Event Dispatch - September 2025

Hey there 👋

Welcome to September’s edition of Event Dispatch! As the events industry charges forward, new opportunities and innovations are constantly emerging. From leveraging cutting-edge data insights to understanding evolving attendee behaviors, this edition uncovers the key trends and strategies.

Inside, you'll dive into how QR codes are revolutionizing event ROI, explore the fascinating shift in festival demographics, and gain crucial insights into ticketing fee structures. We also feature Amanda DiLauro's fresh perspective on redefining event success, discuss events as a powerful marketing engine, and reveal how AI is transforming customer service. Get ready to sharpen your strategy and unlock new potential for your events!

Let’s get to it!

🧠 Event Industry Intel You Need To Know

Event Data Moves Beyond the Scan: QR Codes Unlock Measurable ROI

Special Events’ latest feature shows how QR codes have shifted from simple check-ins to powerful tools for proving event value. What started as a convenience is now helping organizers capture engagement, track preferences, and tie in-person activity directly to ROI.

Key insights from the report:

• QR codes turn casual visitors into active participants by tracking high-intent engagement

• Real-time scan data highlights attendee interests and peak activity periods

• CRM and marketing platform integrations ensure follow-through after the event

• Branded QR codes not only drive more scans but also reinforce event identity

This shift in data capture takes organizers beyond basic attendance counts, offering concrete insights into attendee behavior and which content resonates most. With QR technology, event professionals can deliver tailored post-event follow-up and show stakeholders clear evidence of success.

Want the full picture? Read Special Events’ feature Beyond the Scan to see how QR codes are reshaping event intelligence and ROI measurement.

Music Festivals: Are They The New Family Holiday Destination?

Ticketmaster’s State of Play: Festivals 2025 report, released on August 21, 2025, points to a cultural shift in how audiences experience festivals. Once seen as youth-only gatherings, festivals are increasingly becoming multi-generational trips, even rivaling the traditional family holiday. At the same time, solo attendance is on the rise, showing how diverse festivalgoer motivations have become.

Key insights from the report:

• 43% of parents now see festivals as a substitute for summer vacations

• More than half (51%) of UK attendees already bring family, from kids to grandparents

• Nearly one in three Brits attends festivals alone, reflecting new patterns of individual travel

• Sustainability matters: 67% say eco-friendly practices influence ticket purchases

These findings highlight how festivals are evolving into shared cultural experiences that blend leisure, travel, and entertainment. For organizers, the opportunity lies in designing events that appeal both to families and to solo adventurers.

Want to explore more? Read IQ Magazine’s full breakdown for insights into how changing behaviors are redefining the festival experience.

💭 From the Founder's Desk: Why Fee Structures Shape Trust

Ticket fees might look like small numbers on the checkout page, but they carry a big weight in shaping attendee perception. In this week’s post, our founder explores why the way you structure fees is about building clarity, trust, and stronger relationships with your audience.

The real takeaway from this debate is trust. When fees stack up unexpectedly, buyers feel tricked, and that moment of friction can break the relationship before it starts. A clean, transparent structure signals respect for your audience and keeps the buying experience positive.

In events, where word of mouth is everything, the way you handle fees is a part of the brand experience.

How do you approach fees at your events? Join the conversation on the LinkedIn post or tag an organizer who has strong views on fees. I’ll be reading and replying all week!

Gen Z Turns Concerts Into Travel Experiences

Forbes Advisor’s latest report highlights a new behavior among young audiences: concerts and festivals aren’t just shows, they’re becoming multi-day trips. Gen Z is blending live music with travel, creating “vacation-style” experiences that extend far beyond the stage.

That resurgence is fueling how younger fans now plan and experience events.

Key insights from the report:

• Live music continues to thrive, even in uncertain economic conditions.

• Global ticket prices have dipped for the first time in over a decade.

• Many Gen Z fans now stretch concerts into full trips, arriving early, staying longer, and exploring the destination.

• Entertainment and travel rewards on credit cards help Gen Z save while maximizing their experiences.

For event organizers, this signals a powerful shift. Live music is no longer just a one-night engagement. It’s a catalyst for travel, hospitality, and community-building. Designing events that fit into this broader journey can unlock new revenue streams and deeper audience loyalty.

Want to explore more? Read Forbes Advisor’s breakdown of how Gen Z is reshaping live music and travel habits.

🎤 Featured Voice: Amanda DiLauro on Redefining Event ROI

Event Concept’s Account Director Amanda DiLauro believes it is time to move beyond surface metrics such as attendance counts and badge scans. With 82% of CMOs reporting heavier budget scrutiny, proving real value has never been more urgent.

Her perspective is that true ROI comes from what people remember and how those memories shape their behavior long after the event ends. Did attendees become advocates for your brand months later? Did employees adopt new ways of working because of the experience? These are the outcomes that matter.

DiLauro emphasizes embedding ROI thinking from the very beginning. That means designing with desired memories and behaviors in mind, then measuring them through existing business data tools such as Salesforce or Culture Amp. This approach reframes events as strategic assets that drive measurable change, not just one-off expenses.

Amanda expands on this idea in Corporate Event News, with examples of how event professionals can turn ROI into a core mindset, not just a post-event metric.

🚀 Deep Dive: Events as a Marketing Strategy in 2025

For our latest deep dive, we turned our focus to one of the most powerful parts of the marketing mix: Events. In a world crowded with digital noise, events are proving to be more than just gatherings. They are fast becoming engines for brand storytelling, trust-building, and long-term advocacy.

Top platforms driving results:

• Online events expand reach and improve accessibility.

• Webinars position brands as thought leaders and generate qualified leads.

• Live-streamed events build urgency and real-time engagement.

• Hybrid events combine in-person and virtual elements for maximum impact.

The guide shows why events work differently from other channels. They cut through digital clutter, give brands space to show up authentically, and turn attendees into long-term advocates.

Research shows that 87% of attendees discover new products and solutions through in-person experiences, while 77% report increased brand trust after attending. With numbers like these, events are proving to be more than gatherings. They are brand-shaping experiences.

Dive into the full breakdown. Explore Eventcube’s full piece for strategies that put events at the heart of your marketing.

Has Agentic AI Finally Landed in Events?

MCI has unveiled Jade Voice, a voice-enabled AI agent built into its OneSystem Plus platform. The launch signals a major step forward in how AI can transform customer support for organizers, exhibitors, and attendees.

Key insights from the product launch:

• Voice-based AI is already outperforming traditional customer service channels.

• Jade Voice supports 57 languages and delivers instant responses.

• 66% of registration and housing requests were resolved using AI ageny without human intervention.

• Jade Voice can even troubleshoot issues proactively, before users reach out.

This significant leap in AI capability means smoother operations and happier attendees. Event organizers stand to gain immense efficiencies, freeing up valuable resources.

Want to learn more? Read the full exclusive interview with MCI’s VP of Technology and Innovation Jeff Moore to see how AI is setting new benchmarks for event management.

👋 Until Next Time!

That's all for this month's Events Dispatch! We've covered a lot, from the evolving role of QR codes in demonstrating event ROI and the rise of multi-generational festival-goers, to rethinking event success beyond vanity metrics. It's clear the event industry is adapting at lightning speed, driven by Gen Z's reimagining of live music and the promising integration of AI.

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.