When we start designing an event, one of the first questions we often ask is: Who is our audience?

We look at job titles, career stages, organization types, ages, geographic locations, membership status and whether someone is a first-time or longtime attendee.

All of that information is useful.

Event professionals are responsible for some of an organization’s most visible—and often most expensive—initiatives. We manage budgets, negotiate contracts, mitigate risk, influence customer and member experiences, work across departments, lead teams, and create environments designed to drive specific outcomes.

The event is over. The attendees have gone home. The boxes are unpacked. The final invoices are arriving. Your inbox is slightly less terrifying.

And everyone is ready to move on.

There’s a habit in the meetings and events industry that we need to rethink: We keep trying to fill every minute.

Technology has always moved faster than event policies. First it was smartphones. Then livestreaming. Then AI. Now, a pair of glasses can potentially photograph, record and interact with AI while looking remarkably similar to something an attendee might wear every day.

Annual conferences have a way of becoming traditions. The same sessions happen at the same times. The same networking events return year after year. Another breakout gets added because someone requested it.

As a mom, this time of year always feels like a fresh start.

We're checking supply lists, organizing backpacks, reviewing schedules, and making sure everyone knows where they need to be. There's a lot of preparation that happens before that first school bell ever rings.

Hosting an international event is exciting. It expands your organization's reach, creates memorable experiences, and brings together people from around the world.

One of the most common conversations I have while coaching event professionals isn't about logistics, budgets, or event strategy.

Many professionals believe confidence is something you either have or you don't. They look at successful leaders and assume those individuals naturally possess certainty, charisma, and an unwavering sense of direction.

For years, dietary planning has been viewed as a logistical task. Collect the meal counts. Send the numbers to catering. Confirm vegetarian, vegan, and gluten-free options. Done. But today's attendees expect more—and frankly, they deserve more.

The meetings and events industry thrives on innovation. We constantly talk about emerging technologies, new engagement strategies, evolving attendee expectations, and the future of our profession.

For many organizations, the demand for events is growing faster than the team behind them. More meetings. More expectations. More attendee personalization. More reporting. More pressure to “do more with less.”

For many organizations, the event experience ends the moment attendees head home. The stage comes down, the app shuts off, and communication slows until registration opens for next year.

Artificial intelligence is quickly becoming one of the most talked-about tools in the meetings and events industry.

When organizations begin planning an event, venue sourcing is often approached as a logistical exercise.

In the meetings and events industry, there has long been an unspoken belief that more equals better.

For many meeting and event professionals, one of the most challenging conversations isn’t about logistics, vendors, or timelines. It’s about budget.

For years, the events industry has been optimizing for one thing: ease.

Getting someone to attend your event once is a win. Getting them to come back year after year? That’s where real event strategy comes into play.