The luxurious Caesars Palace offers a plethora of amenties, as well as a two-story conference center featuring two 51,000 sf pillarless ballrooms. Photo courtesy of Caesars Entertainment

The adage “what happens in Vegas stays in Vegas” may ring true for some, but for corporate meeting and event planners who have had exceptional experiences hosting events in Las Vegas, they want to share their insights with others.

Take Buffy Harakidas, executive vice president of events and partnerships at Jaymie Scotto & Associates (JSA), for example. JSA is the preeminent provider of event planning services to the tech and telecom industries.

Even after nearly two decades of planning events globally across the digital infrastructure industry, Harakidas still believes that there is no destination in the world quite like Las Vegas.

“It isn’t just a glamorous backdrop; it’s a strategic destination in delivering experiences that captivate, connect and convert,” Harakidas says. “With its rare blend of world-class infrastructure, entertainment and energy, the city offers an unparalleled platform for curating events that are designed to leave lasting brand impressions.”

For one, Las Vegas is purpose-built for conferences and unforgettable experiences. From bustling casinos with iconic nightlife destinations and rooftop venues overlooking the Strip to private poolside cabanas transformed into executive-level networking suites, Las Vegas offers a unique blend of business and leisure that elevates event engagement across the board.

“It’s where meaningful conference content meets high-impact culture, and where brands can truly come to life,” Harakidas says. “The options to differentiate and enhance the attendee journey are endless.”

As Harakidas points out, off the Strip, there’s championship golf, luxury wellness retreats and curated desert excursions against the stunning Red Rock Canyon. Within the infamous Strip, immersive entertainment and sport options like Sphere, Cirque du Soleil, the Las Vegas Raiders and Formula 1 transform downtime into brand-aligned, high-impact moments for meeting and event attendees.

“And when you want to further amplify a brand experience to increase awareness and recognition, Las Vegas delivers, from A-list performers like Bruno Mars and entertaining shows to Las Vegas-inspired touches like an Elvis impersonator,” Harakidas says.

On the operations and logistics side, few cities can match Las Vegas’ capabilities. With cutting-edge convention centers and meeting facilities, five-star accommodations and globally renowned culinary offerings, it’s equipped to host events of any scale with precision and prestige.

“Add to that an expert hospitality workforce and an international airport just minutes from the action, and you have a destination that effortlessly supports seamless execution for a global audience at scale,” Harakidas says. “There’s a reason people (and event producers like me) get excited when they see “Las Vegas” as a potential destination. It’s not just about its legacy as a spectacle; it’s all about the experience. Las Vegas provides the opportunity to deliver more impact, drive deeper connections and create momentum that attendees will talk about long after the lights dim.”

Las Vegas has been the backdrop for a wide range of events Harakidas has planned – everything from dynamic conference multi-media activations with live-streamed executive interviews and curated thought leadership panels to more intimate poolside events and private culinary experiences designed to strengthen brand partnerships.

One standout recent event was an impactful rebrand launch for a global energy company, strategically timed alongside a major digital infrastructure conference to engage key target personas.

“We hosted it at Hakkasan, one of the world’s most iconic nightlife venues, transforming the space to immerse attendees in the new brand through bold visuals, innovative messaging and unexpected Las Vegas-style entertainment, including a live DJ, an Elvis impersonator,” Harakidas says. “In addition, we used Las Vegas for gifting ideas, including casino gift cards, to further enhance their experience while in Las Vegas. My team also incorporated a branded poker chip raffle, with a grand prize fully-expense paid trip to the company’s private golf resort. The energy was unmatched, and the event far exceeded our registration goals, making it a true example of how strategic creativity and the vibrancy of Las Vegas can drive lasting brand moments and results.”

For Dina Morales, founder of Charitone, event producer and advocate for purpose-driven events, one of the biggest reasons meeting planners should consider Las Vegas for corporate and incentive events is the foundational meeting infrastructure. As she explains, the city is built for meetings and conventions with some of the largest meeting spaces in the country and hospitality teams seasoned in handling complex programs.

“It is also a city attendees want to travel to, so registration and participation rates often skyrocket,” Morales says. “And with nonstop flights from most major cities, getting attendees in and out is seamless. Of course, you can cap an evening with event-specific shows or take advantage of the fact that some of the best talent in the world have residencies there. You are never faced with typical happy hours in hotel conference rooms. Everything in the city is next level, from luxury resorts to outdoor desert adventures, making it easy to design a program that appeals to many different tastes.”

Morales stresses that Las Vegas is a strong option for events because of its infrastructure, convenience and flexibility. The city features top-tier venues, experienced vendors, endless entertainment options and easy access for domestic and international guests. It also offers a wide range of price points and experiences, making it easy to tailor events to different audiences and goals.

Over the years, Morales and her team have produced everything from social events, corporate programs, fundraising galas, live music events, trade shows, meetings and conferences in Las Vegas.

One standout example was a trade show for a corporate client at the convention center that seamlessly transitioned into an evening pool party with incredible views of the Strip.
“The program included activations and branded experiences that gave attendees touchpoints beyond business, bringing networking, entertainment and lifestyle together in one event,” Morales says. “The success came from creating variety, with attendees experiencing completely different environments over the course of a single program, which is exactly what Las Vegas makes possible. To date, this is still one of the most favored experiences this company has held, and the client feedback was off the charts positive.”

“One of the biggest reasons to plan an event in Las Vegas is that there is something for everyone,” says Samantha Jenkins, owner of Samantha Jenkins Events, boasting over 10 years of experience planning and executing successful events. “There are shows of all varieties, there are pieces of history a short helicopter ride away. There are food options for all religions, preferences and allergies. It’s easy to accommodate everyone.”

Jenkins has helped orchestrate everything from economic development events to corporate events of all types in Las Vegas. As such, she recommends planners make sure they understand the union rules for labor and the venue’s catering pricing.

“Even though it’s a wonderful place to be, it is a little more expensive, and so you need to be sure you are taking that into account when you set your sales and attendee revenue goals,” Jenkins says.

Resorts World Las Vegas continues to wow attendees. Photo courtesy of Resorts World

High-End Venues

When organizing corporate meeting and incentive events in Las Vegas, you’d be hard-pressed not to consider properties owned and operated by MGM Resorts or Caesars Entertainment. Both companies offer an array of properties from which to choose.

The 550,000-sf Caesars Forum conference center is often identified as the epitome of gathering spaces in Las Vegas. The massive venue features flexible meeting space and the world’s two largest pillarless ballrooms.

Another iconic venue is Caesars Palace, which features nearly 4,000 guestrooms and suites, as well as the renovated Nobu Hotel Caesars Palace and Colosseum Tower. Caesars Entertainment celebrates several additional properties in Las Vegas, including Harrah’s Las Vegas, The Cromwell, The LINQ Hotel + Experience and Horseshoe Las Vegas. Additionally, they have properties like Planet Hollywood Resort & Casino and Paris Las Vegas – adding unique options to Las Vegas’ meetings and events landscape. All of the Caesars’ properties meet the needs of small groups, as well as groups with more than 10,000 attendees.

MGM Resorts has also made a name for itself among corporate meeting planners looking for venues that can play host to thousands of attendees for conferences and conventions. While MGM’s robust convention spaces at Mandalay Bay and MGM Grand are a favorite among many corporate meeting planners, other planners are celebrating the elevated event and meeting experiences offered by MGM’s other favorite venues, including the Bellagio, ARIA, Vdara and Park MGM.

This December, MGM Grand Hotel & Casino’s $300 million remodel is expected to be completed and will include upgrades to the guestrooms and suites gracing its main tower, in addition to rejuvenated dining and entertainment options.

Boasting 50 flexible, state-of-the-art meeting rooms, as well as six ballrooms and an awe-inspiring rooftop gathering space that offers amazing views of the Strip, Resorts World Las Vegas has made a name for itself among corporate meeting and event planners looking to entice attendees. The tech-infused meeting spaces are also ideal for companies looking to “wow” attendees, especially thanks in part to Resorts World’s expansive 100,000-sf LED canvas, as well as the integrated LED wall signage found throughout many of the resort’s meeting rooms.

Many corporate meeting planners repeatedly secure the meeting facilities at Wynn Las Vegas, returning each year to enjoy all that Wynn Las Vegas has to offer. From annual conferences to board meetings to full-scale conventions, the property boasts more than 560,000 sf of event venues, including outdoor spaces where attendees can enjoy views of the Las Vegas environs, as well as the beautiful waterfall gracing Wynn Golf Club’s 18th fairway. Two expansive spas, pools, shopping, gaming and entertainment options abound at Wynn Las Vegas – keeping attendees entertained long after business has concluded.

SAHARA Las Vegas boasts 85,000 sf of meeting and event space, which is ideal for more intimate meetings and events. It was not long ago when the property celebrated a $200 million renovation, with a new brand campaign called “A Little MORE Everything,” which included new eateries and a pool with a capacity for about 1,800 attendees.

Las Vegas continues to bring more of everything for planners looking to create memorable events. From live entertainment and celebrity chefs to luxury accommodations, Las Vegas continues to shine as a top destination. C&IT

Rev. Dr. Robert Turner, PCC, BCC, is a speaker and executive coach who helps senior leaders facing transition stress, isolation or questioning whether their leadership still feels meaningful. With more than 30 years of experience speaking in business and community settings, he brings executive clarity and trusted support to leaders who are ready for what’s next — even if they’re not sure what that is yet. Learn more at ExecutiveCoachTurner.com.

In the midst of a busy workday, with attention divided among so many responsibilities, it’s easy to lose sight of what in our jobs truly brings us joy. Bridging the separation from joy can yield a high Return on Investment (ROI), not just in levels of satisfaction and fulfillment, but in creativity, productivity and performance.  By prioritizing joy in your job, individuals can create a unique value proposition that sets them apart in their professional lives.

When considering how you are separated from joy, it’s important to recognize that the interpretation of joy as a state of well-being is an internal process. Therefore, the real barrier to joy lies within yourself. Behind that wall lies the negative emotions that you experience in the form of anxiety, overthinking, anger, trauma and unforgiveness. Some will say: “But stuff happens!” Yes, that’s true, but ultimately, you have control over how outside circumstances impact your joy. You determine the extent to which joy is surrendered to adversity.

Consider the story of Cyrus, a talented and experienced software engineer whose fingers navigate the keyboard with practiced ease, although his creative spark and energy has long since dwindled. For Cyrus, years of repetition and routine extinguished the joy he once felt for his job. When monotony sets in, it can create a disconnect between what you expect from work and the reality that’s delivered. To break the cycle, Cyrus follows four steps to find his way back to the joy in a job he loves:

Contrast Theory

Often, joy and happiness are used interchangeably since they both carry a similar positive emotional connotation, but joy is a much more profound experience than simple happiness.  Joy often arises from a sense of purpose or connection, while happiness can result solely on the strength of external factors. Therefore, joy is firmly rooted in self; it’s a whole-mind perspective. While happiness ebbs and flows with external events that are not under our control, joy is sourced from our core state of being.

As Cyrus stares blankly at the screen, the lines of code blurring together, he remembers why he became a software engineer. He remembers his passion for technology and complex problem-solving, and his mission to drive innovation and progress through software applications. Cyrus recognizes that rediscovering his true purpose, beyond mere happiness, is key to finding his way back to joy.

