7 Issues Keeping Event Professionals Up at Night
When asked what’s keeping them up at night, event professionals shared the biggest hurdles they face, and how they’re working through them.
“I want to take my career to the next level, but I’m hesitant because we’re trying for a baby,” one corporate planner said, illustrating the challenges of a high-pressure role. Another event industry professional stated, “The event industry doesn’t get the credit or the respect we deserve.”
Event planning is consistently listed as one of the most stressful jobs in the world, and that shows no signs of changing. Dana Twyman, owner of Dana Twyman Productions in Southern California, notes that “During these unprecedented times…it feels like there’s a lot working against the event industry and creative fields at large. The rise of AI, supply chain issues, finding more eco-conscious solutions to temporary experiences, clients expecting more for less year after year as budgets are slashed… I could go on and on.”
Luckily, event professionals are experts at finding solutions. Here are some common challenges and the strategies being used to overcome them:
Rising Costs
Kieran Traynor, director of growth and strategy for Verve, an event management company based in Dublin, identifies balancing rising costs as a significant challenge.
“Budgets are creeping up, but nowhere near fast enough to keep pace with skyrocketing expenses—food and bev, entertainment, transport, venues, AV, you name it,” Traynor said. “We are challenged to deliver premium experiences with increasingly tight budgets, requiring us to be more creative than ever.”
Melissa Van Dyke, senior vice president of integrated marketing and innovation at Creative Group, an Illinois-based meeting agency, is seeing some expenses increase by over 20% compared to pre-pandemic levels. “At the same time, attendee expectations are higher than ever, demanding unique experiences, seamless technology, and greater personalization,” she says.
The solution, according to Traynor, involves rethinking everything. This includes negotiating with suppliers, using AI to drive efficiencies, building long-term partnership models, and embracing hybrid elements. Sarah Martin, CEO and founder of Experience Epic Events in South Florida, created the E.P.I.C. Corporate Event Budgeting Calculator to help clients understand real costs earlier in the process to avoid last-minute budget struggles. Van Dyke sees intentional design as key, focusing on “investing in the right memorable moments across the attendee journey.”
Demonstrating Valuable ROI
Helen Bassett, senior vice president and head of live journalism and events for Dow Jones and The Wall Street Journal, highlights the importance of balancing experience with measurable business value. “People’s time is valuable (as are the investments made), and if we’re asking people to ‘spend’ with us, we better make it count. It has to be valuable—across the board—and there’s an increasing demand to quantify that value.”
The solution, according to Bassett, is to focus on long-term strategic value. She explains, “Today, we need to think about how the events we produce and the experiences we create become part of what is considered highly curated ‘business trips’ with opportunities to learn, build connections, and close deals, all wrapped up in a beautiful experience. Likewise—for us, for our partners—the value of creating meaningful connections to the brand, the storytelling, and the business agenda at the event still stands. But that value needs to carry long after the event has wrapped.”
Staying Creative
Katie Meyer, CEO and director of events at MoonLab Productions in Los Angeles, observes the industry’s demand for innovative ideas. “We live in a world where experiential moments and activations are everywhere—brands and influencers are constantly sharing their pop-up experiences, and it’s all becoming a bit saturated. We’re seeing and hearing reactions across the board that it’s all starting to feel a bit ‘rinse and repeat.’ People are looking for something more than just an exciting experience or a cool activation. They’ve seen it before, and it’s no longer creating the kind of lasting impact that experiential moments once did.”
Meyer and her team are focusing on impact and the “why” behind an event. She says, “Understanding the core message and purpose of the event can help guide creative decisions that don’t just meet expectations but elevate the experience entirely. One way to make things truly stand out is by leaning into our company’s mission and impact pillars—whether it’s exploring new sustainable materials hitting the market, or creating opportunities for connection and giving back. People are craving meaningful experiences, and aligning our work with these values helps drive that impact.” Meyer emphasizes using a “diverse team of creative thinkers” and dedicating time during the pitch phase to researching innovative ideas.
Shorter Lead Times
Many event professionals note diminishing lead times. Martin states, “Planning timelines are getting tighter, with many corporate clients making decisions later than ever before.” Wayne Hoffman, a Florida-based event performer and speaker, notes that this trend is also affecting the entertainment booking world, where clients increasingly book entertainment days or weeks out.
The solution involves organization and adaptation. Martin’s team has refined its “E.P.I.C. Event Formula,” which streamlines planning. Hoffman focuses on preplanning.
The Shift Away From DEI
Twyman cites how the corporate shift away from DEI&A initiatives is another pain point currently. “With any event, a positive attendee experience is paramount—that is why we do this, right? While we have spent the last nine-plus years working hard to ensure all our events, regardless of scale or scope, are accessible and inclusive for all attendees, it is disheartening to see many companies disengaged from those initiatives.”
Twyman’s solution is to continue using diverse vendors, suggest clients include DEI&A elements that enhance the attendee experience, build community, and focus on purpose-driven clients and collaborators.
The Seasonal Nature of the Event Industry
The event industry’s freelance-heavy workforce has always dealt with seasonal ebbs and flows. “Seasonality has become a new hurdle,” says Martin. “Following COVID, events flowed continuously throughout the year, but now we’re seeing a strong peak season followed by a Sahara Desert of business in the summer.”
The solution, according to Martin, is to expand beyond the local market. She says, “The unpredictability is pushing us to expand beyond our local market and explore new destinations and venues to maintain momentum year-round. The landscape is shifting, but we’re staying ahead by being agile, proactive, and always solution-focused.”
Integrating Technology in Smart Ways
Van Dyke points out that, “The pace of change in event technology and AI is accelerating so quickly, with potential to greatly impact how events are planned, executed, and experienced.” Jeremy Campbell, executive vice president of Atlanta-based catering company Proof of the Pudding, is also seeing technology affecting the F&B industry.
The solution is to stay informed about the latest technological advancements, and, according to Campbell, never lose sight of the human experience. “Successful integration requires a thoughtful approach, blending cutting-edge technology with human touch to create a seamless and personalized service.”
