Event Dispatch - August 2025

Hey there 👋

Welcome to the August edition of Event Dispatch! This month, we’re exploring the big shifts shaping the events industry in 2025. From AI revolutionizing content creation to smart strategies for navigating climate challenges and the surprising power of invite-only gatherings, this edition unpacks the essential shifts shaping our sector.

Inside this issue, you will learn how AI is helping turn event highlights into lasting content, why invite-only gatherings are gaining ground, and how “less is more” is becoming a guiding principle for impactful experiences. We’re also looking at what’s next in ticketing beyond the traditional giants and how organizers are rethinking event design by focusing on ideas, not just aesthetics.

Let’s get to it!

🧠 Event Industry Intel You Need To Know

AI is Turning Event Content Into a Long-Term Asset

AI is changing the way event teams think about content. Instead of one-off moments, organizers are now building steady pipelines of reusable material that support outreach, sales, and long-term engagement. That’s the strategy Tomorrow.io’s marketing team has embraced and the results are turning heads.

Key insights from the AI-powered approach:

• AI tools support pre-event planning, from personalized outreach to in-depth research on target accounts

• Custom GPTs can be trained on your brand or executive voice to produce high-quality content quickly

• Platforms like Opus, Descript, and HeyGen help repurpose live sessions into short-form videos, reels, and avatar-led explainers

The shift from one-time events to always-on content means organizers can treat their sessions as long-term assets and not just moments in time. It’s a smart way to extend your event’s impact across channels without adding headcount.

Want to dive deeper? The MarTech’s report shows how teams can turn event content into a steady stream of revenue-driving assets.

Extreme Weather Disrupted 57% of Outdoor Events Last Year, and the Risk Is Growing

As record heatwaves, floods, and wildfires dominate the news, the events industry is facing growing pressure to adapt. Extreme weather is no longer just a concern for outdoor festivals. It’s also affecting everything from attendance to logistics and long-term planning.

Key insights from the latest climate risk analysis:

• 72% of global executives have updated their risk plans due to climate concerns, but only 20% consider it a top threat

• Both indoor and outdoor events are being disrupted by travel delays, airport shutdowns, power outages, and government advisories

• Weather-related cancellations are leading to major financial losses, often after months of preparation

• Event cancellation insurance now plays a critical role, covering everything from hurricanes and heatwaves to flash floods

• When disruption strikes, early coordination with insurers and loss adjusters is key to managing refunds and communicating with attendees

For event professionals, preparing for climate risk is now essential. It plays a key role in protecting operations, managing budgets, and maintaining reputation. Using historical weather data and working with trusted insurance providers helps teams identify risks early and plan ahead to reduce potential disruptions.

Want to learn more? The full Insurer's report on "Weathering the Storm" explores how climate volatility is reshaping events.

💭 From the Founder's Desk: Why the Right Room Drives Real Results

Private, invite-only events are quietly outperforming their public counterparts. That's not because they’re smaller, but because they’re more intentional. When access is limited and the audience is curated, every interaction becomes more meaningful.

The value isn’t in the volume. It’s in the alignment. Attendees arrive already feeling chosen, which shifts the tone from passive participation to active engagement. That kind of trust and relevance drives conversions, brand equity, and long-term impact.

For organizers, the takeaway is clear: Success isn’t about reaching everyone. It’s about building the right room, then letting the experience do the rest.

Want to weigh in? Share how you’ve seen curated events drive better results. Join the conversation on the LinkedIn post or tag someone who knows how to make those moments happen. I’ll be reading and replying all week!

What It Takes to Pull Off Outdoor Events in the Heat

Hot weather doesn’t have to ruin a well-designed outdoor event. In a recent BizBash feature, event designer Frank Carlisi shares practical tips to help planners keep guests comfortable, food fresh, and the overall experience smooth, even on the hottest days.

Key takeaways for event professionals:

• Choose the right venue: Look for natural shade, indoor-outdoor flow, or partial coverage to give guests places to cool off

• Plan for the unexpected: Tents are a must, especially with unpredictable weather. Flooring can also prevent muddy messes if conditions change

• Time it well: Events scheduled during golden hour benefit from cooler temps and natural light that adds to the atmosphere

• Make shade part of the design: Use draped fabrics, trees, or custom shade structures to add comfort without sacrificing style

• Serve smart menus: Stick to seasonal, refreshing food and drinks, and keep food stations shaded to protect quality and safety

• Prepare your guests: Let attendees know what to wear and expect, especially when it comes to dress codes and footwear

• Add thoughtful extras: Small touches like personal fans, parasols, and lavender-scented citronella make a big difference in guest comfort

Outdoor events offer incredible opportunities for creativity and unique experiences. With these strategies, you can beat the heat and still keep things polished.

