While attendees still value larger events, small-to-midsize gatherings have an appeal all their own. Photo courtesy of Impact XM

Today’s meetings and events are a mere shadow of their former selves, as most companies no longer host all-inclusive, large-scale soirees as they did in the past. Now, such gatherings are generally more budget-conscious, streamlined affairs, designed to deliver succinct information to a smaller crowd. And while larger events are certainly still valued by attendees, small-to-midsize gatherings have an appeal all their own.

Vanessa Bass, CMP, event data strategist and global planner at Foresight Management Group, says the trend of steering away from large-scale events really comes down to the industry.

“I am seeing numbers swing wildly, depending on the sector. Industries that once guaranteed large crowds are definitely scaling back, and I think that is due to a few factors — budget cuts, uninspired programming and the fact that people are becoming way more selective about what they say yes to,” Bass says.

With the tech industry still booming, its budgets tend to be a lot more fluid. However, Bass says, regardless of the business type, a bigger shift needs to happen.

“People too often regard events as ‘just logistics,’ but they are about curating an experience people actually want to attend. And because we have lost sight of that (yes, I am referring to us planners as well), attendance has taken a hit,” she says.

Working across different industries has given Bass an advantage, pushing her to approach every event with fresh eyes.

“Data is the key. I track it, I research constantly and I pay close attention to how other sectors are pivoting. That is how I make informed recommendations for my clients, because guessing or doing what has always been done doesn’t cut it anymore,” Bass adds.

“I feel the size of corporate meetings and events is dependent on the specific goals and objectives of each program. While some companies are scaling back large-scale events due to costs and other factors, the approach varies,” says Sonal Sullivan, CMP, HMCC, founder and president of Personalized Meetings & Travel.

Examples could include: replacing national sales meetings with smaller regional programs, basing incentive trips on performance and dividing training sessions by expertise or conducting them via Zoom.

“It ultimately depends on the organization and its objectives,” Sullivan says. “While some companies have downsized certain meetings, others continue to host large-scale events when they align with their needs.”

Cassie LaMere, founder and creative director of Cassie LaMere Events, has seen a strategic shift in the corporate event landscape. “While preeminent companies and luxury brands continue to host large-scale activations, there’s a growing emphasis on creating intimate, high-impact experiences for leadership, top performers and key stakeholders,” she says.

Many organizations have had to shift their priorities, focusing on ways to support their employees and customers meaningfully in response to workforce and budgetary changes. As LaMere explains, this has led to an increase in smaller, more immersive events that foster connection, reward excellence and provide valuable opportunities for authentic engagement. Instead of allocating resources for massive productions, companies are asking how they can make their people feel valued. Whether it’s an intimate leadership retreat, a VIP brand experience or a regional gathering to reduce travel burdens, the focus is on quality over quantity — a trend LaMere sees continuing in the future.

All Kinds of Benefits

Small-to-midsize events offer a wealth of benefits for both attendees and planners.

“Intimacy, ‘wow’ factor and distinction — that is the trifecta,” Bass says. She points out that corporations are going smaller to make a bigger impact, because a $350,000 budget for 70 people looks a lot different than trying to make that work for 500. Smaller groups also allow for more creativity.

“It’s not easier, because events never are, but it is easier to tailor the experience to what people will actually enjoy,” Bass says. “There is usually a little more wiggle room in the budget, and that allows us to lean into what matters most to the group. From a planner’s perspective, it also makes strategy sharper.”

With smaller groups, Bass has found that vendor partners are often more flexible and more willing to collaborate on those one-of-a-kind touches.

“That kind of partnership is where real impact can happen,” she says.

According to Cynthia D’Aoust, senior vice president of global MICE for Your Event Solutions, small meetings remain important for companies to engage, develop strategies and build high-performing teams.

“The benefit of a meeting is not defined by its size, but rather [by] the business objective to be achieved and often by the level of the attendees,” D’Aoust says. For example, small CEO direct-report meetings can set the stage for a company’s direction and strategies — similar to brand team meetings — to define new products and launch plans.

“Each of these events impacts people, morale, revenue and likely profit. Designed poorly, a large meeting can deliver negatively against business goals,” D’Aoust says. “A large group of un-prepared attendees meeting in a format that is unengaging can create a negative impact on brand, company solvency, etc.”

In this area, D’Aoust is seeing growth in a few strategies for managing these events, such as:

• Creating an annual schedule, “bundling” the meetings and sourcing them as a series with one hotel chain to maximize the purchasing power
• Implementing one of several “self-service” booking and planning tools, which reduces the cost of outsourcing, ensures compliance with company policies and simplifies the process for the internal planner or host

Like Bass, Sullivan stresses that small-to-midsize corporate events offer several key benefits for both attendees and planners. For attendees, it’s a more intimate setting that allows for deeper connections and more meaningful discussions and highly personalized engagement. Such events create an environment in which participants can truly get to know one another, which leads to stronger relationships and more productive networking opportunities.

