Positive Predictions for 2025 (Part 1)

As we wind down 2024 and prepare ourselves for 2025, it's time for our annual Positive Predictions. This forecast checks in with select industry professionals to see what good things might be in store for the upcoming year. This tradition started in 2020, with event leaders seeking hope in difficult times. This year feels no different—with politics, economy, and staffing concerns, we are all looking for a kernel of hope. 

We asked several event pros what they think the new year holds. Here is a bit of what they predict—read the full version at specialevents.com. — Amanda Nicklaus 

1. Amanda Lincoln, CMP, CSEP 
Senior Manager of Private Events, International Spy Museum 

Over the last few years, we’ve seen lead times drop drastically for many events, especially in the corporate market. What used to have a three-to-six-month lead time might now only have a three-to-four-week lead time. With this trend continuing into 2025, we should consider this the new industry standard and work with it. 

It is up to us to use our knowledge and expertise to help our clients navigate these shorter lead times. What do we need from clients to make sure the event can be a success? What absolutely has to happen, and when does it have to happen, to ensure a successful event? Let’s create materials to set everyone up for success and coach our clients through the process. We should be providing timelines and checklists before the contract is even signed, being transparent from the beginning. Everyone—clients and suppliers—needs to provide information in a timely manner, as there is no longer time for indecision. 

By accepting that these short planning timelines are not going away anytime soon and creating ways to help gather what is needed, we can hopefully return to quicker response times and less frantic planning cycles in 2025. 

2. Chris Weinberg 
Lead Wedding & Event Producer/Founder/Chief Experience Officer, Chris Weinberg Events 

In 2025, luxury events will center on deeply personalized experiences that tell each client’s unique story, with design elements, entertainment, and interactive installations crafted to evoke emotion and meaning. Sustainability has become a necessity, with eco-conscious planning like local, seasonal catering and green certifications highly valued. Technology, including AI, AR, and VR, will further enhance guest interaction, adding sophistication when implemented thoughtfully. 

Dining experiences will be immersive and curated, featuring tasting menus by renowned chefs, farm-to-table sourcing, and elevated beverage options. Guest experiences will be elevated through VIP concierge services, wellness spaces, and customized relaxation zones, while floral and décor trends will embrace organic aesthetics with rare blooms and minimalist design. Events will be defined by a blend of purpose, personalization, and technological sophistication, aligning with the growing emphasis on exclusivity, sustainability, and storytelling. 

3. Colbert Callen 
Sales & Marketing Director, Footers Catering 

Many anticipate that economic uncertainty will lead to corporate and individual spending pullback over the next year. While this understandably sparks fear from a revenue perspective in our small-business industry, it also quietly drives competition and ultimately, excellence. 

Leaders in our industry will take a deep breath and reframe tightening pocketbooks as a pivotal moment for their company, where excellence and innovation are non-negotiable. When others lean away from the challenge, the most resilient will lean in hard and shape their destiny for the next decade.  

For small businesses who persevered through COVID, and even through the 2008 recession (wild to think that was my first year in the industry): have faith that leaner resources and increased competition create the strongest teams, ideas, and companies. These are also the moments we will look back on with the most pride. 

4. Colja Dams 
CEO, VOK DAMS 

2025 will be the best year for events. Studies show that corporate events budgets will rise. The reason? Only live experiences create unforgettable Wow-Moments and real human connections. Live events deliver powerful, emotional experiences. As generic content floods the world, real-life interactions matter more. They bring authenticity and a sense of community. People want real, memorable connections. 

In 2025, artificial intelligence makes events better and more efficient. It helps with faster workflows, real-time translations, and smart service bots. But humans still create the magic. They bring the creativity and quality that make events special. The right mix of AI and human talent will drive new ideas. It will keep the human touch that makes events unforgettable. That’s why 2025 will be the best year for events. (Except for all years to come.) 

5. JC York 
President/Owner, Classic Entertainment/Wise Guys InterACTive 

The events industry has undergone significant changes in recent years, and 2024 has marked a notable turning point. As we move into 2025, the industry is showing promising signs of recovery and growth. One of the most positive developments is the increasing strength of the market. Event bookings have surged throughout 2024, with early indicators suggesting this momentum will continue into the new year. For instance, we saw a rise in requests for proposals (RFPs) and events being confirmed months in advance, a trend that signals confidence in both event planning and spending. In fact, many events for the holiday season were already secured by mid-summer—something that wasn't possible in previous years due to the uncertainty brought about by the pandemic and economic concerns. 

Another significant change is the return of last-minute event requests, which, despite being a logistical challenge, is ultimately a positive sign. In recent years, clients were more conservative with their budgets and hesitant to add anything extra to their plans, fearing additional costs. Now, however, there’s a renewed desire to enhance and elevate events, even at the last minute. This reflects a shift in priorities—clients are eager to make their events stand out and are willing to invest in making them special and memorable, indicating that the industry is bouncing back with renewed enthusiasm and creativity. 

Looking ahead, I also foresee more collaboration across different sectors of the events industry. Companies are increasingly partnering with specialized vendors to offer a broader range of services and deliver higher-quality experiences for their clients. Rather than trying to do everything in-house, many are recognizing the value in working with experts in specific areas, such as AV production, entertainment, or event design, to ensure a superior end product. This trend towards collaboration will not only enhance the quality of events but also foster stronger industry relationships and create new opportunities for innovation. 

Overall, the future of the Special Events Industry looks bright. With increased demand, more willingness to invest in unique experiences, and greater collaboration among companies, we can expect 2025 to be a year of growth, creativity, and success. 

6. Jim Hooker 
Executive Director of Academic Programs, The Special Event Company 

In 2025, institutions will continue to experiment with AI in their academic events—integrating it in ways that enhance, but not overshadow, the human elements that make academic events so memorable and impactful. The key to enduring success in the coming year is to engage donors, students, faculty, staff, community, and alumni through personal, impactful, and transformational experiences that move and motivate attendees into action. 

In 2025, institutions will continue to experiment with AI in their academic events—integrating it in ways that enhance, but not overshadow, the human elements that make academic events so memorable and impactful. The key to enduring success in the coming year is to engage donors, students, faculty, staff, community, and alumni through personal, impactful, and transformational experiences that move and motivate attendees into action. 

There is a famous quote that goes “There is no education like adversity,” and to me that is exactly what the past few challenging years have offered us, an education in perseverance and adaptability. We have made it through a period never before seen in our lifetimes where our entire industry and virtually every business was put on “pause” as the world sheltered in place and awaited the passing of the global pandemic. I won't pretend it wasn't immensely challenging, but we survived and I think it changed all of us for the better. Our outlook is more optimistic, we see challenges not as roadblocks but as opportunities, and we realize that we can overcome anything. This empowerment will lead us to do great things in the coming years and I for one can't wait to have a front row seat to see it unfold! 

Stay tuned for Part 2 of Positive Predictions for 2025!