After COVID-19, events are set to emerge stronger than ever

Of the many things in business and life that got utterly disrupted by the pandemic, the industries surrounding events, conferences and experiences got hit hard. But the business of gathering is one that will emerge stronger, more relevant and more vital than ever on the other side.

As an agency owner whose events and experiences practice did a rapid pivot in March 2020 and the founder of Communications Week, which has joined the Ragan Communications’ portfolio, I see the events space as poised for an exciting and very necessary rebirth, shaped by the very human need to gather and connect. Here are three considerations to pave the way for a future where events are a powerful and digitally-transformed part of the marketing mix.

Looking through my lens as an events creator, as well as an agency leader whose team continues to advise, curate and manage participation in conferences and events, what does the future hold? My outlook is pragmatic, yet optimistic: I see many pathways for the events on the horizon.