“As an planner myself, I find that smaller events simplify logistics, making the planning process more manageable and cost-effective,” Sullivan says. “They also allow for more focused and customized sessions, ensuring that content is tailored to the specific needs of the group. I feel that venues and resources can be optimized more efficiently, which enhances the overall experience while maintaining the budget flexibility.”

LaMere adds that with a smaller audience comes luxury of choice, as companies can curate bespoke experiences and allocate budgets toward elevated details that enhance engagement.

“For attendees, these events provide a high-touch experience that feels personal and rewarding,” LaMere says. “Unlike large-scale conferences where attendees may feel like just a face in the crowd, smaller gatherings create opportunities for meaningful conversations and relationship-building that have lasting value.”

For planners, these scaled-down formats allow for greater flexibility in venue selection, enabling them to consider unique properties, boutique hotels and off-the-beaten-path destinations that might not be feasible for larger groups.

Says LaMere: “The result is a more immersive, detail-driven event where every touchpoint is meticulously crafted to align with company values and objectives.”

Strategies to Embrace

So how can today’s corporate meeting planners make small-to-midsize events truly shine and stand out in the minds of attendees?

First of all, know your audience. It sounds simple, but it is the one thing that gets overlooked the most. As Bass explains, too often, corporations and event planners make assumptions based on personal preferences. What you think is a great time might not land the same with your group.

“The only way to get it right is to ask,” Bass says. “Not with generic, check-the-box surveys, but with questions that actually give you insight. What excites them? What do they value? What would make them feel appreciated? And don’t wait until after the event to find out. Get a pulse beforehand so you’re not just throwing things at the wall and hoping something sticks.”

Working with a smaller group, you can be extremely intentional. Bass says that when you know what your audience cares about, you can design experiences that feel personalized, meaningful and memorable. And when attendees feel seen and heard, the experience hits differently.

D’Aoust adds that the biggest opportunities most frequently overlooked are: defining the event’s business objective and determining how success will be measured.

“Taking the time to define success shapes the type of venue, meeting design, use of streaming — or other ways to include remote or expert speakers and attendees — and opportunities to engage before, during and after the meeting,” D’Aoust says. “All these factors impact the success of the meeting. Conversely, if after a thoughtful review of the meeting objectives the event can effectively be conducted virtually, don’t hesitate to utilize that format. But again, ‘virtually’ doesn’t mean a one-way dialogue. Effective interaction is always best achieved through a creative format.”

For events to stand out, there must be a focus on personalization to engage and create unique experiences, and Sullivan explains that these things are always dependent on budget, goals and objectives.

“By focusing on these details, planners can create an event that feels exclusive, engaging and memorable, ensuring attendees leave with a positive and lasting impression,” she says.

LaMere agrees that when planning small-to-midsize events, personalization is everything.

“We live in a world where we know so much about our attendees before they ever arrive at an event. The key is leveraging this information — whether through data insights, AI tools or guest feedback — to create hyper-customized experiences,” she says.

Some of the best ways to elevate small-to-midsize events include:

• Tailored gifts — You might provide unique welcome kits featuring hand-selected items based on guest preferences
• ‘Exclusive access’ programming — Offer behind-the-scenes experiences, seats at a private chef’s table or curated breakout sessions led by thought leaders
• Localized immersion — Integrate elements of your event destination into the experience, whether through cuisine, cultural activations or adventure-based networking
• Thoughtful details — Provide monogrammed seating cards, personalized itineraries or tailored concierge services to make guests feel seen, valued and part of something special

“The goal is to ensure attendees leave with a story to tell and a memory that lasts,” LaMere says.

According to Jessica Cole, vice president of event operations at Impact XM, in order to create small-to-midsize events that truly stand out, event planners should focus on experience-driven elements that create lasting impressions.

By curating custom agendas tailored to attendees’ needs, you can ensure a more relevant and engaging experience. Also, offering personalized or customizable swag gives them something meaningful they’ll continue to use beyond the event. Unique and immersive experiences are in demand — incorporating technology into one-of-a-kind dinners, for example, can create a multi-sensory experience that will live long in the minds of attendees.

“Thoughtful, high-quality content is also essential, [so] securing the right speakers ensures your message resonates,” Cole says. “By prioritizing these elements, planners can make smaller events feel exclusive, engaging and unforgettable.”

‘Don’t Get Offended — Learn’

Too often, planners recycle ideas without really considering their audience.

“It’s like they try to fit every event into the same 4×4 box, and that just isn’t realistic. I don’t know if it’s fear of stepping outside the familiar or just a lack of effort, but either way, it shows,” Bass says. “Some planners get offended when you call this out. Don’t get offended — learn. None of us have all the answers. That is not how this industry works. We grow by staying curious, by watching what others are doing and by having real conversations about what’s working and what’s not.”

Why Smaller Events Are Here to Stay

In an era of inflation-conscious decision-making, small-to-midsize events allow companies to maintain a strong presence but remain mindful of budget. However, the change is also about intentionality.

Says Bass: “Smaller doesn’t mean less — it means more room to focus on quality, connection and the overall experience. When you’re not trying to be everything to everyone, you can be something meaningful to the right people.” C&IT