Joy-Centric Organizational Cultures

Joy is an essential human experience; it fosters the resilience needed for goal achievement and shaping meaningful stakeholder connections that drive financial growth. Prioritizing joy, positivity and well-being in leadership, and reflecting this in an organization’s mission and values, yields positive results. Joy-centric cultures gain a competitive edge by recognizing that people and relationships are their core business, regardless of products or services. Therefore, joy must be intentionally integrated into every area — from customer and employee experience to marketing and product development — to build brand loyalty and ensure sustainable success.

Cyrus’s day changed unexpectedly when a senior manager asked him to mentor a new team member. As he shared his knowledge, Cyrus experienced a new awareness that led him to discover a potentially lucrative application. With renewed joy, Cyrus then re-aligned with his organization’s mission to make a positive technological impact.

The Power of Coaching

Coaching empowers us by metaphorically inviting us to slide behind the steering wheel of our lives. This allows us to make a conscious and deliberate decision to turn toward a more joyful and fulfilling direction. When we actively take responsibility for our own joy, rather than passively waiting for it, we position ourselves to experience it. This enables joy to permeate everything we undertake, from our professional initiatives to our personal interactions, nurturing a deeper sense of contentment and purpose in all aspects of life.

Working with a professional coach empowered Cyrus to create a solid, personalized professional development plan. Reflecting on his own learning, he realized the critical need for continuous curiosity and acquiring new knowledge. Armed with clear, intentional goals, he was soon exploring new opportunities and reclaiming the joy in his job that monotonous routines had suppressed.

Conscious Recognition

Joy cannot exist without a hunger to embrace life, which means that we must have the capacity to be curious, interested, enthused and excited … about nearly everything. So ask yourself: What do you look forward to? Is it that next team meeting? Or is it a company retreat in the mountains or at the lake? Whatever it is, dive in with sheer abandonment! And beyond business hours, explore new hobbies or interests, even those that you doubted in some way, because we never know when depthless joy is ready to spring upon us.

Cyrus’s breakthrough came with a profound realization: his attitude and approach to work were entirely within his control. By proactively seeking development and learning opportunities, he deliberately cultivated his joy, reigniting his career passion. This also involved consciously appreciating small daily moments, staying present in interactions, and continually aligning with his core values and passions.

Like a slender shaft of sunlight, joy is there … waiting for our conscious recognition. The disconnection with self is the greatest enemy to cultivating joy.  It is within self that we find a connection and purpose. Those who have not found their purpose are subject to chance experiences of joy. Mindfulness coaching supports the journey of self-discovery, helping us to align our personal and professional lives with core values grounded in universal truth. Through coaching, we can cultivate a deeper appreciation for the everyday blessings that make life special, and in doing so, we can tap into the divine presence within ourselves, lowering the barriers to the joyful life that awaits us. C&IT

When designing experiences for Gen Z, planners must prioritize opportunities to make genuine connections. Photo courtesy of Global DMC

Meetings are undergoing a generational shift, and Gen Z is leading the charge.

As the first truly digital-native cohort enters the workforce in greater numbers, Gen Z’s expectations are transforming everything from meeting structure to speaker selection. With a deep focus on authenticity, inclusivity, efficiency and wellness, this generation is influencing how events are conceptualized, designed and delivered across industries.

“This generation places a high value on meaningfulness — they’re not likely to travel simply for the sake of it,” says Catherine Chaulet, president and CEO of Global DMC Partners. “For them, a trip must offer purpose, whether that’s spending quality time with colleagues, discovering a destination through authentic, immersive experiences or engaging in CSR activities that allow them to give back. They want to leave a place better than they found it, and that’s transforming the way planners design programs.”

She says there is growing interest in extending the experience to include partners and family, with more companies embracing the trend of offering pre- and post-program rates or planning blended business-leisure events.

“That shift is helping to create more holistic, enriching travel moments that align with Gen Z’s focus on work-life balance and shared experiences,” Chaulet adds, noting that digital fluency also plays a role.

“This generation expects seamless tech integration, from mobile apps to onsite digital experiences, but it’s really their demand for authenticity, inclusivity and efficiency that’s driving the biggest changes. They want to feel seen, heard and part of something larger than themselves,” she explains.

Interestingly, though, it’s not all a generational divide.

“At our recent Global DMC Partners Connection event, we hosted a catamaran experience that resonated across generations. Some activities — those rooted in joy, connection and exploration — have universal appeal, and it’s those kinds of moments that help bridge generational expectations in a truly successful program,” Chaulet adds.

They Want Platforms – Not Permission

“Gen Z isn’t just reshaping the future, they’re asking us to rewire it,” says Sepideh Eivazi, founder of Dawn of the Earth, a unique platform that merges somatic breathwork with custom-crafted teas. A Breathe Initiative Member at the Global Wellness Institute, she is also an event planner and TEDx speaker who bridges hospitality and healing.

“I’ve come to realize that we cannot serve this generation with outdated models rooted in hustle culture, surface-level connection or aesthetics over intention. Gen Z sees through it all. They’re not attending our events to escape, they’re coming to expand, to connect and to be part of something that reflects their values,” Eivazi says. “They view hospitality not as polished service, but as a practice of care, inclusion and emotional intelligence. They’re asking us to move beyond curated experiences and instead co-create spaces where authenticity isn’t a buzzword, it’s the baseline.”

So, how does such an experience take shape?

“It looks like creating sensory-safe environments that honor neurodiversity. It looks like integrating nervous system regulation into the programming, not just spa offerings on the side. It looks like offering trauma-aware speakers, gender-inclusive language and quiet rooms just as intentionally as we offer cocktail hours,” Eivazi says. “And perhaps most importantly, it means involving them in the process, not assuming we know what they want, but asking, inviting and listening. Because Gen Z is not looking for permission, they’re looking for platforms.”

“They’re not drawn to perfection, but to presence,” she adds. “They want to attend events that reflect the realness of the world they’re navigating, events that help them process, express and connect. We must be willing to unlearn, to evolve, to move at the speed of humanity. As planners, the invitation is this: Let Gen Z lead us into more human-centered event design. Let’s trade performance for purpose, polish for presence. Let’s create the kind of spaces where connection is real, community is intentional and belonging is built into every detail. Because when we meet them in that space, heart first, radically honest, we don’t just serve a generation. We co-create the future of hospitality.”

Connection Is Key

As event manager at ADS — which produces the defense industry’s premier expo for networking, training and product demonstrations — Madeline Jones brings a unique generational lens to her work. Born in 1997, she identifies as a Zillennial, straddling the line between Millennials and Gen Z, which gives her insight into the needs and expectations of younger attendees. As a result, when designing experiences for Gen Z, Jones prioritizes opportunities for genuine connection.

“This generation is lightning-fast when it comes to digital communication, but they tend to process in-person experiences more slowly,” Jones says. “They need time to absorb and engage, unlike Baby Boomers, who are often more comfortable with face-to-face interaction but less fluent in digital environments.”

Gen Z attendees also expect a sense of place.

“They’re intentional about supporting local economies and seek out experiences that reflect the character of the destination, not ones curated by major corporate chains,” Jones says, adding that technology, too, is essential, but not in the ways planners might assume. “Gen Z craves connection, both through and beyond technology,” she says. “They’re a sharp, inquisitive generation who appreciate tech-savvy environments but also value human interaction. It’s not one or the other, it’s both.”

Finding New Ways to Engage Is Essential

Gabriella Antoniotti, business leader, Americas, FCM Meetings & Events, oversees the company’s entire meetings and events division across the U.S. and Canada, and she agrees that Gen Z is driving a meaningful shift in how meetings and incentives are designed and delivered.

“One of the most noticeable changes is the move toward more immersive, experience-led events that prioritize engagement over traditional formal formats. This generation values authenticity, so they respond better to purpose-driven experiences, especially those with a CSR initiative,” Antoniotti says.

There is also a clear preference for shorter, more dynamic sessions that allow for interaction and personalization, as Gen Z tends to have a much lower tolerance for long, content-heavy agendas, she adds.

“Social media is playing a key role as well. Today, planners need to consider the visual and shareable aspects of the experience, and be intentional about creating ‘Instagram-worthy’ moments and opportunities to share in real time,” Antoniotti says.

Another significant influence on meetings is the rise of bleisure, as Gen Z increasingly seeks cultural exploration and extended personal travel.

“If they’re flying into a city for a meeting, they’ll likely want to stay an extra day to catch a local game or experience the city’s unique flavor. With Millennials and Gen Z projected to make up 75% of the workforce in the next five years, these shifts aren’t just trends, they’re shaping the future of meetings and incentives,” she adds.

There are other aspects reshaping the landscape of meetings and incentives.

“One of the biggest shifts is the move away from cookie-cutter incentives toward experiences that are highly curated and hyper-personalized. Attendees now expect programs that reflect their preferences, values and identities — not just one-size-fits-all itineraries,” Antoniotti says. “There’s also a growing focus on wellness, sustainability and CSR. These elements are no longer optional — they’re integral to how programs are planned and delivered. Wellness, in particular, has taken on new importance — fewer late-night parties, more mindfulness activities and better sleep and nutrition integration.”

Furthermore, with the continued adoption of emerging technologies, there is enhanced engagement through gamification and interactive tech, such as AR/VR and live polling, making events more interactive and memorable.

“Experience design has also become central as every detail matters, from aesthetics to flow to the overall vibe. It’s about creating moments that feel meaningful and shareable. Planners must continuously adapt to meet the new expectations of a workforce that demands both substance and innovation,” Antoniotti says.

Digital fluency is having a major impact on the industry, particularly as Gen Z enters the workforce demanding seamless, tech-enabled experiences.

“They expect intuitive, fast and engaging digital touchpoints throughout the entire attendee journey,” Antoniotti says. “AI is also transforming how programs are designed, marketed and personalized, allowing for smarter, more responsive experiences. On the backend, there’s a much stronger focus on data capture, analytics and post-event engagement to continually optimize outcomes. We’re also seeing digital fluency empower micro-influencers and peer-to-peer recommendations, which play a growing role in driving participation and amplifying event reach.”

Beyond technology, Gen Z also places a strong value on authenticity.

“They prioritize transparency over polish and tend to connect more with real stories and meaningful voices, rather than high-profile celebrities that do not resonate with the audience,” Antoniotti adds. “For this generation, branded experiences need to genuinely align with their values. They can easily identify when there is no substance behind the message. They don’t just want to be part of the audience — they want to feel like they’re part of the narrative. To truly connect with Gen Z, brands and events need to be honest, values-driven and inclusive in a way that feels sincere, not performative.”

Inclusivity and efficiency are both front and center in today’s event landscape, especially with younger audiences such as Gen Z.

Says Antoniotti: “There’s a clear expectation for events to be accessible, culturally aware and thoughtfully designed to meet diverse needs, whether through representation, different learning styles or inclusive environments. At the same time, efficiency is key. Gen Z values their time and expects high-impact content that has a clear return on investment. Technology plays a big role here, with streamlined, mobile-first platforms and fast onboarding now considered standard within the overall digital experience.”

