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Tips & Trends

Event planning is one of the fastest-growing careers, according to the <a target="_blank" href="https://www.bls.gov/ooh/business-and-financial/meeting-convention-and-event-planners.htm#tab-6">U.S. Bureau of Labor Statistics</a>, which reports that the employment of meeting, convention, and event planners is projected to grow 5% from 2024 to 2034, faster than the average for all occupations. So if you’re new to the field, you may very well not be alone. More importantly, there’s no need for you to learn things the hard way. We asked industry veterans Princess Castleberry, a global speaker with more than 20 years of experience in enterprise risk management, crisis response, and wellness, and Nicole Osibodu, co-founder of Club Ichi, a private membership club for B2B event marketers, for the advice they wish someone had given them when they started out in the business.
Below, we break down where beginners most often stumble and how to turn those moments into wins, with field-tested advice from our pros.

<h2>THE TOP 3 ROOKIE MISTAKES—AND HOW TO PREVENT THEM</h2>
You don’t know what you don’t know. So we asked our veterans how to avoid the biggest first-timer blunders. Here’s what they said:
#1: Skipping a seasoned gut-check. Events tend to surface the unexpected. As Osibodu put it: “I would say the first thing would be to get a mentor that you can run your specific event by three times.” She recommends an early walk-through of the plan and order of operations, a midpoint check-in covering the “top three challenges and top three things going well,” and a final pass “two days before the event,” she says. At that point, ask your mentor: “What did I miss? What am I not seeing? Where’s the hole?”
#2: Underplanning the true start of the event. Your opening impression begins long before the first name badge is printed. Castleberry warns, “The mistake people make is not thinking through the real start of their event. It starts even before registration, online when you download the app. People underestimate the power of that first impression. Map every early moment—save-the-date, confirmation email, app download, wayfinding—to reduce friction and set the right tone,” she says.
#3: Assuming vendors will “just handle it.” Ownership gaps create bottlenecks. Castleberry suggests holding what she refers to as a “partner talent show” in which each <a target="_blank" href="https://marriottbonvoyevents.com/news-and-highlights/article/515/nine-ways-to-build-partnerships-with-diverse-vendors">vendor</a> partner is put “on stage” during a pre-conference meeting to explain how they’ll deliver. For example, say: “Registration, you’re up. What does it look like? I’m standing in line for how long? You have 15 computers, but you only have five people working. Who’s doing what?” Specifics prevent surprises.

<h2>WHERE PLANNERS MISJUDGE TIME MOST</h2>
Time management is one of the most challenging aspects of event planning—even for experienced professionals. Below is a breakdown of where planners spend the largest share of their pre-event hours.
● Registration and arrivals. Crowds arrive in waves, not a trickle. So you’ll want to plan for things like how many people can fit in a line at your <a target="_blank" href="https://marriottbonvoyevents.com/news-and-highlights/article/431/five-questions-that-will-give-you-more-value-from-your-venue">venue</a> and plot where the overflow should go. Pre-print as many badges as possible, and consider a light, optional activation that keeps guests happily occupied while lines move. Castleberry shared a favorite example, which took place at a meeting in Louisville, Kentucky, just after the running of the Kentucky Derby. “The very first activation was to make your own Derby hat. Immediately you had 1,000 people walking around in their Derby hats, networking and getting registered. It just flowed.”
● Rehearsals and sound checks. Run-of-show looks tidy in a spreadsheet, but in reality, there are mic swaps, clicker handoffs, and slide changes to contend with. Pad tech checks (especially for remote presenters), build in five minutes between sessions, and schedule a full show rehearsal with walk-ons/walk-offs to prevent running behind on your big day.

