Event Theme Selection

A party is not networking. It’s not an opinion. It’s facts. I was going through the FANTASTIC Freeman research to prepare for our 2025 Event Industry Outlook and Trends (next week!). I bumped into a powerful stat. 55% of planners think that parties are the networking attendees want. But only 34% of attendees want parties. This is a disconnect many experienced in the event industry post-pandemic. Many planners interpreted this strong desire to be back in-person as an unstoppable need to party. That may have been the case for ’21 and ’22. Since ’23, things have changed. Purpose and collaboration are what attendees need. Many also confuse the need to get together in small, intimate events with meaningless drinks and dinners. Throwing people in a room and expecting the magic to happen is a waste of money and energy. What’s the plan then? • Structured networking. Especially around topics of interest. • Intimate gatherings with true peers with a theme or items of discussion. • Content that connects. Workshops, collaborative seminars, facilitated sessions. There is no room for budget waste in this environment. How do you connect attendees? P.S. Every Wednesday, 11K eventprofs open my newsletter within one hour of me sending it. If you want to know why, join us. The link is at the top of my profile.

I spend hours on TikTok to identify event trends watching what Gen Z is actually doing. And something massive is shifting in the events space. Young people are swapping out big conferences for hyper-specific interest communities: – Book clubs for international women – Young female professionals meetups – Walking social clubs – Photo walks And the list goes on… The pattern? – Keeping it small – No networking pressure – One very specific shared interest I'm seeing 90% show-up rates for these micro-events on social media vs. not seeing enough young professionals at business events I go to. Why? Because when you're passionate about something specific, you actually want to be there. Smart brands are already catching on offering their spaces and budgets to be where this community lives. This is the current state of professional networking: Connections happen when you connect over shared obsessions, not business objectives. Moving into 2026 event planning, remember this: The most successful events will be stepping into a room where everyone shares your vision, values, or drive. Where the connection comes first and business happens naturally after. How are you rethinking networking in your event design?

One of the most underused strategies in business development is bringing people together around a theme. Think about it. Everyone is busy. Everyone gets invited to another reception or cocktail party. Most people say no because they know the value will be surface level. But when you create something intentional, something smaller and more thoughtful, people notice. They make time. A dinner for women GCs in private equity. A roundtable of next generation dealmakers. A conversation between founders and investors who have successfully scaled. These kinds of gatherings give people the chance to connect with peers who understand their challenges. They create space for conversations that don’t happen in a big room. And here’s the part many professionals miss — when you’re the one convening, you’re not just building your own network. You’re helping others expand theirs. You become known as someone who creates opportunities. That’s memorable. It makes people want to stay close to you and your organization because being connected to you means access to something bigger. But it doesn’t end with the event. The real business development happens in what you do afterward. ✔️ If two people hit it off, follow up and connect them directly. ✔️ Share a quick recap of themes from the evening to keep the conversation alive. ✔️ Create touchpoints — an article, a coffee, an invite to the next dinner. ✔️ Build continuity with a series so people look forward to the next one. ✔️ Share high level highlights on LinkedIn to reinforce your role as the connector. Bringing people together in the right way isn’t just about networking. It’s about creating community. And the professionals who do this well strengthen relationships, build influence and grow their business in ways that feel natural. Let me know when you think of this tip and if you will try it! #BusinessDevelopment #ClientDevelopment #Networking #LegalMarketing

One thing that’s been impossible to ignore this year is how much the ticketing industry has shifted. More than just an access entry —it has upgraded to shaping the entire event experience.   From early drops and pre-sales to personalized add-ons and VIP upgrades, the process has become an extension of the event itself.   At the same time, there’s been a noticeable shift toward mobile-first ticketing and digital wallets, making entry smoother but also raising expectations around convenience and flexibility. Fans now expect more than just a QR code—they’re looking for seamless check-ins, exclusive previews, and even integrated merchandise options, all tied to their ticket.   What’s also clear is that transparency matters more than ever. Pricing structures, hidden fees, and ticket availability have faced growing scrutiny, and platforms will need to address these concerns to keep audiences engaged and build trust.   Looking ahead to 2025, the focus will likely be on personalization and community-driven experiences. Smaller, more intimate events are gaining popularity, while larger festivals and conventions are leaning into immersive setups and interactive zones to keep audiences engaged.   Sustainability is another theme that’s becoming harder to ignore. From eco-friendly event setups to paperless ticketing, there’s more pressure on organizers to make events greener—and audiences are paying attention.  The ticketing, events, and entertainment industries are coming together in ways we haven’t seen before, and 2025 feels like it’ll be a year of experimentation and innovation.   All of the above comes with the caveat, that we all in the industry face a issue of lack of infrastructure and/or lack of basic upkeep of infrastructure. The above innovations etc., all fail when there is no infrastructure to support it, which in most cases is not in the hand of the organizers.   It’ll be interesting to see how these shifts play out and what sticks as the industry continues to evolve. https://lnkd.in/gtnQSYzf