Shorter, Smarter, More Purposeful

Forget drawn-out sessions and long-winded presentations. Gen Z professionals expect concise, results-driven meetings. They want clearly defined objectives, actionable takeaways and engaging formats that prioritize time and impact.

“It’s all about creativity,” says Darlene Lyons, executive vice president at T3 Events Group and associate partner at T3 Sixty. “Workshops, roundtables, 15- to 25-minute sessions — long enough to get the content out there, but not so long that you lose their attention.”

As digital natives, Gen Z expects seamless tech integration in every touchpoint of a meeting. From instant messaging platforms to AI-powered scheduling and feedback tools, technology isn’t just a feature — it’s the foundation. Even room design is changing. LED walls, 360-degree photo booths, interactive displays and VR/AR experiences are replacing traditional theater seating and static podiums. Lighting, scent and sound are also now curated to create immersive, multisensory environments.

Instant feedback is also key. Whether it’s through polling apps or live session ratings, Gen Z expects to be heard.

“[It] should be instantaneous,” Lyons said. “Sessions should adapt on the fly.”

When T3 Events recently crowdsourced meeting themes, asking 1,500 attendees to vote on 30 proposed topics, it was clear that Gen Z wants a say, and they want it in real time.

“The energy was amazing,” Lyons says. “It gave them ownership of the experience.”

Wellness and Downtime Matter

For Gen Z, meetings aren’t just about business, they’re about balance. Wellness activities are expected, whether it’s a mindfulness break or an outdoor experience that allows them to explore the destination. Downtime between sessions isn’t wasted time. It’s a valuable chance to recharge and connect informally, which are both priorities for a generation that champions mental health and sustainable work habits.

Gen Z expects to see diversity onstage and substance in the message. That means inclusive panels, personal storytelling and authentic delivery.

“Today’s groups want to hear from someone who’s had recent success — someone who’s done something meaningful in the past 24 months,” Lyons says. “They don’t want to learn about what worked seven years ago.”

Sessions that help attendees leave with concrete next steps also resonate. In addition, this generation favors agile formats, short cycles, quick check-ins and fewer after-hours emails. They value upfront details, including menus, agendas and accessibility information, which reduce stress and foster a sense of belonging.

Gone are the days of static, sit-and-listen agendas. Festival-style meetings are gaining traction, offering attendees the freedom to move between immersive zones, engage with content on their terms and connect socially across settings.

Whether through experiential design or on-demand content, Gen Z is redefining what meaningful engagement looks like. Their influence isn’t a passing trend — it’s a generational reset of meeting culture, and forward-thinking planners are taking note. C&IT

As the use of AI forever transforms the world of meetings and events, elite planners are refocusing on what matters most: people. Photo courtesy of Jon Fishman

As with all industries, the meeting-and-event sector continues to see an unprecedented increase in the use of AI, as planners are now using the technology in ways no one would have expected a decade ago. But with its application, certain “soft skills” — including emotional intelligence, intuition, creativity and empathy — are often being lost in the process of planning successful events. So, how do event professionals develop and foster such abilities in the age of AI?

As a project manager at GoGather, Shannon Fouts leads corporate event programs and is involved in all aspects, from planning to execution. These events include leadership meetings, incentive trips and conferences with thousands of attendees. According to Fouts, today’s corporate event planners must be empathetic, communicative and adaptable. They have to know when to lead and when to collaborate, and they have to be able to tailor their planning approach based on the client, the event type and even the vibe in the room.

“Persuasion and critical thinking come into play all the time, especially when making recommendations or solving problems on the fly,” Fouts says.

Jeffrey Cesari, CMP, HMCC, is the former director of meeting services and strategic event services for Genentech. He agrees that some of the most important soft skills for meeting and event planners today include empathy, adaptability, communication, critical thinking and collaboration.

“Empathy is the heart of hospitality — it means understanding attendee needs, anticipating emotions and making people feel seen and valued. Adaptability is equally essential because the industry is dynamic; even with perfect planning, change is constant,” Cesari says.

He adds that communication and storytelling help us take all the moving parts and craft an experience that resonates. Critical thinking ensures we make smart decisions even with imperfect data or shifting expectations. And finally, collaboration is key — no event succeeds without strong teamwork among diverse vendors and stakeholders.

“Whether you’re brand new to the field or a seasoned pro, these soft skills are the glue that holds everything together — even as our tools and technologies evolve,” Cesari says.

The Impact of AI — and the Human Factor

As AI continues to infiltrate all aspects of the corporate meeting and event planning process, its impact on the soft skills of event professionals is particularly evident. In Fouts’ experience, she is seeing the technology starting to change how meeting planners work, especially when it comes to elements such as communication and problem-solving.

“On one hand, it’s great for speed — writing emails, building agendas, finding vendors — but the downside is that it can strip out the nuance that comes from real human connection,” Fouts says. “You can almost always tell when a message was AI-generated versus when someone actually took the time to understand the client and personalize their response.”

Because of that, some soft skills, like empathy and contextual thinking, can start to fade if you’re not careful. She adds that it’s easy to rely on a resource to give you an answer without really questioning whether it fits the situation, but you also need to layer in personal expertise.

“So while AI can be a powerful support tool, it’s important to stay intentional about using your judgment and keeping that human touch front and center,” Fouts says.

Cesari adds that AI is an incredible tool in the meeting and event industry, with its ability to streamline everything from venue sourcing to registration management. But there’s a flip side.

“I see a real risk of overreliance on automation that can erode essential soft skills. For example, AI can negotiate rates, but it doesn’t build trust the way a human negotiator does,” Cesari says. “Predictive tools might suggest the ‘best’ agenda — but they can’t sense the room’s energy or pivot in the moment the way an experienced planner can. Even everyday communication can suffer if we lean too heavily on AI-generated copy instead of cultivating authentic, human relationships.”

Cesari says that as leaders, meeting planners need to ensure they’re not losing the human touch that makes events truly impactful.

A great example is venue sourcing. AI-powered platforms can instantly generate lists of properties based on budget, capacity and amenities — it’s a huge time-saver. But it also changes how planners negotiate and build relationships.

“Where we used to spend time nurturing connections with sales reps, understanding their property in detail and building long-term partnerships, some of that personal rapport risks being lost. We have to be intentional about keeping those relationships strong even as the process gets more automated,” Cesari adds.

In the age of AI, there has been another noticeable shift in how corporate event planning teams approach time management and communication. New tools have made it much easier to do things like draft emails, organize information or build initial agendas, and that can be a confidence booster for newer planners or those juggling a lot at once.

“But the downside is that some people stop developing the instinct to personalize or think critically about what they’re sending,” Fouts says. “It’s easy to take what AI gives you and hit ‘send’ without considering whether the tone is right or if the content fits that specific client or situation.”

Messages that feel too generic can undermine a critical need for trust.

“The event planning industry is built on relationships, and when that human element is missing, people notice,” Fouts says.

One of the biggest challenges is balancing the efficiencies of AI with meeting planners’ need to stay deeply human in their approach. As Cesari points out, it’s tempting to accept AI-generated recommendations without questioning them, which can weaken critical thinking and creativity. There’s also a risk that teams might stop practicing soft skills like negotiation, active listening or problem-solving because ‘the system’ can handle so much.

“As leaders, we have to push ourselves and our teams to see AI as an assistant, not a replacement — using it to free up time for the truly human work that makes events special,” Cesari says.

Emotional Intelligence Is Key

Jon Fishman leads the events division of Bond, a marketing services company that orchestrates meetings, events and incentive travel programs for Fortune 500 clients. Fishman says that in an industry built on experiences, emotional intelligence is what separates good meeting planners from great ones.

“Success comes down to how well you connect with people, pivot when needed and lead under pressure,” Fishman says. “AI is phenomenal at optimizing processes, but it’s subtly eroding intuition. When planners over-rely on automation, we risk losing the human nuances, like reading a room or managing tension. The real value comes from a balanced blend: using AI for speed and efficiency, combined with the experience and soft touches of humans to truly maximize results. It’s not about AI alone, but how we integrate it with human insight.”

He adds that the biggest challenge is staying emotionally present in a digitally mediated world.

“With AI handling the ‘what,’ planners must double down on the ‘why,’” he says. “It’s the story, the connection and the spark that no algorithm can replicate.”

According to Helen Hart, CMP, event director at Linder Global Events, she is seeing a lot of reliance on AI for communication — large-batch communication, in particular.

“There might be some loss here, but I would argue that it’s negligible for most planners, as we spend so much of our time on communication in various forms that a little loss doesn’t hurt,” Hart says. “We are also seeing that the ability to do their own research and idea generation — and then take the next step and perform a critical evaluation of AI suggestions — is diminishing. I think this is a really big area of risk. You still need to be able to own the execution and stand behind the work. Too heavy of a reliance on AI for sole product leaves you open to the risk of not being able to problem-solve in real time.”

While Hart does encourage the use of AI on her team, she also stresses that heavy reliance can start to degrade soft skills.

“To understand the challenges, you have to look at why we use AI to begin with. The biggest driver for my colleagues and I is speed,” she says. “There are always so many things on the to-do list and not enough hours in a day. We have to be careful to pick and choose where AI enhances our abilities without degrading the output. It’s a balancing act between increasing effectiveness and speed on tasks while still maintaining a good product.”

Prioritizing Human Connection

In today’s AI-saturated world, it’s easy for corporate planners to fall into the trap of taking shortcuts and losing that personal touch exemplified by successful meetings and events.

“Sometimes you just need to slow down and think things through, especially when something that feels ‘good enough’ might actually miss the mark with your client,” Fouts says. “If they can tell you didn’t tailor your response or ideas to their specific event, you likely will see a very negative response…”

To further enhance soft skills, corporate event planners need to get out and talk to people. Building relationships with vendors and partners — and even just being around others in the industry — can help you maintain those skills.

“It reminds you how different people think, how to navigate tricky conversations and how to read the room — skills that are essential onsite and in planning,” Fouts says.

Also be sure to stretch your brain in creative ways outside of events. Take a writing class, try an improv workshop or even just explore other industries. These kinds of activities can make meeting planners better listeners, better storytellers and more well-rounded thinkers.

For planners looking to strengthen their soft skills, Cesari’s advice is to treat them like muscles, as they need regular exercise. One simple but transformative move is to practice active listening with clients and team members. You can also role-play negotiation or crisis management scenarios with colleagues to keep those skills sharp. Also, when building relationships, prioritize actual conversations over those conducted via email, remembering that AI can’t replicate human warmth. Beyond that, seek mentorship and feedback from industry peers, and after every event, take time to reflect honestly on what worked and what didn’t.

“These habits keep us growing no matter how long we’ve been in the industry,” Cesari says. “Maintaining strong soft skills is crucial because, in the end, our value lies in creating experiences that feel personal, seamless and human.”

Hart believes that, in order to offset the impact AI is having on the industry, one of the most valuable things meeting planners can do is collaborate with colleagues and industry peers.

While Hart uses AI regularly, she focuses on applying it for time-intensive tasks, making sure to finish things more traditionally. She also varies the work she’s using AI for, instead of just outsourcing a complete project or task.

