Cover photo: A Miami Wedding by Chris Weinberg Events. Photo courtesy Twah Dougherty Photography
Our readers who work in event planning companies weighed in to tell us about their proudest events of 2023 and their event trend predictions for the coming year. Here’s what they said.
Analog Events
Los Angeles, CA
Jordan Kaye, CEO
Favorite event of 2023:
Glow Recipe's Watermelon Launch
Analog Events partnered with Glow Recipe to launch their new Watermelon Glow Niacinamide Hue Drops at The Penthouse of the The London West Hollywood at Beverly Hills. The event saw the epic DJ Storm behind the booth and photographer Carlos Eric Lopez's sexy sunset portrait studio. Attendees included notable content creators, media and beauty influencers.
We love working with Glow Recipe because they care about the environment as much as we do. In addition to being Climate Neutral Certified, they are constantly striving to reduce our environmental impact, from conscientious ingredient sourcing to eco-friendly packaging and sustainable shipping practices, and everything in between. We teamed up with the incredible Compostable LA to add some green to the Watermelon Glow, diverting 48 lbs of food scraps from landfills to local farms to turn into superfood soil, and reallocating 27 lbs of leftovers to LA’s unhoused communities. On top of that, each piece of furniture from Wood Table Rentals not only looked spectacular but also was matched with the company planting a tree for every setup.
Trend forecast:
While I want to say AI and merging our physical and digital worlds even more, I really think the future of experiential is community. As humans, we want connection—to connect with others, and to authentically connect with brands. Our goal as marketers, branders, creators, and visionaries is to create experiences in which we can all connect and feel connected to our communities. And, as our company motto states, no matter how digital we become, we still require an Analog human connection.
What do we see in 2024 and beyond:
- Smaller, more impactful events: a shift toward exclusive, intimate events and activations rather than large-scale productions.
- Return of the micro-influencer: with their highly engaged and loyal followings, micro-influencers are making a significant comeback, offering brands more authentic and targeted reach.
Chris Weinberg Events
Miami, FL
Chris Weinberg, Lead Wedding + Event Producer, Founder, Chief Experience Officer
Favorite event of 2023:
Wedding Weekend in Miami Beach
Location: Private Waterfront Home, Miami Beach, FL, and Indian Creek Country Club, Indian Creek, FL
Type: Wedding
Attendance Number: 200
Highlights: This gorgeous couple welcomed guests with a sunset cocktail reception with a DJ, caviar, and a made-to-order sushi handroll station. The wedding celebration continued the next evening outside under a magnificent chuppah adorned with pastel flowers. Surrounded by family and friends, the newlyweds performed a choreographed first dance underneath a canopy of enchanting twinkling lights. The following night was nothing short of an unforgettable celebration filled with tradition, dancing, and heartfelt speeches. A celebrity DJ ended the night with an exhilarating after-party under the stars.
Trend forecast:
Events are still very much looking for ways to make their celebrations an experience that is unique for them and their guests.
Destination weddings and events, along with smaller guest counts, have been trending in recent years. With international travel booming again, celebrations outside the US have become increasingly popular for both economic reasons and the unique experiences they offer. I predict this trend will continue for the foreseeable future. Smaller guest counts allow for more intimacy and shared time between guests, help manage the budget, and enable clients to work with a more selective group of industry professionals, enhancing the overall event experience.
Also: unique customization in event branding, while not a new concept within the industry, is breaking the ceiling with event designers offering creative direction to create one-of-a-kind branding that features symbols that represent what the corporate client or wedding couple, for example, feels is most important. For a wedding, we worked with our design team to create a custom chinoiserie pattern that included their dog, their alma mater, references to where they met, etc. and this pattern was used in whole or in part for the Save the Date envelope liner, the escort table display, the cocktail napkins, and more throughout the wedding weekend.
We predict technology will continue to make rapid advances within events through the use of AI, QR codes, and more. We are using QR codes, for example, to let guests share their photos with the client, to advise guests of the event schedule, and to let them know who all the vendors are that are working the event.
Our catering predictions/forecasts call for more interactive experiences between guests and the catering team in the form of strolling bars and food carts, as well as specialty food stations that emulate a favorite restaurant or lemonade stand that is relative to the event and theme.
