2024 State of the Industry
EXCLUSIVE: Positive Predictions for 2025 (p. 48) Inside a Night of Circus Amusements (p. 42)
WINTER 2024
A LOOK DOWN THE AISLE P. 10 MIX, MINGLE, CHEERS! P. 20
THIS ISSUE WINTER 2024
VOLUME 42 NO. 4
COVER STORY
COVER STORY 28 2024 STATE OF THE INDUSTRY
Amidst challenges, creativity blossoms
FEATURES 48 POSITIVE
28
PREDICTIONS FOR 2025 A forecast for the new year
COLUMNS 03 Editor’s Page Small changes, big impact 50 The Last Word A word of grace DEPARTMENTS 04 Conference News CS+TSE agenda is now live! 06 Business of Events Four industry shifts to expect in 2025
08 Marketing & Media AI-driven marketing for event pros 10 On Trend A look down the aisle at this year’s hottest wedding trends 18 Tech Talk The 2024 tech glow-up (and what’s next) 20 Food for Fetes How to plan a flawless cocktail- style reception 42 Confetti Inside a 2024 Gala-nominated Night Circus
ON THE COVER: A winter wedding by Jaclyn Watson Events that featured evergreens by Apotheka Florals. Turn to page 10 to read all about this year’s top wedding trends. Photo courtesy J. Harper Photography
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EDITOR’S PAGE
Small Changes, Big Impact
Kathleen Stoehr Director of Community & Content Strategy
WEBSITES specialevents.com catersource.com informaconnect.com/catersource-thespecialevent/ CONTRIBUTORS Meghan Ely, Brian Green, Christie Osborne, Nora Sheils
Director of Community &
Content Strategy Kathleen Stoehr, kathleen.stoehr@informa.com Content Editor Amanda Nicklaus, amanda.nicklaus@informa.com Senior Content Producer Amber Kispert, amber.kispert@informa.com
Art Director Sarah Kolcheck, sarah@nxtgennetwork.com Sales Director Michael Lindahl, michael.lindahl@informa.com
Sales Account Executive Kevin Hacke, kevin.hacke@informa.com Managing Director Melissa Fromento, melissa.fromento@informa.com Ad Operations Specialist Lauren Loya, lauren.loya@informa.com
Special Events magazine is published quarterly by Informa Connect Foodservice Group, 650 Third Ave, 22nd Floor, New York, NY 10158. Subscriptions: Go to specialevents.com and sign up to receive Special Events’ quarterly issues and/or monthly e-newsletter products. Reproduction in whole or part without written permission prohibited. ©2024 Informa Connect Foodservice Group. All rights reserved.
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CONFERENCE NEWS
It’s time to start planning out your week for Catersource + The Special Event. The agenda for the 2025 show is now live! Check it out here and be sure to sign up for updates on this year’s show. Catersource + The Special Event, February 24–27, 2025 in Fort Lauderdale, FL will provide support and reimagined possibilities when you need it most. Always designed to inspire and deliver the necessary skills and tactics needed to succeed, Catersource + The Special Event 2025 will provide you with an unmatched opportunity to learn. And this year’s conference program is no different; it will feature strategies and original ideas transforming the catering and event industry. Don’t miss your opportunity to learn from the best and register today.
Conference news
The Agenda is Now Live for Catersource + The Special Event 2025!
Photo courtesy Visit Lauderdale
2024 Catersource + The Special Event keynote Laura Schwartz interviews event co-chair Jenice Stallings
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Introducing our 2025 Keynote Speakers!
Will Guidara Are you ready for some Unreasonable Hospitality? Have an amazing start to your Wednesday morning by joining author, producer, and restaurateur Will Guidara as he discusses how to care a little bit more and try a little bit harder with his lessons in service and leadership he learned over the course of his career in restaurants. No matter whether you are in events or catering, you will leave with nuggets of inspiration to bring back to your work. Guidara will be signing copies of his book after his keynote. Brett Culp Brett Culp is an acclaimed documentary filmmaker whose work inspires audiences to embrace change, empower others, and spark innovation. His short “StageStory” appearances have captivated the CS+TSE audiences in past years. This year, join him as he takes his storytelling even further with his first keynote address at the 2025 show!
(Above) Former White House Director of Events Laura Schwartz interviews Brett Culp, our Catersource + The Special Event 2025 closing keynote; (Left) Catersource + The Special Event 2024 in Austin, TX
Register now to join us February 24–27 in Fort Lauderdale!
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Looking Ahead: Four Industry Shifts to Expect in 2025 BUSINESS OF EVENTS
By Meghan Ely From technological advancements to evolving consumer behavior, event professionals have had to stay nimble to keep pace with an ever- changing industry. As we look toward 2025, several key trends are expected to shape the landscape further, influencing how brands operate and interact with consumers. The year ahead promises both opportunities and challenges, depending on how you approach the upcoming industry shifts. Whether it’s navigating brand loyalty or getting comfortable with artificial intelligence, staying ahead of the curve is essential for long-term success and sustainability. What’s in the forecast for 2025? Here are four ways the industry will transform next year and how event professionals can prepare for change. BRAND LOYALTY: HARDER TO MAINTAIN The modern event client has a healthy dose of conviction in their decisions, even if family members are chipping in financially. Thus, event pros must focus on earning trust directly from the hosts rather than appealing to parents, siblings, and other loved ones. But here’s the catch: Statistics show that brand loyalty decreases with each generation, so brand abandonment will challenge industry professionals as younger generations enter the market. For example, a photographer who has shot weddings for three Millennial sisters should not assume the fourth sister will book for her Gen Z wedding.
