casino, Vdara Hotel & Spa, The Cosmopolitan of Las Vegas, Park MGM and NoMad Las Vegas, is now more connected than ever before. A new interior walkway opened this October for a seamless attendee experience – connecting Vdara, Bellagio, and The Cosmopolitan of Las Vegas, guests can now walk from Park MGM to Bellagio in around 15 minutes. New on the scene in the Luxury Meetings District is Cathedrale at ARIA, TAO Group’s upscale establishment specializing in exquisite French-Mediterranean cuisine offering elevated private dining experiences that opened in May. Heralded by World’s Best 50 Restaurants, GQ and VOGUE, LPM at The Cosmopolitan of Las Vegas is opening this fall and will deliver its signature spontaneity and imaginative celebration of France’s Mediterranean cuisine, art, and culture to the unique luxury resort in impeccable fashion.  A “New Wave  for Mandalay Bay A new wave of enhancements and experiences has arrived at Mandalay Bay Resort and Casino, including Flanker Kitchen + Sports Bar, an 8,445-square-foot restaurant that opened this June, perfect for pre- and post-game eats and drinks. Event planner’s favorite, Chef Michael Mina’s StripSteak, received a full renovation and now includes one of the largest private dining rooms on The Strip. Retro by Voltaggio debuts a one-year residency with a fun take on pop culture of the 80s and 90s with classic American dishes. An exciting addition planned for 2024 is Swingers, a 40,000-square-foot oasis of street food, miniature golf and art at Mandalay Bay. Most exciting for meeting planners, the 2.1 million-square-foot Mandalay Bay Convention Center  is undergoing a complete refresh, with lightened space, added eye-catching art, and improved technology infrastructure for even more flexible space. Energy-efficient digital signage now leads the way with faster internet speeds and new AV options. From renovated guest rooms and meeting spaces to celebrated dining options and dedicated teams, MGM Resorts is dedicated to delivering exceptional and innovative meeting experiences.