Event Dispatch - July 2025

Hey there 👋

Welcome to this packed July edition of Event Dispatch from your friends at Eventcube! This month, we’re looking at how various corners of the event industry are evolving - fast. Some are moving faster than ever, while others are simply facing new hurdles.

We’ll dive into why live music is entering what Goldman Sachs calls a “golden age,” while B2B events are feeling fresh pressure, according to Forrester. We’re also exploring how Gen Z is reshaping expectations around authenticity, the changing role of event spaces, and why grassroots venues need more support than ever. Plus, get a pulse check on AI in events and see which planning pros are leading the way.

Let’s get to it!

🧠 Event Industry Intel You Need To Know

Live Music Demand Hits All Time High: Goldman Sachs Predicts $67.1 Billion Market by 2035

Goldman Sachs' latest Music in the Air 2025 report reveals an "insatiable consumer demand" for live music, projecting the market will soar to $67.1 billion in net revenue by 2035. This comprehensive 91 page analysis, released June 3rd, highlights live events as a powerhouse, consistently outpacing the record business.

Key insights from the report:

• Live music revenue is projected to hit $38.2 billion in 2025, an increase from previous estimates

• Overall music industry revenue growth is expected to reaccelerate by 7.7% year over year, significantly driven by a 10% acceleration in live music

• The supply of diverse artists touring is set to increase, fueled by stronger financial incentives for artists and greater label investment in promoting new talent globally

• The market will nearly double to $200 billion by 2035, with live music comprising the largest share at $67.1 billion in net revenue

This robust growth signals a thriving landscape for event professionals, underscoring the enduring power and appeal of in-person experiences. The report emphasizes that despite economic pressures, consumer demand for live events has structurally increased globally since the pandemic, proving its resilience and vital role in entertainment.

Want to dive deeper? Check out the summary of the Music in the Air 2025 report, which unpacks how shifting consumer trends and increased social value are fueling the live music boom.

Events Under Pressure: Forrester's Q1 2025 Survey Reveals Critical Shifts

Forrester’s Q1 2025 State Of B2B Events Survey, drawing insights from over 250 event decision makers, paints a clear picture: the B2B events landscape is facing unprecedented challenges.

Event satisfaction dipped by 8% from 2024 to 2025 as teams grapple with a volatile economic climate and intensified competition.

Key insights from the report:

• Budgets and resources are strained, with two thirds of event teams seeing flat or declining budgets

• The B2B event mix is evolving, with marketers prioritizing smaller hosted events over larger ones

• Core objectives like audience acquisition and ROI are prioritized, while long term considerations such as inclusivity and sustainability are falling by the wayside

• Event technology is a missed opportunity, with many platforms not fully integrated, despite integration leading to increased satisfaction

• AI uptake remains low, primarily used for content creation, but future adoption is expected to grow

• Siloed planning leads to suboptimal experiences, while centralized teams significantly boost satisfaction

This report is a must read for any event professional looking to strategize for future success. Understanding these trends is crucial for adapting your approach and ensuring your events stand out.

Want to dive deeper? The Forrester’s Q1 2025 State Of B2B Events Survey explores how B2B event teams are navigating a challenging landscape.

💭 From the Founder's Desk: What Younger Audiences Really Want

There’s a noticeable shift happening across the events space. Younger generations aren’t looking for more polished content, they’re looking for something they can feel! They value realness, creativity, and shared moments that go beyond the screen.

For event professionals, this isn’t just an observation, but a design challenge. Events have the potential to deliver what other marketing channels can’t, but only if we rethink how we create them. That means prioritizing small, meaningful moments over big polished ones. Creating space for interaction, not just information. Embracing the unscripted, the imperfect, the genuinely human.

This shift isn’t about trends. It’s about values. And the events that respond to this moment will be the ones that truly resonate.

What’s the most memorable moment of real connection you’ve experienced at an event? Maybe it was a spontaneous conversation, a creative breakout, or a shared laugh with strangers. 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!

