Event City of the Future report revealed
18th Oct 2011
The events of tomorrow will have technology at their heart, but industry needs to close knowledge gap
- In the next ten years, technology will enhance not replace events
- However, over three quarters of event organisers (80%) think technology could be more effectively deployed
- And more than two thirds of those (70%) believe it is due to knowledge gap
Live blogging, digital queue management, virtual reality and holographics are just some of the technologies that will become the norm in events and conferences over the next ten years, according to research released today by Meet Birmingham.
The Event City of the Future report reveals how technology holds the key to making events more relevant, engaging and therefore able to deliver a tangible return on investment (ROI). The role of technology in 2025 is clear from the research, as nearly four fifths of event organisers (79%) think there will be an increased convergence between face-to-face and digital events to attract and reach a greater number of delegates.
As well as enhancing events, technology also has a role to play in helping to deliver more efficient and cost effective events in light of tightening budgets. The report reveals a keen awareness of cost, at a time when every event has to demonstrate its value from attracting delegates, right through to delivering on the bottom line.
Event organisers said that delivering an effective and tangible ROI is the key success factor for the next 15 years and nearly two thirds (63%) believe attendance levels, new business leads and generating new contacts will be the most important measures of success for their clients.
The rise of the urban event venue has also been signposted in the report. Over half of respondents (59%) believe that by 2025 there will be greater use of the most accessible locations, with an even greater leaning towards urban venues.
Ian Taylor, Commercial Director at Marketing Birmingham, which manages the Meet Birmingham programme, comments on the findings:
“This report shows a sector that is undergoing a transformation amid rapid advances in business technology and a greater focus on the role of events and meetings. It is clear that the sector is not immune from the current challenging landscape, but the report shows that there is also a clear understanding of the priorities ahead. Respondents highlighted that with a consistent focus on cost effectiveness, creativity and technological innovation, the sector can prosper as a crucial marketing, communications and business development channel.
“However, there is a need to address the apparent skills gap in how to use technology effectively, rather than just paying lip service to technical wizardry.
“Finally, it is reassuring to see how building networks through face-to-face events is still very important and will continue to be the main driver for attending meetings in 2025. Technology is designed to enhance, not replace events and as the need for human face-to-face interaction shows, this is certainly how it should be deployed. Making time spent in face-to-face events as relevant, engaging and cost-effective as possible will continue to be the main challenge for those hosting events and conferences, but by developing more of an understanding of how technology can be deployed effectively, event organisers can use it to help organisations meet this challenge.”
Meet Birmingham commissioned the ‘Event City of the Future’ report to develop a picture of what the events industry may look like in 2025. The research was conducted nationally among 70 events and conferences organisers.
For more information and to view the full report click here.