What does it take to satisfy a prospective client’s expectations? Fighting brand abandonment comes down to two things: an authentic brand presence and a seamless digital experience. Today’s consumers want to know your values align with their own, whether sustainability or inclusivity— and they expect your brand to live up to them. On the other hand, they desire a smooth online-to-offline transition without surprises. Is it easy to navigate your website? Are you gatekeeping information they need for an educated decision? Does your client experience measure up to the promises made on your Instagram feed? In their fast- paced lives, give them an easy user experience that flows effortlessly into an offline conversation that affirms their hunch that you’re the one. SOCIAL PROOF: MORE IMPORTANT THAN EVER If you’re picking a new restaurant for dinner, you probably start by checking out the online reviews to see what others have said about quality, cleanliness, and service. The same goes for any business, whether someone is looking for a tailor, mechanic, or event planner. That’s the power of social proof! People value what others say about a company more than the branded messaging on their website or social media profiles. Going into 2025, run an audit to understand what people say about your brand and consider how you can leverage social proof to highlight all
Event professionals must actively future-proof their businesses by leaning into innovation, refining client experiences, and aligning their brands with modern consumer values.
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SHORT-FORM VIDEO: AN UNPOLISHED APPROACH
Reels this, TikTok that—short-form video content has been on the rise for several years, and you can expect to see that trend continue into 2025. It’s not just that social media algorithms love bite-sized content (as do our brains!), but that these brief videos offer a way to engage with your audience more authentically. While a gorgeous portfolio can attract interested clients, you can’t win them over without showing off your personality. Here’s where things start to change. While a curated Instagram feed is still the norm, there is a shift away from picture-perfect videos. Think rough cuts and behind-the-scenes content: going forward, “less-than-perfect” videos are perfectly acceptable (even embraced) on Stories, Reels, and TikTok. There’s no need to put on a full face of makeup or spend an hour editing. Be yourself—it’s what people want to see! As 2025 approaches, adaptability is key to maintaining a competitive edge. However, it is not enough to merely react to change. Event professionals must actively future-proof their businesses by leaning into innovation, refining client experiences, and aligning their brands with modern consumer values. As accomplished businessman Max DePree once stated, “We cannot become what we want by remaining what we are.” In other words, by remaining agile in the face of change, event pros can position their businesses for success in 2025 and beyond. Get ready, stay ready! Meghan Ely is the owner of wedding PR and wedding marketing firm OFD Consulting . Ely is a sought-after speaker, adjunct professor in the field of public relations, and a self- professed royal wedding enthusiast.
the positive feedback. If you haven’t already, build testimonial requests into your offboarding workflow to fill up your profiles on Google, Facebook, The Knot, and WeddingWire with glowing reviews. You can also feature great testimonials on your website and social media. Another way to demonstrate social proof is through press and accolades. Event features are low-hanging fruit to start building your press portfolio, but do not overlook the power of podcast features, expert quotes in the media, and industry awards. Share these wins on a dedicated press page, an “as seen on” section of your website, your social media profiles, and even your email signature. This type of third- party validation goes far in earning a potential client’s trust! ARTIFICIAL INTELLIGENCE: A PARTNER, NOT A FOE It’s no secret that AI will continue to be a part of the industry conversation. Looking ahead, it is time to shift the mindset from fear that AI is eliminating
jobs to curiosity about how to harness it as a resource. AI will only become more woven into the fabric of the industry, so it’s better to lean into the opportunity than resist an inevitable change. As AI becomes a valued tool in both the home and workplace, more people will see it as a vital component of the event planning process. For industry professionals, this shift can lead to expectations of quicker turnaround times and a more personalized experience. If you can leverage AI to adjust your client experience, you will be ahead of the curve when market demands begin to evolve more rapidly in the coming years. Any mention of AI begs a disclaimer that, while helpful, this nascent technology comes with its limitations. Chatbots, image generators, and other machine-learning tools are valuable resources but should not be relied upon for accuracy or authenticity. Always fact-check AI-generated content, and do not forget to add your personal touch!
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AI-Driven Marketing for Event Pros: Simple Solutions that Drive Results MARKETING & MEDIA
By Christie Osborne
• Save time on routine tasks, allowing you to focus on building client relationships and crafting unique experiences. • Improve your business operations, from streamlining workflows to personalizing client proposals. • Amplify your expertise by providing data-driven insights to refine your offerings and target your ideal clients more effectively. Remember, AI isn’t here to replace your unique skills—it’s here to augment them, helping you deliver exceptional events more efficiently and creatively than ever before. The AI advantage: start small, think big Ready to dip your toes in the AI waters? Here’s how to begin without getting overwhelmed: Step 1: Identify your time drains. What tasks eat up your day? Client inquiries? Social media posts? Start there. Step 2: Explore user-friendly AI tools. Look for platforms designed for non-tech users. Many offer free trials— perfect for testing the waters. Step 3: Start with one task. Maybe it’s using an AI writing assistant for your blog posts or an automated scheduling tool for client meetings. Step 4: Set aside exploration time. Carve out a few hours each week to experiment with different AI platforms and prompts. This dedicated “play time”
Picture this: You’re in the midst of planning a lavish wedding when your phone buzzes. It’s another inquiry about your services that needs an immediate response. As you juggle centerpiece decisions and vendor negotiations, you can’t help but wonder—isn’t there a smarter way to handle marketing and client communication? Enter AI-driven business practices: your secret weapon for growing your event business without stretching yourself thin. Demystifying AI for the event industry “AI? That’s not for me,” you might think. “I’m in the business of creating experiences, not creating impersonal marketing bots.” Here’s the thing: AI isn’t about making you or your brand robotic. It’s about amplifying what you already do best—creating unforgettable events and delighting clients. Think of AI as your behind-the- scenes assistant, handling repetitive tasks while you focus on the creative aspects that truly require your expertise. Why AI matters for your event business In an industry where creativity and personal connections are paramount, AI can be your secret weapon. When used strategically, it can:
AI isn’t about making you or your brand robotic. It’s about amplifying what you already do best—creating unforgettable events and delighting clients.