Says Hart: “I think AI is a valuable tool for the events industry — the key word here being ‘tool.’ We should not be thinking of AI as task replacement. When we rely on [it] to generate ideas, I find that we lose out on the creative aspect our clients and stakeholders are relying on us to provide. Too much reliance on AI for this type of ground-up work starts to diminish the creative output we are able to create.”

What Will the Future Bring?

Undoubtedly, AI is going to continue to play an increasingly larger role in how event professionals plan, manage and execute events.

“We’re seeing it everywhere in the product offerings of major players in our market. It really is a great support tool. It can help planners move faster and reduce some of the logistical lift, especially early in the planning process,” Fouts says. “But it’s not the whole solution. The real differentiator moving forward will be how well teams blend AI with the human side of planning.”

She says that the companies that thrive will be those that use AI for efficiency but still show up with thoughtful communication and display emotional intelligence and genuine care for the client experience.

“Clients can tell when they’re being treated like just another project, and they’ll gravitate toward partners who take the time to understand them,” Fouts says. “So the future is about knowing how to use both AI and the human touch together. That balance is where the magic happens: fast, efficient processes backed by personalized, high-touch service.”

Cesari believes AI is only going to become more sophisticated in the corporate event industry, as it is used to handle even more of the routine planning and logistics — which will be a good thing if it is used wisely.

“It will free meeting planners to focus on the human aspects that truly differentiate an event: creativity, empathy, leadership and problem-solving,” Cesari says. “The future belongs to those who can embrace the technology while doubling down on the soft skills that make us irreplaceable. As leaders, we have a responsibility to ensure our teams are not just tech-enabled but deeply human-centered.”

Others believe that as AI keeps getting smarter, emotional resonance will remain the meeting planner’s competitive edge.

Says Fishman: “The future belongs to those who can pair digital intelligence with human insight and create moments that machines simply can’t mimic. The key is using AI as a tool — not a replacement — so planners can harness its speed and efficiency while still leaning on the soft skills, intuition and experience that only humans bring to the table.” C&IT

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

While hybrid meetings can increase attendance, some are concerned about their impact on event quality. Photo courtesy of Jennifer Nelson

Are hybrid meetings still a thing? According to planners interviewed for this story, the answer is absolutely yes … and definitely no. There are probably multiple factors that can explain such differing perspectives. Beyond the usual budget considerations, these might include the specific organization involved, the type of meeting, the goals for the event and whether the attendee base is spread across either the country or the globe.

Meetings and events come in many forms, including those that are fully hybrid and some that feature on-demand content provided during and/or post meetings. Others offer live-streaming, giving remote attendees a chance to view — and potentially participate in — a meeting in real time.

A Matter of Perspective

However, the way these different meeting types fit into today’s larger event landscape is a matter of perspective, and Meeting Professionals International (MPI) has the advantage of its broad outlook and considerable research. Former MPI Academy vice president Jessie States says that some MPI attendance projections showed that digital attendance was declining while attendance at in-person events was projected to rise significantly. Still, she adds, tech-driven digital connectivity remains a valuable tool for planners — but not everyone agrees.

“We do not manage any hybrid meeting groups. All of our meetings are live and in-person,” says Dahlton Bennington, CMP, CMM, managing director of PROfound Planning.

Echoing that sentiment is Nancy Nachman, founder and chief connecting officer at The Meeting Concierge, who says she’s never been a fan of hybrid meetings, “nor are the attendees.”

“The request for hybrid meetings doesn’t happen often,” Nachman adds. “Thankfully, people still enjoy face-to-face meetings. They don’t get anything out of staring at a screen versus in-person engagement and conversations.” Yet, she doesn’t think hybrid meetings will disappear altogether, acknowledging their effectiveness in certain circumstances: “It makes sense to be able to include some people who can’t get to the meeting location.”

Another person who sees a decline in the popularity of hybrid meetings is Shannon Jones, CMP, senior manager, meetings + events for Destination South Meetings + Events.

“During the pandemic, it was the best option and the shiny new toy on the block,” Jones says. “Now, people have learned how to multitask and act as though they’re attending a virtual meeting while performing other tasks. I don’t know that virtual attendees absorb as much and return as much ROI in this capacity.”

She adds that hybrid elements are being eliminated. “The main reasons are financial … and human capital resources,” she says. “Everything continues to cost more. While ‘too expensive’ can be subjective based on budget, the cost of running a hybrid meeting is still very high and is frequently among the first budget items to get cut. Human capital is also stretched, so if there’s a task or scope of work item that can be removed, all that comes with planning and executing a hybrid meeting will be removed. There’s a time and a place for them, though we’re definitely seeing that decline.”

ROI vs. Attendee Access

As to whether hybrid formats provide ROI, Jones says that’s subjective and asks: “What type of meeting is being held in the hybrid format? How many sessions? How long are they? What are the topics? Is there a networking component?”

While she agrees that hybrid meetings might increase attendance in terms of quantity, she’s not sure that equates to quality. “It could actually have a negative impact on the meeting by pulling people who would attend in person if the option to attend virtually was not there,” she says.

Jones’ clients have largely moved to in-person events only. In addition to financial concerns, she says most believe that attendees simply are not engaging or retaining information presented in a hybrid format.

“I think hybrid meetings will always be an option, just as they existed pre-Covid before everyone knew what they were. But I believe we’ll return to a place where meetings are overwhelmingly in-person,” she says. “Most of our meetings are seeing record numbers for in-person attendance, which says to me that people have returned to the human characteristic — that we prefer to be together.”

There is also the cost factor, according to Julie Nack Locke, CMP, CMM, regional vice president with HelmsBriscoe. “Hybrid meetings are too expensive and missing the connections that are essential to get business accomplished,” Locke says, adding that one of her clients does hold a few fully virtual meetings each year, along with several in-person events. “They discontinued hybrid meetings due to the complexity and high costs involved. By attending the virtual meetings, however, participants save significantly on travel expenses.”

Following on Jones’ reference to stretched human capital, Locke says it often requires an entire team to work on a virtual component of an in-person meeting. “Some planners say that additional staff is required to manage the hybrid portion because they can’t do it all,” she says.

According to Locke, the bottom line is that “meeting in person builds relationships and fosters deeper connections, in addition to the formal education.”

While no one is arguing that, MPI’s States asserts that digital components have impacted in-person events in meaningful ways.

“The powerful tool of in-person events has expanded to include digital-only, streaming, hybrid, in-person-first and on-demand events, all of which can and do deliver value,” she says. “These new deliveries also have fundamentally changed the design of in-person experiences. If meeting professionals can deliver the same value digitally, they should — which means that the value proposition and design of in-person meetings has also changed.”

A Seismic Shift in the Event Landscape

While in-person meetings have never been more valuable, there is more to the story.

“What we congregate to accomplish and do — and how we do it — has seismically shifted. We meet to accomplish what cannot be done in a digital world,” States says. “And this is reflected in the trends we see regarding digital attendance, which continues to decline while in-person attendance continues to bullishly increase. So, meeting professionals are continuing to strategically use digital and hybrid events to accomplish organizational objectives, but there’s no evidence that virtual events will replace in-person experiences.”

As president of Emerald Meeting and Event Planning, Kim Becker, CMP, DES, SEPC, also sees positives in digital options.

“We learned so much during the pandemic, including how to host virtual meetings, and host them well in most cases. While everyone wants to get back to in-person events, I think hybrid still has a place in the industry and in a planner’s toolbox,” Becker says, adding that she isn’t sure high cost is an immediate disqualifier of hybrid events. “It really depends on the meeting. I have clients who create a Zoom webinar and have a camera or two videoing at their meetings, so [it’s] not tremendously expensive. For larger productions that require bandwidth and extra AV, yes, it can be expensive.”

As for ROI, Becker says that pricing and marketing are key.

“It’s important that the hybrid component is priced correctly. If it’s priced right, the ROI is there. If the marketing is good, it can be a great opportunity to get people who can’t attend in person to be able to attend. There are so many reasons why people can’t attend — budget, only so many staff members can be out of the office at once, the challenges of travel and emergencies both natural and manmade,” she says.

Although hybrid meetings may not be as important as they were, Becker says they’ve created opportunities that didn’t previously exist. “I have two clients who always plan hybrid. One of those clients has said she will never not do a hybrid meeting. I have a client who does a combination — wholly hybrid for certain events and partially hybrid for others,” she adds.

Becker believes that the increasing uncertainty in the world is one reason hybrid meetings will remain viable.

“I hope we’ve seen our one and only pandemic of my lifetime but I’m not sure that’s the case,” she says. “Keeping a hybrid element allows for the meeting to go fully virtual in the event of another mass medical issue. And it allows those who can’t travel to participate, which opens up a whole new group of attendees or potential attendees, which can also be a new revenue stream. I think hybrid is here to stay.”

Hybrid the Rule, Not the Exception

Theresa Duncan is associate director of marketing and advertising at Kubota Tractor Corporation, and she says hybrid meetings are the rule, not the exception.

“It’s assumed that all meetings, webinars, training, etc., will have an on-demand and/or an online participation option,” she says. “With a new focus on work/life balance and renewed attention to travel costs, accessible content that’s also delivered in person will need to be made available.”

Duncan adds that in-person events are still “king,” but other options should be available for executive training and as a means to distribute information to those unable to attend live.

“To minimize expenses, we often focus on making meeting content on demand,” she says. “Live online participation is more expensive and challenging to achieve successfully. But with all of the variations of hybrid, the concept remains relevant.”

Duncan also believes hybrid components can provide ROI.

“We need better tools for online engagement. In-person is still paramount to keeping attendees focused, generating new ideas and retaining information presented,” she says. “However, ROI could increase if there were more cost-effective opportunities to engage an online audience that do not minimize the experience of the in-person attendee. When participants are engaged in an atmosphere that provides opportunity for discussion, follow-up and/or questions, they’re more likely to review and retain content. What has proven effective is assigning a point person that received the content in person to assist in the engagement of the post-review, on-demand audience. While it’s more challenging to effectively focus attention and retention with a remote audience reviewing content independently, we can create paths of positivity by grouping remote participants together to engage and discuss.”

Duncan also says reaching attendees who can’t attend in person is a positive. “We can’t be in all places at all times,” she says. “On-demand content and AI tools for summarizing are the new normal.”

Still, every Kubota meeting is focused first on in-person attendees, who remain the priority. “But the online or on-demand content generated from the meeting is also of great value and importance to companies that are tightening travel budgets,” Duncan adds. “I think we’ll reach a point where we’re either able to cost-effectively include online participants without minimizing the experience of the in-person attendee, or we’ll shift to content on demand only after the meeting.”

Meeting in the Middle

With a broad perspective across the industry, Amex GBT’s 2025 Global M&E Forecast was similar to what MPI’s projections showed: Event professionals expected hybrid meetings to account for only about 20% of all meetings in 2025, with nearly 60% being in-person only.

Even as in-person meetings make a strong comeback, Jennifer Nelson, CMP, SMMC, vice president of strategic meetings for AMEX GBT, says hybrid meetings remain viable.

“They’re particularly valuable for organizations looking to increase reach, inclusivity and engagement by offering participants the flexibility to choose how they attend,” she says. “The 20% projection suggests that while hybrid meetings are here to stay, they will likely complement rather than replace traditional formats. Some organizations may reserve hybrid setups for larger events, conferences or those targeting a global audience where maximizing accessibility is crucial.”

