SECRET EVENTPROF
Reality bites It’s time to work smarter to deliver the wow factor in the face of adversity, says our secret eventprof
W ith corporates taking to venues again, event professionals across the country are getting back to doing what they do best, whether that’s launching, rewarding, presenting or educating. However, given the time away, the expectation that events will demonstrate the wow factor has been heightened - and that ‘je ne sais quoi’ element is in high demand. Thinking outside of the box for event delivery is becoming the norm. The ability to stand out and showcase has never been so prevalent. Every event comes with an expectation that delegates will be blown away. Just getting by is not an option. However, there is a real issue at the heart of this. Once you couple these heightened expectations with the ongoing challenges we see in venues, it’s
role of educator. It will be necessary to demonstrate to clients the art of the possible right now. What can they achieve within the realms of possibility? These limits need not be a barrier to success. In fact, with the right approach, you can turn a negative into a positive. My advice to event professionals in the current climate is to work smartly to create simple solutions to raise the bar even more. We can provide different experiences that underpin the objective of the event; experiences that are born of and speak to
the times we live in. Also, in these tough times, don’t forget about your fellow event professionals. We’re all in this situation together, and a collaborative approach is much more constructive than a combative one. Overwhelmingly, as a creative industry we need to ensure that we don’t collide while we all strive to deliver for customers, within budget and aligned to other agreed event success factors. Be creative, be presumptuous and be realistic!
obvious there is a problem brewing. Staff shortages are leaving venues stretched to the limit. Supply chain issues are wreaking havoc on events from all sides. Commercial return
We have to demonstrate the art of the possible
considerations thanks in part to rising energy bills are pushing prices up at venues. Taken as a whole, these issues are impacting outcomes versus expectations. Some corporate event planners have returned with the same expectations as they had pre-pandemic. That’s all well and good; however, the landscape has changed. It’s clear that for many, what was
possible on one budget in 2019 is not possible on the same budget in 2022. We’re
living in a different events world. Therefore it is going to be down to the agency or venue to take on the
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