The Future of Events: 2 Trends I’m Seeing After seven years of working in events, I’ve been lucky enough to attend some of the biggest events around the world. Some have been huge 100K+ attendance, while others have been smaller more boutique events. But the events that stand out, and offer the most value, all have 2 things in common! They all have these 2 things going for them: 1️⃣ Events Within Events More and more marquee events are seeing pop-up events happening around them. While this might seem like missed revenue at first for event organizers, these off-site, unaffiliated gatherings bring a lot of value. Think networking drinks, mixers, morning running clubs, and private dinners, all these smaller events add immense value not only to the main event but to the industry attendees. These activities allow for smaller pockets of attendees to connect while still maintaining the flagship event evening mixer as the central gathering for every attendee. Keeping attendees engaged after the daytime programming ends is becoming increasingly more important.....After all, people love to connect over a drink in a relaxed atmosphere. 2️⃣ Networking Is Key Networking is increasingly becoming the primary focus for companies attending events. This isn’t just true for attendees but for speakers as well. Being in the right room with the right people matters.  Events are one of the rare opportunities to meet all of your peers and potential clients in one place, often across multiple days. That face time and opportunity to connect is EXTREMELY valuable, especially as things become more digital and face-to-face interaction becomes less frequent. At VidCon, we launched our Leadership Summit to address the need for high-level networking and learning. We wanted to create a space where industry executives, brands, agencies, creators, investors, and tastemakers could connect, learn, and, most importantly, network in an off-the-record way. 📣 For those of you who attend multiple industry events throughout the year, what trends are you noticing? P.S. What adds the most value to your experience as an attendee?

What Are Radical Ways to Connect Startups, Founders, and Investors While Showcasing Local Talent? Networking could be more than the typical hotel conference room or formal meet-and-greet over coffee. Take a bolder approach to creating unforgettable connections while supporting local entrepreneurs in 2025– ☕️ Diners and Cafés? Hold networking breakfasts at a diner or coffee shop that opened recently. Let the founder share their story of perseverance and vision while attendees connect over coffee. 🌟 Startup Spotlight Nights Feature a handful of local startups in a pitch or demo session. Pair this with food and drink from local vendors for a true celebration of community talent. 🎨 Artisan Showcases Partner with local artists, musicians, crafters, or designers to highlight creativity and business synergy, proving innovation isn’t limited to tech. 🚶♀️ Startup Safari Create a “trail” where attendees visit multiple local businesses, hear founder stories, and connect with other participants along the way. ☕ Breakfast with Founders Create intimate morning meetups for founders and investors to share advice over coffee. 🍪 Workshops at Local Spots Host events where attendees can learn the story of a local business and participate in a fun activity (like baking or crafting). ➡️ Let’s reimagine networking. Which of these ideas resonates with you to build relationships? #CollaborateForChange #FounderResources

You can spend six figures on an event and still walk away with nothing but badge scans and a fuzzy sense of brand presence. But when you treat it as a full-funnel campaign, that’s when the impact starts early and lasts well beyond the event itself.   In this episode, I’m joined by Ellina (Gurvits) Shinnick (HUB International), Kevin Ruane (Precisely), and Isabelle Papoulias (EliteOps) to explore how teams show up with intention and turn B2B events into focused, cross-functional efforts that build brand, strengthen buyer confidence, and avoid the all-too-common post-event fade.   In this episode: Ellina breaks down HUB’s three-part event framework: Sales alignment, rigorous ROI auditing, and one bold theme that ties it all together. Kevin shares how a shift from demand gen to brand-first events, paired with sideline plays and airport branding, led to unexpected revenue wins. Isabelle gives the play-by-play on how startups can show up strong with limited budgets and purposeful sequencing.   Plus: 💸 Why pre-event planning is where ROI starts 📅 How to audit your event calendar for strategic fit (not just attendance numbers) 🗣️ What actually works for post-event follow-up, and what to skip 🎨 Why one big creative idea can carry you through a whole year of events   Tune in to steal what works and rethink how events drive brand and pipeline! Listen via the link in the comments.