<h2>THE CONTINGENCY PLAN CHECKLIST EVERY NEW PLANNER SHOULD HAVE</h2>
Even the best-run programs hit bumps. Use this checklist to pressure-test your plan.
Talent/content. Always have a backup speaker or moderator on deck and a piece of preloaded “evergreen” content (such as a short fireside chat, case study, or highlight reel) that can fill a sudden gap. Print key remarks and keep them in your kit so anyone on the team can step in to keep the program moving.
Tech. Assume a laptop or file will fail at some point. Bring a secondary computer, duplicate show files, spare clickers, and clearly labeled cables/adapters. And have a simple “go-dark” plan for <a target="_blank" href="https://marriottbonvoyevents.com/news-and-highlights/article/767/the-event-tech-you-need-now">tech</a> glitches. For example, if the screen or stream fails, turn on the house lights, send a facilitator on stage immediately, and run a quick audience activity (e.g., a show-of-hands poll, 60-second networking with a neighbor, or a brief Q&amp;A) to keep people engaged while tech issues are resolved.
Venue. Have an overflow room ready to activate, along with clear weather contingencies for outdoor events. Mark these on your floor plans and brief your team so redirection feels seamless, not improvised.
People. Create a text tree for urgent updates. And designate which teammates have authority to green-light pivots on the spot so that precious minutes don’t get lost making decisions by committee.
Operations. Stock an emergency kit with gaffer tape, markers, and batteries, plus hydration and quick snacks for your crew. And schedule a 15-minute reset block before major moments to fix signage, seating, and the like. Those small buffers can keep your event running on time and your team calm.
First events feel big because they are. But they run better when you plan them with foresight, such as scheduling three check-ins with a mentor. And the importance of rehearsals with every member of your crew cannot be overstated. Add a short postmortem to help plan smooth future events and you’ll likely trade in <a target="_blank" href="https://marriottbonvoyevents.com/news-and-highlights/article/685/top-stress-busting-tips-for-event-planners">cortisol spikes</a> for total control.

Global

We Asked Industry Veterans for Their Top Tips for a Seamless Event

Expert Advice for First-Time Meeting Planners

Event planning is a marathon—and a sprint. Juggling multiple details, tight deadlines, and high expectations can make it a struggle to keep up physically and emotionally. In fact, a <a href="https://www.pcma.org/3rd-most-stressful-job-event-planning/">2023 survey </a>ranked event planning as the third most stressful job globally. It’s important to acknowledge both why event planners face so many challenges and how they can make the job a little more manageable.
Read on for crucial context as well as practical, actionable strategies to help planners stay centered and relaxed, from initial preparations to the final breakdown.

<h2>It’s Not You: Event Planning IS Stressful</h2>
Event planning “is not life and death,” says Dave Lutz, managing director of Velvet Chainsaw Consulting. “But I think what people are reacting to is how much more stressful it has become for a variety of reasons.” Lutz says that what he hears from his clients (mainly large associations) is that competing priorities are causing high levels of stress. “Most associations are still recovering [post-pandemic] from a revenue point, and their expenses are up,” Lutz says. “But at the same time, attendee expectations are at an all-time high, as are demands from leadership.” That’s a recipe for stress.

<h2>Mindful Scheduling: Plan With Intention</h2>
So how can planners mitigate the pressure? In addition to contextualizing the issue, one of the most effective ways to reduce stress is through mindful scheduling. Start by breaking down your event timeline into manageable chunks, allowing for flexibility where possible. Prioritize tasks not just based on urgency but also on your energy levels. For example, if you’re more focused in the morning, tackle high-stakes tasks then and save the more routine tasks for the afternoon.
Consider using tools like time-blocking, where you dedicate specific blocks of time to certain tasks, minimizing distractions and maintaining a clear focus. By planning your day with intention, you create a sense of control over your schedule, which can alleviate the anxiety that often comes with the unpredictable nature of event planning.

<h2>Try Stress-Relief Exercises</h2>
When your schedule is packed, it’s easy to let wellness practices slide. However, incorporating simple stress-relief exercises into your daily routine can make a significant difference in your overall well-being.
● Box Breathing: Take a few moments throughout the day to focus on your breath. Box breathing is a simple yet powerful breathing technique that involves inhaling, holding your breath, exhaling, and holding again, each for an equal count, typically four seconds. This method helps increase focus and promote a sense of calm.
● Stretching: Incorporate quick stretches into your day to release physical tension. Whether it’s a neck roll or a quick stretch of your arms and back, these small movements can help reduce the stiffness that comes from long hours at a desk or on your feet.
● Short Walks: Whenever possible, step outside for a short walk. Even five minutes of fresh air can clear your mind and boost your mood, making it easier to return to your tasks with renewed energy.

<h2>Allow Time to Unwind</h2>
Of course, an event planner’s job doesn’t stop once the event does. There’s breakdown, follow-ups, and often a flood of emails waiting for you. This is why post-event decompression time is a must.
Consider establishing a post-event ritual that signals the end of the intense period and allows you to transition back to your regular routine. This could be as simple as a quiet dinner, a relaxing bath, or even a short getaway if time permits. The key is to create a clear boundary between the event and your personal time, allowing your mind and body to recover.

<h2>Delegate and Collaborate: You Don’t Have to Do It All!</h2>
Event planners often feel the need to manage every detail personally, but effective delegation is essential for reducing stress. Identify tasks that can be handled by team members or vendors and trust them to execute these responsibilities. Not only does this lighten your load, but it also fosters a collaborative environment where everyone feels empowered and engaged.
Collaboration also extends to your clients. Setting clear expectations and maintaining open communication can prevent last-minute changes that lead to unnecessary stress.

