New Year, New Event Strategies

By Ronnie Wendt

Focus for planners is shifting to attendee engagement, blending technology with human connection, sustainability and personalization.

“Events today aren’t just happening — they’re resonating, connecting us in ways that feel intentional and personal,” stresses Khris Baizen, senior director of Global Production Sales for Encore Global.

Attendees crave something more than they used to, according to Kortnee Carroll, senior sales manager for Kalahari Resorts & Conventions. “They want more from their events than just information. They want engagement, value and personalization.”

Attendees expect digital solutions that streamline their experience, Caroll explains. “They also want to feel cared for with wellness opportunities.”

Ellie Westman Chin, President & CEO of Destination Madison, observes that attendees are craving compelling reasons to participate. “They want to receive great professional development, experience memorable places to meet colleagues and discover experiential things to do,” she says.

Attendees also expect their associations to advocate for important matters like sustainability and DEI. Baizen explains, “Attendees expect events to reflect their values. It’s no longer enough to reduce waste. We’re striving to leave a positive mark on communities we touch.”

He predicts that the focus will shift to prioritizing psychological safety and neuro- inclusivity, a trend he compares to the warmth and comfort of a shared family meal.

“Technology is also transforming events, making them feel almost intuitive, like each guest’s favorite dish showing up just when they need it.”

Inclusivity Top of Mind

“In this new world, attendees crave experience that honor their whole selves,” Baizen says. “They are looking for more than just a seat at the table. They want to feel seen, heard and valued.”

Here, the strategy for planners is inclusivity, which Carroll defines as “ensuring every attendee feels welcome and valued with their unique needs fully considered.” She adds inclusivity will also require planners to actively consider needs like gender-neutral restrooms, inclusive language and safe spaces for conversation and connection.

“Inclusivity in 2025 will be like setting a table where everyone, regardless of background, can feel at home,” Baizen says. “We’ve come a long way, but there’s still room to grow.” He says planners can create these moments of genuine welcome by designing multisensory spaces that feel like the heart of a home — places where soft lighting, quiet areas, and comfortable seating allow people to engage on their terms. Personalized technology and flexible networking options, he adds, help attendees craft their own event journeys.

Tech-Driven Experiences

“In 2025, technology will be the secret ingredient, enhancing every part of the event experience,” Baizen says.

“Virtual reality (VR) could allow attendees to immerse themselves in a brand’s story, while artificial intelligence (AI) might power real-time, data-driven interactions that adapt to audience behavior,” Carroll says.

“Wearable tech might track engagement levels, offering planners insights into what’s resonating most.”

Baizen sees augmented reality (AR) as a useful tool, describing it as “the spice that transforms a simple dish into something extraordinary — bringing content to life through attendees’ personal devices.”

AI allows planners to analyze data from past events to offer each attendee a customized journey. “Imagine an event where AI senses if someone is feeling overstimulated and suggests a sensory-friendly room, or recommends networking sessions based on shared interests,” he says. “AI allows us to meet people where they are, with layered options that honor each attendee’s unique identity and needs, reflecting a human- centered approach to event planning.”

Planners also need to up their events’ networking “game” through gamification, adds Baizen. “Gamification will add excitement, as attendees move through interactive challenges and discover “hidden” opportunities, transforming networking into an adventure,” he says.

Chin reminds planners not to overlook their smartphones as they focus on technology. “Phones are a great communication tool for planners,” she stresses. “Phones can be used for gamification, for attendees to score wellness points to encourage them to stay active and interact with the community.”

Sustainability-First Initiatives

“Sustainability is no longer a preference — it’s a requirement,” Carroll stresses. She says planners can expect more requests for carbon-neutral or zero-waste events, where everything from energy use to catering is viewed through an eco-conscious lens.

“Regenerative practices are also gaining traction,” she says. “Planners are being asked to leave host communities better off through initiatives like tree planting or partnering with local charities.”

Attendees will drive these changes in the year ahead with a sincere desire for the events they attend to make a positive impact, both environmentally and socially.

Baizen agrees planners will be tasked with creating events that actively benefit the environment and community. Small actions speak volumes, he adds.

Incorporating energy-efficient lighting, reusable decor, and digital event guides also echo this theme. “Even on a budget, these choices help events contribute positively, proving that thoughtful planning and partnerships make sustainability accessible and impactful,” he says.

Safeguarding Safety and Security

“Safety and security have become paramount as attendees prioritize physical and digital well-being,” Carroll says. These efforts aren’t just about mitigating risks — they help build trust, reassuring attendees that their safety is a top priority.

An area that is gaining in importance is psychological safety, adds Baizen. “Psychological safety is foundational, with clear codes of conduct, confidential support, and allyship training that encourage everyone to look out for each other,” he says. “It’s about ensuring that every person feels safe expressing themselves. This approach turns events into communities, where attendees kno w they’re not alone and that each person present shares in creating a respectful, protective space.”

Chin recommends they also make sure venues are safe with trained crowd management and emergency response logistics in place.

Human Connection

In 2025, the importance of human connection will be at the forefront of events, Carroll predicts. She explains, “As technology advances, planners will focus on fostering genuine relationships, ensuring that attendees feel seen and valued.”