Event Dispatch - January 2025

Hey there 👋

Welcome to the January edition of Event Dispatch from Eventcube! The new year brings mixed emotions for the event industry. Big changes are sweeping through the events scene, new ticketing laws are putting power back in the hands of fans, while beloved music venues face crucial transformation that could shape the future of live performances.

But it's not all challenges. We're also seeing art venues like The Biscuit Factory brilliantly reinvent themselves and QR technology opening up exciting possibilities for event organizers everywhere.

In this edition, we'll take you behind the scenes of these industry developments, share Global DMC Partners' fascinating trend forecast for the year ahead, and explore how you can make events the highlight of your marketing strategy.

🧠 Event Industry News You Need To Know

UK Government Announces Major Ticketing Reform with Price Cap and Dynamic Pricing Review

In a groundbreaking move for the events industry, the UK government has launched a comprehensive consultation aimed at revolutionizing ticket sales practices.

Announced on January 10, 2025, these proposed measures target both secondary market ticket touting and controversial dynamic pricing strategies, potentially reshaping how events are priced and sold across the country.

Key proposed changes include:

• Mandatory price caps on secondary ticket sales to combat scalping

• New accountability measures for resale platforms and enhanced consumer protection

• Investigation into dynamic pricing practices across the live events sector

• Implementation timeline targeting early 2026 for new regulations

This initiative comes at a crucial time when ticket touting is costing music fans an estimated £145 million annually. It was, however, high-profile incidents like the Oasis reunion tour controversy that highlighted the urgent need for reform. With the government's commitment to legislative action and industry stakeholders' support, these changes could fundamentally transform how events are ticketed and priced in the UK.

Want to dive deeper? The full report explores these proposed regulations and invites your feedback through April 4, 2025. Visit the official consultation page to have your say on these landmark changes.

Global DMC’s 10 Trends Reshaping Events in 2025

Global DMC Partners' latest forecast reveals how the MICE industry is evolving through a powerful mix of innovation, sustainability, and human-centered experiences.

President and CEO Catherine Chaulet (leading the largest worldwide network of independent Destination Management Companies (DMCs) and specialized event service providers) shares her comprehensive analysis highlighting the delicate balance between embracing new technologies and preserving the irreplaceable value of face-to-face connections.

Key insights from the report:

• Secondary and exotic destinations gain preference as planners seek fresh sights while destinations evade overtourism.

• Supply chain constraints continue to drive costs up, prompting a shift toward 4-star over 5-star venues.

• AI-powered personalization becomes a key differentiator of excellent events.

• Wellness takes extreme form in medicalized experiences and recovery techniques once reserved for athletes.

• “Elevated athleisure” is the new event fashion, reflecting a broader movement toward authentic self-expression.

The findings paint a picture of an industry that's becoming more intentional, resilient, and tech-savvy without losing its core focus on human connection. As the industry navigates these changes, destination management companies (DMCs) are positioned as crucial partners in translating these trends into successful event experiences.

Want to dive deeper? Read the complete trend breakdown over at Event Industry News.

💭 From the Founder's Desk: Strong Opinions on the Unprecedented Crisis Facing the UK Live Music Industry

This month, I shared my thoughts about the unprecedented crisis in UK’s live music ecosystem.

New data from the Music Venue Trust show that in 2023 alone, we witnessed the closure of 125 grassroots music venues (that’s one venue shuttering every week) resulting in the disappearance of 193,230 performance opportunities and 4,000 jobs vanishing into thin air.

Get involved in the conversation over on LinkedIn

This isn't just about numbers. It's about the future of live entertainment itself. These venues serve as the essential incubators where tomorrow's headline acts cut their teeth and build their followings. As Tom Maddicott from Moles poignantly notes, legendary acts like The Cure, Oasis, and Radiohead all emerged from these vital spaces. With 65 additional nightclubs already closed in 2024, we're witnessing the erosion of live music's foundation in real-time.

For event professionals, this trend signals a critical turning point in our industry. Promoter, producers, and venue operators alike must recognize and protect these crucial launching pads for emerging talent before the stage goes dark for good.

What’s your take? Join the conversation on LinkedIn. I'll be responding to comments all week!

🗞️ The Guardian’s Take on the Decline of UK Nightlife

According to recent data from CGA by NIQ and AlixPartners, the number of nightclubs has plummeted from 1,700 in 2013 to just 787 in 2024, with the trend forcing major operators to reimagine their business models.

Key insights from the analysis:

• Consumer behavior is shifting dramatically, with nearly one-third of young people barely drinking and seeking alternative entertainment options.

• Traditional "chrome and carpet" venues will be replaced with experiential ‘party bars’.

