Jacqui Kavanagh , CEO of EDGE Venues , surveys the UK landscape of meetings and event procurement post pandemic

early every aspect of the meetings and events industry has changed over the last five years . Our style , content , and delivery have all changed as the outcomes and objectives of events have evolved to meet the changing needs of business , people , and what we ask of them . Budgets available for events , and how they are accounted for , have also changed .

Venues , technology , destinations , perceptions , and accountabilities are also changing , and our industry has finally been recognised for the value it brings to organisations which is a real positive . Delivered well and professionally , events , be they live or virtual , are critical to communications strategies to businesses in the modern world . They fast track change and deliver through a controlled environment . Businesses need these strategies and tactics to remain competitive and they see events as an effective partner in their ambitions .

This changes the pressure on the agency world . Before , our focus has been on fighting to prove the importance of events , it then shifted to showing the returns , now it ’ s about demonstrating that the continued investment in what we do creates long term value , long term

change , and competitive edge for businesses .

The ‘ why ’ of events All the above also sits with the ‘ why ’ of events , which is now also being scrutinised more than ever . This should be welcomed as it shows more value being put on investment , and also more return expected from it . It also adds rigour to the process and to how event costs are measured . Investments , whether related to communication or business growth , are also increasingly about reflecting values both culturally and environmentally . The return isn ’ t just about tracking the behaviour change the event induced , it ’ s about understanding how perceptions towards the business have also been altered .

Therefore , it ’ s not just about what the event says , it ’ s how it says it . The transparency of the process , selection , risk management , and delivery are now of equal importance to the creativity , experience , and overall cost of an event . This represents a new respect events have about themselves , and how they are seen by an increasingly appreciative business world .

From an agency point of view , we have to build this into the systems we use . Sustainability can no longer be just a box ticking exercise but should be a more expansive investigation of venue and supplier action and values . At the same time agencies need to be at the cutting edge of the ever evolving conversations that cover

Jacqui Kavanagh

” It ’ s not just about what the event says , it ’ s how it says it ”

ESG behaviour of business , and the promises they make to their audiences . We need to build these promises and purposes into the support network we build around an event , and we need to be rigorous in selection criteria .

Venues and suppliers In the meantime , the structure of meetings and events is changing , both in terms of length , style , catering , and format . This has impacted the buying and selection process of venues and , while there is a desire for different and funky venues , there is also the need for slick , flexible , quality , and affordable delivery of events . This is still a challenge for venues .

The need for information at every stage of the journey can be challenging for venues , and , as this information feeds the decision-making process , it needs to be accurate . Pricing needs to be flexible , as do contracts . Venues need commitment and have challenges on rising prices . Planners need information , value for money , ESG commitment , and other metrics that allow them to assess venues and match the offering to the needs of the corporate objectives .

Added to this is the increasing importance of accessibility . Going beyond physical access to the venues , this is a trend that has entered the event proper , upping the importance of issues such as sign language , audio description and wellbeing . The pressure is on for venues to provide a complete