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- Event Dispatch - March 2025
Event Dispatch - March 2025
Your monthly dose of event industry insights, trends, and conversations.
Hey there 👋
Welcome to the March edition of Event Industry Intel from Eventcube! As we round up March, the events landscape is buzzing with both exciting innovation and potential disruption. From Apple’s foray into event planning to ongoing debates around dynamic pricing and a growing commitment to sustainability, this newsletter unpacks the key developments impacting event professionals.
Inside this edition, you’ll find details on Apple’s new “Invites” app, an analysis of the potential impact of recent tariffs, a thought-provoking perspective on dynamic pricing from INTIX 2025, and insights from D-tox Group on building more sustainable events. We’ll also dive deep into event ticket types and explore how blockchain technology, through partnerships like Lokkaroom and Eventcube, is reshaping ticketing for the future.
🧠 Event Industry Intel You Need To Know
Apple Launches "Invites" App to Revolutionize Event Planning
Photo by Apple
Apple has entered the event planning space with "Apple Invites," a new app designed to streamline invitation creation and management. Announced on February 4, 2025, this iOS app promises to transform how gatherings are organized, leveraging Apple's ecosystem for a seamless experience.
Key features of the app:
Custom invitation design using personal photos or curated backgrounds
Integrated event management, including RSVPs, Shared Albums, and Apple Music playlists
Leverages Apple Intelligence for unique image and text generation for invites
This move by Apple signals a significant shift, integrating event planning directly into the devices we use daily. For event professionals, "Apple Invites" offers a glimpse into the future of simplified, tech-driven event experiences.
The question remains, though: will it be another over hyped app that underdelivers from Apple? That has seemed to be the pattern in recent times, with their largely failed launch of Apple Intelligence and flat sales being apt examples.
Want to dive deeper? The full Apple Newsroom Release explores how Apple Invites is bringing people together.
How Could Recent Tariffs Impact the Events Industry?
The Trump Administration's recent implementation of tariffs on goods from China, and proposed tariffs for the EU, Canada, and Mexico, has the events industry buzzing. Trade Show Executive connected with industry leaders to gather their perspectives on these significant developments and how they may impact trade shows and exhibitions.
Photo by Adriana Galanton
Key insights from the conversations:
Tariffs could increase costs across the events ecosystem, from materials to technology
Supply chain disruptions and economic uncertainty may impact international participation
Industry leaders are proactively exploring strategies like sourcing from local suppliers
Experts emphasize that adaptability and collaboration will be crucial. The events industry is known for its resilience, and this is an opportunity to showcase innovative solutions.
Want to dive deeper? Explore additional perspectives on this topic from thought leaders at SISO, IAEE, ESCA, and EventsNoire.
💭 From the Founder's Desk: Is Dynamic Pricing a Scam?
Dynamic pricing has a PR problem, often seen as a "scammy" tactic. But at INTIX 2025, the Queensland Performing Arts Centre presented a compelling case for its positive potential, shifting my own staunch opposition.
Dynamic pricing sets a dangerous precedent...the concept of fluctuating prices based on demand introduces uncertainty for consumers. A fixed price feels much fairer in the long run, as it ensures transparency and builds trust.
Get involved in the conversation over on LinkedIn.
They highlighted two approaches: "surge pricing" (the notorious kind) and "dynamic discounting." The latter offers a 10% boost in ticket sales during typically slow periods by strategically lowering prices from the initial rate, never raising them.
If dynamic pricing can make the arts more accessible, its a positive use case.
This creates a win-win: sustained business for promoters and delighted customers who feel they've snagged a deal. For event organizers, this reframes dynamic pricing as a tool for strategic engagement, not just profit maximization.
Jimmy Coultas, Marketing & Content Specialist @ Ticketline
[What] remains to be seen if customers will be happy about their full price tickets being cheaper a few weeks later because of poor sales. Not sure there's the same perception of pricing in the events market there is in other retail spaces.
What remains to be seen if customers will be happy about their full price tickets being cheaper a few weeks later because of poor sales. Not sure there’s the same perception of pricing in the events market there is in other retail spaces.
Are you ready to reconsider dynamic pricing? Join the conversation on LinkedIn. I'll be responding to comments all week!
🎫 Ticketmaster UK Defends Dynamic Pricing
Ticketmaster UK's Managing Director, Andrew Parsons, recently defended the company's dynamic pricing model during a parliamentary hearing, as reported by Music Week on February 5, 2025. With pricing strategies directly shaping attendee perception and event accessibility, the discussion is sparking long-overdue conversations around fairness in the industry.
Key insights from the hearing:
Dynamic pricing is determined by artist teams and promoters, not Ticketmaster itself.
Prices usually decrease over time to boost unsold ticket sales, contrary to popular belief.
Ticketmaster's average fee is 11% of the ticket's face value, a portion of which is shared with venues.