• Successful venues are pivoting to special-occasion destination experiences rather than regular weekend operations

This reflects a broader change in how people socialize and gather, with implications stretching across the entire events and hospitality sector. Industry leaders like Neos Hospitality (formerly Rekom UK) are already adapting by investing heavily in innovative concepts that prioritize unique experiences over traditional nightclub formats.

Want to dive deeper? Read the full Guardian investigation exploring how changing consumer preferences and economic pressures are reshaping Britain's nightlife landscape.

🎤 Featured Voice: QR Revolution in Events

The humble QR code has evolved from a nice-to-have feature to an essential tool in modern event management. With smartphone adoption at an all-time high and attendees expecting seamless digital experiences, QR technology has become a game-changing solution for event professionals with different objectives.

Why QR Codes Matter Now More Than Ever

The shift toward contactless solutions and digital-first experiences has catapulted QR codes into the spotlight. Beyond basic ticket scanning, these versatile tools now serve as gateways to rich content, instant feedback collection, and seamless networking opportunities. It does all that while providing valuable analytics.

In one simple scan, attendees get instant access to event information, speaker bios, venue maps, and even virtual networking spaces. Most importantly, QR codes are proving to be powerful data collection tools, offering insights into attendee behavior and engagement patterns that were previously impossible to capture.

Making QR Codes Work for Your Events

To maximize the potential of QR codes, event professionals should focus on strategic placement, clear call-to-actions, and ensuring the linked content delivers value. Consider using dynamic QR codes that can be updated even after printing, and don't forget to test functionality across different devices and lighting conditions.

📊 Deep Dive: Events as the Ultimate Marketing Power Move

In our recent deep dive blog post, we took a look at how organizations from across industries are utilizing events as a marketing strategy and to great success.

Bizzabo’s research reveals that event marketing has emerged as the most impactful channel for 80% of B2B organizations, fundamentally changing how brands connect with their audiences.

What's particularly fascinating is how different event formats are being leveraged for specific objectives. Virtual events are no longer just a pandemic necessity but a strategic choice for global reach, while hybrid events combine the best of both worlds. The data shows that 57% of B2B marketers still prefer in-person components, highlighting the enduring value of face-to-face interactions.

The quest continues. How do you incorporate events into your marketing strategy? Our advice:

Beyond traditional conference rooms and trade show floors, today's successful strategies leverage multiple touchpoints. With 87% of attendees saying that product discovery is a key objective in attending events, organizations should reimagine how they showcase their offerings and connect with audiences. The rise of live streaming in various social networking platforms like TikTok, Youtube, and Twitch is a perfect example of this.

Key channels driving success:

• Live Streaming - 15X higher audience engagement rate with 70% of viewers being more likely to attend a future event after watching a live stream

• In-Person Experiences - Improves brand trust by 77%

• Event Activations - Causes a 91% boost in purchase intent

• Hybrid Formats - 57% of B2B marketers prefer to attend the in-person version of a hybrid.

What makes this shift particularly noteworthy for industry professionals is the enhanced ability to measure and optimize event performance. With sophisticated platforms and analytics tools, organizations can now track engagement in real-time, adjust strategies on the fly, and demonstrate clear ROI. This makes event marketing more accountable and effective than ever before.

Read the complete guide to honing events in your marketing strategy here.

✨ Event Spotlight: The Biscuit Factory

How does a former biscuit warehouse turn into one of the UK's most dynamic cultural hubs?

Newcastle’s The Biscuit Factory isn't like any other art gallery. It's a revolutionary space where traditional exhibition formats meet community-driven creativity, hosting over 50,000 visitors annually and showcasing more than 250 works across multiple artistic disciplines.

What began in 2002 as an ambitious project to convert an industrial space into an art gallery has evolved into a thriving marketplace for artists and a cultural cornerstone for Newcastle. The venue's unique approach to curation spans everything from original paintings and handmade prints to furniture and design-led homewares.

The Biscuit Factory stands out for its innovative blend of exhibition formats with each event tailored to create meaningful connections between creators and community members. Their upcoming Garden Room, inspired by Victorian winter gardens, promises to add yet another dimension to their creative offerings.

→ Learn more about The Biscuit Factory’s unique approach to art and community on Instagram or check out their current exhibitions at www.thebiscuitfactory.com.

👋 Until Next Time!

That's all for this edition of Events Dispatch! This month has shown us the real challenges and bright spots in our industry from the urgent need to protect our cherished music venues to the clever ways organizers are enhancing guest experiences. UK venues may be facing headwinds, but the creative solutions we're seeing prove there's always room to grow.

What's your take on all this? Are you experimenting with QR codes in interesting ways? Have you found creative solutions to venue challenges? Share your story with me on LinkedIn. Your insights could help fellow organizers tackle similar hurdles. And don't forget to check out our blog for deeper dives into this month's topics.

P.S. Know someone navigating these industry changes? Share this newsletter with them! And if you received this from a friend, you can subscribe here.