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allows you to discover what works best for your business without the pressure of immediate results. Step 5: Create a tool and prompt library. Establish a system to track which AI tools and prompts work well for your specific needs. This could be a simple spreadsheet or a notes app where you record successful strategies, making it easier to replicate and build upon your wins. Step 6: Measure and adjust. Keep an eye on your results. Are you saving time? Reaching more clients? Use these insights to guide your next steps. Overcoming AI hurdles: easier than you think Concerned about implementing AI? Let’s address those worries: “I’m not tech-savvy enough.” Solution: Many AI tools are designed with simplicity in mind. If you can use a smartphone, you can use these tools. “I’ve tried it and the results were terrible.” Reality check: AI tools are improving rapidly. If you have had a bad experience, try newer tools or different approaches, like establishing a prompt library of tried-and-true prompts. Remember, AI is a tool—your expertise guides its output. “I’m worried about losing the personal touch.” Pro tip: AI isn’t meant to replace your personal touch—it’s designed to enhance it. Use AI for behind-the-scenes tasks, freeing up your time to focus on client relationships and creative aspects that truly require your personal expertise. AI in action: event industry examples • Writing marketing copy: AI can help craft compelling content for your website, emails, and social media. While you’ll need to experiment with prompts, many AI experts share their most effective ones. Start with
these and tailor them to your unique voice and brand. • Crafting diplomatic responses: When faced with negative reviews or challenging client communications, AI can help you respond thoughtfully and professionally. It can suggest language that addresses concerns while preserving relationships, giving you a solid starting point for your replies. • Optimizing operations: AI can streamline your business processes by analyzing your workflow and suggesting efficiencies. It can help create Standard Operating Procedures (SOPs), identify tasks ripe for automation, and even assist in optimizing staff schedules and logistics. • Generating design ideas: While early attempts at AI-generated designs may have been hit-or- miss, the technology has improved significantly. Use AI to brainstorm innovative concepts, color schemes, or layout ideas. Remember, these are starting points—your expertise will refine and personalize these ideas to match your client’s vision. • Personalizing client proposals: AI can analyze past successful events and client preferences to help you create tailored event proposals. By inputting key details about a potential client, AI can suggest personalized elements that align with their tastes, increasing your chances of winning their business. Remember, in all these applications, AI is a tool to enhance your creativity and efficiency, not replace your unique skills and industry knowledge. The key is to view AI as a collaborative partner in your event planning process. The future is AI-enhanced (not AI-replaced) Remember, AI is here to enhance your skills, not replace your expertise. Your creativity, personal touch, and event know-how? That’s what truly sets you apart. AI is just a tool to help you shine even brighter.
Your next steps 1. Choose one area of your business to experiment with AI. 2. Research and try out a user-friendly AI tool in that area. 3. Give it a month, then assess the impact on your time and efficiency. 4. Share your experiences with fellow event pros—we’re all learning together. Ready to take your first step into the world of AI-driven marketing? The future of event planning is innovative, efficient, and still deeply personal—with a little help from our AI friends. Christie Osborne is the owner of Mountainside Media, a company that helps event industry professionals and brands develop scalable marketing strategies that bring in more inquiries and leads. Christie is a national educator with recent speaking engagements at NACE Experience, WIPA, ABC Conference, and Catersource + The Special Event. Christie regularly shares industry insight in her Special Events column, as well as on Wed Altered, Rising Tide Society, WeddingIQ, and NACE’s industry blog. Christie Osborne at Catersource + The Special Event See Christie Osborne speak more on AI at Catersource + The Special Event in Fort Lauderdale, FL this February! • AI-Driven Marketing for Small Businesses: Harnessing Innovation on a Budget • Marketing Masters 2025: Effective Marketing Strategies for Wedding & Event Professionals • Social Media Ads Playbook in the Age of AI
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ON TREND
This year’s hottest wedding trends
By Amanda Nicklaus
W hether scrolling TikTok, chatting with clients, or attending weddings yourself, you’ve likely been noticing some interesting trends taking place at the altar. 2024 has been quite a year for couples getting creative, whether they’re going big and bold or keeping festivities to a minimum. As this year comes to a close, let’s look back on wedding trends that have gained traction, and look forward to what is on the horizon for 2025.
Let’s talk numbers According to The Knot’s 2024 Global Wedding Report, the global average marrying age ranges between 33–35 years old. Winter continues to be the most popular engagement season, and technology is playing an increasingly important role in weddings. In our Special Events annual State of the Industry survey, 56% of respondents said that the average wedding budget of their clients has been in the $25-50K range. Turn to page 28 for a more in-depth review of the state of weddings.