And, Nelson says, as the industry evolves, new technology will likely improve the hybrid experience and address challenges such as participant engagement and technical reliability.

“As such, hybrid meetings remain a growing, yet specialized, segment of the industry,” she adds. “[They] can offer multiple options for savings, including on travel, venue size, hospitality and per diem expenses. They can present a compelling balance of cost savings and expanded reach, when planned strategically. The key to maximizing savings lies in careful planning, in making the most of digital efficiencies while managing the costs of the necessary technology and support. I expect organizations will continue optimizing this format, aiming to strike the right balance between cost-effectiveness and participant experience. With a thoughtful approach, hybrid meetings provide flexibility, inclusivity and enhanced engagement opportunities.”

Sustainability is a factor, too. “You can create flexible attendance options, cost savings opportunities and improved sustainability with lower carbon footprints,” Nelson says, adding that she sees a strong future for hybrid meetings.

“The use of VR and AR is expected to become more common, creating more engaging and interactive hybrid meeting experiences. Virtual attendees may feel as if they’re physically present at the event, thanks to advancements in virtual event platforms and wearable technology,” she says. “ I believe hybrid meetings will continue to be part of the meetings industry landscape driven by advancements in technology, the demand for flexibility and a focus on sustainability. However, our 2025 global forecast finds events professionals optimistic about growth and rich, personalized experiences designed to make the most out of in-person events.”

Clearly, the future of hybrid and digital elements within in-person meetings seems assured, but how its uses will change — and how new tech innovations will impact future meetings — remains to be seen. C&IT

Providing a taste of cultural authenticity — whether through food or guided tours — is a great way to personalize individual experiences for corporate and incentive meeting attendees. Photo courtesy of Abby Traver / Visit Portland

Those little extra touches have real power to transform events into something special.

From the first interview with a potential corporate client until the moment that last attendee leaves, event planners must deliver every component on time and as promised, but it’s often the small details that can elevate an experience from being pretty good to truly dazzling.

Legendary college basketball coach John Wooden knew all about this, and while you might not expect a sports icon to have anything to teach event planners, 50 years after he retired as a coach, his guidance continues to transcend far beyond the court.

Wooden — who, as head coach of the UCLA Bruins, won 10 NCAA national championships in 12 years (including a record seven in a row) — once said: “It’s the details that are vital. Little things make big things happen.”

And the man practiced what he preached. At the start of each basketball season, he would show his players how to correctly put on their socks and tie their shoes to help prevent blisters, which could interfere with their ability to practice and play their best.

Wooden also said: “Seek opportunities to show you care. The smallest gestures often make the biggest difference.” All this is sage counsel for event planners, as attention to detail and caring about what you do can mean the difference between success and failure for your next event.

Tiny Touches and Splashy Extras

Each year, Hannah Zank, event sales manager at The Fontaine Hotel in Kansas City, MO, orchestrates around 200 meetings and events, and she has plenty of tricks up her sleeve — everything from tiny touches to splashy extras — to make them more memorable.

Her personal attention starts with the first exploratory meeting. If the client lives locally or is able to travel to her, she invites them to coffee, lunch or a happy hour. Zank’s goal is to provide a relaxed setting in which she and the client have a chance to chat so she can gain a better understanding of the organization and its event attendees.

One of the many details Zank wants to know is whether there will be any VIPs in attendance who require special attention. For example, if the rooms her client booked are all standard, Zank can upgrade the VIPs’ accommodations. Since her hotel is located in Kansas City’s famous Country Club Plaza, she often includes a list of eating and entertainment options within walking distance: clubs, bars and restaurants, as well as places attendees can take in a movie or a concert or listen to a band.

In addition to what’s available in The Plaza, the greater Kansas City area offers a diverse range of first-rate museums, and depending on the season, visitors can catch a Kansas City Royals baseball game or Chiefs football game.

At least 25% of her events span multiple days, which means attendees are in residence long enough for her to offer them some special indulgences. Of course, Kansas City is famous for its barbecue, which is often integrated into lunch or dinner, along with a sampling of local barbecue sauces and other novelty foods from the area.

During an event, Zank likes to showcase the group’s brand by using its corporate colors wherever possible — on a personalized amenities list, directional signs or anything else printed exclusively for the event. In the evening she can customize the event space by changing the uplighting to match the organization’s color scheme, and she will also display its corporate logo on all of the hotel’s overhead TVs.

The Fontaine also offers a unique option that was dreamed up during the pandemic. The hotel rooftop had always functioned as a large meeting area, complete with a swimming pool and bar, but when COVID struck, of course people were afraid to gather in large groups. The hotel responded by building 10 transparent, multipaned, geodesic igloos on the covered swimming pool area.

With each containing a couple of chairs, a couch, a small table and a heat source, they became private conversation spots where a few people could gather safely. Open from late November through mid- March, at night they’re illuminated in a rainbow of colors, providing a beautiful view.

Beyond all this, Zank has an array of other appealing options for her corporate clients. She can set up a pasta or barbecue station, or bring in a photographer, caricature artist or a band. Meanwhile, it seems that all of her extra effort is paying off, as she has various groups — including one from the railroad industry — rebooking to hold events with her once again.

Logistical Challenges

Shawn Mullen is president and chief energy officer of Protex Central. Founded in 1966, the company provides fire detection, suppression and intrusion-detection systems designed for real-time response.

Headquartered in Hastings, NE, Protex has 70 employees divided among three other offices spread across Nebraska, plus a fifth location in Des Moines, IA. This makes it a logistical challenge to get all of the Mullen employees together in one place. Adding to that difficulty, any one of the workers could be called away at any time to answer an emergency service call.

“We’re always balancing our ability to respond to our customers with our need to get together,” Mullen explains.

Companywide meetings are usually held in Omaha, a city that offers plenty of activities to enliven company get-togethers. Mullen always adds some extracurricular fun to the meetings he creates for the sake of camaraderie, community and team building. Beyond the basic bowling tournaments and miniature golf outings, one of his favorite memories is of the time he booked rooms at Arbor Lodge in Nebraska City, the place where J. Sterling Morton founded Arbor Day in 1872. After a morning meeting, Mullen treated attendees to a guided nature tour during which they learned about the native trees and vegetation.

The Maine Event

Based on its location and history, Portland, ME, offers a number of unique opportunities for planners to create exceptional events, with a variety of options available to personalize individual experiences for corporate and incentive meetings.

Just ask Abby Traver, vice president of group sales and marketing for Visit Portland. She assisted 434 event planners last year and says that with small towns dotting the way and fresh seafood at every turn, a drive along the Maine coast is a feast for all the senses.

Along the way, event planners looking to create memorable team-building experiences might elect to organize a spectacular sunset cruise for attendees on Casco Bay. Alternatively, for those in the group who crave physical activity, you’ll also discover options for paddleboarding or kayaking on the ocean.

With Portland boasting one of New England’s few remaining working waterfronts, Maine accounts for an impressive 80% of the world’s lobster supply, with the industry contributing more than a billion dollars to the state’s economy. Of course, Travers says, lobstering events are always popular with attendees, as they provide a true taste of cultural authenticity.

“By hosting a lobster bake, you can give everyone in your group a quintessential Maine experience,” Traver says. “Or you can take a lobster boat tour where you’ll help pull up lobster traps, measure claws and toss lobsters that are too small back into the ocean, and when you’re back into port, you can have a lobster roll or lobster dinner and really feel like you’ve been immersed in the action.”

Another popular activity is a coach tour to Portland Head Light, one of the most visited and picturesque lighthouses in the world. Completed in 1791 the landmark is situated in nearby Fort Williams Park on Cape Elizabeth and receives almost a million visitors a year. Other historic tours of the peninsula are also available.

Meanwhile, Portland’s cobble-stoned downtown is easily walkable and boasts a wealth of restaurants, while tours of the old port, waterfront and arts districts can be scheduled as well.

Attendees might enjoy being guided through one of the city’s breweries, where they can watch beer being brewed and bottled, learn how to differentiate ale from lager and, best of all, sample the product. Another option is a small-batch distillery, where tours and tastings are available to give visitors a close-up look at how spirits such as gin, rum and mead are made.

It should come as no surprise that Portland’s peak season for meetings and events runs from early spring through fall — but the city certainly doesn’t shut down during winter. During this time of year, attendees can skip the summer lines and still enjoy a variety of team-building activities, such as skiing, ice skating, snowshoeing and snow tubing, followed by a hot chocolate or apple cider afterward.

Attention to Detail

After more than 17 years with FLIK Hospitality Group — which is one of the largest food-service and facilities companies in the U.S., engaged in everything from corporate fine dining to event space and event management — Alexandra Lungi now serves as general manager for FLIK Conference Centers & Hotels at the University of Virginia Darden School of Business. In her role managing the school’s conference spaces in Charlottesville and Roslyn, VA, she oversees over 500 meetings a year — a mix of entirely in-person events and hybrid meetings — using technology to integrate multiple locations.

“Food and creating events are my passion,” she says. “I love being able to take a client’s vision and bring it to life. Getting to know the client is the most important piece of the puzzle.”

Will the client require a simple presentation or a grand production? Is it a new product launch or an annual leadership meeting? Will it be a live, in-person event or a hybrid gathering? These questions are just the beginning.

“A meeting space is just a rectangular room with tables, chairs and technology. It’s understanding what the client wants to accomplish, and from there, figuring out how to enhance their experience [in a way] that turns a room into an event and makes it memorable,” Lungi says.

Lungi says she has three “buckets” or categories she uses to elevate a meeting. The first represents her commitment to supporting area food growers and producers. Whether it’s a one-day or multiday meeting, she wants to source as many local menu components as possible to provide attendees with the freshest ingredients available while also offering a custom experience that cannot be replicated elsewhere.

“We create emotion through food, and we create experience through food, which makes how we think about, curate and incorporate food into the client’s event essential,” she adds.

For example, all of the coffee she serves is locally brewed, provided by a handful of vendors who happen to be University of Virginia alums, which adds a personal story she tells through signs and printed cards.

The second “bucket” is a combination of sustainability and wellness. Wherever possible, Lungi aims for zero waste, and she cites carrots as an example. She uses the entire vegetable, combining the carrot tops with the basil they grow to make pesto. She also uses fruit rinds to flavor water in the hydration stations located throughout her buildings — little touches to customize an event while also helping the planet.

With health and wellness in mind, Lungi does her best to curate food offerings so they are nutritionally balanced. If a group is meeting all day for four or five days in a row, she’s thinking about what she can serve to help get them through the day without either resorting to sugary snacks or weighing them down with heavy meals.

“I’m looking for healthy options that help fuel my attendees’ minds and bodies so they can have a wonderful meeting,” Lungi says.

The third element Lungi uses to enliven her attendees’ experience is a celebration of seasons, meaningful calendar dates and new food trends. As February is Black History Month, with Lungi’s assistance, the executive MBA program celebrated the event for three days with visuals and food.

And when it comes to food and beverage, Lungi says she is seeing a rise in the popularity of microbreweries, so when appropriate, she brings in a local brewer to offer tastings to her attendees. For those who prefer nonalcoholic cocktails, according to Lungi, gone are the days when apple juice or soda were the only options available.