Another event trend I’m excited about heading into 2026: VIP experiences are replacing booth swag. We’re seeing a lot of teams move away from tchotchkes and toward smaller, more intentional experiences. Here’s why we’re excited about this shift: - They create actual moments, not clutter. A quiet VIP room, a live demo bar, a hosted table, a mini wellness lounge… these give people space to actually slow down and engage with your brand. - They attract the right conversations. When the experience is intentional, the guest list usually is too. Fewer drive-bys, more meaningful discussions. - They’re more memorable than another tote bag. People forget swag, but they remember how an experience made them feel — especially when it’s thoughtful. - They’re easier to tie back to pipeline. Smaller, higher-quality interactions make follow-up clearer and more personal than a water bottle ever will. This doesn’t mean giveaways and swag are dead — but in crowded rooms and noisy expo halls, intimacy is standing out. Curious how you’re feeling about this trend? 

3 Things Event Planners can Learn from the Dove Dinner in NYC The Dove Dinner is one of those events that looks simple on the surface but is actually a masterclass in sensory strategy. Beauty, culture, conversation - all held inside a gallery space that behaved exactly like the product it was celebrating. Mirror NYC understood the assignment, and then some. Here's what we can take away: Design the room to behave like the product, not describe it The warm tones, soft lighting, and white florals didn’t just “match the brand.” They performed the product benefit. The Dove space felt nourishing, calming, and silky, the same way a serum‑oil body wash feels on skin. Event Pros: When you’re designing for a product, ask: If this product were a room, how would it feel? Then build that, not a themed set. Use table architecture as a social tool The interwoven tables were a subtle stroke of genius. They created intimacy without isolation, encouraged cross‑table conversation, and made the dinner feel communal rather than segmented. Event Pros: Before you place a single fork, decide what behavior you want to engineer: connection, flow, intimacy, energy. Then let the table plan do the heavy lifting. Let restraint be the luxury No oversized logos. No over‑messaged moments. No forced product placements. This is the kind of Dove confidence that reads as premium. Event Pros: When the tone is right, branding can whisper. If the environment is intentional, guests will feel the brand without needing to see it everywhere. The Dove Dinner is a reminder that the most impactful events aren’t always the loudest, they’re the ones where every detail is in service of how you want people to feel the moment they walk in. Image cc: Mirror NYC #ExperientialDesign #EventPlanner #Insights #Dove #NYC #NewYork #BrandActivations #SensoryBranding #eventprofs #LuxuryEvents

The event industry in 2026 is not about reinventing the wheel. It’s about refinement, responsibility, and relevance. Here are the biggest trends shaping event planning in 2026, and what they actually mean: 📈 AI and automation are now standard AI has officially crossed the line from “interesting” to “expected.” Planners are using it to streamline workflows, optimize schedules, create content faster, and personalize attendee journeys at scale. It’s about efficiency, margin protection, and smarter decision-making. 📊 Events are being treated as strategic business tools Events are not just budget line items or morale boosters. They are vehicles for revenue, retention, culture, and communication. That shift puts pressure on planners to think beyond logistics and aesthetics. 📉 Hyper-personalisation is the baseline Attendees expect relevance. Content, networking, and experiences that feel designed for them, not for a generic audience. Data is driving this shift, which means planning is less about broad appeal and more about intentional design choices. 📈 Intentional experiences over spectacle People are craving connection, clarity, and experiences that respect their time and energy. Events that prioritize meaningful engagement, community, and well-being are gaining traction. 📊 Experience-first design is raising expectations Immersive environments are not enough. Sensory elements, interactive moments, and brand-aligned storytelling are becoming expected components of strong event design. Technology and creativity need to be used to support emotional impact. 📉 Sustainability and purpose are non-negotiable Clients are asking tougher questions about waste, sourcing, and social responsibility. Sustainability is now “expected,” particularly in corporate and association spaces. 📈 Formats are evolving to match attention and autonomy Shorter sessions, modular programming, flexible agendas, and attendee-driven pathways are on the rise. People want control over how they engage. 📊 Venues are rethinking how space is used Demand is growing for spaces that adapt easily. Movable walls, flexible furniture, and acoustics that support multiple use cases are becoming more attractive than fixed layouts. The room now needs to work as hard as the program. 📉 Event tech is moving beyond hybrid basics Hybrid still matters, but now it's about deeper integration. AR, VR, and blended digital elements are being woven into the experience rather than bolted on. Technology needs to support connection and storytelling. 📈 Events are critical brand touchpoints Organizations are using events to reinforce culture, communicate change, and align teams. This makes events one of the most powerful brand expressions a company has. That responsibility raises the bar for strategy, messaging, and execution. If you want to lead instead of follow, how you design, sell, and run events has to evolve. The old playbook won’t carry you through 2026. #eventtrends #eventplanning