Ask an Event Expert: How New Ideas and Insights Turn into Better Event Experiences

Matt Johnsen: It comes down to how we show up for both participants and event professionals. There is an expectation that when participants arrive, engagement tools, event technology and support are ready to go. As in-person events continue to grow, expectations have grown, too. People want environments that feel engaging and purposeful, and event professionals want that moment when the experience truly connects with audiences.

Jill: We gather customer feedback at multiple touchpoints on an ongoing basis, capturing insights about the experience, the teams, the tools and the spaces themselves. That input helps identify where something is causing friction, where expectations aren’t being met, or where a solution is quietly doing its job well. Sometimes that leads to refining a solution. Other times, it leads to simplifying or standardizing an approach, so it becomes more consistent. This feedback is reviewed and shared across the organization so teams can respond quickly and thoughtfully.

When planner feedback results in clearer standards, easier setups or more consistent execution, those improvements show up on show day. Over time, that’s how new ideas become what planners trust, because they’re informed by what works on-site.

Matt: Yes, given that event professionals want easier access to sophisticated experiences, our rollout of column speakers is a great example of how customer feedback directly influenced practical improvement. To elevate audio performance, we responded by deploying a new fleet of speakers with smart features like built-in feedback management and auto-mixing. Column speakers have replaced dozens of speaker variations in smaller and medium-sized spaces with a single, effective solution that deploys quickly, requires fewer technical adjustments and supports faster load-ins and setups. That predictability delivers better results across venues without requiring much planner management. Our teams were trained nationally, and the new equipment has resulted in noticeably improved experiences with the added benefit of a sleek, professional look that integrates into venues everywhere.

Taqi Mohiuddin: Expectations have shifted, and events need to feel purposeful and engaging, delivering value beyond content alone. Innovation, by way of better tools and experiences, has become the main way event professionals create connection, improve participant culture and influence event engagement. Displays, lighting, scenic and decor solutions all influence engagement, because they help define how the event is perceived from the moment people walk in.

Taqi: We’ve also seen technology improve the buying experience. Feedback has shown us that customers want greater clarity and predictability in pricing conversations. Our digital tools, like the Event Solutions Explorer, Lookbooks, customized event renders and bespoke proposals help event professionals explore and compare available options and alternatives. These also empower our sellers to present options clearly, share visuals and connect solutions to outcomes and shift conversations toward the value we offer.

Taqi: Supplying customers and participants with consistent experiences is foundational for this. When a customer hosts events in different cities, the experience should feel aligned across venues, teams and execution. Our presence in multiple markets provides us access to broader customer insights, which helps Encore learn, adapt and influence how experience and event standards continue to evolve.

Jill: The quality of our relationships with customers shows up frequently and clearly in our feedback. Everyone wants to be heard, considered, and have their needs and goals thoughtfully executed, especially when those needs and goals shift, and the outlook changes. We use those insights to reinforce standards and help our teams deliver relationship-centered experiences everywhere we operate. When that collaboration factor is strong, and we demonstrate our commitment within our relationships, customers feel it and are excited about our partnership and what we can offer them.

Jill: Personalization matters to event participants everywhere. We’ve seen it substantiated in research repeatedly across the industry, and yet personalized experiences beyond dietary needs are still few and far between. Our latest research with Boldpush shows event professionals are increasingly prioritizing connection and interactive experiences. People want more authentic opportunities to connect, they want opportunities for conversation and content sharing and personalized service experiences at every location they come to. With this growing demand, I think there’s a clear roadmap to thinking beyond what is currently considered to be standard.