Event Dispatch - February 2026

Hey there 👋

Welcome back to Event Dispatch. As the year picks up pace, the events industry is settling into a new rhythm shaped by higher expectations, tighter margins, and a stronger focus on trust, wellbeing, and long-term value.

In this edition, we explore why corporate events in 2026 may need a rethink, how wellness is becoming a more strategic part of event design, and why security and data protection are central to attendee confidence. You’ll also find insight on managing last-minute cancellations, the evolving relationship between artists and fans, and the event marketing trends likely to influence the months ahead.

Let’s get into it.

🧠 Event Industry Intel You Need To Know

Your 2026 Corporate Events Need a Major Rethink

As teams begin planning corporate events for 2026 and beyond, expectations around what events should deliver are shifting. GoGather’s latest guide points to a move away from “check-the-box” formats and toward more intentional, experience-led gatherings that need to clearly justify both time and spend.

The data suggests a growing gap between what attendees expect and what many events currently deliver.

Key insights from the guide:

• Event satisfaction fell by 8% between 2024 and 2025, as expectations continued to rise

• Meeting costs are projected to increase by 5–7% annually, often without corresponding budget growth

• Attendees are placing more value on immersive experiences, stronger content, and personalized agendas

• AI is playing a growing role behind the scenes, helping teams streamline planning and operations

Together, these shifts are increasing pressure on event teams. Budgets are under closer scrutiny, while audiences are less willing to spend time on events that lack clear purpose or payoff. The challenge is no longer just delivery, but relevance.

For a deeper look at how corporate events are evolving, GoGather’s 2026 Corporate Event Trends Guide breaks down what’s changing and how teams are responding.

Weaving Wellness Into Business Events

Wellness is increasingly being treated as a core part of event design rather than an optional add-on. At the Amex GBT INTER[action] conference, Caesars Entertainment showed how wellness can be built into the flow of a business event in ways that support focus, energy, and engagement.

The approach was intentional. Instead of isolating wellness into early mornings or optional side sessions, these moments were integrated into the main agenda and positioned alongside key content and networking opportunities. That shift changed how attendees engaged with the programming and how the value of wellness was perceived.

Key insights from the event:

• Wellness moments were scheduled during high-engagement windows, increasing participation and visibility

• Attendees received Sudara tote bags and neck pillows that aligned with CSR initiatives while offering practical, everyday value

• Breathwork sessions and guided silent discos were incorporated into the core program, reframing wellness as a tool for sustained attention

• Sensory experiences such as scent stations and temporary tattoos were designed to ground attendees rather than overwhelm them

The takeaway is less about adding new activities and more about integration. When wellness is treated as part of the overall experience design, it can support attention, comfort, and participation in measurable ways.

Caesars Entertainment’s event review takes a closer look at how wellness programming was planned and executed, and what it means for future business events.

💭 From the Founder's Desk: Trust as Your License to Operate

In a recent LinkedIn post, Wil shared a reminder that feels easy to overlook when everything is running smoothly. Trust is not something events earn after the fact. It is what allows them to exist in the first place.

Every ticket purchase asks attendees to hand over personal and financial information, often before they have any real sense of the experience they are buying into. That moment matters. If the systems behind it feel unclear or unreliable, doubt creeps in quickly.

The broader point is about signals. Strong security practices show whether an organizer takes their responsibility seriously and whether attendee data is treated with care.

As audiences become more selective and events compete harder for attention, security is becoming part of the overall experience, even when it stays mostly invisible. Organizers who treat it as foundational tend to build trust that lasts beyond a single event.

What helps you feel confident that a ticketing platform takes security seriously? Join the conversation on LinkedIn and share what you look for.

Designing Events Around Last-Minute Cancellations

Attendance volatility has become part of the landscape for many events. Rather than treating last-minute changes as a planning failure, more teams are designing events with flexibility in mind from the start.

A recent BizBash guide, featuring insights from Claire Hoffman and other industry professionals, looks at how events can stay cohesive and well-paced even when numbers shift close to show time.

Key insights from the guide:

• Plan for change early: Contracts, staffing, and room design increasingly account for late shifts, rather than assuming fixed attendance.

• Use live data on site: Real-time visibility helps teams adjust seating, staffing, and session flow as conditions evolve.

• Design spaces and programs to flex: Adaptable layouts, lighting, and modular programming help preserve energy and intent, regardless of group size.

