Part 2: Special Events State of the Industry 2024Part 2: Special Events State of the Industry 2024

Tech remains top tier

You’re probably tired of hearing about it, but this was undoubtedly the year of Artificial Intelligence. To wit, Special Events published an AI for Event Pros 101 in our Fall Issue.

A report from event company Huddle shows that:

Time will tell how AI takes its foothold in the events industry, but there are other tech advancements that have been solidifying their place as well: virtual and augmented reality, drones, tech stacks, and data-driven everything have been on our minds all year. 

A report from Skift Meetings indicates two major highlights from the past year, the first being shifting needs for virtual events. “Recent movements, such as Webex’s decision to stop marketing products to planners, highlight the sector’s ongoing realignments,” notes the report. Second, data privacy and ownership concerns are prevalent as ever.

As far as the tech event pros are investing in, The State of Eventtech Report from BW Events Tech shows that event tech expenditure is the same as last year for 50.3% of respondents (42.9% saw an increase and 6.8% saw a decrease). Top types of event tech were 38% registration software, 16.1% speakers/content management, and 15.1% marketing software.

BW also shared the top services their clients look for in event tech, with the top five being attendee and experience engagement (UX), data and reporting availability, customization, budget management, and reducing complexity.

Michael Nilsson, CEO and founder of AddEvent, predicts: “I see tools that make it easy for individuals to find and join the events they care about—like high-quality networking tools—coming to the forefront.... Individuals are being bombarded with emails, invitations, and meetings at every turn. They want to eliminate the noise and get only the most relevant, personalized messages and meetings to fill their time with.”

DJ Natty Rico performs at the Chandler Chamber Ostrich Festival 2023 . Live music has been recovering steadily post-pandemic, exciting attendees at events of all kinds. Note: The Chandler Chamber Ostrich Festival 2022 was awarded the 2023 Gala Award for Best Multiple-Day Event Program for a Corporation or Association . Photo courtesy Adam K Studio

Social events navigate the times

77% of our survey respondents stage social events, with 47% booking about 25 to 50 events over the course of 2024. In comparison, only 42% of last year’s respondents reported staging social events. 

The average number of attendees this year varied; 41% reported 50 to 99 attendees per event; 40% said 100 to 499 attendees; only 4% averaging less than 50 attendees per social event. Regardless of attendee numbers, one thing is clear: in-person events are back stronger than ever. Bizzabo reported “This resurgence in face-to-face interactions underscores the continued importance of personal connection in event experiences. While the number of virtual events remained stable, declining slightly by 0.8%, it’s clear that organizations are eager to bring people together physically.”

Weddings

With weddings, we know that intimate celebrations have been on the rise, with micro-weddings leading to a decrease in guest numbers. 42% of respondents average 100 to 499 guests per wedding; 29% average 50 to 99 guests; 19% average 500 to 999. These numbers are akin to last year’s survey results.

Though a widespread trend across the globe, micro weddings were less common among our respondents: only 5% reported an average of 25 to 49 guests; only 1% reported an average of less than five guests per wedding.

Weddings are increasingly guest-experience focused, with themes and special activities. Shown here: a Bread Boulangerie + Cheese Shop Station at a Decadent Supper Club Inspired Wedding by Occasions Caterers. Photo courtesy Elisabetta Marzetti

Weddings have booked into 2025, with a few stretching into the end of the year: 36% have booked into Q1, while just 13% have booked into Q4. Depending on geographical location, the length of planning time can vary, affecting how far out weddings book. According to the 2024 Global Wedding Report, “The average length of engagement can range from as short as five to six months in places like India to more than a year (15 to 16 months) for those living in the United States and UK.”

Wedding budgets mostly lie between $25k and $50K (56%).

“Social expectations and economic position are influencing these trends,” notes wedding pro Kelsey Strickland (Twickenham House and Hall). “The average cost of a wedding in 2024 is $35,000. At that point, some brides start to think, ‘Go big or go home.’ With so many brides using Pinterest as inspiration, they also want that exact look, which can be expensive.”

As couples aim toward memorable wedding days—or weekends—the extravagance of weddings is dialing up, even with smaller guest lists.

“I think 2025 will be all about immersive experiences, such as interactive photo booths, live entertainment, and multi-sensory moments throughout the day,” says Craig Peterman (Craig Peterman Photography & Videography). “Couples are also moving toward unique venues, like museums or botanical gardens, that give their day a distinct feel. Unique and casual celebrations are taking center stage this coming year.”

Click here for Part 1 of our annual SOI Report.