Future Focus Is Necessity-Not a Luxury-in Modern Experience Planning

The art of the event is to make sure that the fans never see the chaos happening behind the curtain, separating the front of the house from the back of the house.

And in our modern, evolved industry – with all its tech and innovations – that's only possible when you have time.

Sure, no matter how much planning and lead time you have as an event producer, you'll always encounter challenges and last-minute surprises that demand quick thinking and cooler heads to prevail. Some producers will rely on years of experience to help them through issues, but even with experience, there's no substitute for a good contingency plan to avert disaster.

Developments in recent years have made time more essential than ever. During the pandemic, the event business was decimated, and many event professionals and freelancers were forced to leave the industry in search of new careers. Coming out of lockdown, in-person events are now dominating the market – but event producers need to allocate more time to account for modern problems magnified by a reshaped world. With the event business back to pre-Covid levels, competition for hiring top talent and staffing is at an all-time high, with a lower inventory of experienced event professionals available. As a result, the event industry and freelancers have the option to be more selective about what events they choose to work. Hiring qualified freelancers used to take a month and can now take upwards of four months.

2024 will bring a series of new fires to put out, and all manner of event creators – from brands to producers to artists – can and should prioritize lead time in a way you never have before. The door for future-focused innovators to create and expand time is wide open.

Here are the most important dynamics that event planners need to account for in 2024 – as there are lead time advantages to be found in them all.

“The art of the event is to make sure that the fans never see the chaos happening behind the curtain, separating the front of the house from the back of the house.”

Dynamics of Marketing

More events in 2024 means more competing options for audiences. Casting a wider net and extending your marketing timeline to attract attendees is essential. So work ahead to earn attention: create more proactive marketing plans earlier, extended by several months. Offer everything from early bird discounts to payment plans, exclusive packages, and tailored VIP experiences that are bundled with high-class content and the latest tech. A wide array of new digital marketing tools – including AI, gamification software, and networking and analytics platforms that are deployable across social media – are yours to use to get ahead of intensified marketing competition.

Dynamics of Time and Costs

In 2023, the rise of inflation increased the cost of producing events. And though inflation is cooling, the costs of producing events in 2024 remain costly. From rentals to shipping, labor, travel, permitting, food, and beverage, you'll need to account for higher operating costs. Last-minute additions will always cost you a premium, so increasing lead time will help you budget properly and guarantee the best possible rates.

So design clear work back schedules. Make sure you give yourself time to craft detailed RFPs and allow for extra negotiation time between agencies, legal, production partners, local government, and staffing companies. Use event management software like Asana to keep organized and hit deadlines to save on costs.

Dynamics of Time and Labor

Event industry workers were some of the hardest hit during the pandemic, with many workers and industry veterans forced to change careers to make ends meet. The event industry has rebounded in 2023, but we still lack a surplus of the skilled event workers we had pre-pandemic. Investing time in pre-event training will give staff with less experience confidence and help them understand how to execute the contingency plans you've established.

Dynamics of Time and Sponsorship

Having the right sponsors invest in your event is often the difference between losing money and turning a profit. Hiring the right sales team that understands corporate planning timelines is paramount to this process. People looking to create time must take into consideration that sponsors will affect not only your profits but also the look, feel, and purpose of the event.

Give your sales team at least 9-12 months to pitch partnerships. Spend time crafting a well-designed sales deck that shows creative brand integrations. Showcase in-depth fan demographics and invest in event technology that captures fan data to show sponsors meaningful returns on investment. Attendees leave digital footprints at events, deploy beacons onsite that measure dwell time at a sponsor's activation, or use tools to capture consumer data with QR codes, surveys, polls, feedback forums, and event apps.

For those ready to take new approaches to longstanding problems, the creation of time will mean the creation of value and the ability to elevate a business that keeps finding new ways to live in our rapidly changing world.