“The silent elephant”. Thus the event industry could be defined, a “giant” that in the United States has an economic impact of a trillion dollars, more than the car and information technology industries, but despite this overshadowed by industrial sectors that may be less rich but more traditionally visible.
Experts say the event industry is expected to grow 44% in the decade 2010-2020 (numbers are from event planning in Milan by Smart Eventi and event planning in NY by Shackman. This expansion requires ever more sophisticated professionals: event planners, project management, human resources management, negotiation and procurement, communication and customer service.
But only the best will be successful, that’s why the events sector is so democratic.
Here are the differences between how events were organized in the past and how they will be organized tomorrow.
It is not the attention to details that will change, nor the amount of details to be kept under control to ensure the success of the event. What changes is how the details will be managed. Event management software, which evolves and specializes more and more, will automate many of the organizational processes. Event planners will no longer have to control every aspect, but will have to use a system that centralizes the process, manages details, distributes tasks to people, sends notifications and memos at the right time.
The personal relationship with suppliers has always been relevant in organizing events. Communication is already increasingly less direct and increasingly mediated by electronic media: the event planner of the future will talk to suppliers only for specific issues, while the selection process will be conducted via email or online platforms.
The increasing complexity of events is generating professionals who will have to take care of specific aspects. For example event design is one of the aspects that today is often entrusted to specialized professionals. The event planner has always been a coordinator of people, in the future this role will become increasingly important.