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Untraditional seating was spotted throughout the year, like this circular ceremony by Penny Haas. Photo courtesy John Meyers Photography
Ceremony magic Whether micro weddings or lavish destination weddings, ceremonies are increasingly being sandwiched between (at least) two extra days of activities. The day before is no longer limited to the rehearsal dinner; guests are invited for a casual pre-ceremony event to break the ice and amp up excitement. In some cases, the hype takes different forms; Sebastien Centner (Eatertainment Events & Catering) told Special Events , “pre-ceremony activities, such as welcome kits for out-of-town guests, are becoming more common.” The day after is popular for brunches and official goodbyes. Yet even on the wedding day, formal dinners are sometimes replaced by cocktail receptions, and vibrant after parties keep everyone partying until the wee hours of the morning. That being said, not everyone wants to party hard—some couples are calling it an early night, or even holding ceremonies in the morning. Timelines are at the whim of the couple. “The trend toward intimate, luxurious celebrations will continue, with many couples opting for smaller weddings followed by big parties months later,” says Jaclyn Watson (Jaclyn Watson Events). Centner adds, “We also expect to see themed wedding weekends grow in popularity, turning weddings into immersive festival-like experiences.” On top of these flourishes, there are other changes afoot: some couples are opting for private vow readings, and many are choosing a pre-ceremony look, doing away with the superstition of old traditions. Increasingly, officiants are someone that know the couple well. “One of the more memorable things I have seen at weddings this year is family members or close family friends marrying
For the guests As traditions change and leave, couples are refocusing their priorities. “It seems like couples want less focus/attention on them and are focused more on the guest experience,” says Kevin Dennis (Fantasy Sound Event Services). “They're wanting to get to the party portion of the evening as early as possible!” Julian Ribinik of Julian Ribinik Studios echoes this sentiment. “I think we will see more focus on the guests, less time spent on ‘wedding traditions’ but more investment in cultural traditions, more simplification and longer receptions to allow for more time to party and connect.” One thing that has stayed in the back of some couples’ minds is keeping the wedding free from heated political division. Some couples carefully curate seating charts to avoid any divisive conversation, while others have opted for a “no politics” sign to avoid the discussions altogether, keeping the night light-hearted and focused on celebration.
the couple,” says Kelsey Strickland (Twickenham House and Hall). “The intentionality of this choice reflects the couple's values, and it is so refreshing to hear a first-hand account of their love for one another.” Mixed heritage weddings are also continuing to stick. Melani Lust (Melani Lust Photography) notes, “I am excited to see more interfaith marriages. I recently photographed a Catholic church ceremony where the bride was Catholic and the groom was Jewish. The priest incorporated some Jewish traditions into the Catholic ceremony, including the breaking of the glass. A small note describing this Jewish ceremony custom was placed next to the bibles in the pews.” Lastly, we’re seeing the continuation of scaled-back weddings. “Intimate micro-weddings were a major theme in 2024, with couples opting for weddings that focused more on the experience than the guest count, creating highly personalized events with fewer people,” notes Craig Peterman of Craig Peterman Photography & Videography.
(Opposite Page) Extravagent floral arches have been quite in vogue in 2024. Photo courtesy Tracy Autem Photgraphy
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ON TREND
“With the economic landscape changing, many are prioritizing experiences over material things, focusing on creating memorable moments with loved ones.” —Jaclyn Watson
Decorative touches Whether simple or extravagant, sophisticated is in. “This year has been all about refined elegance,” says Watson, “with simplicity leading the way—clean lines, natural palettes, and flowers that seamlessly complement the wedding’s surroundings.” This look is often deemed the “Nancy Myers aesthetic”: inspired by the interior designs of Nancy Myers’ movie sets ( Something’s Gotta Give, The Holiday, It’s Complicated ), this vibe is charming, cozy, and elegant, with neutral tones and coastal flair, and we expect to see more of it in 2025. Bold colors provide an interesting touch, draping is in, and bows are everywhere—on candlesticks, linens, walls, even the wedding party themselves (more on that in a bit). We’re also seeing fruit and vegetables stealing the spotlight as part of the décor; think pearl-encrusted pears set upon each plate, or a centerpiece spilling with artichokes, lemons, even carrots. When it comes to tents and other outdoor “rooms,” extravagant glass structures have taken the spotlight. “There has been a trend in tented weddings toward those having clear tops with black trim,” says Lust. “This is starting to become the norm, and I'm seeing more black trim on tents, and I rarely see sailcloth tents now. I think this trend will continue to build in 2025.” Looking forward, Lust says, “We will also see the continuation of the circular wedding arch, which is shaped in a pure circle, with every point on
its circumference equidistant from the center.” Florals have made a splash, too. “Florals took center stage, with extravagant installations, floral arches, and even floating flower arrangements making bold statements,” says Centner. Joan Wyndrum (Blooms by the Box) foresees a mix of tradition and trend for the foreseeable future. “It's safe to say that traditional floral trends will continue for many years to come. Rising costs of living may also lead couples to choose smaller, more budget- friendly floral arrangements with loose, organic shapes, incorporating a mix of different flowers, textures, and shapes,” she observes. “There are no rigid structures—just letting the flowers' natural curves and personality shine through! Look out for flowers being used in surprising ways, such as in infused floral cocktails, ice displays, and whimsical florals in hairpieces.” Strickland sees other floral options on the rise, too. “I hope that fun floral arrangements will remain for 2024, but it seems people are opting for fake flowers and candle-heavy receptions.” Wedding wardrobes This year, overarching trends in matrimonial garb hovered around bold yet simple touches. “The bridal space is getting creative, with plenty of bold designs that push the envelope,” Vogue noted of the looks from the 2024 New York Bridal Fashion Week. 2024 has been the year of floral touches, elegant bows, long and intricate veils (a holdover from Kourtney Kardashian’s iconic Dolce & Gabbana wedding veil in 2022,
