Balancing budget constraints with the desire for extraordinary event experiences is an ongoing challenge for event planners. As a result, audio-visual (AV) and technology expenses have become a key area where organizers are striving to maximize their return on investment.
A recent survey by PCMA highlighted the dramatic increase in AV and technology costs following the pandemic. Planners described these costs as “astronomical,” “ridiculous,” and “unreasonable,” often with limited flexibility to use outside vendors due to exclusive agreements. The survey also indicated that rising costs are coinciding with a reduction in service levels.
To navigate these challenges, event planners are adopting innovative strategies to align budgets with expectations.
Matching Objectives with Venue Specs
One key strategy involves identifying the event’s core objectives and allocating resources accordingly. If networking is a primary goal, funds can be directed toward creating interactive spaces rather than elaborate stage setups. “A clear understanding of priorities ensures that spending aligns with the most critical aspects of the event,” says Brett Han, managing director of iCube Events. “Venues with flexible layouts and adaptable infrastructure can also help organizers create unique experiences without extensive modifications.”
Utilizing built-in AV equipment and technical support offered by hotel venues, which are included in their rental packages, is another approach. This can eliminate the need for external vendors and potentially reduce costs. However, Han cautions that hotel-provided AV equipment may offer only a basic level of quality.
“This approach is largely driven by cost-efficiency and the need to cater to a broad range of clients,” Han explains. “Built-in AV systems are often standardized to fit the majority of events, limiting their ability to meet the unique demands of high-tech or customized setups. This is feasible if the event is on a smaller scale, such as a seminar; however, if it is a conference or product launch with key customers, these require more sophisticated solutions to enhance presentations or experiences.”
Han also recommends booking AV and tech services well in advance, which often leads to cost savings. Because vendors charge premium rates for last-minute requests, early planning ensures better deals and availability. Additionally, he suggests scheduling events during off-peak seasons or days to potentially lower venue and vendor fees.
Adopting a Hybrid Approach
A hybrid approach is also a viable option, according to Jade Ball, head of events at BI Worldwide. She suggests, “Bringing in our trusted AV partners for main plenaries while working with the venue’s approved partner for breakout sessions. This approach helps us ensure the quality of the production whilst managing costs.”
Ball emphasizes that AV and technology budgets encompass a comprehensive list of equipment that is often consolidated into a single line item. This complexity can lead to a lack of understanding of the equipment needed to successfully deliver the event.
“Cutting every budget line indiscriminately is not always the way to go,” Ball says. “There are many instances where increasing spend on a particular item can create a significant impact and yield savings elsewhere. Event planners can make technology work harder and smarter with strategic choices.”
For example, while LED walls may seem expensive initially, Ball notes they offer a flexible alternative to traditional stage setups. They allow visuals and branding to be changed at a moment’s notice.
“This customization can transform an environment from product launch to plenary, from daytime breakout to evening awards, helping clients maximize the use of the space they have with limited additional spend,” she says. “It’s also more sustainable. The same principle applies to other AV equipment too. With careful planning, schedules can be designed to reuse equipment for multiple scenarios, reducing the need for additional equipment hire.”
Engaging Experts with Negotiation Skills
Expert negotiation skills are beneficial in budgeting, but the cost of technology remains a key factor. Engaging a team of experts with a strong network of vendors and extensive experience can provide advice on how to best allocate your budget.
“With so many new happenings in the technology space, from AI to augmented and virtual reality to gamification all changing the event space, it is therefore wiser to work with specialists who can elevate your next event without compromising on the experience,” says JingWen Wong, head of Southeast Asia for FCM Meetings & Events.
Wong also highlights projection technology, such as projection mapping. This technique transforms spaces with visuals, providing a dynamic and immersive experience at a relatively lower cost. She references Flight Centre Travel Group’s 2024 Global Gathering in Lisbon, Portugal, where technology played a significant role.
“Our team curated state-of-the-art technical experiences by using portrait screens, dynamic lighting, chaser LED, and digital displays such as side screens with a stage set to enhance brand recognition and story-telling in an intimate and historic venue,” Wong explains.
