“My hope is that we continue to gather our event ideas from the actual people who attend events. I have liked the movement toward trade show participants, for example, designing their ideal trade show with relevant topics to them. Sometimes planners are out-of-touch, and miss out on being effective. Empower people to create their own value.”
Andrew Ettenhofer, director of sales, Fig Media Inc., Chicago
“I think technology will become more dominant in event design but in more subtle, less intrusive ways. Video will become more integrated into elements rather than big giant plasma and LCD screens or LED video walls.”
James Schipper, principal designer/owner, Kinetic Lighting Inc., Los Angeles
“There will be more ‘global virtual’ parties, where you will have a crowd of 1,000 people in New York but you will also have large TV screens showing folks in L.A. and Miami jamming to the same music and enjoying the same activities—sort of like how the MTV awards are produced.”
Natalie Williams, community investment specialist, Hudson’s Bay Company, Brampton, Ontario
“I’m sure technology will have a continuing impact, but I think people will always still want the event experience—even though nowadays you can’t go to one where half the people aren’t staring down at their smart phones. You can’t build a great memory out a string of tweets.”
Claire Rusk, vice president of operations, Air Traffic Control Association, Alexandria, Virginia
“If Tron and the royal wedding have a baby, that’s what an event in 2021 will look like.”
Erica Berman, founder, Jane Layne Events, Orlando
“Much, much more interactive. Less presentation and more facilitation. Totally audience-driven, from the venue to what and how much time the speaker has to present.”
De-de Mulligan, president, Mulligan Management Group LLC, Hudson, Ohio
“Collaborative work will be the norm.”
Joan Horton, president, The Horton Group, New York