Beyond their attention to detail regarding food, Lungi and her staff make sure that the seating, tables and electronics are set up correctly to account for the number of attendees and the goals of each meeting. They also ensure that all necessary supplies are in place, from individual notebooks to whiteboards, and they provide their visitors with key information about the Darden grounds and campus tours, as well as advice about local attractions, restaurants and hiking and walking trails.

In the end, all of these small details add up to something amazing for attendees. Like Hannah Zank in Kansas City, Lungi knows that by focusing on the “little things,” she can orchestrate an event that is so successful, people can’t wait to return.

Says Lungi: “The best thing that can happen is at the end of a meeting, your client asks you to book the next one.” C&IT

Adobe Stock

Becoming an independent corporate event planner can be both daunting and exhilarating. The role requires you to juggle a host of tasks to produce a seamless event — everything from securing venues and coordinating vendors to managing budgets and handling last-minute changes.

Whether you’re transitioning from corporate event planning or just starting out in the field, success will require a blend of organization, creativity and business savvy, as well as the ability to juggle multiple clients while maintaining a strong brand name. While the challenge is real, by mastering some key strategies, you can build a thriving business.

Key Challenges for Independents

As with any self-owned business, there are many unique challenges associated with becoming a successful independent planner. You’ll be competing with large event planning firms that offer full-service packages, as well as in-house planners — and it will take time to build a client base from scratch. Plus, without an extensive portfolio, convincing people of your value might be difficult.

Even for established independent planners, there are many factors that can cause high stress — especially taking on multiple clients and balancing a large number of events, which can be mentally and physically exhausting.

“One of the challenges I find is having enough bandwidth to take on additional events to support existing, repeat clients as well as new clients that are referred to us,” says Julie Wong, CMP, president-owner of The Event Concierge, a full-service event planning company, based in Phoenix, AZ. “We have built business with clients or hosts who repeat events. We’ve built trust and confidence for them to ask us to continue partnering with them regularly. It’s a good challenge to have.”

Wong’s background includes stints as director of food and beverage and director of catering with Troon Golf and various private clubs and historical venues, such as The Wrigley Mansion. Since launching The Event Concierge in 2006, Wong has grown the company and transitioned from a “solopreneneur” to having employees and contractors. Working mostly with corporate and association clients, Wong also partners with other independent or corporate and association planners, serving as a resource for their event planning needs.

“Another challenge we face in this role is the rising costs of meetings and events,” Wong says. “The cost of travel, the cost of labor, the cost of tangible items like supplies, licenses and permits, food and beverage, supplies, etc. There’s also the cost of owning the business, such as insurance and overhead costs like technology.”

As an independent planner, inconsistent income streams and cash flow issues can pose potential challenges. For example, clients may have long payment cycles, delaying a planner’s revenue. Plus, event budgets fluctuate, and securing steady work can be unpredictable. Also, upfront costs such as deposits and vendor payments may need to be covered before receiving client payments.

The work can also be highly stressful and unpredictable, with last-minute changes, cancellations and other client-side demands. There is also a potential for burnout with events that require working long hours, nights and weekends.

“One challenge is time and experience,” Wong says. “The planning time is short, the wait time is longer, which may be caused by lack of experience and education for new peers coming into the industry. This is an exciting [business], but it can also be grueling. Some experienced [planners] are slowing down and taking on less, [while] some are jumping in and trying to keep up with the pace. There are pros and cons to all of it.”

Keeping Things ‘Fresh & Focused’

While many corporations choose to keep things in-house, there are benefits to using independent planners.

“The client may save on costs if they don’t require a full-time internal staff,” Wong says. “They also may save on having to fully manage the planner as an employee. The independent planner may have their own staff that can be utilized as an event either grows or shrinks, without affecting the client’s need to hire or fire.”

Wong believes there is opportunity for both types. She says that in-house planners provide stability to support company marketing and branding, confidentiality regarding company information and the setup of systems and processes for planning. At the same time, independent contract planners can offer outside perspective, as they may have access to or experience with other similar events.

Meanwhile, according to independent event specialist Kimberly M. Bean, of KBT Creative Support Services, there are numerous benefits enticing companies to choose independent planners. For example, they don’t have to pay for retirement, health insurance or PTO.

“A relationship is built over time, yet a contract planner is used only as needed and has flexibility. I find this provides variety for me, which I like, and the freedom to work for others and add to my business skill set within the event and travel industry,” Bean says.

Bean started in public relations and advertising, later working for the Nashville Public Education Foundation (NPEF), where she was placed on the organization’s events team.

“After working for NPEF, I decided to go out on my own and began sourcing, planning and managing conferences and meetings locally, then regionally, nationally and internationally. It has been an interesting and exciting journey,” she says, adding that she believes there are more opportunities today, as many corporations are cutting staff and hiring outside planners.

“As an independent, I value my relationships with organizations and corporations,” she says. “I am pleased to show them how I can save them money, yet return year after year and provide quality, improved service [and] knowledge of the latest meeting trends and new locations of resorts [and] hotels with offerings they may not know of. It’s a win-win for the organization and my business. The client doesn’t have to employ someone on staff full-time and can call me in as needed. It keeps the working relationship fresh and focused.”

Bean says that although there are many options for meetings and conferences, there is a lot more competition, and expectations are elevated at every level, from nonprofits to corporations. One key is convincing her clients that starting to pre-plan early saves them time and money and also enables them to secure the best possible venues and other options well ahead of other groups.

Christa Hovis, chief event consultant at The Event Diva – MICE, started on the corporate side with certifications in business analysis, process engineering and project management and other tools that led to her success as an independent planner/consultant. Now, she says, her clients have been scheduling more events over the past few years, boosting her business.

“Now, I primarily serve as a chief event consultant for clients that don’t have an in-house planner, and [I] have a seat at the table with the key decision makers, where I can directly share my ideas and get their immediate reactions,” Hovis says.

Her biggest challenge currently is dealing with too many “cooks in the kitchen” — too many layers of approval when it comes to decisions, which often causes delays and impacts progress and timelines.

Building Your Brand

Part of an independent planner’s success relies on them building a brand, which is the first step in defining a niche as a corporate planner. Setting up a business structure and plan, including a target market and financial projections, is imperative, as are details such as securing necessary licenses and insurance. While it takes time to establish a solid reputation in the industry, word-of-mouth marketing and referrals are key to drawing more clients, who often want to see case studies or testimonials before hiring an independent planner.

According to Wong, networking is the key.

“Get out and meet with people and let them know what you do, how you do it, why you do it and why you are a good resource to them,” she says. “Even in the age of technology, it’s important to interact and build relationships [in person].”

Wong’s company uses both technology and “old-school” in-person networking.

“I set a goal when I first launched my business, which was to add a minimum of 10 people to my network a month,” she says. “I joined industry and non-industry networking groups and associations. If you break it down, that’s an average of two to three people a week, per month. We have received many referrals and direct business by our relationship with people.”

She emphasizes that becoming a successful planner won’t happen overnight or by luck. “There needs to be a plan and a strategy, just like we guide our clients to have with their content and agendas,” she says.

Bean agrees about the power of networking and doing things such as attending travel industry showcases.

“I use social media to highlight events and conferences I attend, as well as ones I plan and manage,” she says. “The traction that gives my business is valuable, and I am fortunate to meet many in this industry who share their knowledge and insights. It is a two-way street, and working together benefits everyone.”

Hovis also recommends attending key conferences and FAMs for networking purposes, as well as speaking at events and taking advantage of any podcasts or other self-promotional opportunities.

Bean also suggests staying involved in the industry by researching, reading and networking.

“Be the go-to person in your social circle,” Bean says. “Stay updated and don’t bury your head in the sand, just because the business climate is challenging. Consider opportunities outside the way you’ve always done things.”

She notes that potential clients could come from anywhere, which means being resourceful and working hard is even more important.

Says Bean: “Examine every encounter as a potential opportunity. Some of my best clients are longtime friends who know I love my job and [that I] will work hard toward solutions that make their meeting successful.”

Changing Times

Some of the challenges facing independent planners are being felt all across the industry. One of the main concerns continues to be the cost of putting on a meeting or event. According to Wong, while budgets are always a concern, she believes clients and hosts are more in tune with the high costs of meetings and events than they were prior to the pandemic.

In addition, current reactions to the tariffs are also causing a lot of concern. “The question becomes whether we plan to cut goods and services or try to raise revenue to cover new high costs — or increase budgets,” Wong says.

Hovis notes that costs are always a focus, even for companies that have money to spend or don’t mind investing in their programs. “But I do plan to see some tightening back as we head into the rest of the year, due to the current administration’s actions with tariffs,” she says.

Other issues Bean faces as an independent planner revolve around events with international attendees. She sees possible disruptions due to visa wait times or potential political boycotts from certain countries.

“Today’s travel requires flexibility and understanding that challenges will occur,” she says. “The meeting planner needs to remind the client of these ‘bumps,’ but not to be faint of heart. Typically, when planned well, adjustments are easily made and everyone understands situations that arise.”

In her role, Bean also needs to meet her clients’ biggest demands. Part of that includes offering creative options for receptions, cost-saving ideas and leaning into relationships with unique vendors that can add an element of surprise for clients and attendees.

“Clients need a planner in their corner that understands their expectations for the best outcomes of time and hard-earned dollars spent on meetings,” she says.

Independent planners also need to keep with up new technologies such as virtual and hybrid platforms, as well as adapt to AI-driven event planning tools and automation, which can be daunting.

Wong asserts that AI can be beneficial in helping to decrease time spent on certain tasks.

“I think we are still discovering and learning what AI can do for us, similar to what the ever-changing technology can do for us,” she says. “As planners, we touch so many areas that any assistance is great, but it’s not the end-all. It’s a starting point…”

According to Hovis, AI is useful as a tool to assist with creative design and vetting contracts, while Bean notes that the technology can’t take the place of the many personal relationships formed within the industry. “I have found my clients continue to call on me to work with them and send me referrals. That is the ultimate compliment,” she says.

Apply Client Lessons to Your Own Business

Aside from basic best practices — such as leveraging social media and focusing on content marketing to build a brand — each of the independent planners offer suggestions on how to be successful.

Wong says that although corporations have “relaxed” in many ways over the last decade or so, she continues to practice what she learned in working with companies when she started over 25 years ago.

“First impressions are everything … from the way you present yourself, how you speak, how you learn, the formality of the task, and the followup,” she says. “Building our reputation in our community has been very effective. It has led to referrals and marketing opportunities.”

She also advises newcomers to stay focused and keep an eye on finances and expenses.

“It’s not easy, but don’t get wrapped up in tasks that don’t produce profit or revenue,” she adds. “Know where every dollar goes, track profits and losses, negotiate costs. If you’re losing money, shift to bring in more revenue. Apply what you do for your client events to your own business.”

Bean says it is crucial to promote transparency and stay open to creative ideas when planning in today’s environment.

“It requires respect and thoughtful consideration of clients, their ‘must haves’ and realistic expectations,” she says. “As a planner, I work on behalf of my client first but also find it important to consider the attendee experience and share those details honestly and openly.”

