Creating remarkable event experiences with audiovisual (AV) and meetings technology is not a one-size-fits-all endeavor. It can be a fine line between an event that dazzles and one that disappoints, and the difference often lies in the details — understanding the venue, the audience, the goals and the message. In today’s landscape, AV and tech aren’t merely functional tools; they’re part of the storytelling, the emotion and the connection that make live gatherings truly memorable.

To better understand how experts are tailoring AV and meetings technology to fit modern events, we reached out to several industry leaders for their insights on best practices, innovation and the art of crafting impactful production experiences.

The Power of Precision

“In today’s dynamic event landscape,” says Brandon Goodman, vice president of Project Management at Encore Global, “selecting the right event technology hinges on two key factors: attendee engagement and operational efficiencies.”

That philosophy spurs how today’s AV professionals approach each project from the outset. Whether an event is in-person, virtual or hybrid, the foundational infrastructure — from projection and sound to streaming and interactivity — must be selected with intention.

“Whether an event is in-person, virtual or hybrid determines the foundational technology infrastructure, from large-scale projection and sound systems to live streaming and equipment kitting,” Goodman explains. “Meanwhile, the event type, be it a keynote, trade show, webinar or gala, shapes the specific technology tools needed to deliver a seamless experience. For example, keynotes demand multi-camera setups and stage lighting, while trade shows benefit from interactive displays and ambient sound.”

This kind of nuance guarantees that the technology doesn’t just function properly, but enhances engagement and ensures “every message is seen, heard and remembered, regardless of where or how the audience is tuning in.”

That perspective is backed by Bryan Schmidt, director of event technology at The AV Company, who emphasizes that the type of event “really dictates everything about the event, including the setting and especially the production aspects.”

“For example,” Schmidt notes, “if you are hosting a gala dinner, you would probably be looking for a space with higher ceilings, lighting that can be dimmed to support a dinner ambiance, as well as the ability to provide a big, bright production setup that can bring excitement to the event. If you were hosting a board retreat, you may be looking for an upscale venue to impress your board, and for the meeting, a space that can support multiple large screens in order to showcase charts and graphs of how your team is performing.”

Every meeting setting and experience tells a story. AV professionals are the translators — using light, sound and visuals to make that story resonate.

Innovation Born from Constraints

One of the hallmarks of great AV teams is their ability to turn challenges into opportunities. Tight load-in windows, logistical constraints and high client expectations are part of the live events world — and sometimes, they drive the most creative solutions.

“In the fast-paced world of live events, tight load-in windows are a recurring challenge, especially when clients expect nothing short of flawless, high-quality production,” Goodman shares. “At Encore, we’ve transformed this constraint into a catalyst for innovation.”

The company’s response was to develop a series of customized technology kits designed to cut setup time dramatically without compromising quality. “Clients often require full-scale general sessions and breakout environments to be set up in just a few hours,” Goodman explains. “These setups must deliver premium event technology experiences, yet traditional workflows can be time-consuming and labor-intensive.”

The solution: pre-configured, scalable kits. “Our team developed a series of customized technology kits designed to cut setup time in half, without compromising quality,” he says. “These kits are pre-configured and scalable, enabling our crews to deploy high-performance setups with precision and speed.”

Among their newest developments is the Tech Table Kit, “currently in testing,” which Goodman describes as a compact, all-in-one solution for enhanced breakout environments. “From switchers and monitors to cabling and power management, it’s engineered for speed, reliability and professional-grade output,” he adds. “But these solutions aren’t just about saving time, they’re about elevating the experience.”

That spirit of adaptability is central to modern event production. “By designing technology that’s as agile as our teams,” Goodman concludes, “we ensure that every event, no matter how tight the timeline, meets the Encore standard.”

Bryan Hill at IMEX America 2025 shows off his SmartSource products.

Knowing the Audience

Just as no two events are identical, neither are their audiences. Today’s attendees range across generations, industries and comfort levels with technology — meaning AV teams must forge experiences that meet audiences where they are.

“Event technology isn’t one-size-fits-all; its impact depends heavily on the audience’s demographic profile,” Goodman emphasizes. He points to Encore’s activation at IMEX America 2024 as a vivid example of how an audience’s understanding shapes engagement.

“Gen Z & Millennials engaged with interactive lighting, sound and screen choices that were immersive and social-media friendly,” he says. “Executives & Corporate Buyers appreciated strategic decision-making tools and real-world examples of ROI and ROE. Global Attendees benefited from real-time translation via Mixhalo Translate, enabling seamless multilingual participation.”

The results were tangible: “Over 900 leads captured, 93% of planners interested in immersive tech and 85% confirmed its power to boost engagement,” Goodman says, adding that the experience proved that “when event tech is customized to audience expectations, it transforms engagement into measurable impact.”

Schmidt agrees that a solid knowledge of your audience lies at the foundation of success. “Part of understanding our event is understanding our audience,” he says. “Everything from selecting the venue through what we do within that venue revolves around the audience.”

He points to how demographics impact every decision: “If you are putting together an event targeting an older demographic, you are probably going to steer clear from a dark venue with a loud sound system and strobe lights. This may be more appropriate for a younger crowd with an event that is meant to draw attention and excitement to a cause.”

Whether the audience desires excitement or sophistication, serenity or spectacle, aligning the AV with their expectations can often mean the difference between connection and confusion.

Technology Meets Storytelling

Even the most spectacular production setup can miss the mark if it overshadows the speaker or distracts from the message. The best AV experiences are designed to complement and enhance, not compete.

