his article is part of our new Future of Events 2021 Series which will interview a mix of event organizers, consultants, thought leaders, and other event professionals responsible for overseeing events put on by their organization. Our goal with this series is to help event organizers best prepare for the future of events.
The following is an interview we recently had with David Bruce, Managing Partner, CMP Meeting Services.
What are the top trends that will shape the events space in 2021?
DB : Food and Beverage will be the differentiator over the next year or so. How food is presented to the guests along with the associated costs to present that food will be an important factor as we progress toward a more normal meetings market.
What are the top mistakes you see organizations make with events?
DB: I always believe that you must give your attendees time to soak up the material that is presented. Having too many sessions where they are constantly headed from breakout to breakout and then back to the General Session doesn’t allow the attendee time to absorb the materials. After a while they shut off and don’t continue to learn if the meeting is too packed. My thought is to give them time to discuss with their peers and use that time to develop the concepts used within the sessions
What are the keys to a successful event?
DB: Location, Content, mix of on and off times, great participation by its attendees.
What makes events such an important channel?
DB: Face to face meetings is still and will continue to be the benchmark of the development of great events. While the material can be projected through many means, the in-person meeting allows for open discussion of current topics outside of the event itself. This open discussion is critical to developing new and fresh ideas.
In your own words, what will the future of events look like?
DB : It is a new day in meetings and events. Certainly, food and beverage will show the biggest changes moving forward in terms of providing high quality food while being mindful of safety and security. The addition of hybrid events, bringing less people to the property while needing much of the same space needs will certainly put a strain on hotels and resorts to see the value of the event..