In 2024, the events industry will continue to push boundaries in customer experience. The focus will shift toward creating truly transformational experiences that leave attendees not only entertained but also changed in some meaningful way. This may involve the integration of cutting-edge technologies, personalized content, and immersive environments to make events more memorable and impactful.

Diversity, Equity, Inclusion, and Belonging (DEIB) efforts will continue to be woven into events. Event organizers will actively work to ensure representation and inclusivity in speakers, teams, suppliers, and attendees. The success of an event will be closely tied to its ability to foster an inclusive environment. 

Brands will increasingly join forces to create synergy and cross-promote their products or services. These partnerships will extend beyond sponsorship to co-creating content and experiences that resonate with a broader audience. Such collaborations will not only enhance the event's offerings but also provide valuable exposure for the participating brands.

We've all been on a roller coaster these past few years. We've been forced to reflect, adapt, and survive. As we launch into 2024, it's time to put the uncertainty behind us and embrace who we have become—as businesses, as leaders, as individuals, and as an industry.

Our core values have served us well, so let's let them fuel us into the next great phase of our world. We each know what we're great at. Let's own it. Let's sing it from the rooftops. Let's shine the spotlight unapologetically in all the right places. Let's create new connections between virtuosos to create new events and traditions on a whole new level.

As Chairman of the National Society of Black Wedding & Event Professionals, I would definitely say that the event industry is becoming more aware of the importance of diversity, equity, and inclusion in meaningful ways that go beyond the initial clumsy approaches to DEI we saw back in 2020 that came—most of the time without a definite plan of action. In 2024, I expect that more event organizers will make a deliberate effort to create diverse and inclusive events. This will involve inviting vendors and speakers and creating platforms and programs that are more focused on the diversity in the room.  

The special event industry stands at a pivotal moment, where sustainability takes center stage. Amidst challenges, particularly in ensuring stringent safety measures, the industry champions eco-conscious practices like contactless check-ins and well-ventilated venues, safeguarding both attendees and the planet. Adaptability shines through in the form of flexible booking and cancellation policies, offering a lifeline of reassurance for both planners and attendees in unpredictable times.

Crucially, the industry's vitality lies in its ability to curate personalized experiences. Leveraging technology, events are tailored to individual preferences, enhancing attendee satisfaction. Augmented Reality and Virtual Reality seamlessly integrate, promising immersive and interactive events. Moreover, there is a conscientious shift towards cultural experiences and corporate social responsibility, transforming events into platforms championing diverse cultures and social causes.

This delicate balance between innovation, responsibility, and well-being defines the special event industry's trajectory, promising an enthralling and impactful journey ahead.

In 2024, relationships rule! Events will benefit from still-rising appreciation for in-person interaction and shared experience. Continued adoption of technology that enhances many interactions will also drive people to seek out organic and human-centric experiences. 

Fueled by supplier diversity managers, procurement will make inclusivity a deciding factor in how companies select partners, venues, and destinations.

AI will be more visible and more prevalent. Last year’s trendy tools are next year’s bona fide best practices. But never forget, in live experience, authentic is superior to artificial—and audiences know the difference.

Weddings are returning to a steady pace and following a more traditional seasonality. As supply chains open up, new inventory is more accessible and seating, furniture, and high-end tabletops will take the lead in demand. It is important for the event rental industry to recognize those needs and offer fresh sustainable product lines. Event rental companies are eager to grow in 2024 and they will be bold in their strategies.  

Many in the event rental industry entered 2023 with a hesitant outlook because the possibility of recession was strong and developing a workforce was a challenge. I believe the threat of recession has decreased and a workforce was more available than forecasted. My prediction for 2024 would be a stabilization of events with a competitive eye on budgets now that the shock of inflation has subsided. It is important for special event professionals to understand that rising production and asset costs may cause a need for re-evaluation of event budgets.