Guest engagement was revamped in 2024, like with this audio guestbook. Photo courtesy Amy Kolo Photography
Wedding desserts saw all kinds of creativity in 2024. Photo courtesy Tracy Autem Photography
perhaps?), even bold pops of color (and in many cases, entirely black dresses). Wedding gowns feature unique structural elements, like dramatic skirts and Basque waists, or gowns are being swapped for pants. Suits are a chance to make a bold statement. Multiple outfit changes are also becoming a staple. And as for hair, it seems simple, flowing curls and elegant ponytails tied with a bow are becoming the preferred style. Wedding fashion is on the path of intentional, expressive looks for all
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wedding party members. In fact, according to Zola’s 2024 Wedding Trends report, 5.99% of those surveyed said that wearing non-traditional or unexpected attire was a way to make the wedding feel more personal to who the couple is. Dinner & drinks We can’t talk about wedding trends without touching on changing catering preferences. The Zola report noted that 42.6% of survey respondents were most willing to splurge on an open bar, while 28.54% splurged on catering. In fact, the report found that couples used catering as a way to personalize the event, looking for a caterer who is willing to accommodate dietary preferences and needs. Likewise, The Knot reported that “a significant portion of the cost per person is allocated to expenses like catering and beverages.” Beverages are always an important part of the wedding reception, and in recent years, zero-proof cocktails are making their way onto menus in an attempt to provide something for everybody. Alcohol pairings for each course of the dinner are also gaining popularity as the dining experience becomes an elevated moment. As far as the revered wedding cake goes, vintage styles may stick around for a moment but not for long. Ribinik shares, “The traditional, old-school ‘80s cakes are making their way back in. Most memorable, we had a bride from Texas who had a St. Regis wedding in New York ... who ordered a huge, very traditionally shaped cake from Ladurée.” “In 2025, it seems like large-tiered cakes will be back in style,” says Strickland. “These will also take the place of passed desserts because cakes of this size will feed the entire guest count, if not more.” We’re seeing a lot more personalization, too—custom flavors, cake toppers, even cultural elements all play a part in making cakes that represent the couple as individuals. Be on the lookout, too, for dome-shaped cakes, textured icing, and metallic elements. Plus: a plethora of extra, surprising desserts to win over the guests with a sweet tooth.
(Above) Bold pops of color are in! Photo courtesy Rosy and Shaun Photography; (Left) 2025 will see more creative food stations. Shown here: Miniature Chicken Tacos and Tequila Cart by Occasions Caterers. Photo courtesy Elisabetta Marzetti
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ON TREND
of silent discos, and Penny Haas (Penny Haas, LLC) recalls, “I liked interactive wedding vendors this year. Vendors like live painters were great. It was another conversation starter, a wow factor (which I love!), and the first piece of art for the couple.” Music playlists are hyper- personalized, and 3D immersive music soundscapes give guests a chance to sink into the moment. Of course, the aforementioned after-parties are the top way couples are hyping up guests, creating a more relaxed scene for the night owls (often the couple’s inner circle) to let loose and celebrate. In the case of luxury spectacles, The New York Times reported on a couple that turned their wedding into a private music festival, hiring A-list artists including the Isley Brothers, Davido, Quavo, and Moneybagg Yo. For some couples, nothing is too much when it comes to creating a unique and memorable wedding. Visionary venues Traditional ballrooms are still popular, but unique wedding venues are gaining traction. Watson predicts we’ll “see a rise in destination weddings in unexpected locations.” As couples look to make a statement and create a personalized experience, the venue itself offers a way to impress guests by offering a one-of-a-kind setting for the celebration. Regardless of how unique or traditional, according to the Zola report, the top three priorities that couples look for in a venue are the ambiance/vibe of the location (57.34%), being in line with their budget (55.81%), and having an outdoor space (31.83%). On top of that, many couples are choosing wedding dates based on the availability of their preferred venue or vendors (33.72%). The Special Events State of the Industry survey found that hotels, private homes/estates, restaurants, open areas like fields and parks,
Black-trimmed clear tents are having a moment. Photo courtesy Melani Lust Photography
activities like “blending your own wine, making pastries that double as favors, catching and grilling your fish filet for dinner, or learning about local foods through tastings.” As we’ve seen in events the past couple years, dining is an experience, a chance to bring guests into the moment and leave lasting memories. Let us entertain you More and more weddings are relying on over-the-top entertainment to impress guests. Watson has observed the return
Centner says, “We see minimalist cake designs or deconstructed ‘cake tables’ gaining popularity, offering individual treats instead of a traditional multi-tiered cake.” When it comes to food, a few noticeable trends have been established this past year: late night snacks, farm- to-table dinners, plant-based menus, street food, sushi bars, and post- wedding brunches. “I predict we’ll see even more interactive elements, like live food stations and entertainment, keeping guests engaged throughout the event,” says Watson. In fact, according to Brides , we can expect to see more