A gorgeous Miami wedding by Chris Weinberg Events. Photo courtesy Twah Dougherty Photography
CPG Agency
St. Louis, MO
Sharon Reus, President
Favorite event of 2023:
Yum! Brands' 2023 International Franchise Convention (IFC) in Singapore, delayed by nearly four years due to the pandemic, required a complete reconfiguration of planning and logistics. The event, blending four small events into one, featured flexible stage designs, brand-specific sessions, and global appeal with multilingual translation and virtual speakers like Tony Blair. Despite challenges, the event successfully met KPIs for engagement and satisfaction, strengthening connections among franchise owners and with Yum! Brands.
Trend forecast:
Attendee experience: In today’s crowded event landscape, attendee experience is more important than ever. What counts is how your event enhances skills, connections, and personal growth. Demonstrate the value of your sessions, networking opportunities, and personal enrichment to ensure attendees find it worthwhile. Without this focus, you risk disappointing and losing future engagement.
Event measurement: Advances in event tech, offline tracking, MarTech integration, virtual events, and AI have simplified tracking. This clarity boosts confidence in events, shifting focus to identifying the most impactful metrics.
GFS Events
Seattle, WA
Gazala Uradnik, Founder
Favorite event of 2023:
Northwest Justice Project’s 2023 Jubilee for Justice took place on September 21, 2023, at the Embassy Suites in Downtown Pioneer Square in Seattle. This inclusive event for 200 people incorporated a live-streamed program, an in-room and online Raise the Paddle, and inspiring speeches from members and supporters of the organization. The organization raises funds to support its mission of providing free legal assistance to address fundamental human needs such as housing, family safety, income security, health care, and education.
Our team managed the entire event, coordinated logistics, and communicated with all vendors. On the event day, our team executed the set-up and tear-down, coordinated with volunteers, acted as stage manager, and ran registration and checkout. The client's primary goal for the event was to create a more welcoming, diverse environment. We took that into consideration and featured American Sign Language interpretation for in-person and virtual guests. For the live-streamed program, ASL interpretation was provided picture-in-picture for the entirety of the program. The in-person program began with ASL interpreters on stage. We also provided closed captioning and visual descriptions throughout our program. Our collaboration with the Northwest Justice Project team, vendors, and the venue resulted in an incredible night of moving speeches and empowering stories, which left attendees inspired by the organization’s mission.
Trend forecast:
As we take a look at emerging trends in the industry, we have identified three different forecasts.
- Shift in audiences as millennials increase wealth and boomers phase out
- Heavy increase in technology and AI
- More immersive experiences for nonprofit events
This inclusive event for 200 people incorporated a live-streamed program, an in-room and online Raise the Paddle, and inspiring speeches from members and supporters of the organization. Photo courtesy GFS Events
Harbor
Nashville, TN
Drew Dedo, Founder & Kasey Dedo, Creative Director
Favorite event of 2023:
Norton Museum of Art Gala 23
West Palm Beach FL, non-profit fundraiser, 800 guests
The Norton Museum of Art’s annual Gala celebrated their featured exhibit, A Personal View on High Fashion & Street Style: Photographs from the Nicola Erni Collection, 1930s to Now.
Harbor produced the Norton Museum of Art Gala as a full service, one stop shop to ensure every detail was a success. Working with the development and special events team at the museum, in conjunction with the City of West Palm Beach, Harbor created a strategic site plan optimizing both the site and flow for 750+ guests. This year’s 15,000+ square foot venue was created by constructing a clear span tent within the grounds of museum property, and included full power and HVAC for the structure, along with two kitchens for seamless dinner service.
To celebrate the exhibit, inspiration was drawn from the buildings housing the Nicola Erni Collection in Switzerland and the collection of images on display at the Norton. Our color scheme pulled from the exhibit, soft pinks and blues, with grounding accents of gold and earthy browns. Influenced by the pleats in one of these images, we created larger than life origami sculptures in the ceiling. The room was then brought to life with giant projection panels, featuring images from the collection on rotation throughout the evening.
Trend forecast:
We're seeing a trend with our corporate clients to drop down on number of shows they're exhibiting at and add in their own smaller conference. These smaller one to two conferences are hosted directly by the company and target a specific audience of key users or prospects. We executed this in 23 and have clients committed to the same model for 24.
In design we're loving more and more lighting. With the availability of wireless options and LED expanding daily this is allowing us to use lighting in smaller places and more spaces than ever before.
We're seeing more emphasis on experiences and activations within event sites or exhibits over traditional print products. We're not seeing very many "handout" materials anymore, much more focus on memorable interactions in a space.
