“We have this crazy, upside-down world, and it’s such a heavy world, and people really want to escape from that world and enter into a dream.” –Susie Perelman
Wowing the crowd We’ve seen the signs over the past few years—attendees want unique, experiential, luxurious events that swoop them out of their daily life and land them in another world for a while. This year solidified the rising trends of personalization, spectacle, and luxury. “Incorporating personalized elements into events not only surprises and delights attendees—it can also significantly deepen their engagement,” says an article from BizBash. These days, attendees want to be fully engaged in the event at hand, and personalization is the key to increased engagement. Nilsson sees personalization continuing to grow in 2025. “In-person events will become more personalized, and we will see an increased focus on the event experience, like personalized networking and more data-driven event planning. Personalization will become critical not just in the promotion of the event itself but also in the programming. We are expecting to see AI giving personalized recommendations about which keynotes and breakout sessions are most relevant to you as an attendee.” At Catersource + The Special Event this past February, attendees experienced plenty of personalized moments, including custom sugar cubes, caricature sketches, and tarot readings. In the session David Merrell & Susie Perelman Present: Current Trends in the Event Industry , Susie Perelman (Mosaic) discussed why attendees are seeking bigger and better everything. “We have this crazy, upside-down world, and it’s such a heavy world, and people really want to escape from that world and enter into a dream. More is more, big, big, bigger, and get away from the heaviness that we’re all experiencing.” We’ve seen the rise of thorough tech and big data lead to an intricate understanding of event attendees, giving planners the advantage when it comes to catering every aspect of an event to the preferences of those in attendance. By offering options of all kinds, planners raise the chances of attendees being satisfied on a personal level. This need to have a unique experience has played out in theatrics, as well—the more spectacle an event holds, the
more likely it will leave a lasting impression—and create returning clients. Merrell weighed in during the CS+TSE session as well. “You need massive LED screens and pyrotechnics and lasers and everything to really satisfy the audience,” he noted. “It’s been something that we’ve seen building and building, and fortunately there’s a lot of tools in our industry to create spectacle.” Additionally, as technology improves, the cost of many of these tools has become more affordable. Creative table shapes, hyper-specific themes, unique entertainment—there are endless ways to create customized, spectacular events. Gamification is also playing an increasing role in attendee engagement. Brian Kellerman, CEO & Partner at GoGather, told Special Events , “The biggest way we've been incorporating this trend into our clients' events is by developing overarching gamification that goes beyond just apps. There are competitions prior to the event to get attendees excited, then there are games woven throughout the event with leaderboards tracking scores to keep them engaged—which leads to the gamification culminating into one large competition and awards ceremony. This can even continue on past the event.” It’s not just having unique, over-the-top, gamified experiences, though; it’s about accessing something exclusive, being part of events that not everyone can be part of. Luxury isn’t simply about designer clothing and cars anymore (though that is certainly part of it); it’s about cultivating upscale experiences that attendees can’t find anywhere else— and plenty of people are willing to pay the price. This can play out in obscure venues, micro events within larger events, pyrotechnics and drone shows, elevated dress codes, designer favors, and exclusive VIP options. “Quiet luxury” has been on trend the past couple years—according to Constellation Culinary Group’s Culinary Director Meg Grasso, it is “driven by a demand for refined, upscale [moments] that emphasize quality over extravagance. This trend features elevated, interactive event elements such as caviar carts, roaming oyster shuckers, and table-side carved tomahawk steaks, providing guests with a sense of exclusivity and engagement.”
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SPECIAL EVENTS WINTER 2024
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