Industry Experts Share Predictions for Events in 2017

December 16, 2016

By Elizabeth Johnson

A lot of unknowns face the exhibitions and events industry in 2017. Recently, the industry’s leading marketing experts weighed in on how trends and current events will impact the event industry in the coming year.

Kevin Miller, president and chief strategist, Frost Miller

“In 2017, we will see organizers use data more effectively for trade show marketing. Conferences and trade shows live or die by the quality of their data. Old or disorganized data about attendees and prospects yields slow or no growth. Good data—both accurate existing data and creative sources of new data—spell growth and success. Because of the sophistication of digital marketing channels in particular, data allows your segmented messages to reach people directly and be shared amongst peers, significantly broadening your reach. And data-driven marketing is particularly effective for reaching millennials – a segment all shows want to grow.”

Michelle Bruno, MPC, writer, content strategist, publisher, Bruno Group Signature Services

“The event industry, like many others, will be impacted by the uncertainty created by the outcome of the U.S. presidential election. The wait to find out what new laws, regulations, or initiatives are enacted will be the most excruciating part, not necessarily the actions of the new administration. It could force organizers, exhibitors, and attendees into a holding pattern on investment and participation. It might also influence the plans of international visitors to participate in U.S. events if visa regulations are tightened. If immigration plans remain in flux, an industry dependent on immigrant labor like ours (where will our customers stay if hotels and food services have to cut back?) will certainly be harmed. Nevertheless, I’m hopeful that this time next year the uncertainty will have abated and events will have flourished as the new President settles in. But, no one really knows for sure.”

Ed Several, senior vice president, Reed Exhibitions Americas

“2017 will see a significant increase in the commercialization of new technologies leading to the launch of new events covering areas we are not familiar with today. These events will be more experiential to reflect the need to interact with these new products and learn how they can be applied.”

Brian Casey, CEM, president and CEO, Center for Exhibition Industry Research (CEIR)

“President-elect Trump has proposed major policy changes, including sizable tax cuts, rollbacks of regulations and a much tougher stance on free trade and immigration. Prior to the election, the economic data showed the US economy was in reasonably good shape and on track to grow about 2.2 percent in 2017, compared to an expected 1.6 percent this year. If President-elect Trump follows through with his campaign promise of tax cuts, sizable infrastructure investment and rollbacks of regulations, near-term growth could be boosted, but likely not until late 2017 or early 2018. Thus far the stock market and general business perception seems pointing to faster economic growth ahead. With stable oil prices, we expect the real GDP to increase by 2.5 percent in 2017. Under this macroeconomic scenario, the exhibition industry is likely to grow just slightly below 3 percent, compared to an expected gain of 2 percent this year.”

Claudia Maurer, vice president, IMN Solutions

“The sharing economy enables progressive people to access goods and services from people who are just as progressive. The trend will continue to shake up the event and hospitality industries in 2017 by challenging and testing the conventional hospitality experience. Airbnb who paved the way in the accommodations sector is no longer the only player. HomeAway, and Wimdu are making inroads into the traditional system which proves this movement has evolved into a highly profitable business model. A Boston University study found that each 10 percent increase in supply on Airbnb causes a 0.37 percent decrease in monthly hotel revenue. Also, lodging that caters to business travel seems to be more negatively impacted than economy motels and hotels.

Currently, the hotel sector is in a period of sustained growth, but the industry should take the competition seriously. Right now Airbnb, Wimdu and HomeAway are not driving demand, but they are shifting it from other hotels. The industry’s hospitality partners must stay on the competitive edge for planners to meet their event room block goals. This goes beyond the best room rate to understanding the mindset behind consumers who seek alternatives to hotel rooms. Hoteliers who embrace the technological advancements and understand the need to continuously improve on the guest experience can adapt to this new way of booking accommodations.”

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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.