<h2>Stay Ahead of Industry Trends During Downtime</h2>
Keeping up with industry trends can also reduce stress by ensuring you’re prepared for whatever challenges come your way. Attend workshops, webinars, and conferences to stay informed about the latest tools, techniques, and trends in event planning. Being proactive in your professional development can boost your confidence and equip you with new strategies to handle the complexities of the job.

Whether it’s starting a meditation practice, booking a massage, journaling, or simply taking the day off to recharge, take an opportunity to focus on yourself—and your well-being. Remember, regardless of the job, your well-being always comes first.

How to Make the Third Most Stressful Job a Bit Calmer

Top Stress-Busting Tips for Event Planners

According to <a target="_blank" href="https://ovationdmc.com/__trashed/">research from Ovation Global DMC</a>, chances are you haven’t jumped into artificial intelligence headfirst—yet. Curious about AI’s potential for creating better events, meeting planners are taking tentative steps into AI: 21% say they’ve tried a few tools, and 36% say they’re considering doing so.
Planners report that a lack of understanding and fear of losing the human touch are stopping them from embracing AI. But the heart of the meetings and hospitality industry is built upon that human touch, indicating that AI’s place will be to supplement, not replace, human talent.
“We are in the hospitality industry,” Anthony Capuano, president and CEO of Marriott International, said in <a target="_blank" href="https://www.youtube.com/watch?v=1yxC8GVTMR4">an interview with CNBC-TV18</a>. “Of course technology will continue to drive efficiency in the operation of our hotels, but my hope and my expectation is that what technology will also do is create capacity for our associates so that they have more capacity to really engage in a personal way with our guests.”
For proof, look at <a target="_blank" href="https://www.pcma.org/humans-versus-ai-event-challenge/">a recent AI-versus-human competition</a>, which showed that human meeting planners retain a strong edge against the machine. As event-specific AI platforms such as <a target="_blank" href="https://www.sparkit.ai/">Spark</a> continue to make headway in the industry, human event planners may find that AI cooperation, not competition, will give the best results.
To start bolstering your #teamhuman capabilities with AI, here are three simple ways to deploy this technology.

<h3>Before the Meeting: Marketing</h3>
Creating personas for attendees can drive registrations. It can also be difficult to get it right: Your own preconceived notions about the attendee group may steer you toward or away from certain personas, and even the most savvy marketer might struggle with nailing the right voice to speak to each type of attendee.
When Margaret Launzel-Pennes was developing personas for an event, she used job descriptions as inputs for ChatGPT, <a target="_blank" href="https://www.meetingsnet.com/event-tech-virtual-meetings/ai-power-user-case-study-marketing">she told MeetingsNet</a>. From there, the tool came up with four personas that Launzel-Pennes used to create appropriate marketing content through email and social campaigns—again, with the help of ChatGPT. She then worked with an AI video creation platform to make videos that highlighted aspects of the event that would speak to each persona.
Using AI to augment your approach to understanding your attendees can save you labor. PCMA’s Event Leadership Institute offers <a target="_blank" href="https://eventleadershipinstitute.com/course/social-listening-ai-deep-personalization/">a course on using AI to go further with social listening</a>, for example—something you’re probably already doing, but that takes considerable time to do as thoroughly as AI can do in a snap.

<h3>During the Meeting: Live Summarization</h3>
You may already be familiar with live captioning and auto-transcription, which aren’t yet as accurate as human transcription services but are useful for instant transcription. Live summarization takes it a step further on the intelligence front by using what has been transcribed to craft a meeting narrative, much as a professional note-taker would.
Providing delegates with summarizations for all sessions can help them catch up on content they had to miss in order to attend higher-priority sessions. It can also give them a preview of what to expect before they decide to devote time to watching a recording of the full session, if you’ve made one available.
You can benefit too: If you host summarizations on the event website, you can track which summarizations are most frequently visited. This can give you insight into future planning, illuminating which sessions were popular after the fact versus which sessions were most highly attended in person. (If that sounds daunting, remember that you can lean on ChatGPT to help you out here.)

<h3>After the Meeting: Data Analytics</h3>
Data can reveal undercurrents of your event that aren’t visible just by looking at attendance numbers. But sorting through that data can be time-consuming—except for the robots.
That’s what Heather Munnell found when she shared Excel files and event-app data with ChatGPT. <a target="_blank" href="https://www.meetingsnet.com/event-tech-virtual-meetings/ai-power-user-case-study-data-analysis">According to MeetingsNet</a>, the platform helped her spot unexpected trends, such as a high number of people in sales positions attending technology sessions.
Once AI has helped you see things about your event data that you hadn’t seen before, you can further refine participant personas for your next event and shape your agenda accordingly to avoid competing sessions.