Hovis links success to self-promotion, adding: “You have to love what you are doing and make a consistent effort to stay in front of your clients and keep them aware of your value, stay in front of your peers, never stop building relationships, never stop learning, never stop exploring new ideas for events or destinations and keep learning and growing your professional network.”

Above all, it’s critical to remember that planners are in the “people” business.

Says Wong: “I want every interaction … we have with people to feel special and memorable, whether it be guests, clients, suppliers or an observer who sees our planning or event in action. I always remember the statement: ‘People may not remember your name, but they will remember how you made them feel.’” C&IT

Swag and souvenirs are effective tools to help engage audiences at meetings and events. Photo courtesy of Event Solutions

Tasked with creating ever-more dynamic, interactive experiences that go beyond passive presentations and traditional formats, today’s corporate and incentive meeting planners have their work cut out for them. These days, finding the next big idea that truly moves the “engagement” needle, without breaking the bank, is paramount in capturing attendees’ attention in a meaningful way.

For Craig Dooley, president at SDI Meetings & Incentives, some of the most impactful ways to engage attendees at corporate events go beyond logistics — they’re about human connection. Thoughtful listening before and during an event, and responding with intention, elevates experiences in ways that make people feel seen and valued, even within a structured itinerary.

At SDI, corporate and incentive meeting planners find that small, personal touches can make a big difference — enhancing comfort, easing anxiety, fostering interaction and minimizing distractions so participants can be fully present and engaged.

“When we get it right, events become more than just meetings; they create an environment where every attendee feels heard, supported and empowered to connect — leading to a more meaningful and productive experience,” Dooley says.

And best of all, engaging events don’t have to be expensive — but they do need to be intentional.

“We invest a lot into the activities, innovative experiences and thoughtful gifting that absolutely excite, engage and celebrate attendees, and they’re an integral part of what we do,” Dooley says. “But equally if not more important is focusing on the organization’s core values and the human elements of connection. Those elements cost mostly time and energy — an investment, yes, but not necessarily from the bank account.”

Rule No. 1: Ask Your Audience

Robyn Wetzel, president of In Focus Events, says the key to engagement is ensuring attendees feel like participants rather than an audience. Whether she and her team are designing an event for 25 people or 2,500, they want to make sure that everyone feels connected and comfortable joining the conversation.

“We endeavor to make ‘big’ seem small,” Wetzel says. “We want everyone leaning forward in their seats and actively engaged rather than sitting back with arms crossed, or even worse, on their phones. We want them to walk away having connected to leaders, peers and content/ideas. That is how we engage and energize people at our events.”

Paul Tramonte, principal event designer at Paul Tramonte Events, says it’s also important to know your audience and speak their language. If you understand what attendees want to achieve at the event, you can gear the programming to meet their goals.

“If you want further insight, ask your attendees during registration what topics they want to hear about during the event and what their number-one goal for attending … is,” Tramonte says.

For Joe Fijol, founder and principal at ETHOS Event Collective, engagement starts with intentional design, strategy and understanding the “why” behind the event and curating experiences that resonate with attendees on a deeper level.

“This approach doesn’t need to cost more. It just means it’s more thought out and personalized in the delivery,” Fijol says. “We do this by integrating interactive elements, aligning content with audience expectations and creating immersive environments that encourage participation rather than passive attendance. Sometimes, the most engaging elements are the simplest: interactive storytelling, curated networking, hands-on activities or even a well-thought-out venue layout that fosters organic conversations.”

To boost engagement, Dooley suggests:

• ‘Surprise & delight’ moments – Small, unexpected touches — like a handwritten welcome note, a personalized snack, an energizing playlist or a framed event photo delivered to their room — go a long way in making attendees feel special
• Real-time adjustments – Pay attention to energy levels and make on-the-fly tweaks, like adding a quick stretch break, moving outdoors or adjusting session formats to keep engagement high
• Personalized details – Use attendees’ preferences to create thoughtful touches, like name badges with conversation starters (hometown, fun facts) or pre-selected coffee orders to start their day

As a meeting and event planner at Event Solutions, Denise Galbraith recently applied cost-conscious measures to enhance attendee interaction for a company in Los Angeles, CA.

“They wanted to increase engagement at their internal sales meeting luncheon, so we replaced living floral centerpieces with paper flowers. The stem of each unrolled, revealing an ice-breaking question for the table,” Galbraith says. “These ‘round tables’ as they call them are a big hit with the staff, and they really enjoyed the new twist.”

Galbraith finds ways to improve engagement by listening to the client talk about their attendees. In this case, these round tables were specifically requested, and the group in question said it was hard on the table host to come up with conversation topics. So, Galbraith took an old trick and made it new, and it cost nothing.

“We’ve … increased engagement [with] gamification at many meetings,” Galbraith says. “Trivia, for example, can be done with no added budget, simply by adding slides to the presentation and using a show of hands.”

At a conference in San Francisco, CA, Galbraith needed to infuse some energy after attendees had sat through hours of presentations.

“Each member of the audience was given a set of drum sticks and were led by a drummer on stage,” Galbraith says. “This got the attendees up and moving, energizing the room and getting the blood pumping to refuel the brain. At the end of the day, it’s about being open to solutions that meet your client’s needs, within budget, and that uniquely reflect them.”

Wetzel enhances engagement in a variety of ways, and for most of her meetings and conferences that starts weeks before the event.

“We work with our clients to divide participants into small teams of people that don’t know one another or don’t typically work together. These meetups are highly choreographed and completely turnkey,” Wetzel says. “They usually start via a small group email and then progress to a brief team Zoom meetup … to meet one another, share what they are looking to accomplish at the meeting …”

Once attendees arrive, they never start in a general session but assemble in small teams to continue talking, usually for around 45 minutes.

“The energy in the main room is literally buzzing when all of the participants [arrive] in small groups of new connections …” Wetzel says.

She maintains the small-team feel throughout, creating a safe space for attendees to share their voice. Each team chooses a leader — usually a mid-level, high-potential colleague who welcomes a role that fosters connection, engagement and more visibility.

“To be clear, you do not need to spend a lot on bells, whistles and window dressing to be engaging,” Wetzel says. She adds that you also need to “do it right” so that attendees feel they are committing time to something important. That means well-planned presentations (even if they are all internal), quality AV support and enough food and drinks to help attendees stay focused.

To boost engagement, Wetzel also suggests:

• Solving real problems in real time – Engage attendees to share solutions to real challenges
• Providing well-planned Q&A sessions with leadership – Make it feel like an authentic conversation and provides access to senior leaders
• Scheduling enough down time so attendees can network and share ideas – Set aside time for attendees to interact — not check email or check out altogether
• Offering training – Wetzel sees attendees asking for a tangible takeaway, such as a skill that can help them

Tramonte stresses that it’s more about prioritizing time and funding between content sharing, interactive experiences and networking to make the biggest impact based on what’s most important to attendees, while still meeting the corporate client’s goals.

“As an event strategist and planner, it’s my job to set realistic expectations and budgets — I always have frank conversations with clients from the start to understand their goals, budget and expectations so I can help determine and share what’s possible,” Tramonte says, noting that he sees attendees asking for more free time to connect with each other.

“It doesn’t cost you more to organize your agenda to allow for that time. While the content you share is still very important, attendees no longer have the attention span for long, drawn-out sessions — quickly make your point in short sessions, spending 15 to 20 minutes per topic, and then move on,” he says.

Craving Authenticity and Purpose

Fijol says attendees today crave authenticity, purpose, meaningful connections, relevant content and experiential elements rather than just passive presentations. He suggests the following cost-effective engagement approaches:

Gamification: Simple scavenger hunts, networking bingo or trivia contests can drive interaction for free

Personalization: Using pre-event surveys and attendee research to tailor content and networking opportunities can make people feel valued

Sustainability and givebacks: Events that incorporate a CSR component — like a local nonprofit integration — enhance engagement while aligning with business goals

“The truth is that everything is on social media today. You have insider knowledge into what your VIPs like to do, drink, eat or align themselves with,” Fijol says. “Being intentional with integrating this knowledge into the details around them at a meeting away from home can make all the difference. What’s fading? Overproduced, overly scripted experiences. Attendees want less ‘talking at’ and more ‘talking with.’ Traditional panels without audience participation are losing traction in favor of more conversational formats.”

As senior director, meetings and incentives operations at CADENCE, Ashley Case has cost-effectively built engagement across a wide range of events.

“We created FOMO (fear of missing out) moments by strategically building excitement before and during the event to ensure attendees wouldn’t miss key moments,” she says. “By leveraging event marketing and buzz, we highlighted these ‘can’t miss’ moments in advance and kept the anticipation alive with reminders through event app notifications, speaker notes and digital teasers. We even wrapped columns in the event space with tempting descriptions of the lunch menu … which encouraged attendees to join the networking lunch instead of retreating to their rooms to check email.”

At another corporate event, CADENCE planners facilitated interactive peer-to-peer sessions.

“While we included impactful keynote speakers for personal and professional growth, we also made sure to carve out time for peer-to-peer and buyer-supplier brainstorming sessions,” Case says. “Some of the most positive feedback we received came from these interactive, content-driven sessions where the audience shaped the discussions and takeaways. We worked to capture these valuable insights and distributed [them] post-program, ensuring each attendee left with meaningful, actionable takeaways.”

Case and her team also incorporated surprise elements into another corporate event by intentionally designing the agenda with surprise moments to maintain high energy and engagement.

“We included fun, unexpected break opportunities like guided stretching, mini-massages, trivia corner, pet therapy/puppy corner, a photo booth, live music and a five-minute dance break,” Case says.

Pitfalls to Avoid

Corporate meeting planners must avoid some common issues with engagement initiatives. Dooley says that one key mistake to avoid is asking and then not responding — which is worse than not asking at all.

“One example, personal to me, is special meals. It’s common practice to ask attendees for dietary restrictions when they register, and that helps planners support an attendee’s needs, provide the right food and keep everyone safe,” Dooley says. “As an attendee, it’s frustrating to have provided that detail and then have options lacking onsite. Special meals can be expensive, and it’s fair to expect more than the minimum bland requirements.”

Another common mistake is overloading the schedule.

“We know from research that ‘free time’ is high among attendees’ preferences, and it doesn’t only mean leisure time. It allows for serendipity and unscripted opportunities to connect and engage in ways we cannot plan,” Dooley says. “Too much programming can make the event feel more like a chore than an opportunity for professional development. These missteps can also cost time, resources and money that don’t deliver the expected results.”

Tramonte adds that meeting content also competes with social time — as attendees who want to connect might step out of a session to do just that.

“So allocate time for it from the start, and plan for plenty of comfortable seating areas,” he says.

Attendees have also become particularly discerning about engagement activities that they may see as not beneficial.

“Expect some eye rolls if a meeting includes traditional team-building activities that feel forced or disconnected from attendees’ work,” Dooley says. “Generic or disposable swag and branded giveaways are also losing their appeal. Attendees are looking for more useful, thoughtful items that tie into the event theme and the organization’s values, and don’t end up in the garbage or in a junk drawer at home. At this point, does anyone really need another water bottle?”