Corporate demand has waned slightly in the past six months as the corporate world adjusts to post-COVID demand. It is getting re-settled and re-prioritized back to a place where events have ROI and purpose. I believe we are all feeling that pullback now as corporations adjust, and labor forces in industries such as automobile industries, hotels, hospitals, and Hollywood renegotiate and come to new understandings. This is not about behavior due to recession fears, but more about a course correct from the new challenges that came from the COVID epidemic. I believe that this slight pullback will continue for about the next six months, and then we are going to see an increase in events and RFPs moving forward in the second part of the year 2024. 2025 is going to be off the hook as all restrictions, adjustments, etc. are finally worked out and the economy comes back full throttle.

I predict that AI will revolutionize events in the following ways:

Autonomous technology will become increasingly prevalent at live events. This will include robots serving food and drinks, vending machines capable of distributing on-demand products, and even AI-generated emcees to host events. These advancements will enhance efficiency and the overall attendee experience.

AI will play a significant role in generating event proposals. One key aspect will be the ability to create visual representations of original ideas. For instance, instead of searching the internet for a suitable image, AI-powered software like MidJourney will allow event planners to easily generate custom visuals, making it simpler to convey concepts and ideas effectively.

The wedding industry is set to witness a force of newly engaged Gen Z couples burst onto the scene, ready to bend traditions and redefine weddings as we know them. As an industry, we should be prepared for:

Longer buying cycles. Gen Z is research-driven, so having an expectation of an impulse buy or employing a hard sell may not work with them. Always add value and employ a layered follow-up approach, including texting, social media DMs, and automated email campaigns that can last up to six months.

Destination weddings within the U.S. As this price-savvy, wanderlusting generation takes center stage, destination weddings will continue to rise in popularity in 2024. And not just outside of the U.S.! As costs continue to rise from coast to coast, Gen Z has realized that their dollars can go a lot further in other states. Venues and vendors alike should not ignore the opportunity to market to couples that live in more expensive states!

Technology will play an even more significant role in wedding planning for 2024. Couples are increasingly relying on wedding planning apps, virtual reality tours of venues, and AI-powered tools to help streamline the planning process. These innovations have made it easier for couples to navigate the complexities of wedding planning, from managing budgets to selecting vendors and creating digital guest lists to having a virtual tour of what their wedding day will look like! It has also been a powerful tool for vendors, allowing them to be more creative with their clients and show them a bird's eye view of what they are thinking.

One more prediction in the flower sector: We are predicting that texture is going to come into play more than ever before. Couples now want immersive experiences for their guests and are using various textures, shapes, and both real and dried flowers. The asymmetrical arbors and more wildflower looks are here to stay.

Within the entertainment side of things, I see an increase across the board for all, even though some may have already seen that increase. Corporate events are coming back and are willing, once again, to pay for the engagement that comes with entertainment, as well as see the value. I do believe we will continue to see a rise in business direct with venues as they themselves have shifted to include entertainment as an added value to their daily operations or wanting to offer more to their guests and attendees. And while not necessarily new, I believe there will be a continued increase in demand for interactive engagement.

And as a positive note, I know that our industry will continue to support its own and rally around one another. Be it working together with partners, reestablishing pervious working relationships, and even working side by side with companies like their own (coopetition); as well as supporting those within our industry who find themselves in situations that are deemed a crisis or catastrophic need and supporting those who help our industry, like the SEARCH Foundation.

It used to be common for clients to copy what they saw at another event. Now we’re seeing an increased demand for unique or one-of-a-kind decor items. With event rental, it is possible to have some customizable options. One popular item is a customizable bar that clients can change out panels on the face of the bar with different designs, colors, or materials to match the pattern and hues they want. Tents with custom draping/lighting are in demand as outdoor events have had staying power from the pandemic.

In the realm of experiential events for 2024, the trend is to craft experiences that transcend the ordinary and deeply resonate with attendees' emotions. Brands and companies are increasingly focusing on delivering larger-than-life experiences. It's not just about conveying information but creating immersive, personalized experiences that linger long after the event concludes. When attendees reflect on their time at the event, they should vividly recall sensory details, sounds, and sights, leaving them with a sense that the experience was transformative.