<h3>Proceed With Zest—and Vigilance</h3>
The more you experiment with AI, the more you’ll come to realize its promise. But in doing so, take care to avoid two common pitfalls:
● Use smart inputs. You might have heard the saying “garbage in, garbage out.” Generative AI isn’t actually intelligent—it draws from a vast repository of information, but it needs concise yet thorough direction in order to be helpful. If your initial prompt doesn’t give you what you need, continue to refine your inputs. Spending time on developing the right prompts will still save you time in the long run.
● Always verify. AI can’t distinguish between what’s true and untrue. And in generating output, it might even make up facts or words. Remember that AI is a starting point, not the endpoint.
If you’re interested in learning more as you start experimenting, check out the Event Leadership Institute’s <a target="_blank" href="https://eventleadershipinstitute.com/course/webinar-dissecting-the-chat-gpt-generative-ai-disruption-use-cases-concerns-threats-opportunities-for-event-profs-recorded-june-2-2023/">webinar on AI in the events industry</a>. Spoiler alert: It’s led by humans.

AI Has Big Implications. But It’s Smart to Start Small.

Three Ways for Beginners to Try Out AI

Promote

What’s better than one stellar meeting? Two stellar meetings, combined. Specifically, two or more organizations combining meetings to share resources. Called colocating, this practice helps maximize budget and can lead to intriguing collaborations.
Take it from your peer-experts. Business Events Industry Week 2024 is a colocated event that’s powered by PCMA and Destinations International, in partnership with Destination DC, Events DC, IAEE, ICCA, and the National Coalition of Black Meeting Professionals, and destination organizations. The 2023 event, which took place at Gaylord National Resort &amp; Convention Center in Maryland, saw nearly 2,000 participants gather—a number made achievable by joining forces.
“Based on what participants for Business Events Industry Week were looking for, based on who our target audience is, it’s a great example of how colocated events can become very, very successful,” says Junior Tauvaa, chief business officer at PCMA. Read on to learn more about how colocation can further your goals—and how to do it right.

<h2>What Are the Benefits of Colocation?</h2>
The number one consideration for your events—the attendee—comes out ahead with colocation. Participants can register for an event through one organization but have access to programming and networking opportunities from groups that are separate from but complementary to their “home” organization. This grants them the benefits of attending multiple events, but in an efficient, realistic manner.
“We’re time-deficient as a society,” Tauvaa says. “Attendees vote with their time. Having these colocated events makes sense for everyone. There’s only so much time you can take out of the office, so it’s a big, big plus for our community to offer this to attendees from a time perspective.”
It’s also a plus for you, your organization, and any exhibitors you have. By expanding your event to include partnerships with other groups, organizations can save on spend while maximizing resources—critical in an era when events divisions at large organizations are still regrouping after the tumult of the pandemic and may be short on personnel.
“For most event organizers, their biggest challenges are lack of budget and lack of time, and most planners are handling multiple events,” Tauvaa says. “Having these events be colocated together takes into account these challenges and makes it easier for organizers.”
Exhibitors may also appreciate the chance to be in front of a fresh audience. As for host organizations’ business development departments, they can use a colocated event as an opportunity to test the waters for future joint ventures.

“Look at the experience you’re trying to create, and make it easy for everyone to see how they can meet their objectives at the event. You can capitalize on the energy of each other.”