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and museums/art galleries/cultural centers are the top five most popular venue types. Picture-perfect According to the Zola survey, 54.76% of respondents prioritized photography as the element of the wedding they were most willing to splurge on, making it the top spend above having an open bar and the venue itself. Wedding photos are no longer a stiff, posed affair. Couples want their special day captured creatively—on the rise is candid, documentary-style film photography. “Photographers are getting inspired by magazine-styled shoots, fashion, cinema, bringing abstract vibes and bold colors into their work,” says an article from BrideLifeStyle Wedding & Lifestyle Media. “Couples are looking for photographers who can add that avant-garde flair, making their wedding portraits pop in a way that’s totally refreshing.” Some couples are even hiring wedding content creators to take charge of documenting the day for socials. “As social media continues to rise, people will hire creators to make content for them. These would be reels, posts, TikToks, and more,” says Strickland. “I experienced my first time with a content creator this September, and it was so fun. I am really excited to get her media back because, as a wedding professional, it is one less thing on my plate to create.” In the social media influencer era, couples want the photography to tell the story of their love and to be shared with everyone they know. Hi-tech nuptials Technology is playing an increasingly important role in weddings—not just the ceremony, but in every aspect before, during, and after. “In recent years, there has been a noticeable increase in the reliance on online resources and advancements
in technology to support wedding planning around the world,” noted the report from The Knot . “Many couples utilize technology from start to finish— whether that means watching videos or turning to social media for wedding inspiration, connecting with vendors via video conferencing or using AI to help plan.” Tech doesn’t just help couples; event pros are amping up the incorporation of recent technology in both the business and events side of things. “AI will play a larger role in design and other elements, sparking even more creativity,” notes Watson. Centner agrees. “AI-powered photo booths will become more popular, offering personalized images on the spot.” Every part of the wedding day will continue to see technology take hold in new ways. “Elopement celebrations with virtual guest streams will likely rise, allowing couples to combine adventure with technology.” Another use? “Stationery is also shifting toward digital RSVPs and augmented- reality invitations.” Technology can offer an elevated guest experience. “Tech-driven entertainment such as drone shows, interactive art installations, and virtual reality booths give you memories for a lifetime!” says an article from wedding destination company Destify. In the past few years, various forms of fun and flashy technology have been
integrated throughout the wedding experience in the form of audio guest books and even holograms—and this will only keep getting more creative as event pros learn how to use the latest tech. Anything to stay on the cutting edge! Circle of life & love Sustainability is no longer a trend; it’s a shift that has found roots in the past few years, producing real changes. “These smaller weddings allow couples to focus on the details, creating thoughtful moments that leave lasting impressions. Eco-conscious weddings have also made a strong impact, with couples opting for sustainable florals, reusable décor, and zero-waste catering,” says Centner. “Sustainable wedding gowns and rentals will become the norm, reflecting a broader shift toward eco-conscious living.” Couples increasingly want to work with vendors who are mindful of their footprint and actively create sustainable experiences.
This setup at a wedding venue crawl featured video mapping projected onto the walls and floors for added flair. Event by VT Group. Photo courtesy Ambient Sky
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ON TREND
Traditions leaving the group chat Now more than ever, couples are personalizing their wedding to fit who they are, and that often means leaving behind longstanding traditions. Parent dances, parents walking their progeny down the aisle, garter and bouquet tosses, and long speeches are among some of the most ditched traditions as of late. Ceremonious cake cuttings are out, too. “The traditional cake-cutting moment has taken a back seat as couples embrace creative alternatives to put their own spin on wedding cakes. We see silent cake cuttings or skipping cake altogether, with inspired dessert stations serving late-night food, such as waffle sundaes, pastries, espresso martinis, and espresso cappuccino bars,” says Wyndam. “2024 is going to continue to see couples planning weddings that fit their vision for their celebration, forgoing traditions, norms, and expectations that don't align with their priorities,” Mara Mazdzer (WIPA, Fuse Weddings) predicted for Special Events in 2023. This prediction was accurate, and 2024 saw immense creativity as couples cultivated their own traditions that felt authentic to them. Peterson notes: “I have personally seen a decline in traditional, formal wedding structures like assigned seating and formal sit-down dinners. A more casual, free-flowing event that will allow for mingling and more relaxed vibes throughout the day.” Couples are opting for warm and inviting celebrations that keep guests engaged, rather than lose guests over stale rituals of the past. As couples recraft their traditions and rituals, personalization and authenticity reign supreme.
Wedding dresses are becoming more expressive, with fun and flashy elements like this fringed dress. Event by Jaclyn Watson Events. Photo courtesy Caroline Moretz Photography
2024 in context Couples are on a mission to make a memorable experience that expresses their personalities and tells their story. “Social media has turned life into a game of showing off and keeping up/beating their friend's weddings. Everyone is committed to having the best wedding and they want their guests to show off on socials on their behalf,” says Dennis. In a post-pandemic world, couples are choosing the elements that matter to them, while working what they have— no matter the size of their budget. “Current wedding trends reflect broader social, cultural, and economic shifts. Couples are focusing on creating experiences that feel authentic to their personal stories, moving away from rigid traditions,” notes Centner. “Culturally, sustainability and inclusivity are at the forefront, with couples making conscious choices about décor, catering, and guest experiences.”
Watson agrees. “Right now, personalization and sustainability are trending because couples want their day to feel unique and reflect their values,” she says. “With the economic landscape changing, many are prioritizing experiences over material things, focusing on creating memorable moments with loved ones.” As we enter 2025, prepare for celebrations to let the couple shine and connect with their guests for as long as they can. And as couples practice their authenticity and individuality, practice yours, too: incorporate trends that resonate with you and leave the ones that don’t. As couples leave room for more organic experiences, event pros can offer truly creative and meaningful services that set them apart and showcase their brand. At the end of the day, love, connection, and enjoyable memories are what make a lasting impression—on the couple, on their guests, and certainly on your event business.