Want to dive deeper? The full BizBash feature explores how to flawlessly execute hot weather outdoor events.

🎤 Featured Voice: Destinations International on Boosting Event Impact

Today’s attendees expect more than smooth logistics. They want events that feel meaningful, reflect their environment, and offer real takeaways. That’s where “intellectual capital” comes in, which is an idea that’s helping organizers design smarter, more memorable experiences.

Looking Beyond the Venue

Intellectual capital refers to the knowledge, expertise, and culture that already exist within a destination. This could be local researchers who bring new ideas, creative communities that add depth to your programming, or industries that open doors for unique partnerships.

Destination Marketing Organizations (DMOs) and convention bureaux can help you tap into these local strengths. Many are even getting certified through programs like Destinations International’s Intellectual Capital Certificate to better support event planners. They can guide you toward local speakers, community connections, or programming ideas that make your event feel rooted and relevant.

Bringing these partners in early makes a real difference. It could mean collaborating with local experts on your content, involving nonprofits for impact, or adding regional flavor through food, art, and entertainment. These touches tell a story that lasts.

Want to learn more about how intellectual capital is shaping the future of events? Read the full article on Conference & Meetings World for deeper insights.

🚀 Deep Dive: How to Use Instagram to Drive Event Attendance

Event marketing often boils down to two crucial questions: Who are your target attendees, and how do you effectively reach them. With over 2 billion monthly users and half a billion daily logins, Instagram continues to be one of the most effective tools for reaching your audience and building event buzz. If you're looking to fill the room or the feed, this is where to start.

Key strategies for Instagram success:

• Optimized your profile: Use a clear bio, profile image, and pinned posts that reflect your event

• Plan your content calendar: Share consistent updates, teasers, and reminders

• Prioritize quality and relevance: Create eye-catching visuals and posts that resonate with your audience

• Collaborate with influencers: Work with people your audience already trusts to grow visibility

Instagram has become more than just a place to share photos. Around 90% of users follow at least one business, and the platform offers built-in tools designed to support event promotion. Features like reminder stickers, clickable links, and countdowns in Stories make it easier to keep your event top of mind.

Even without a large team or advanced tools, you can run effective campaigns. Try going live with your speakers, offering time-limited discounts, showcasing attendee feedback, and experimenting with Instagram ads. These simple moves can help turn casual followers into eager attendees and give your event the exposure it needs.

Want to dive deeper? Read our full Instagram strategy guide to explore tools, formats, and content ideas built for event success.

Experience as Intelligence: Why Data-Driven Events Matter More Than Ever

Ali Warwick, head of sales at brand experience agency Strata, recently spoke with Conference News about the growing importance of using data to shape event strategy. Her perspective pushes the industry to think beyond attendance numbers or applause at the end of a keynote. Instead, it’s about viewing every event as a powerful source of insights that can drive long-term marketing impact.

Key insights from the article:

• Events are no longer just “nice to have.” They’re now seen as essential marketing tools, but measurement often falls behind

• Live experiences generate valuable data that can inform future campaigns, shape messaging, and influence product decisions

• Connecting event data with your broader marketing systems (like CRM or analytics platforms) helps track performance and prove value

Changing how we think about events means focusing not just on the moment but on what we take from it. Success relies on gathering feedback, turning engagement into insight, and designing experiences that deliver both connection and clear business results.

Want to see how others are doing it? Read the full article on Conference News for a closer look at how data is reshaping event strategy.

👋 Until Next Time!

That's all for this month's Events Dispatch! We've covered a lot of ground, from AI's transformative power in content creation to the critical need for climate resilience and the surprising impact of 'invite-only' exclusivity. The event landscape is undeniably dynamic, pushing us all to innovate and adapt.

Have thoughts on any of these stories? I'd love to hear from you – share your insights on LinkedIn or drop me a line directly.

Here's to creating impactful and authentic experiences. 🥂

P.S. Forward this newsletter to a friend in events – they might thank you for it! And if you received this from a friend, you can subscribe here.