The hearing highlighted the complexities of ticket pricing in today's event landscape, and it's raising questions about the balance between revenue generation and customer satisfaction. Ticketmaster maintains their stance that the model is fair and transparent.
Want to dive deeper? The full Music Week article explores how dynamic pricing is perceived by the public and the larger conversation about fairness in the industry.
🎤 Featured Voice: D-tox Group on Sustainable Events
The events industry is undergoing a significant transformation, with sustainability taking center stage. D-tox Group, a leader in portable waste management, offers invaluable insights on making your event more environmentally friendly.
We all have a responsibility to take care of our planet, and that means doing what we can to reduce our impact on the environment.
The Smart Way to Plan Greener Events
Sustainability has moved from a nice-to-have to a must-have in 2025 and attendees are paying attention. From venue selection to waste disposal, every choice reflects your brand’s values and environmental responsibility.
Eventcube, in collaboration with D-tox Group, has identified 10 actionable ways to make your event more environmentally friendly. These include choosing venues with green certifications, using local and organic catering, and swapping out single-use plastics for biodegradable or reusable alternatives.
Even seemingly small shifts, like offering vegan party favors or digital-only invites, can reduce waste and resonate with increasingly eco-conscious audiences.
The article also highlights areas that often go overlooked, such as carbon offsetting, attendee education, and green marketing materials. And when it comes to sanitation and waste, D-tox Group emphasizes the importance of a comprehensive plan that includes everything from recycling to sustainable portable toilet solutions.
Why This Matters for Event Professionals
Greener events aren’t just better for the planet, they’re also better for your brand, your budget, and your bottom line. Sustainable practices can:
Improve attendee perception and brand reputation
Reduce long-term costs through energy and waste efficiency
Attract sponsors and partners who prioritize ESG standards
Future-proof your event strategy in an increasingly regulated industry
Take action by starting with small changes, such as opting for digital tickets or selecting vegan and ethical party favors. Explore Eventcube's resources for more in-depth guidance on topics like choosing a venue and sustainable portable toilet solutions.
🎟️ Deep Dive: Demystifying Event Ticket Types
Unlocking the full potential of your event starts with mastering the art of ticketing. Eventcube's guide to 13 essential ticket types offers a roadmap for organizers to maximize revenue, and tailor experiences, and achieve a successful event.
Top strategies driving attendance:
General Admission: The cornerstone of accessibility.
Early Bird: Incentivizing early commitment.
VIP Experiences: Elevating attendee status.
Group Passes: Fostering a community feel.
Mobile Tickets: Streamlining the attendee journey.
The world of event ticketing is far more nuanced than a simple "one-size-fits-all" approach. By offering a diverse range of ticket options – from coded discounts that create targeted promotions, to multi-day passes catering to varying schedules – organizers can cater to a broader audience and significantly boost attendance figures. This isn't just about filling seats; it's about crafting a personalized experience.
Consider reserved seating for those who prioritize the perfect view, or "Pay What You Can" tickets to champion inclusivity. And in the age of the smartphone, mobile ticketing is no longer a novelty, but a necessity. These strategic choices directly impact not only your bottom line but also attendee satisfaction and the overall perception of your event.
Explore the full blog post for a deep dive into different ticket types, complete with real-world examples and expert insights to help you boost attendance and revenue.
✨ Ticketing Spotlight: Lokkaroom & Eventcube API Integration
Blockchain technology is revolutionizing the events industry, and the partnership between Lokkaroom and Eventcube is a prime example of its power. This case study demonstrates how leveraging Eventcube's API can create a more transparent, efficient, and user-friendly ticketing experience, which is crucial in today's evolving event landscape.
Lokkaroom, a pioneering Web3 platform, recognized the limitations of traditional ticketing systems, which includes high fees, lack of control, and fraud risks. They sought a solution that aligned with their decentralized vision, aiming to empower both event organizers and attendees.
The key differentiator was Eventcube's API, which allowed Lokkaroom to integrate a comprehensive ticketing infrastructure directly into its platform. This provided customizable checkout flows, smart contract integration for automation, and, importantly, the scalability needed to support future growth. This matters to every event organizer looking to the future.
Lokkaroom fosters a responsible and respectful environment amongst users who agree to collect, trade, and play responsibly toward other fans, clubs, and athletes.
➡️ Explore how Eventcube's API can transform your ticketing: Eventcube for Developers
👋 Until Next Time!
That's a wrap for this edition of Event Industry Intel! From Apple’s foray into event planning to the complexities of dynamic pricing and the rise of sustainable practices, it’s clear the industry is navigating a period of exciting evolution. Staying adaptable and informed.
Have a take on the best way to navigate these changes? I'd love to connect – find me on LinkedIn or explore more insights on the Eventcube blog.
Here's to building better, more sustainable, and tech-forward events,
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