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The premier awards
recognizing the finest work in catering & special events worldwide
The ACE and Gala Awards will be presented during
Catersource + The Special Event, February 24-27 in Fort Lauderdale.
Find all the details at ace-gala.awardsplatform.com
Tech to the Rescue: The 2024 Glow-Up & What’s Next for 2025 TECH TALK
Cons: • Lacks human touch: Despite the personalization options, clients can feel like they’re talking to a robot. • Learning curve: It’s not a quick fix. AI tools require a bit of learning before they can be fully integrated into your workflow. Looking ahead to 2025, expect AI to continue to evolve, making it easier than ever to manage client relationships—but be sure to keep one hand in your business and add your personal touch to all AI content to keep that valuable authenticity. MARKETING TOOLS: STREAMLINING YOUR OUTREACH Marketing will always be a crucial part of any business, and as technology has evolved, so have the tools we use to reach new prospective clients. This year, marketing platforms that help you manage email campaigns, track customer journeys, and automate follow-ups have become must-haves. These tools allow event pros to stay in front of potential clients without spending hours designing. Pros: • Automation: Set it and forget it! Marketing tools can automate all outbound communication, saving you lots of time while also ensuring consistent communication. • Data-driven insights: Marketing tools often come with amazing analytics that give you a clearer understanding of what’s working and what’s not so you can adjust your strategy throughout the year.
By Nora Sheils As we say goodbye to 2024 and look ahead to 2025, it’s time to reflect on how far the wedding and event planning world has come—and, let’s be honest, how much we’ve all come to rely on tech to keep us sane! Whether you’re juggling catering menus, floral arrangements, or seating charts that change more often than the weather, this past year has been a whirlwind, we’ve all had our moments where we’ve thought, If I have to send one more email! But technology has stepped up its game in a big way. Let’s look at the tech tools transforming our workdays from chaos to calm and see what trends are gearing up to make a splash for us all in 2025. THE RISE OF AI: A POWERFUL NEW ASSISTANT AI has made its mark in every industry, and the event world is no exception (turn to page 08 for more on AI). One of the biggest benefits is its ability to automate time-consuming tasks, like scheduling meetings and setting reminders. AI tools can save you countless hours while ensuring your communication is consistent and on-point. Pros: • Time-saver: AI can quickly handle repetitive tasks, freeing you up to focus on more creative work—like crafting email responses or giving ideas for a blog or social content, etc. • Personalization at scale: Many AI tools allow for tailored responses based on client preferences, making interactions feel personal, even when automated.
One thing is clear: technology isn’t just a tool— it’s become a vital part of how we run our businesses.
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Cons: • Over-reliance on automation: It’s easy to set it up and forget to check in, leading to missed opportunities for more personalized engagement. • Subscription costs: Many of the best marketing tools come with a big price tag, so balancing functionality and cost is key to not draining the bank on the wrong tools. As we roll into 2025, expect even more integration between marketing tools and social media platforms, making it easier to manage your outreach across multiple channels. SOCIAL MEDIA TOOLS: KEEPING YOU CONSISTENT If there’s one thing we’ve learned in 2024, it’s that social media consistency can make or break your brand’s online presence. Social media scheduling platforms have been a lifesaver for event pros looking to keep their feeds fresh and engaging without constantly being tied to their phones. These tools help you plan out your content in advance, schedule posts, and track engagement, all from one dashboard. Pros: • Time management: Scheduling tools allow you to batch your social media posts ahead of time, ensuring you stay top of mind across your social channels. • Analytics: Most platforms offer insights into which posts are resonating with your audience, helping you fine-tune your strategy and hashtags to reach the right audience Cons: • Lack of spontaneity: When everything is pre-scheduled, you miss out on those real-time, in-the- moment opportunities to engage with your audience. • Content fatigue: Keeping up with social media trends is exhausting,
Looking forward, social media platforms will likely continue to evolve (oh, that algorithm!), so it’s essential to keep your eye on the latest trends and features and be sure to follow accurate business advice. TECH STACK PLATFORMS: SIMPLIFYING YOUR WORKFLOW One of the biggest challenges for event professionals is juggling multiple platforms for different aspects of their business—booking, client management, social media, floorplans—and so on. In 2024, there’s been a growing demand for platforms that integrate more tasks into one seamless experience, making it easier to keep everything organized. Pros: • All-in-one functionality: Having everything in one place can reduce the overwhelm of managing multiple apps and tools. • Improved organization: With your streamlined workflow, you can track where clients are in the process and ensure nothing slips through the cracks. Cons: • Learning curve: Not everything is meant to work together. Many all- in-one platforms are complicated and hard to grasp, and they are just an okay solution. There is no unicorn platform out there; it’s all about perfecting your tech stack. • Price point: The more features a platform offers, the more expensive it tends to be. It’s important to weigh the cost against how much time it will save you in the long run and what features you are actually using versus paying for. In 2025, expect tech platforms to become even more integrated, with added features and more intuitive interfaces, making them even more indispensable for small business owners. As your business grows and changes, so will your needs. Be sure
to check out every platform often; you never know when one might all of a sudden work better for your business than another. LOOKING AHEAD: 2025, HERE WE COME! Besides the usual wedding and event trends (yes, even pampas grass is still hanging on), we’re predicting even more tools for 2025 aimed at making your business run smoother than ever. One thing is clear: technology isn’t just a tool—it’s become a vital part of how we run our businesses. Whether it’s AI helping you communicate more efficiently, marketing tools driving your outreach, or social media platforms keeping you consistent, embracing the right tech solutions can help you grow and thrive. Keep an eye on emerging trends and remember that while technology can be your best friend, it’s all about finding the right balance between automation and the personal touch that makes the event industry so unique. Here’s to a future filled with innovation, creativity, and success! Nora Sheils is the founder of award- winning planning firm Bridal Bliss and co-founder of Rock Paper Coin , a client management platform that offers a streamlined approach to contract, invoicing, and payment processing for the wedding and event industry. Nora is a well-known and sought-after speaker on national stages. Recognized as one of the Top 500 Event Professionals by BizBash, Nora has also been heralded as one of the 100 Most Influential People in the Event Industry by Eventex.