<h2>Three Tips for Success in Colocating an Event</h2>
“There’s always an opportunity for organizations to colocate if there’s a similar value proposition,” Tauvaa says. “The challenging part is for these organizations to come together and identify gaps without stepping on each other’s toes.” Here are some principles to help you do exactly that:
● Know what you want to accomplish. What are your educational goals? What are your networking goals? Revenue goals? What sort of business connections do you hope to make? Going into discussions with your potential cohosts with an idea of what you want to accomplish will help ensure that your goals will be met while identifying synergies that work for all host organizations. It will also help you make sure that you’re able to build the best case for bringing in the vendors and sponsors who underwrite the event.
● Let the attendee guide everything you do. “Every organization that’s participating will concentrate on what they want to accomplish,” Tauvaa says. “The key is to understand what the participant experience will be.” For example, as you begin to assemble programming, identify events that compete with one another for similar attendees and find ways for them to avoid missing out. Use participant-first logic at every stage of planning. Business Events Industry Week, for example, used a singular registration platform for its 2023 event. Easy for logistics, but difficult for handling responses. This year, organizers opted to have each participating organization handle its own registration—ultimately putting attendees’ needs first.
● Communicate, communicate, communicate. In theory, a colocated meeting saves all planners time and resources. But unless you’re diligent about regular communication, it’s easy for the opposite to happen—duplicated efforts, important items falling through the cracks. For Business Events Industry Week, all industry organizations met regularly to ensure everything was on track at all points on the journey, from concepting to programming to branding to registration. The size of the event meant that there was a planner dedicated to coordinating across all groups. That might not be necessary for your meeting, but designating a person to be the keeper of liaising may be helpful.
The first time you plan a colocated event, you might feel dizzy—meeting planners are used to shouldering a lot of work, and working with colleagues at different organizations can both ease and complicate the process. But by keeping your eyes on the attendee experience, you’re setting all host organizations up for success.
“Look at the experience you’re trying to create, and make it easy for everyone to see how they can meet their objectives at the event,” Tauvaa says. “You can capitalize on the energy of each other.”

Teaming Up With Other Organizations? Keep Participants’ Needs First in Mind.

The Ultimate Collaboration: Colocate Your Next Meeting

Nearly half of meeting planners <a target="_blank" href="https://globaldmcpartners.com/sites/default/files/media/files/GDPPulseSurvey2022Q4/2022_GDP%20Q4%20Pulse%20Survey%20Summary%20Report.pdf">surveyed by Global DMC Partners</a> say that their budgets have recently increased, but 70% list higher costs as one of their top challenges. While inflation and rising costs are on everyone's mind these days, getting imaginative to meet a tight budget is where meeting planners shine.
With a little creativity, you can deploy one of your superskills to trim the fat from your budget: scheduling. Here are three ways that smart scheduling can help you meet your budgetary goals.

<h3>Go for a Monday Start</h3>
You probably know that midweek meetings can add value to your budget compared with meetings that overlap a weekend. But there’s one exception: By starting your meeting on a Monday, necessitating Sunday travel for attendees, you can get the best rates of all. (Sundays are usually the lowest-booked day for hotels, resulting in lower rates.)
Historically, Monday meetings haven’t been popular among planners for the very reason that they’re low-cost—people don’t like to travel for business on a weekend. But that attitude might be outdated. Organizations across the board are struggling with budgets, so delegates may be more willing to travel on a weekend to meet their own event spend. Plus, with 89% of business travelers saying they want to add leisure time onto business trips <a target="_blank" href="https://www.ahla.com/sites/default/files/AHLA%20SOTI%20Report%202022%201.24.22.pdf">according to the American Hotel &amp; Lodging Association</a>, Sundays might even be desirable.
 
<h3>Rotate Locations Wisely</h3>
Going to destinations off-season can save you money, but delegates of annual conventions might wise up to this tactic. Consider booking destinations for your less significant events off-season (Colorado in summer, Boston in winter), with milestone meetings held in peak season—or, as a close alternative, shoulder season. Splashing out flagship meetings such as organizational or event anniversaries (“Tenth Annual Convention”) can be as simple as hosting it in a prime destination; it doesn’t necessarily mean you have to spend big in other areas. Simply by being at a desirable destination at the most desirable time of year, the event becomes more memorable.
 
<h3>Consider Multiyear Meeting Agreements</h3>
Why schedule four meetings four times when you can schedule all four at once? When you work with a venue on a <a target="_blank" href="https://marriottbonvoyevents.com/news-and-highlights/article/361/three-big-reasons-to-consider-a-multiyear-agreement">multiyear meeting agreement</a>, not only do you get the peace of mind of having secured venue space, you’re also likelier to get a better deal by having locked in a desirable rate. Plus, as your relationship with the venue matures year over year, the venue will better understand your needs, which can lead to better value overall.

Cost-Cutting Isn’t Just About What You Buy. It’s About When You Buy.

Smart Scheduling Can Rescue Your Budget

Flagship events—annual meetings, biannual expos, major conferences—have their place. But a new trend is emerging that amplifies the power of host organizations, and the power of community.
Meet “everyday events”: smaller, more frequent touchpoint meetings. These everyday events—which can be as short as a half-day in duration—are on a smaller scale than what many planners might be used to, and not just in attendance. They have smaller budgets, more focused goals, and more limited time for promotion. But just because they’re smaller doesn’t mean they carry less weight.

