Most of last year saw the event industry trends focused on merging the realm of the real and the virtual world to come up with what is known as mixed reality. Mixed reality is when the audience experiences the event as a product of actual live performances using performances using virtual reality and digital marvels. Further, touch technologies are becoming more accessible and breaking the barriers of time and location for global audiences. With the help of artificial intelligence, attendees sitting in different corners of the world are able to register for events that are hyper-personalized to their needs and interests.
Overview of the Trends
Trends ranging from the security, safety, and creativity of the event are picking pace and visibility in the events industry. Moreover, making the events more globalized at the same time more inclusive to various cultures and traditions from across the globe is also evident. Having unique and bold venues with layered meaning and significance are fetching USP points to the events and making the marketing and public relations activity easier.
Following are the significant and most measurable trends that can be seen in the global events industry:
Bold and Beautiful Venues
Gone are the days when an event was confined to the 4 walls of a room or a hall. Conventional layouts of a limited space are being beaten down by avant-garde props, statues, installations, and other art installations. Conventional layouts still exist but are limited to classroom events, theatres, and lecture-heavy conferences. Belgium’s Tomorrowland is famous for its elaborate stage designs that attract tourists and participants from across the globe. The stage has a theme every year and is marketed and hyped months before the event.
Customization Creates Personalized Event Experiences
Events today use technology to understand the preferences of the attendees and try to devise a pattern in them before letting the organizers know of a certain trend to generate maximum impact and participation. Customization with respect to the event industry also signifies that the audience is able to not only choose the ‘how’ and ‘what’ of the event but also modify their experience. For instance, in a gaming event, the power of choosing what type and genre of the game the participant wants to play is performed with an additional power of changing their gaming experience as per the choices they make while playing the game.
Using event apps and software, feedback can be received from the audience and positive and evolutionary changes can be made in the near future. Event planners are coming up with what is called “event paths” that will be dependant on the response, prompts, and questions from the audience. This will ensure the same event to run in different ways as per the preferences of the audience. A crowdsourced event is a type of event that aids personalization and customization using interactive forms such as digital displays, Tweet walls, LED VR apparatus, crowd response lighting and so on.
The next big thing in the event industry is conducting events that are economically and environmentally sustainable by using energy-friendly machines and judicious use of resources.