The panel discussed the characteristics of special events and the importance of collaboration.

Trends in the event industry, the panel agreed, include:

• the need for transparency in pricing

• the need to deliver value in the face of price pressures

• the move away from a refined look to a rustic, vintage look in event design. For example, brides now carry flowing bouquets of wildflowers rather than tight globes of roses.

• Procurement is back

• It's a sellers' market as demands for hotel stays, etc., heats up

• Budgets are holding steady or creeping up by 5 percent; people want "the same for the same price, not more for less"

• Buyers want shorter programs

• Guests are paying for some items

• Team-building is taking precedence over sightseeing

• Guests like adventures and thrill experiences

• Shopping and visiting historical/cultural sites are major draws

She launched her presentation by assuring attendees that they all have the ability to be creative, "And I give you permission to use it," she said.

Events require certain essentials--clean restrooms, good food--plus "wow" moments, she said.

• We have stories to tell

• We are drawn to memorable experiences

• We want to be seen and heard

• We need to feel special and unique

• We want to be remembered.

"Be bold and test and find out what works and what doesn't," she said.

Also, she urged the audience to stage only three "wow" moments per event.

1) Reports on the death of meetings and events are exaggerated

2) Meetings are driving economic development

3) Attendees have turned into participants

4) Focus on ROI—return on investment—has broadened

5) Cost consciousness is defining choices

6) Compliance is a growing challenge

7) Thanks in part in social media, events are extending their reach

8) Destination marketing organizations are driving growth

9) Government is hindering meetings

10) Events are becoming more targeted