<h2>It’s Time for “Everyday Events” to Shine</h2>
Research from the sales event platform, Splash, shows that people need to interact with a brand nearly 30 times before actually making a purchase—a number that’s increased more than 60% in recent years.
Regardless of whether your event is sales-focused, this emerging phenomenon has a place in your meeting strategy. There’s more information available than ever before, so to drive loyalty—whether in sales, membership, or attention—purpose-driven frequency is key.
Touchpoint events also have the potential to address one of meeting planners’ main pain points: availability. Finding availability for events was planners’ No. 2 challenge in <a target="_blank" href="https://globaldmcpartners.com/sites/default/files/media/files/GDPPulseSurvey2022Q4/2022_GDP%20Q4%20Pulse%20Survey%20Summary%20Report.pdf">a survey</a> by Global DMC Partners. It might seem counterintuitive that more events can help relieve this pressure, but because everyday events are shorter in duration, planners can take advantage of one-day slots at venues and in supplier schedules, which are easier to come by.
Finally, there’s the human factor. The tumult of the past few years has attendees reevaluating the big picture—and yearning for connection. Hosting smaller, more frequent events allows people to nurture that instinct. And if that instinct turns into a loyal attendee for flagship events? All the better.

<h2>Four Principles for Creating Successful Touchpoint Events</h2>
1. Lean into what makes an everyday event special. If you approach a touchpoint meeting as a miniature version of an annual conference, you’ll be overwhelmed and attendees won’t get what they need. Instead, remember your mission for these events.
Intimacy-building. Creating a pipeline of communication. Fostering connections that go beyond networking and into collaboration. Large meetings can achieve these goals, but everyday events are crafted specifically for them. Let that guide your attention and your resources.
2. Frequent meetings require frequent communication. Potential delegates can easily be overwhelmed with emails and text blasts about events, and overdoing it risks drowning out communications about larger, revenue-building events. That said, the nature of everyday events means that attendees who might be interested but can’t make the first few iterations might be able to attend later ones.
Social media can hit the right tone and frequency about touchpoint events without overwhelming attendees. <a target="_blank" href="https://marriottbonvoyevents.com/news-and-highlights/article/422/perfect-the-art-of-the-hashtag">Strategic hashtags</a> can help you subtly avoid confusion among followers about the difference between flagship events and these smaller ones. Also consider a unique branding for these events—an “unplugged” version (softer colors, less flashy typefaces) of your larger event communications can help get the point across.
3. Get experimental. Everyday events aren’t incubators for larger events. That said, their smaller scale allows you to try out new formats and new suppliers with less risk. You can even use everyday events as a pressure test for themes and topics for upcoming conferences and panels, inviting attendees at the smaller events to share their experiences with the “trial-size” version on your social channels to generate excitement for larger meetings. (Who doesn’t love feeling like an insider?)
The smaller format also lets you better connect with attendees to hear their feedback. Post-event surveys are always useful, but these smaller events are also a space for casual feedback, because you’ll have less going on during the event itself. Let attendees tell you what they want to see, what worked, and what didn’t—not just for potential use in upcoming larger events, but to inform your strategy for your next intimate gathering.
4. Choose your team wisely. Touchpoint events are a lighter lift for you and your team, but they still require a good deal of communication. This shows in what marketers report as the No. 1 problem with repeatable events, <a target="_blank" href="https://go.splashthat.com/rs/985-MUN-268/images/2023-events-outlook.pdf">according to Splash</a>: coordinating across departments.
Think of your team as a task force, with each member selected for a specialized skill. When assembling your task force, look for people who are adept at creating systems that can pseudo-automate the logistical planning that goes into these events, people who don’t need a lot of hand-holding, and people who might thrive on having a pet project. Everyday events are an opportunity for early-to-mid-career meeting planners who have enough experience to know what success looks like and how to get there, so keep an eye out for eager employees who are at that point in their careers.

Are More Frequent Meetings the Answer to Planners’ Woes? Surprisingly, Yes.

Small Meetings, Big Impact: The Power of “Everyday Events”

Artificial intelligence has seamlessly integrated into our personal and professional lives. <a target="_blank" href="https://openai.com/index/how-people-are-using-chatgpt/">Hundreds of millions of people</a> use AI-powered conversational assistants to answer quick questions, summarize complex topics, draft emails, and manage daily schedules.
How AI can help event planners, however, is slightly uncharted territory. Discussions in industry forums show that people are open to using AI for event planning but unsure about what tools are worth their time, and how to use them.
Princess Castleberry, a global speaker with more than 20 years of experience in enterprise risk management, crisis response, and wellness, is a self-described AI power user who’s fascinated with the tools. Below, she and Nicole Osibodu, co-founder of Club Ichi, a membership group for B2B event marketers, share their thoughts with us on how to make the most of AI for event planning.

