TSNN Releases Event Technology Research Report

May 2, 2017

Face it, the marriage of technology with events has transformed the trade show industry. What began as a great tool to communicate with show audiences has morphed into a powerful partnership that continues to deepen as show producers, managers and organizers realize the incredible benefits of using digital platforms to harness and measure data, market their events, fine-tune their strategy and planning, increase the global reach of their trade shows and conferences and most importantly, interact with audiences and improve attendee experiences.

In an effort to examine this growing phenomenon and provide event professionals with benchmarks and insights on event technology, trends and best practices for using tech to increase the value and efficiency of their shows, TSNN has launched its third in a series of industry research reports: “The Convention & Exhibition Management Technology Study – How Leading Event Producers are Using Technology to Improve Their Events & Capture Data.”

“This TSNN Event Tech Research Report is an incredible resource for trade show organizers and suppliers alike,” said TSNN President and Editor-in-Chief Rachel Wimberly. “All of the information comes directly from some of the largest shows in the industry and highlights what event technology issues and trends are out there.”

Sponsored exclusively by Cvent, this special report was developed by TSNN in partnership with Access Intelligence Consulting.

Download the full report here.

Here are some key findings: 

·      The term event technology – and similarly “event data” – has different meanings for different event executives and organizations. The top three areas mentioned are apps, event management software and audience engagement.

·      Event managers want easier-to-use technology that provides for more effective data analysis and insight.

·      Using event data to make better event management decisions; using event data to improve attendance marketing and communications, and capturing more attendee data were the top three most important technology developments and shifts over the past few years, according to event producers who participated in the study.

·      For 2017, event management teams are planning to focus on using technology to improve attendance marketing and communications, with exhibitor marketing and management, and data and analytics in a distant second place.

·      While 32 percent of respondents said their organization will spend under $50,000 on event technology this year, other spending levels are fairly well-distributed in the higher ranges tracked in the survey.

·      On average, event producers expect to spend 10.8 percent more on event technology in 2017 compared to 2016. A significant 77 percent of event producers say their event technology budget has increased in 2017 compared to last year.

Tailored to the needs of convention and exhibition management leaders, TSNN’s Benchmarks and Best Practices Studies for Convention and Exhibition Producers analyze key industry topics including attendance marketing, exhibitor and sponsorship sales practices, detailed event management financials, technology and other key areas, and are designed to provide essential data, metrics, ratios and insights to help show professionals do their jobs with excellence.

Previous TSNN Research Reports include Attendee Marketing & Audience Development Trends, which examines how show producers are driving high-quality, new and repeat attendance, and The Exhibit Sales & Sponsorship Sales best practices studies, which covers how leading convention and exhibition producers are selling more exhibit space and sponsorship opportunities.

Learn more about TSNN Research Reports here.

Download the Cvent-sponsored TSNN Technology report here.

Want to learn even more about event technology? Attend TSNN's Complimentary Webinar: All YOU Need to Know About Event Technology Trends! To register for FREE, go here.

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.