“Successful event production doesn’t just support a speaker’s message, it amplifies it,” Goodman stresses. “At Encore, collaboration with content creators and speakers begins long before the event starts and continues through every phase of production.”

That process, he opines, involves three key practices:

• Early Alignment: “Production teams work with speakers to develop shared creative briefs, ensuring that staging, lighting and AV design reinforce their message, rather than compete with it.”
• Speaker Coaching and Technical Rehearsals: “Dedicated support teams help presenters feel confident and prepared, minimizing distractions and maximizing delivery.”
• Run-of-Show Development: “Encore producers build milestone calendars and rehearsal schedules that align production timing with speaker needs.”

By treating speakers as partners, Goodman says, “Encore ensures that production enhances storytelling, turning good presentations into unforgettable moments.”

This idea of AV as narrative support is echoed in Schmidt’s story of a particularly memorable themed event. “One of my favorite events was years ago,” he recalls. “We had a client that held an event annually in order to host their clients and provide annual updates.” That year’s theme was The Wizard of Oz — and the AV team decided to lean in. “We created the wizard behind the curtain with a company executive. We filmed him in the weeks before the event and edited the film to turn his face green, and manipulated his voice to match what we were trying to do. We projected his face onto white drape with green lighting behind the stage and really tied into the theming.”

The result was both entertaining and deeply connected to the client’s message. “By being able to add these custom elements,” Schmidt explains, “we were able to expand our relationship with our clients and help them entertain their clients.”

At IMEX America last year, Encore used LED banners to engage attendees. LED banners can be used to showcase sponsor branding, real-time updates and immersive scenic elements.

Beyond Equipment

As Bryan Hill, director of business development at SmartSource in Las Vegas, puts it, “AV technology has evolved far beyond screens, speakers and microphones. Today, it’s about crafting tailored experiences that resonate with audiences, integrate seamlessly into the venue and elevate the overall impact of the event.”

“The right AV solution doesn’t just deliver information,” Hill continues. “It tells a story, creating moments that engage, inspire and leave a lasting impression.”

That’s why SmartSource partners with planners “from the very beginning,” Hill says, “ensuring that objectives and event styles are aligned to achieve meaningful and successful outcomes.”

According to Hill, different event types demand distinct AV philosophies:

• Conferences & Meetings: “Reliability and clarity are paramount. AV focuses on ensuring every seat hears and sees perfectly, with tools like confidence monitors for presenters, breakout session support and integrated recording.”
• Concerts & Festivals: “AV is the show. Lighting rigs, LED walls, special effects (fog, lasers, pyrotechnics) and powerful sound systems drive the atmosphere.”
• Receptions & Social Events: “AV often leans on emotional impact — uplighting, video montages and background audio. The AV becomes more supplemental versus the focal point.”
• Trade Shows: “AV is about attention-grabbing — interactive touchscreens, LED signage and immersive experiences that cut through the noise and really bring brands to life.”

Hill also stresses that the physical space deeply affects design and execution.

“Ballrooms & Convention Centers,” he says, “often require scalable LED walls, line-array sound systems and flexible rigging for lighting. Since they’re blank slates, AV providers create atmosphere with projection mapping, moving lights or modular staging.”

Outdoor venues demand a different approach: “Weather, power and visibility dictate AV. Bright LED screens (visible in sunlight), weatherproof equipment and robust wireless audio become essential.”

And for historic or non-traditional venues, integration must be delicate: “AV has to be carefully integrated with the architecture. Projection mapping on unique surfaces, discreet speaker placement and wireless systems help maintain the venue’s character while delivering impact.”

At the end of the day, Hill says, “The right AV solution isn’t defined by the gear itself —it’s defined by how well the technology is tailored to the audience, the setting and the purpose of the event. A leadership retreat and a stadium concert may share some of the same tools, but the design, intention and execution are entirely different. The true measure of success is when the AV feels seamless and invisible in operation, yet unforgettable in the experience it creates.”

The Importance of Collaboration

Consistent with all three experts’ perspectives, one recurring theme emerges: Collaboration. Effective AV isn’t just technically functional, it’s relational.

For planners, that likely means bringing in AV partners early — during site selection, budgeting and creative development. The earlier an AV team becomes part of the conversation, the more effectively they can shape solutions that enhance both logistics and emotional impact.

As Schmidt puts it, “We have to thoroughly understand what our client is looking to accomplish with their event. Every event is unique and presents unique challenges, and we have to work with those challenges in order to deliver their message.”

That mindset leads to flexibility and creativity, whether the client’s priority is cinematic quality or cost efficiency. “We have worked with high-profile filmmakers whose requirements are crisp colors and clear sound, and budget is less of a concern,” he notes. “We have also worked with clients that — while they require a very good visual element and clear audio coming from the microphone — budget may be more important to them and we have to be a little bit more creative with how we use our equipment.”

Top AV professionals, in other words, are problem-solvers as much as technicians.

Looking Ahead

From automation and AI-driven analytics to immersive XR environments, AV and event tech continues to evolve at lightning speed. But even as solutions improve, the locus of top-tier production remains the same: alignment — between goals, message, environment and emotion.

Today’s audiences expect events to be personalized, interactive and host to seamless experiences. Tomorrow’s attendees will expect even more. Yet the craft of tailoring AV to purpose — and understanding your audience, venue and event goals — will probably remain at the center of every successful gathering.

As Goodman reminds us, “The right event technology strategy not only enhances engagement but ensures every message is seen, heard and remembered.”

In this current era, where content is abundant but attention spans can be short, that’s no small achievement. AC&F