<h2>Planners Use AI to Learn About AI</h2>
You might feel pressure to know everything there is about AI tools if you’re looking for one to use, Osibodu says. The problem is that AI has exploded to the point that it’s virtually impossible to stay on top of it all.
“Expectations of self are really important to set, because AI will drown you,” she says. “It’s a lot to learn about, especially if you don’t even know what it could do and you’re just trying to keep up.”
Thankfully, AI can help with that.
If you don’t know the capabilities of AI tools such as <a target="_blank" href="https://chatgpt.com">ChatGPT</a>, <a target="_blank" href="https://gemini.google.com/app">Gemini</a>, and <a target="_blank" href="https://claude.ai/login?returnTo=%2F%3F">Claude</a> or how they can help, ask them. “You don’t even have to be a prompt engineer. You can go to an AI tool and say, ‘I want you to ask me questions that help me prompt you better.’ Then it will ask you a question, and it gets you in the game,” Castleberry says.
“It solves for the number-one challenge people think they’re going to have, which is: The machine is going to replace me or is going to diminish my intelligence or my contribution or my authenticity,” she says. “It doesn’t have to.”
For a crash course in getting more comfortable with AI tools, Osibodu recommends taking one of the many 28-day AI challenges online. “Just Google them,” she says. “It will tell you every day how long to spend and which new AI tool to learn about. That doesn’t mean download it, use it, do all the things. That means go through for 28 days to know what’s out there.”

<h2>Planners Personalize Their AI Tools</h2>
Have you ever joked about how you need two of you to get all your work done? In a way, AI is the answer. But there’s a caveat: AI can give you generic and uninspired information if you’re not careful, so the more you can train AI by using details about yourself, the more personalized the tool will be for you.
“I use AI as an extension of myself,” Castleberry says. “My AI tools are trained on my persona. For example, I address my ChatGPT as, ‘Hey, twin,’ and start the conversation that way. ‘Remind me of the last five things that we talked about. Do you remember what we worked on?’ And it’ll bring up those conversations.”
As she develops learning experiences for organizations, Castleberry leverages her professional background to further personalize conversations with AI. “I can give my AI a persona and say, ‘As we’re designing this part of the experience, think like a wellness counselor, a client-directed therapist, who would give great advice but not tell people what to do,’” she explains.
“Because I have some expertise in that area,” she adds, “and I know what level and what quality of response I’m looking for out of the AI, if it spits out junk to me, I’m able to use my human intelligence and say, ‘No, that’s elementary. This is an event for Marriott Bonvoy, and these are going to be senior executives, and we need to be at this level.’”
Similarly, Osibodu crafts her AI prompts to get responses that reflect her personality. “I’ll say, ‘Make it sound like <a target="_blank" href="https://www.biography.com/actors/melissa-mccarthy">Melissa McCarthy</a> and <a target="_blank" href="https://www.biography.com/business-leaders/richard-branson">Richard Branson</a> had a baby.’ It’s perfect every time,” she says. “And then I’ll be like, ‘Give it some <a target="_blank" href="https://www.biography.com/history-culture/betsey-johnson">Betsey Johnson</a>,’ and now it’s a little bit more rebellious and colorful. So that will just help spark some ideas.”
But Osibodu doesn’t stop there. She says she is known for her voice, so after AI helps with the heavy lifting, she takes the ideas and infuses them with her tone.

<h2>Planners Use Industry-Specific AI Tools</h2>
The same AI tools that help with other aspects of your life can be applied to event planning, Osibodu says. For instance, “why don’t you just run your agenda through ChatGPT for help with formatting and emails?”
Event management platforms such as <a target="_blank" href="https://www.swapcard.com">Swapcard</a>, <a target="_blank" href="https://www.cvent.com">Cvent</a>, and <a target="_blank" href="https://whova.com">Whova</a> are moving beyond basic voice assistance features and adding robust AI capabilities to their apps, Castleberry says. She shares an example from Swapcard:
“Let’s say you and I are both attending a conference, and we have filled out our profiles, but I don’t know that you exist and how brilliant you are. The app, through the AI, will say I’m very interested in these three things and suggest I connect with you because we have those interests in common.”
One industry-specific AI tool to consider adding to your personal “tech stack”—the collection of apps and digital platforms that you use to go about your business—is <a target="_blank" href="https://www.sparkit.ai">Spark</a>, Castleberry says. PCMA launched the platform in 2023 and promotes it as the only AI tool developed by event professionals, for event professionals.
“Spark does a ton of things,” she says, “everything from budgeting and budgeting analysis to RFPs, legal agreements and all of the marketing elements.”

