9 Trends that Will Shape the Events Industry in 2020

January 8, 2020
2020 trends

What lies ahead for 2020 and the new decade? We talked with a few experts to find out. Take a look at their 2020 trend predictions below. Then, connect with us on Twitter to let us know your take!

Trade Shows

Arjun Chakravarti, senior vice president of analytics and insights at GES, predicts the following:

Measuring and selling experiential sponsorships.

Although traditional sponsorship activities will remain a core part of the brand portfolio at trade shows, brands need to return to the C-suite with ROI metrics of shows. Sponsorship opportunities that measurably impact brand perceptions in the eyes of attendees will become increasingly important — but executing sales still matters.

More community-driven education and buzz sessions.

Attendees are increasingly weary of the “call for papers” approach to generating event content. They want to learn from credible peers who they trust within a community. Event professionals will need to provide content in formats that give attendees more in shorter periods of time and allow them to interact with individuals.

More organization and sophistication with data.

As the event technology market begins to shake out, organizers are settling more on vendors that generate data from their shows. This will put them in a better position to organize systems that allow them to ask sophisticated questions from data and eventually integrate into CRM strategies.

 

Event Technology

Dawn Archambault-Perry, vice president of brand experience at Freeman, sees these trends:

Creating mindful moments.

Being present allows us to fully connect with others. It will become increasingly important this year to design activities that allow for mindful interaction. This is a powerful way to disrupt our always-on mode by pausing distractions and plugging into the present. Whether it’s an oxygen bar, yoga session or guided meditation, these moments offer the chance to reflect and recharge.

High-return sponsorships.

Traditional banner sponsorships are out. Tech-based experiential activations that hook attendees, deliver trackable ROI and create an engaging, memorable moment are in. With options like chatbots, AR/VR, digital signage and more, these high-return activations drive awareness before, during and after an event.

Data action.

Not long ago, event professionals struggled to get access to data. Now, it seems there’s more data than we can comprehend. This year, event professionals will turn data into action with a solid framework and real-time analytic dashboards to monitor what’s working and what’s not — including ROI, year-over-year benchmarks and other relevant insights. The result? Adjustments in the moment and actions that deliver results.

 

Sustainability

Meetings will get greener this year, according to Mariela McIlwraith, director of sustainability for Events Industry Council and president of Meeting Change:

Going all in.

In 2020, sustainability is going to be all about bigger, bolder, action by more events and organizations in our industry. It used to be that there were a few champions for sustainability, and now we see a social movement for greater adoption. EIC’s new Centre for Sustainable Events and updated Sustainable Event Standards can help.

Change reflected in menus.

While vegan and vegetarian selections are now consistently offered, there are certain events where they are the only option being provided. Expect to see more plant-forward menus emphasizing greater biodiversity this year.

Evolving approach to materials resource management.

Previously, the industry simply focused on avoiding landfills with recycling. Now we're beginning to fully embrace a circular economy approach that has us being much more thoughtful about the materials we choose, as well as what will happen post-event.

Don’t miss any event-related news: Sign up for our weekly e-newsletter HERE and engage with us on TwitterFacebookLinkedIn and Instagram!

Add new comment

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.