Experience is Everything: IACC's Report Reveals Shifting Event Landscape

IACC’s 2025 Meeting Room of the Future report, marking its tenth anniversary, highlights critical shifts in how events are being planned and experienced. Based on insights from 205 meeting planners across Europe and North America, the findings point to a clear move toward experience-led events, with evolving preferences around venues, formats, and technology.

This signals a broader industry shift, that values emotional connection, sensory design, and curated environments just as much as agenda planning.

Key insights from the report:

• The decline of hotels as primary event venues continues, with 51% of planners now opting for specialty venues like sports stadiums, museums, and vineyards

• While overall pressure to integrate new technology has decreased, Artificial Intelligence (AI) is rapidly gaining importance, jumping from 4% to 14% as a critical technology

• A notable trend away from hybrid events is emerging, with 42% of planners not planning to use streaming this year

• Food and beverage is now considered a key part of meeting design and experience, with an average rating of 9.0, up from 7.9 in 2023

This report clearly signals that the events industry is evolving beyond traditional formats, prioritizing unique experiences, strategic venue selection, and impactful F&B.

Want to dive deeper? This article breaks down the key takeaways from IACC’s 2025 Meeting Room of the Future Report, highlighting how experience-driven design and tech trends are reshaping event planning.

🚀 Deep Dive: The Top 25 Event Planning Powerhouses in the USA

For our recent blog dive, we decided to shine a light on an important, yet often under appreciated area of the industry: event planning.

From large-scale productions to intimate gatherings, top event planners are redefining what it means to deliver a seamless experience. These firms bring precision, creativity, and strategy to the table, turning even the most complex logistics into smooth execution.

In this article we handpicked 25 event planning companies specializing in a wide array of event categories to produce this amazing resource of the best planners in the USA.

Some of the standout names include:

• MKG (New York, NY): Experts in experiential marketing and brand activations that blend design with strategy

• Luxe Fête (Miami, FL): Known for luxury weddings, corporate events, and VIP experiences with global flair

• Sequence Events (New York, NY): Specializes in corporate conferences, award shows, and full-service event production

• George P. Johnson (Auburn Hills, MI): Leaders in integrated experience marketing for global brands

Whether you're seeking full-service support or niche expertise in areas like eco-conscious design or virtual events, knowing who’s leading the charge can offer valuable inspiration. This roundup explores the firms setting the standard in creativity, scale, and innovation. Don’t forget to bookmark it!

Browse the full list and discover the agencies setting the bar for creativity, logistics, and unforgettable event experiences.

AI in Events: A Promise Waiting to be Realized

Forrester's Q1 2025 State of B2B Events Survey reveals that while AI holds immense potential to revolutionize event planning and execution, its current adoption across the industry remains surprisingly low. This presents a unique opportunity for event professionals to lead the charge in innovation.

Key insights from the report:

• Content Creation is Leading the Charge: Organizations are primarily leveraging AI for tasks like building landing pages and writing emails, with 39% of respondents already on board

• Attendee Experience: Low Uptake, High Interest: Despite low current adoption (7% to 15%), there's significant interest in using AI for personalization, targeting, and attendee assistance, with over 40% wanting to explore these uses

• High Spenders are AI Frontrunners: Organizations with event technology budgets exceeding $250,000 are more likely to embrace advanced AI applications, including data analysis and direct attendee engagement

• Younger Marketers are Eager: Gen Z and Millennial marketers show strong enthusiasm for AI's potential in areas like chatbots and predictive intelligence, signaling future growth

While AI may still feel like a promise rather than a widespread reality, its transformative power for B2B events is undeniable. Event teams that act quickly to explore and integrate AI will be best positioned to deliver smarter, more personalized, and impactful experiences.

Want to dive deeper? The full AI In Events: A Promise Waiting To Be Realized explores how AI is set to reshape the future of B2B events.

👋 Until Next Time!

That's all for this edition of Event Industry News! It's clear that the events landscape is undergoing significant transformation, from the "insatiable demand" for live music to the evolving pressures on B2B events and the "realness revolution" driven by younger generations. The future belongs to those who adapt, innovate, and prioritize authentic connection.

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.