Power Users Share Their Tips to Help You With Your Events

AI in Events: 3 Smart Ways Planners Are Making the Most of the Tech

You want your event to linger in your attendees’ minds long after they’ve gone home. Here’s a way to do that: Have less content.
That might seem like a paradox. But taking the foot off the gas pedal can help make meetings more memorable—the less jam-packed a schedule is, the better that attendees are able to absorb what they’re learning. Here’s why and how to ensure your attendee experience is richer, not busier.

<h2>Why Less Content Makes a Meeting More Memorable</h2>
Meetings, especially multiday gatherings, require a lot of focus from attendees. They’re in sessions, they’re learning, they’re networking. That’s why they’re there, but their cognitive resources often become overwhelmed anyway, leading them to not retain as much information as they would at a slower pace.
This in turn diminishes the value they derive from attending, rendering your meeting less productive than it could be—and potentially making attendees less likely to sign up for your next event. It can also drive burnout, something that 39% of attendees say is still a top challenge for them, <a target="_blank" href="https://www.freeman.com/resources/freeman-trends-report-q1-2023/">according to research from global events firm Freeman</a>.
This is particularly true of Generation Z and young millennial attendees. Freeman’s 2023 report states, “holding them captive at an event center for four days, feeding them every meal and keeping entertainment on-site, flies directly in the face of their well-researched preferences. Their time is their most valuable asset, and they want to spend it wisely.”
Easing up on a meeting’s agenda also supports <a target="_blank" href="https://marriottbonvoyevents.com/news-and-highlights/article/518/the-form-of-inclusion-your-events-might-be-missing">neurodiversity initiatives</a>. Delegates—both those with specific neurodiversity needs and those who do not require accommodation—may begin the day full of energy and eager to take in a full day of programming. But between being out of their normal cadence, not having control over their diet and environment, enjoying serendipitous encounters with long-lost colleagues, and being “on” for long periods, they may need time to recharge. People with neurodiverse needs have long been accustomed to modulating their energy to accomplish their goals; when you adjust your programming to account for people who explicitly need support in managing their time and energy, you give everyone a boost.
Not yet convinced? Pruning your schedule can translate to spending less, supporting your budget needs—which <a target="_blank" href="https://globaldmcpartners.com/global-dmc-partners-releases-results-and-key-findings-q2q3-2023-meetings-events-survey">75% of planners</a> say is their top challenge right now.

<h2>How to Pare Down Your Agenda</h2>
Given that costs are still a top challenge, lengthening the duration of an event may not be on the table. Instead, find ways to do less in the amount of time you have.
There are two primary ways to do that: Have fewer sessions and activities, and have the sessions themselves be less jam-packed.
If you opt to have fewer sessions overall, consider facilitating transportation to your destination’s attractions—but without planning a full off-site activity. This helps your attendees make the most of your destination without adding another must-do that might make overburdened attendees groan.
As for giving the sessions more air, work with session leaders to ensure they’re not overloading their presentations with information. If speakers are concerned that their presentations won’t deliver unless they’re crammed with information, remind them that details can be circulated after the presentation via a handout or electronic means. That can free up the talk to give their overall message—and their audience—room to breathe.
Consider incorporating Q&amp;A sessions with no set agenda. At October 2023’s CDW Solution Forum on Cybersecurity at the <a target="_blank" href="https://www.marriott.com/en-us/hotels/satjw-jw-marriott-san-antonio-hill-country-resort-and-spa/overview/">JW Marriott San Antonio Hill Country Resort &amp; Spa</a>, one session was a completely freestyle Q&amp;A among panelists from various sessions. Another, dubbed “Hot Topics,” saw two panelists eating progressively hotter salsas while answering audience questions collected throughout the two-day event. The result: a playful, low-cognitive-load session that allowed attendees a chance to relax without worrying about taking notes.
Whether you host fewer sessions or just clean up the ones you have on tap, follow the advice of meetings efficiency expert Philippe Beaudry, who <a target="_blank" href="https://www.meetingcatalyst.co/limit-overload-enhancing-meeting-effectiveness-by-managing-cognitive-load/">recommends</a> scheduling breaks in addition to other tactics that help prevent cognitive overload.
If you find yourself reluctant to pare down on content in order to preserve your event’s value, just remember: When attendees are too drained to enjoy your programming, they’re also too drained to be invigorated by your message. The biggest value-add of all might not be an addition, but a subtraction.

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