Back to Insights
Recent Insights Print / Save as PDF
Reports

The Evolving Value of Events

Three men and a woman standing and talking.

Introduction

In-person events are at a crossroads. Budgets are tight. Time is scarce. Remote work is the default. What is it that makes people prioritize in-person events? At Smithbucklin and 360 Live Media, we set out to understand what draws professionals to in-person events and what makes them return. Our latest study with Hanover Research dives deep into what today’s audiences expect, what builds trust and how to deliver events that truly matter.

Our survey of 383 professionals revealed that 88% view in-person events as extremely valuable despite rising costs and packed schedules. Why? Because live experiences deliver something digital can’t: trust, which comes from real connection, credible content and career-defining moments.

Live experiences give you more.

Download Now
Written by
Jeff Calore
Senior Vice President, Event Services
Jeff Calore is responsible for strategy, client performance and talent development across Smithbucklin’s Event Services practice. He is a purpose-driven leader experienced in event strategy and design, management and revenue development…
Learn more about Jeff
Jack Macleod
President, 360 Live Media
Jack Macleod is president of 360 Live Media, a Smithbucklin company that provides full-service event strategy, management, marketing and sales support for all types of industry convenings. He helps clients make events more valuable by bringing the…
Learn more about Jack
Beth Surmont
Vice President, Experience Design 360 Live Media
Beth Surmont is an event strategist who works with organizations to rethink how events support learning, community engagement and business goals. She focuses on the audience experience to help clients reshape how their programs are…
Learn more about Beth
Laura Werfelmann
Director, Event Services
Laura Werfelmann oversees Smithbucklin client events that range from 400 to 8,500 attendees. She leads the teams responsible for executing these events, ensuring they meet client goals while delivering high-quality attendee experiences. Laura…
Learn more about Laura

Recent Insights

More insights to keep you moving forward.

A woman is sitting looking at her phone with an open laptop in front of her.
Articles
Make It Easy to Engage: Small Changes That Strengthen Member Experience
Improve member engagement and retention with mobile-friendly design, seamless access and simplified transactions.
A woman is holding a binder on a shelf in a room with binders filled on the shelves
Articles
The Idea Parking Lot: Building an Innovative Infrastructure for Your Board
Association boards can turn idea parking lots into strategic tools that keep valuable opportunities visible and actionable.
A man is speaking into a microphone at a table with other people.
Articles
How Associations Can Shape Policy Through Public Comments
Associations use regulatory comments to shape policy by sharing data, practical insight and collaboration to improve rules and outcomes in policy making.
Trusted Experience

Your partner in driving association success

Bringing proven insight and energy to help you grow.

Get in Touch