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Part 4: Special Events State of the Industry 2024Part 4: Special Events State of the Industry 2024
Budgets may be tight, but creativity is blossoming
February 20, 2025
8 Min Read
Pyrotechnics are in high demand, adding spectacle and wowing attendees. Shown here: a gala comes to life with a fire performer from Cirque Berzerk Productions. Ptaufiq Photography
Food & beverage: part of the event experience
Like many aspects of events, 2024 saw catering trends to be spectacular, immersive experiences. The 2024 Food & Beverage Trend Report from SupHerb Farms noted some interesting patterns in palates this year: for starters, global flavors are still entering the main stage for new twists on old favorites. Oaxacan, Vietnamese, Nigerian, and North African cuisine have risen to the top (the report suggests Ted Lasso may have had something to do with the spike in interest in Nigerian fare). Japanese fusion food is having a moment, mood-focused wellness food is in demand, and edible packaging is making its way into the mainstream—in fact, sustainability has expanded in the catering sector, now encompassing “social justice, workers' rights, animal welfare, and community involvement as well as environmental-specific issues such as water, air, and soil quality and protection.”
2024 could be deemed the "Year of the Espresso Martini." Shown here: the popular cocktail was served at a Chef's Table dinner by 24 Carrots Catering & Events. Photo courtesy Jackie Culmer Photography
Savory profiles, global sauces, nostalgia food, and swicy (sweet and spicy) flavors are still popular as ever, and mushrooms are still wowing crowds with their diversity and health benefits. This year, we also noticed the rise of grazing tables, indicating the maximalist dining experience that attendees desire.
Back in January, Catersource predicted the year’s upcoming food trends, starting with cacao, macadamia, and plant-based everything, and we certainly saw our fair share of these items this year. The article also highlighted the rise of regenerative agriculture as a method of sustainable catering practices.
Then, in May, Catersource rounded up the trends spotted at Catersource + The Special Event, taking note of popular F&B items such as branded food (namely logoed ice cubes), caviar, candy stations and other confectionary delights, smoke-infused food and cocktails—and even robots entering the catering scene.
The SupHerb Farm report best sums up the importance of event pros latching onto the subtle demands that change each year: “Micro trends or food fads are offering both innovation opportunities and challenges for foodservice and retail.” As we’ll highlight in the next section, unique and stunning experiences are here more than ever, and understanding the palates of attendees gives you the opportunity to increase engagement.
For more on catering stats, head to Catersource's State of the Industry report. For more food and beverage trends, see Catersource's full trend report.
Elaborate food stations are popular, like this confectionery table at the 2024 CS+TSE Closing Night Celebration. Photo courtesy Ivan Piedra Photography/AGNYC Productions/SpotMyPhotos
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.
Choosing an extravagent, creative venue is a sure way to increase attendee engagement. Shown here: Swingers DuPont Circle (Washington, D.C.), an innovative mini golf venue. Photo courtesy Rachel Harrison Communications
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.”
She adds that “Quiet luxury’s appeal lies in its subtle elegance, catering to discerning clientele who value craftsmanship and a more intimate, immersive [dining] experience.”
So be mindful of how you display opulence: sometimes, a subtle, minimalist approach is better than ostentatious showiness.
With the demand for so much customization and elevation, each event requires your utmost creativity and cleverness. As you enter 2025, check in with industry partners and make sure you’re surrounded by people who are capable of creating high-engagement events.
Unique venues, like this cave at Clos Pegase Winery, are all the rage. Event by CSI DMC. Photo courtesy JBJ Pictures
Looking ahead
When asked what key steps you are taking in 2025 to improve your business, our survey respondents replied that they will focus mainly on broadening their client base (43%) and marketing more aggressively (41%).
It isn’t just about adjusting business strategies, however. Any event pro worth their salt knows that continuous education is vital to staying ahead of competitors and on top of client expectations. Our respondents said the top five topics they’re interested in learning more about are business development, marketing/social media, event trends, professional development, and best business practices.
Don’t forget to register for Catersource + The Special Event 2025, to be held February 24–27 in Fort Lauderdale, FL. You’ll be surrounded by event professionals and educational opportunities to learn even more about the topics that interest you and the trends developing in 2025.
In a few days, we’ll celebrate the end of 2024 and welcome in 2025. There will be challenges, of course, but as we saw during the pandemic, the events industry is resilient, made of people who are passionate, creative, and willing to put in the work to create events that touch people’s lives. Attendees are showing up, looking to events to make deeply meaningful—and sometimes escapist—experiences. 2025 may bring challenges, but with it, a chance for planners to prove their innovation, resilience, and skill.
This is the conclusion of the 2024 State of the Industry series. Be sure to check out Part 1, Part 2, and Part 3.
