Strategy

Strategy
How U.S. Event Planners Can Navigate Global Attendance Challenges
Between visa delays, travel bans, and heightened scrutiny at airports, U.S.-based event professionals are rethinking how their events can attract, support, and retain international attendees.
Kyle Glenn N Xt5 Ht Lmlg E Unsplash
Strategy
How to Keep Sponsors Happy—Without Sacrificing an Event's Integrity
Sponsorships can make or break an event's budget, but satisfying sponsors without losing authenticity can be a delicate balancing act.
At Create & Cultivate's Los Angeles conference in 2020, all sponsors were offered design recommendations, including floral and greenery options, as well as mood board inspiration. This allowed their activations to match the event's Instagram-friendly aesthetic and theme while still ensuring their messaging was front and center. Main stage sponsor Mastercard, for example, subtly integrated its signature logo in the floral display. This allowed it to appear in every photo captured—without taking away from the stage's gorgeous floral designs. See more: Why Did All the Activations at the Create & Cultivate Conference Look Alike?
Strategy
How Canva Used Creativity and Community to Reimagine the Typical Tech Conference
With 4,500 attendees, interactive installations, and a showstopping musical finale made from user feedback, Canva Create 2025 brought the brand’s whimsical personality to life.
Canva's whimsical, festival-style conference featured areas like the Uncharted Studio (pictured), which gave attendees a look at newly launched products—and also encouraged them to share feedback both in writing and via retro phone booths.
Strategy
Q&A: The Business Case for DEI in Event Hiring
We chatted with Chardia Christophe-Garcia, global head of audience strategy for TIME, about the new administration's efforts to roll back DEI programs—and why having a diverse team is simply good business.
TIME recently hosted 'The Closers,' which celebrated 25 Black leaders working to close the racial wealth gap. 'Thoughtful, culturally aware event design leaves a lasting impression, proving that diversity isn’t just a checkbox—it’s a driver of creativity, connection, and unforgettable experiences,' says the magazine's Chardia Christophe-Garcia.
Strategy
What Skills Do Event Professionals Need to Succeed in 2025?
For today's new hires, event industry leaders aren't just looking for hard skills and experience—they're emphasizing adaptability, curiosity, and a proactive approach to problem-solving.
Kyle Glenn Ar74 Eo Wdy0 Unsplash
Strategy
How to Choose the Right Moderator for Your Next Event
Finding the right moderator can make or break a panel discussion. Here’s where to find them—and the essential skills that set the best ones apart.
Journalists are often tapped as moderators. During Sundance 2024, for example, Audible’s Listening Lodge featured a celebrity-packed panel moderated by Variety’s senior entertainment writer, Angelique Jackson (left).
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Sports
See Inside Sport Beach—The Game-Raising Activation That Had Everyone Talking at Cannes Lions
Strategy
How This Event Vendor Handled 10 High-Profile Events—in Just One Week
Recently, AV tech company ShowPro did seven figures of business in one week. Here's how the team thrived under the pressure of what they like to call "Heaven Week."
ShowPro provided lights, sound, and video for this year's Vulture Festival, which took place Nov. 16-17 at nya EAST in Los Angeles. (Check out our full coverage of the festival here.)
Strategy
How to Ease Election Week Tension at Meetings and Events
Events taking place during next week's hotly contested U.S. presidential election are focusing on productive conversations—and plenty of de-stressing moments.
The United States presidential election takes place on Tuesday, Nov. 5.
Strategy
How Austin Hotels Are Preparing for the Convention Center's Closure Next Year
Instead of citywides, expect properties to tout campus-style "mini-wides"—similar to how the city's famous South by Southwest festival operates.
The AT&T Hotel and Conference Center is located on The University of Texas at Austin campus.
Meetings & Trade Shows
8 Clever Ways HubSpot Boosted Attendance at Its Annual Conference
From reimagined ticketing and strategic timing to interactive programming and big-name speakers, here’s how HubSpot ensures INBOUND remains a must-attend event in the marketing and sales world.
INBOUND 2024 took place Sept. 18-20 at the Boston Convention & Exhibition Center.
Strategy
How a Breakout Session at ASAE Turned Into a Border Crossing to Canada
Hint: with passports, a 25-minute flight from Cleveland, and a lot of help from Destination Canada.
Once on Pelee Island, Ontario, participants heard a talk from Canadian sustainability expert and author Leor Rotchild. The setting overlooking the lake was purposeful to really bring home of the excursion's message of sustainability.
Strategy
How to Create a Strong Visual Identity for an Event
From logos to color palettes, here's how to design a visual identity that reinforces your brand and engages attendees.
“Repeated exposure to the same visual cues helps embed your brand in the minds of your audience, making it easier for them to recall and prefer your brand over competitors,' says marketing expert Alexa Carlin. 'This is why we did everything a royal purple color for Women Empower X. People saw purple and knew it was our event!”
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