The broader takeaway is about composure. Events built to flex tend to feel more deliberate and more confident, even when plans change.

BizBash’s Tips for Hosting Great Events When Attendance Is Unpredictable takes a closer look at how organizers are adapting to ongoing uncertainty.

🎤 Featured Voice: Digital Chiefs on Event Tech Transformation

Rob Sealy, Chief Creative Officer at Openstage, sees the UK government’s move to cap ticket resale pricing as more than a regulatory fix. For him, it marks a moment for the live music industry to rethink how artists and fans connect, and where value should sit.

In his view, limiting resale margins creates space to move value away from secondary markets and toward artist-led experiences. That shift creates room for artists and their teams to build more intentional, direct relationships with fans.

Here are some of the ideas he highlights:

• Direct relationships matter more than ever and pricing reforms are only the starting point

• Fair, face-value access should be preserved for loyal fans

• Premium offerings need to feel meaningful, not exploitative

• First-party data gives artists real insight into who their audiences are, and what they value

Taken together, these suggest a healthier, more transparent live music economy, where artists retain control and fans feel respected.

Music Week’s full article explores why resale reform is only the starting point, and how stronger artist–fan relationships could reshape the live events economy.

📺 Opinion: The Business Case For Wellness At Events

Wellness is increasingly being treated as a business decision rather than a feel-good add-on. How events manage energy, pacing, and comfort has a direct impact on engagement, retention, and overall results.

In Eventcube’s latest opinion peice, the focus is on how small, intentional design choices shape attendee behaviour.

A few levers consistently make a difference:

• Strategic Pacing: Implement real breaks and shorter content blocks.

• Comfort and Reset Spaces: Provide quiet corners and varied seating options.

• Nutritional Support: Offer food and water that sustain energy levels.

• Data Ownership: Measure engagement and retention through first-party data.

The takeaway is simple. Wellness is not about adding one more activity to the agenda. It is about designing events that help people stay engaged, remember more, and leave with a clearer sense of value.

Eventcube’s The Business Case for Wellness at Events takes a closer look at how engagement, retention, and results are shaped by thoughtful experience design.

2026 Event Marketing Trends to Watch

VOK DAMS Worldwide’s Event Marketing Trends 2026 report highlights how events are taking on a more strategic role across marketing, culture, and communication. As digital fatigue grows and expectations shift, live experiences are being asked to deliver clearer impact and longer-term value.

The report points to several developments shaping how events are being designed and used:

• Events as a strategic lever: Live experiences are increasingly used to cut through digital noise and create focused, high-attention moments.

• Uniqueness as the new currency: Once-in-a-lifetime formats and emotionally resonant experiences are driving stronger recall and engagement.

• AI moving upstream: Tools like digital twins and simulation are being used earlier in the process to test ideas and optimise outcomes.

• Community over one-off moments: Events are being designed to build belonging and ongoing relationships, not just single touchpoints.

• Smaller formats with deeper impact: Micro events are gaining traction for their ability to create more personal, high-quality dialogue.

• Employee events with clearer purpose: Internal experiences are being used more deliberately to support culture, alignment, and energy.

• Milestones as launch moments: Anniversaries and brand moments are being reframed as opportunities to activate future engagement.

• Mindfulness influencing design: Less overload and more intentional pacing are shaping how events feel and flow.

• Global consistency with local relevance: Brand stories remain cohesive while adapting to cultural context in each market.

• Sustainability as credibility: Environmental commitments are increasingly expected to be demonstrable and embedded, not implied.

Taken together, these trends point to events becoming ongoing platforms for connection and content, rather than isolated activations.

Event Industry News’ overview of Event Marketing Trends 2026 takes a closer look at how these shifts are shaping the future of live experiences.

👋 Until Next Time!

That wraps up the February edition of Event Dispatch. Across the industry, a few themes are becoming harder to ignore. Events are being planned with more intention. Wellness, trust, and experience design are being treated as strategic considerations. And the relationship between organizers, audiences, and artists continues to evolve in more direct and meaningful ways.

Whether it’s rethinking corporate formats, designing for attendee energy, or building stronger fan relationships, the common thread is clear. The events that stand out are the ones built with clarity, care, and a willingness to adapt.

What stood out to you in this month’s edition? We’d love to hear your perspective. You can explore more insights on the Eventcube blog or continue the conversation with us.

Here’s to building events that are thoughtful, resilient, and genuinely memorable. 🥂

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