Events: The risks of chasing shiny new things

Event innovation versus the hard realities

Most of us in the events space can get overly excited about “innovation in event tech or strategy” and often find ourselves chasing the 'next shiny thing'. So it’s refreshing to sit down with someone who has been producing events for decades, who has witnessed a revolving door of ‘innovation’, ‘new trends’, and even see a pandemic come and go to be reminded of an age-old adage, ‘the more things change, the more they stay the same.'

Kurt Bowen, Production Director at White Space Creative Solutions, boasts over 25 years of producing conferences, exhibitions, award ceremonies, and special events. With a career spanning face-to-face, virtual, and hybrid events, he’s seen firsthand how trends emerge, evolve, and often fade away. (Read more about White Space Creative Solutions below this Stack)

I put some of the biggest event industry assumptions to the Kurt-strength-test and found the reality is far more nuanced.

Event tech: The myth of the silver bullet

Surely with all the new event tech, apps, and AI-driven solutions, organisers can sit back and relax, knowing tech can handle everything seamlessly–from pre-event comms to real-time updates, networking, and on-demand translation services.

But Kurt cautions: “There’s no single piece of tech that does it all.” Event tech is a toolkit, not a solution in itself. Instead, successful organisers mix and match multiple tools – registration systems, networking apps, audience engagement platforms, and translation services – to enhance the experience without overwhelming attendees. The key, he says, is knowing when and how to use tech, rather than blindly chasing the latest gadget, gimmick, or app.

Smaller conferences: Strategic shift or just practical?

One of the biggest post-COVID trends is the rise of smaller conferences, often with fewer than 200 attendees. Are smaller, more intimate events the future?

Not necessarily. Kurt sees this trend as a mix of strategy and necessity. “Smaller events are easier to organise, require lower upfront commitments, and come with fewer technical demands. But that doesn’t always make them better.”

He also points out that a counter-trend is emerging. As businesses reduce office spaces and embrace remote work, in-person networking has become a critical touchpoint for lead generation and sales. Larger, well-executed conferences still deliver immense value, if done right.

The power of curated networking

Face-to-face events are back, but traditional networking receptions are no longer enough. Instead, curated networking–morning runs/swims, private wine tastings, or gaming sessions for like-minded professionals–is gaining popularity.

The same shift applies to sponsorships. Instead of just slapping logos on event materials “like on a Formula 1 car,” the more successful event organisers create high-value engagement opportunities for sponsors. A logo on a banner is fine, but what sponsors really want is access to the right people, Kurt explains. Private roundtables, VIP meet-and-greets, and bespoke networking sessions, like an exclusive breakfast, make a bigger impact than a booth in an exhibition hall.

Stage production: Are shorter talks always better?

Shorter presentations are better, right? Research backs this up, I suggest to Kurt.

“Yes, that’s a trend,” he admits. “A well-structured 20-minute talk forces speakers to be more focused and audiences respond better to punchy, curated content.” It mirrors how schools design lessons to maximise attention spans.

But, he warns, brevity isn’t always the answer. When event organisers pay large sums to secure high-profile speakers, they need value, not just in quality but also in time. Striking the right balance between engaging delivery and sufficient depth is key.

The same goes for the so-called “fireside chats.” While they can be engaging, their success hinges on the interviewer, more than the guests. A good fireside chat isn’t just a casual Q&A. The moderator needs to have done their homework otherwise, it’s just a wasted opportunity. Think about it, reminds Kurt, there’s a very good reason your late-night celebrity talk show has new celebrities every week but the presenter remains the same.

And then there’s PowerPoint, “the last significant on-stage tech innovation” that’s still an ever-present conference staple. But Kurt has seen it misused more times than he can count slides in a slideshow pack.

PowerPoint should support a talk, not be the talk, he stresses. The worst thing a speaker can do is put 72 slides on screen. It’s about complementing the message with strong visuals, not overwhelming the audience with information.

Sponsorship: Moving beyond the Formula 1 model

Many events take the “Formula 1” approach to sponsorship–plastering logos everywhere in the hope of visibility. But does this translate into real engagement?

Kurt is sceptical. When your sponsor booths look like the B2B version of a car boot sale, you’re getting it wrong.

The smarter approach is boutique-style sponsorship, where sponsors have curated opportunities to connect with their ideal audience such as hosting private networking sessions, securing a branded meeting space, or integrating sponsorship into digital experiences. It’s not as complicated as it might sound. Remember, most event apps can carry sponsor content, reminds Kurt.

Successful organisers collaborate with sponsors to create meaningful engagement rather than just selling branding space, he says.

Post-event engagement: The biggest missed opportunity?

Too often, engagement stops the moment an event ends. In exhibitions, organisers secure commitments for the next event while exhibitors are still on the show floor. But in conferences? Not so much.

“An event shouldn’t end when people walk out the door,” says Kurt. Event apps, follow-up content, and ongoing community engagement can extend the value long after the final session. For sponsors, this continued interaction is invaluable, offering touchpoints beyond just the event itself.

Kurt’s insight is a valuable reminder that event trends come and go, but one thing remains constant: success lies in understanding why a trend is emerging, how it fits within the audience you want to engage, and more importantly how they should engage with your event and other attendees.

Whether it’s event tech, sponsorship models, or conference formats, the key isn’t just to follow trends, it’s to adapt them intelligently. While the event industry is evolving, the fundamentals of great events remain the same:

- Technology is a tool, not a solution.

- Smaller conferences can work, but scale still matters.

- Networking and sponsorships thrive on curation, not just visibility.

- Post-event engagement is an untapped goldmine.

What do you think? Are event organisers getting these balances right? Let me know in the comments.

More about White Space Creative Solutions

White Space Creative Solutions prides itself on creating event experiences with measurable impact. The company offers tailor-made event project management, including fresh concepts and designs. They can facilitate any event from large international congresses to local pop-up brand experiences.

White Space Creative Solutions operates in five key areas: conferences, award ceremonies, gala evenings, exhibition stands, and event-live on-screen content. Unlike event organisers, they focus on production, ensuring that branding, staging, and on-screen graphics seamlessly integrate into the event experience.