Innovative Party Planners LLC
Baltimore, MD
Benjamin Hiller, CFO
Favorite event of 2023:
Howard County Library Evening in the Stacks Goes Pop: held in library, 500 attendees, pop culture theme and fundraising initiatives
Trend forecast:
- Events designed as brand building and marketing opportunities embrace sponsors who invest in event activations that double as entertainment and gamification.
- Social event guest numbers are going down as costs go up.
- Event hosts are influenced by the buzz and influence of social media and shape their events to be a series of photo op moments.
- Communication before, during, and after events continues to cut down on traditional printing and looks approvingly on digital communication.
LEO Events
Memphis, TN
Cindy Brewer, Principal
Favorite event of 2023:
Hilton All Suites and Focused Service Conference: execution of multi-day creative program of events for 10,000 general managers and directors—the largest of its kind in company history, engaging experiential solutions, development of custom-tailored sessions and activities for eight distinctive Hilton brands, extensive digital environmental signage, general session programming drawing on archive audio, live fire, and multi-dimensional video and animation, management of 60 breakout sessions across 20 locations.
Trend forecast:
- AI experiments: the breakout buzz may have quieted some, but AI will continue to power the event experience in both visible and invisible ways.
- Accessibility and neurodiversity: creating a pathway to belonging for all will be expected by all attendees.
- Changing corporate cultures: members of tomorrow’s (and today’s) workforce will require compelling, specific reasons to select an event to attend, and more assurances they’ll be met with value.
- Media and content: short attention spans and personal preferences will raise the bar (again) for creative, design, and production. Versatile, tech-first cinema studios will enable more resonant content for events and digital distribution.
Paragon Events
Boca Raton, FL
Renee Radabaugh, President & CEO
Favorite event of 2023:
Tech Sales Incentive Trip in Vietnam – 100 attendees
Our client's Tech Sales Incentive Trip in Vietnam recognized and rewarded top regional sales achievers from across the Asia Pacific and U.S. Noteworthy aspects of this exclusive program included a vibrant market experience, visits to Hoi An, a cooking class, kayaking, and a Perfume River cruise. Each attendee received an Ao Dai, Vietnam's national garment, as a special gift. This event celebrated cultural immersion and achievement in a truly unique setting.
Trend forecast:
The major trends in events revolve around enhancing brand strategy and leveraging technology. Hybrid events remain relevant, allowing for greater flexibility and reach. Networking and experiential components are crucial for creating memorable and engaging experiences. Memorable events support brand strategy by fostering deeper connections with attendees, creating lasting impressions, and reinforcing brand values. AI is expected to play a larger role in personalizing event experiences, much like it does in social media. There's a strong focus on doing more with less, innovating, and shortening the runway to execute events effectively.
An incentive trip to Vietnam planned by Paragon Events. Photo courtesy B. Productions Photography
Platinum XP
Kansas City, MO
Kris Nardini, CEO
Favorite event of 2023:
Kansas City International Airport Grand Opening Celebrations
Location: Kansas City, MO
Event Type: Grand opening celebration
Attendance: 10,000
Event Highlights: Our team was chosen to orchestrate two historic grand opening events for Kansas City International Airport's new terminal, the largest infrastructure project in the city’s history. These unique events marked a significant milestone for the city, celebrating the completion of its largest-ever infrastructure project and transforming Kansas City into a global travel destination. The events included an exclusive VIP gala in the airport’s headhouse, offering an over-the-top experience. This was followed by a community open house where our team was tasked with building the first impression for our city and welcoming 10,000 people through the doors. The events aimed to create inclusive, sustainable, and pride-inducing experiences for the airport's builders and the broader Kansas City community, solidifying their place in history.
Trend forecast:
- Sustainability: Increasing emphasis on eco-friendly practices. Expect more events to implement green initiatives, such as reducing waste, using renewable energy, and promoting sustainable travel options for attendees.
- Technology integration: Advanced technology use, including AI, AR, VR, and event apps. AI-driven personalization and immersive technologies will become standard, enhancing attendee engagement and experience.
- Inclusivity and diversity: Promoting inclusivity and diversity in event planning. Events will prioritize diverse speaker lineups, accessible venues, and inclusive content to ensure all attendees feel represented.
Kansas City International Airport Grand Opening Celebrations. Photo courtesy Adri Guyer
