Event planning is an evolution in every sense. Beyond the changing trends driving technology, food and beverage, registration processes, and event structure, planners are juggling the social trends that often are the hitch pin to connecting attendees with their association and each other. For most associations, events are the foremost source for member engagement and revenue, the core elements of association sustainability. It’s a cyclical process: organizations must evolve to engage … and engage to evolve.

From 40-plus years of helping associations host and manage events of all sizes and styles, Fort Wayne’s Grand Wayne Convention Center staff has seen the evolution of planning and producing events first-hand. From experience, organizations that can shift and strategize with new trends are those reaping the rewards of stronger, more sustainable memberships.

Here are 10 takeaways for association planners to consider in the ongoing “evolution” of 21st century events:

1. Plan for long-term impact. 

Attendees are looking to the future and how their association fits into the system of change. Knowledge sharing, the growth and betterment of specific areas of interest (sector development), influence and sustainability are the key factors that are engaging members and attracting new members.

2. Think more transformation, less transaction.

Similar to planning for long-term impact, “transformational” tools focus on what practices will last long after the event versus old-school “transactional” focus of what happens at the event and then fades.

3. Create more strategic experiences, less content-packing.

Traditionally, associations focused heavily on content, which is important but often less relatable or relevant when packed into a brief time. Conversely, creating more strategic and immersive experiences helps attendees to build stronger connections, to better understand their impact potential, and to achieve greater returns. It’s a win-win experience for the association and attendees alike.

4. Plan for year-round engagement vs. one big extravaganza.

For many organizations, all energies are directed toward a single, once-a-year, crown jewel event. Flagship conferences are still important and key to overall continuity and camaraderie across the membership; but in line with item 3 above, more frequent gatherings keep the momentum in pace with the trends and pace of an evolving environment. Smaller events require less demand and expense but can be especially helpful in cultivating a stronger association.

5. Connect virtually as well as in-person.

Ironically, The Jetsons of the 1960s Saturday cartoons knew how to connect on all levels. With the ongoing and powerful push of hybrid and remote technology, association members can feel connected and included like never before. While this level of engagement adds an extra element of planning and cost, the rewards of building a stronger, more active membership base is often worth the effort. Welcome the opportunity to be more welcoming!

6. Track your carbon footprints. 

Increasingly, the movement to greater sustainability and environmental consciousness is influencing how planners and attendees are responding to conventions and all the varied elements. Eco-friendly practices, waste reduction, and social value are relevant issues with an impact on attendance and the strength of an organization.

7. Diversity isn’t going away. 

Regardless of political rhetoric and big corporation shyness, the social focus on cultural sensitivity is growing. Groups are recognizing how adding Diversity, Equity, and Inclusivity (DEI) helps to create more enriching and engaging events. The adage “the whole is greater than the sum of its parts” is in full play here, and associations that welcome DEI synergy can grow expotentially.

8. Develop personalized member experiences. 

It’s a loud and clamoring world vying for attention, but one of the best ways to cut the clutter is personalization. Planners can increase attendee satisfaction, attract more new members, and build their organization’s brand through more personalized experiences. The result is attendees who feel more valued and, in turn, increase their participation and share their experiences with potential new recruits.

9. Foster a sense of community.

From creating purposeful, personalized experiences, association planners can focus on interactive and engaging activities and marketing. Active learning, live polling, gamification, and connections-minded opportunities help members create a stronger, more meaningful network and sense of community. This applies to in-person and digital content and communication; in fact, a strategic blend of both can connect members on multiple levels, keeping them consistently informed and engaged.

10. Build in a wellness component.

Like everything, balance is key, and integrating an underlying wellness component can improve multiple elements of any association, including (but not limited to):  increased productivity; a more positive culture and organizational vibe; an enhanced reputation as a caring, responsible group; and a more attractive, welcoming opportunity for personal and professional growth.

Ultimately, associations grow when they can align (and realign) their core values with the evolving needs of their members. As the meetings scene shifts with the broader influences of technology (AI and physical tech tools), social interaction, sustainability, accessibility, and member expectations, associations will likely need to rely increasingly on partnerships that can deliver the same values and goals.

That goes for event destinations and venues, too, particularly in how they respond to a planner’s ideas and needs, maintain or elevate the association’s brand, and offer attendees a beyond-expectation experience.

Association conferences will continue to evolve, reflecting these trends and strategic shifts for more tailored experiences, all while leveraging and balancing the architecture and tools that communicate and connect members.

It’s an exciting time for event planners. No matter what size of organization, the possibilities are increasingly unlimited to create memorable, purpose-driven events, and the potential to evolve and engage is more rewarding and more fun!

When you’re ready to fully engage …

It’s smart to explore engaging venues and options — specifically, partners that help your organization think beyond convention and beyond expectation! In beautiful downtown Fort Wayne, planners are encouraged to explore, experience, and envision their best-ever event. The event gurus at Grand Wayne Convention Center are helping associations create fully customized, next-level events that provide opportunities for attendees to show up, feel welcome, and enjoy everything available to them.