Event Dispatch - October 2025

Hey there 👋

Welcome to the October edition of Event Dispatch! This month, we’re exploring the changing face of events, from the U.S. market’s resilience to fresh ways of defining success.

In this issue, you’ll see why leading organizers remain optimistic, how professionals are measuring impact beyond ROI, and what the “discount dilemma” means for both planners and attendees. We also look inside high-end event planning, explore the push for greener practices, and share expert takes on transportation and booking software.
Let’s get to it!

🧠 Event Industry Intel You Need To Know

Despite Cancellations, U.S. Business Events Show Resilience

While some major conferences face cancellation due to economic headwinds and attendance dips, a closer look reveals a surprisingly optimistic outlook for the U.S. business events industry. Industry experts, as reported by BizBash, indicate that event professionals have strong underlying health and promising future trends.

Key insights from the report:

• Conferences such as the Event Safety Summit and the U.S. debut of INCYBER Forum have been canceled, with organizers citing economic uncertainty and lower attendance forecasts.

• Shifts in political policy, from changing tariffs to rollbacks of DEI initiatives, are influencing international attendance and corporate travel budgets.

• Major players like MGM Resorts International are seeing record-low cancellations and strong bookings into 2026, pointing to steady demand.

• Cities like Las Vegas and Washington, D.C., are doubling down with packed event calendars and smart marketing to keep growth on track.

Despite highly publicized cancellations, many industry titans are reporting robust bookings and strong future projections. This suggests a nuanced landscape where targeted challenges coexist with widespread growth, requiring event organizers to adapt and innovate.

Want to dive deeper? The full BizBash report explores how the U.S. business events industry is navigating current challenges and poised for future success.

The New Metrics That Matter Most for Events

ROI and attendance tell only part of the story. More event leaders are measuring success through engagement, emotional connection, sustainability, and long-term influence. It’s a shift that better reflects the true value of live experiences in a rapidly evolving industry.

Key insights from industry leaders:

• Emotional impact: Measuring how guests feel and whether those emotions translate into lasting brand loyalty and advocacy, often tracked through sentiment analysis and post-event surveys

• Real-time feedback: Gathering immediate, unfiltered attendee commentary and making on-the-ground observations to pivot and optimize experiences in the moment

• Behavioral data & neuroscience: Utilizing cutting-edge tech like interactive platforms, biometric sensors, and AI sentiment analysis to track dwell time, participation, and even neurological states of immersion

• Long-term amplification: Focusing on what happens after the event, such as user-generated content, community building, and sustained conversations that extend cultural impact beyond the physical space

• Sustainability benchmarks: Integrating environmental responsibility into event success metrics, tracking waste diversion, carbon footprints, and ethical sourcing to leave a positive legacy

This broader view of event metrics goes beyond reporting. It encourages designing events with a clear purpose and aligning stakeholder goals from the start. By adopting these measures, professionals can show a fuller, more convincing picture of success that matches today’s priorities.

Explore the full story to see how 14 event leaders are broadening their view of success and measuring impact in new ways.

💭 From the Founder's Desk: Why Discounts Shape Perception

Discounts may seem like a simple sales tactic, but they influence how people perceive the value of your event. In this week’s post, our founder unpacks how pricing decisions shape the story your audience tells themselves about your brand.

The real takeaway is perception. If discounts become the norm, full price starts to look inflated, and attendees begin to question the worth of the experience. On the other hand, when pricing is intentional and transparent, it reinforces that the event is something worth investing in at its true value.

What’s your take on pricing strategy in events? Share your perspective on the LinkedIn post or tag an organizer with insights. I’ll be reading and replying all week!

What Every Event Can Learn From High-End Planners

Take a look inside the world of high-end weddings and celebrity galas, where planners like Colin Cowie, Jennifer Zabinski, and David Stark set the standard for unforgettable experiences. Business Traveller recently highlighted how these experts bring the same level of detail and creativity to both glamorous social occasions and meaningful corporate fundraisers.

From designing emotional “wow” moments to choosing thoughtful gifts that connect guests to the event, their approach shows that the principles of great planning apply no matter the budget.