Engagement Challenges

“It is imperative that leaders [and] bosses of the C-suite allow participants the time they need to attend and participate in a meeting,” Wetzel says. “The biggest challenge is when there are pop-up meetings and things that require participants to step out. It breaks their concentration and makes them feel that the meeting isn’t that important. Companies that host meetings need to do what they can to protect the time and the focus of the meeting participants so that they can get engaged and stay engaged for the duration.”

Dooley adds that today’s corporate planners are also up against technology fatigue, so balancing in-person and digital engagement is critical.

Says Fijol: “We’ve also seen expensive entertainment choices fail when they don’t resonate with the audience. Engagement isn’t about how much you spend but how well you understand what your attendees truly value … You have to ask yourself: Will your attendees get the most out of that spend, and will they remember it over other activities within the meeting?” C&IT

Mardi Gras is one of many events that will leave a lasting impression on attendees. Photo by Robert Proctor

New Orleans has long been celebrated for its unique blend of culture attractions and memorable events in an atmosphere that leaves long-lasting impressions on visitors and residents alike. And for the corporate event and meeting industry, New Orleans offers an rich array of world-class venue options, exceptional walkability, and a city that truly offers a unique and inspiring environment.

New Orleans has long been celebrated for its unique blend of cultural attractions and memorable events in an atmosphere that leaves long-lasting impressions on visitors and residents alike. For the corporate and incentive event industry, the city known as The Big Easy offers a rich array of world-class venue options, exceptional walkability and a truly unique and inspiring environment.

For years, Madison Kuss, PMED, meeting planner and senior operations manager at nocci event marketing & logistics, has been producing events throughout the New Orleans region — everything from small gatherings to major productions.

“We’ve helped bring events to life all across the city and beyond. And what makes them unique? Honestly, it’s hard to explain,” Kuss says. “Events here just hit differently, because you can’t find the culture, the energy and the hospitality of New Orleans anywhere else.”

From the food and culture to offsite experiences and more, New Orleans has so much to offer attendees and corporate meeting planners alike. Plus, everything is easily accessible on foot, with plenty of attractions for attendees just steps away.

“We’ve planned a variety of offsite experiences for attendees, including swamp boat tours … mask-making at Mardi Gras World, cooking classes at the New Orleans Culinary & Hospitality Institute, walking tours through the French Quarter, second-lines with custom beads and handkerchiefs, private concerts at Preservation Hall and more,” Kuss says.

As the owner of Ryan Abney Event Design, Ryan Abney has had the privilege of planning events across the country, but he says there’s something truly special about hosting one in the Crescent City.

“This city offers a unique blend of culture, hospitality and creativity that can elevate any gathering from routine to remarkable,” Abney says. “New Orleans isn’t just a destination, it’s an experience. It has world-class hotels, cutting-edge convention facilities and a walkable downtown that makes logistics seamless. But more than that, it offers an energy that inspires connection and leaves a lasting impression on attendees. Whether you’re planning an executive retreat, a product launch or a national sales meeting, New Orleans provides a backdrop that’s both professional and unforgettable.”

Corporate event planners will find state-of-the-art venues nestled within charming neighborhoods, where attendees might leave a boardroom and walk right into a brass band marching down the street in front of them.

“The region offers everything from riverfront views to historic mansions to modern industrial spaces, allowing for highly customized event design,” Abney says. “And with a strong local supplier network, it’s easy to incorporate authentic elements into your program — from Creole-inspired catering to local jazz musicians.”

To make the most of what New Orleans has to offer, there are definite “musts” for corporate itineraries. Abney suggests:

• A private dining experience at one of the city’s acclaimed restaurants, many of which offer private rooms and custom menus
• A second-line parade or local music showcase. There is no better team-building moment than dancing through the streets together
• A cultural or philanthropic activity, such as a cooking class or a service project with a local nonprofit
• Building in some free time, as New Orleans is a destination that rewards exploration

“To get the most out of New Orleans, lean into its identity. Infuse local flavor into your agenda, décor and entertainment. Partner with local vendors who know how to navigate the city’s permitting and parade processes,” Abney says. “And most importantly, think about the experience holistically — not just what attendees learn, but how they feel while they’re here. New Orleans has a way of bringing people together and creating memories that last far beyond the closing session.”

More Than a Backdrop, It’s a Business Asset

As a corporate event strategist who has lived, worked and designed immersive events in New Orleans for years, Kelley Troia, founder and chief astonishment officer at Clandestine Events + Experiences, knows the city inside and out — not just the venues, but the cultural rhythm that transforms simple gatherings into unforgettable, once-in-a-lifetime experiences.

“New Orleans isn’t just a great backdrop. It’s a business asset,” Troia says. “Direct flights and a compact, walkable downtown make logistics easy. But it’s the streetcars, bike taxis and iconic architecture that make movement feel like part of the experience.”

From the Ernest N. Morial Convention Center to hidden courtyards in the Marigny, Troia has sourced and activated spaces that range from polished to soulful, and always with purpose.

“We’ve executed everything from high-touch VIP dinners to multiday strategy offsites and team-building excursions in New Orleans. What draws us here is the city’s ability to shapeshift; it delivers both cultural gravitas and full-send energy all in a single, very walkable zip code,” Troia says.

One standout corporate event that Troia’s company orchestrated was a team-building experience for a corporate leadership team at Music Box Village, an interactive sound art installation tucked away in the Bywater. Attendees collaborated to create rhythm and sound across playable architecture, led by local artists.

“It wasn’t just ‘team bonding,’ it was pure creative immersion. That afternoon, New Orleans didn’t just set the stage, it gave the team a new language,” Troia says. “That is what I love about New Orleans. The culture and flavor naturally seep out of every pore.”

Christie Rogers, CMP, senior program manager at Brightspot Incentives & Events, recently completed a boutique incentive trip to New Orleans for 39 attendees. Their home base was the iconic Omni Royal Orleans, which sits right in the heart of the French Quarter.

The trip kicked off with a welcome reception and dinner on Bourbon Street, where the team turned up the volume (literally and figuratively) with a surprise second-line parade to greet the group upon arrival. Complete with company-branded instruments, this was the perfect welcome to New Orleans.

Later in the trip, attendees swapped city lights for bayou sights with a private airboat tour through the Louisiana swamps. Before hopping on board, they were treated to a down-home Cajun meal, bringing the rich taste of the region to life. This combo of culture, cuisine and adrenaline made it a top highlight, especially for visitors craving something unexpected.

“For many attendees, this was a rare travel opportunity, so we leaned into crafting an immersive, once-in-a-lifetime experience,” Rogers says. “From the first welcome drink to the final farewell, we layered in meaningful local touches like regionally inspired gifts, Creole and Cajun culinary experiences and hands-on cultural activities.”

The standout memory for this trip was the private airboat tour through the Louisiana swamps, complete with gator sightings and bayou storytelling that had everyone raving.

“It wasn’t just a trip to New Orleans — it was a journey through it, where every detail was curated to reflect the city’s spirit and soul,” Rogers says.

As she explains, New Orleans radiates culture from every corner, and the biggest draws are definitely its vibrant energy, incredible cuisine and rich cultural texture, which turns even a simple coffee break into a cultural moment.

“It’s also a planner’s dream when it comes to logistics — the French Quarter is super walkable, peppered with unique venues and bursting with personality,” Rogers adds. “If you want an event that doesn’t feel like just another meeting, New Orleans delivers. It’s colorful, creative and guaranteed to leave an impression.”

Rogers’ advice for corporate event planners is to remember that the city has a rhythm all its own, and the more you embrace it, the better your event will be. New Orleans thrives on authenticity, so opt for venues that celebrate its flair and flavor.

“From historic courtyards to jazz clubs and rooftop terraces, New Orleans gives you a blank canvas to create those goosebump-worthy moments,” Rogers says. “Also, build in some free time. Let guests wander, explore and soak it all in on their terms — it’ll only enhance what you’ve planned.”

Lexy Marchbank, founder and lead strategist at event strategy and planning firm FieldSavvy, recently planned a company sales kickoff in New Orleans for approximately 200 attendees. She booked a centrally located Marriott property that could accommodate both the group’s meeting space needs and the attendees themselves, while still giving everyone walking access to the city’s charm.

“While many of our sessions and activities took place onsite, we made it a point to incorporate local culture wherever we could. [That included] a post-dinner reception with live Cajun music from a local performer and NOLA-inspired treats like beignets during our breaks,” Marchbank says. “The event also happened to align with the Super Bowl, so we secured a venue for the team to gather and watch the game together, which ended up being a major highlight.”

According to Marchbank, New Orleans was an easy choice for several reasons. The weather is mild and enjoyable in January — which is when the event was held — and that is a major plus when attendees are coming from different (often colder) parts of the country. It’s also centrally located within the U.S., making travel more convenient, while the city offers a built-in sense of energy and culture that really elevates any corporate event. It doesn’t take much to create a memorable experience in a place like New Orleans, as the setting does much of the heavy lifting.

“From the music and food to the architecture and atmosphere, there’s so much character to work with. Even small touches, like incorporating regional snacks or booking a local musician — this is one of my most memorable moments — can make a big impact,” Marchbank says. “At the same time, be realistic about your group’s needs. While boutique venues are tempting, we found that booking a hotel with full-service capabilities was the right call for our group size and schedule. New Orleans offers a great balance between business functionality and authentic, memorable experiences.”

What’s New in New Orleans

Without a doubt, New Orleans is built to host corporate groups of all sizes, thanks to its strong hospitality industry. From charmingly historic inns that offer a “Big Easy” vibe to state-of-the-art cosmopolitan hotels that can accommodate thousands of attendees, the city has it all.

According to Stephanie Turner, SVP, convention sales and strategies at New Orleans & Company, the town boasts over 26,000 hotel rooms within a 2.5-mile footprint in the heart of downtown. New Orleans is also ranked as the number-three convention destination in the country and one of the top five most walkable U.S. cities.

“This compact setting allows attendees to move easily between meeting venues, hotels, restaurants and cultural attractions so you spend less time getting there and more time being there,” Turner says.

In addition, New Orleans is in the midst of significant growth in hospitality infrastructure with $2 billion invested in projects that are either planned, underway or completed. According to Turner, highlights include:

New Orleans Ernest N. Morial Convention Center

The sixth-largest convention center in the U.S., this venue provides the largest contiguous-space exhibit hall in the country, with 1.1 million sf of prime exhibit space on one level, all under one roof. The LEED Gold certified facility is undergoing a $557 million renovation of its interior, exterior, building infrastructure and grand foyer entrances. Ongoing projects include the renovation and modernization of all 140 meeting rooms and public spaces.

Newly Built and Renovated Hotel and Facilities

Caesars Entertainment invested $435 million to rebrand Harrah’s Casino and build a new 340-room hotel tower, which opened last year. This renovation included redesigned interior and exterior spaces and new culinary offerings for event attendees.

In addition, Omni Hotel is planning to build a 1,000-room hotel with 100,000 sf of meeting space across the street from Hall C of the New Orleans Ernest N. Morial Convention Center and adjacent to the Mississippi River Heritage Park. This venue is expected to open in 2029.

Beyond that, Le Meridien New Orleans recently completed a renovation project, refreshing meeting spaces and adding another meeting room to give groups more flexible options for events. Located in the central business district of New Orleans, Le Meridien now offers more than 16,000 sf of meeting and events space. C&IT