and relying solely on scheduled posts makes your content feel repetitive and robotic.
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FOOD FOR FÊTES
Mix, Mingle, Cheers!
How to plan a flawless cocktail-style reception By Amanda Nicklaus
LUX Catering & Events partnered with Visit Salt Lake for an event, using the mayor's signature Old Fashioned recipe for a unique and memorable touch. Photo courtesy Billow & Mull
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You don’t need to close your eyes to picture it: the hum of conversation, the clinking of glasses, soft music in the background punctuated by laughter here and there. Cocktail receptions are a timeless style of events, great for gathering people together to enjoy beverages and each other's company. At social events, they allow people to connect with ease while chattering and drinking, often in between activities. The past few years have seen the rise of cocktail-style receptions replacing seated dinners at weddings (for more on wedding trends, turn to page 10). In the corporate world, there are plenty of reasons to host a cocktail reception. “A company plans a cocktail party for two primary reasons: budget and variety,” says Fausto Pifferrer (Blue Elephant Events and Catering, Saco, ME). Chris Sanchez, Managing Partner of LUX Catering & Events (Salt Lake City), adds, “Cocktail receptions give clients the chance to create a dynamic, engaging atmosphere where networking is effortless, and connections are made in a more experience-driven setting. Guests get to relax and immerse themselves in the brand in a way that’s natural and memorable.” It’s an easy way for a company to reinforce their brand, reconnect their team, and boost employee morale. But there are benefits for event pros, too. “For us, it’s an opportunity to flex our creative muscles—from designing stunning hors d’oeuvres to crafting signature cocktails that complement the event’s aesthetic,” says Sanchez. “The logistics may be complex, but the payoff is worth it when you see guests delighted and the brand elevated to new heights.” You’ve likely hosted a cocktail reception or two in the course of your career. Sometimes, as we learn and grow, it can be helpful to go back to the basics once we’ve mastered finer detail work. Here’s a crash course on how to plan a successful cocktail reception. Set the scene The venue is one of the most important factors in creating a great cocktail reception. Jim & Tonic, a distillery based in London, recommends choosing a venue “appropriate for your [client’s] company's brand and image. It should be large enough to accommodate your guests and have a good layout for mingling. It should also be convenient for your guests to get to and have good amenities.” Sanchez notes a few things to look for in a venue. “The venue needs to reflect the client’s vision for the guest experience while offering practical solutions for everything from acoustics to lighting. The architecture and natural elements should enhance the event’s vibe without needing
over-the-top decor. I love venues that offer seamless transitions—indoor to outdoor spaces or multi-level designs—to keep things interesting and encourage guests to explore.” Loni Peterson, MLS, of LP Creative Events (Denver, CO), says, “Make sure your venue capacity and space are appropriate for your guest count. You want there to be plenty of room for people to mix and mingle, space for either a food station(s) or servers passing apps, some cocktail tables, and some soft seating for guests if they want to take a load off.” There are other things to look for, too. Lisa Costantini, Director of Events & Catering at Eatertainment Events & Catering (Toronto), adds, “Accessibility is also key; the venue should be located near public transit with ample parking. A unique setting with a distinctive aesthetic adds to the ambiance, creating a backdrop that aligns with the event’s theme or branding. Additionally, the venue should be equipped to support AV equipment for speeches or entertainment, as most corporate events include presentations or toasts.” Remember, event attendees are increasingly looking for unique experiences. Choosing a venue that’s both interesting and functional guarantees a great start to the event. Hit the right notes Entertainment is a key factor in a good cocktail reception. Guests don’t want to have to talk to each other the entire time—and besides, it’s 2024; events big and small need to have an immersive, experiential element. “For a high-energy event, go with live bands or DJs; for something more refined, acoustic music or jazz quartets are perfect,” recommends Sanchez. “Adding interactive elements—think mixology stations, stilt walkers, or a photobooth with a branded backdrop—adds personality and gets guests engaged. It’s all about the vibe you want to create.” Also, think about adding high-engagement elements into the mix. “Activities like trivia games or themed photo booths can engage attendees and encourage participation,” says Costantini. In fact, creative entertainment can be a way to set your cocktail receptions apart. “Thinking about entertainment or activations during cocktail hour is always fun! Is there a photo booth, a beer burro walking around serving drinks, watercolor artists, or custom poems?” Peterson muses. “Having simple things for your guests to engage with helps people get to know each other and makes it less awkward for those who struggle in networking situations.” Make sure you have the right vendors working alongside you. “Depending on the event’s scale, you might need AV, lighting, or décor specialists,” says Sanchez. “If entertainment is central, a DJ, live band, or event interactive element provider can elevate the event. Local artisans are great for unique touches that give the event a sense of place and originality.”
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