Key insights from the report:

• Stronger comeback: Corporate and charitable events are bouncing back post-pandemic, with bigger turnouts and more elaborate designs.

• Gifting with meaning: From branded items at corporate functions to local, personalized favors at social events, gifts play a key role.

• Culture building: In today’s hybrid work world, corporate events are vital for fostering connection and company culture.

• Immersive activations: Public-facing experiences are on the rise, blending brands with art, music, and theater.

These top planners show that the essentials of a great event stay the same, no matter the budget. Their focus on storytelling, detail, and guest experience provides a clear guide for making any event more memorable.

Explore the full Inside the World of Elite Event Planning feature in Business Traveller and discover how high-end insights can elevate all kinds of events.

🎤 Featured Voice: Andrew Hickinbotham on The Sustainability Seesaw

Andrew Hickinbotham, Board Member of ESSA and Head of Sales at Tecna, highlights the balance between moral responsibility and commercial opportunity in today’s events industry. He calls it the “Sustainability Seesaw.” Here, one side focuses on improving environmentally and socially, while the other prioritizes meeting client demand and identifying new opportunities.

A strong example is the ShelterSuit initiative, which repurposes event graphics into sleeping bags for the homeless. It’s both socially impactful and financially smart, cutting disposal costs while building a reputation.

Hickinbotham stresses that sustainability is a journey. Starting small, whether it’s reducing waste, supporting local communities, or sharing progress, helps build momentum.

In Event Industry News, Andrew explores this concept further, with examples of how sustainability can create both social impact and commercial value.

📺 Deep Dive: Top 14 Best Event Booking Software Tools

With so many event booking tools available, making the right choice isn’t easy. A new feature simplifies the process by showcasing the top 14 platforms for 2025 and explaining the three main types of booking systems, providing professionals with a clearer path to the best fit for their events.

Top platforms driving results:

• Eventcube: Leading event ticketing with transparent pricing and data ownership

• Baluu: Masterful booking system for multi-session classes and activities

• SimplyBook.me: Ideal for service-based businesses needing flexible time slot bookings

• Calendly: The go-to appointment scheduler for seamless one-on-one digital meetings

This report breaks down the differences between ticketing platforms, booking systems, and scheduling tools. From large festivals to daily fitness classes or one-on-one client sessions, each type of software serves a distinct purpose in making events run smoothly and improving the attendee experience.

For organizers, choosing the right fit can save time, cut admin work, and strengthen revenue. Whether it’s accessing funds as tickets sell or offering flexible payments for recurring programs, the right software is more than just a tool. It acts as a partner in creating better events.

Check out the full guide to discover the 14 best booking tools for 2025 and how to choose the right one for your events.

Event Transportation That Supports and Does Not Derail Your Success

One delayed vehicle can send an entire meticulously planned event spiraling. Ground transportation plays a critical role, and if ignored, it can undermine even the best-planned event. David Reinhart, CEO of North America, TBR Global Chauffeuring, sheds light on why traditional thinking falls short and what event planners need to do differently.

Key insights from the article:

• Cities are not your collaborators: Most urban centers weren't built for mega-events, making generic logistics a recipe for disaster. Embrace a city's limitations from day one

• Local knowledge is non-negotiable: GPS fails to capture the nuanced realities of urban environments. Collaborate with local chauffeur partners who understand hidden routes and regulations

• Overplanning is the only way to stay ahead: Planning starts months in advance, involving site visits, permit securing, and full-scale walkthroughs to anticipate every possible obstacle

• Success is in the details: Flawless transport relies on precision, reliability, and control, turning a weak spot into a cornerstone of event success

For high-profile events where flawless execution is paramount, understanding these pitfalls is crucial. This isn't just about getting people from point A to point B. It's about safeguarding your event's reputation and ensuring VIP experiences are nothing short of perfect.

Want to learn more? Read the full feature on Special Events to see how better planning can turn transportation into a strength rather than a setback.

👋 Until Next Time!

That's all for this edition's Event Industry Dispatch! We've covered everything from the resilience of U.S. business events and the evolving metrics of success to the strategic art of pricing and the critical role of sustainable practices. It's clear that adaptability, meticulous planning, and a holistic view of value are key to navigating today's dynamic landscape.

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.