Live Events Gaining Greater Executive Support, Bizzabo Study Finds
February 20, 2019
While event professionals have long touted the power of the events they plan, many have not previously had great support from leadership in this area. The good news is that the data shows that to be changing.
Recent event industry studies all indicate the industry is healthy and growing, and a big part of that is due to marketing. Findings from Bizzabo’s “Event Marketing 2019: Benchmarking and Trends” report show that today, face-to-face events are more effective for achieving business goals than ever before — and executives are taking notice.
Bizzabo surveyed more than 1,000 mid- to senior-level marketers responsible for an estimated $738 million in annual event spend. Participants included representatives from leading brands including Amazon, General Mills, KPMG, AppNexus, Digiday and Porsche.
Survey results show events are considered an important part of the marketing mix. Eighty-five percent of respondents indicated that events are essential to their marketing strategy and nearly all respondents (95 percent) say they believe in-person events provide attendees with a valuable opportunity to form connections in an increasingly digital world.
The majority of executives surveyed (84 percent) say they believe live events are a critical component of their company’s success. When comparing data from its 2018 survey, Bizzabo discovered a 20 percent jump in commitment from leadership (up from 64 percent) responding that they are “very committed” to live events.
Yet event marketers still have work to do. Event ROI and leadership support are heavily correlated — and when event teams are unable to prove and measure ROI, business leaders are 2.2 times less supportive of events, the report shows.
Other key findings from the Bizzabo study include:
- The primary reason reported for organizing events is to support lead generation and sales acceleration, closely followed by brand awareness.
- Organizations using event software are more productive, more efficient and better able to prove ROI.
- Integration is key to success: Organizations integrating event software with other core business platforms, such as CRMs, experience 14 percent less trouble proving event ROI.
- The majority of businesses (62 percent) plan to increase their event budgets in 2019.
For more data and insights, download the report here.
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Partner Voices
Dallas already boasts 35,000 hotel rooms, award-winning global cuisine, and a walkable downtown. But we are just getting started.
Visit Dallas is thrilled to announce that the city of Dallas is doubling down with a massive new convention center and entertainment district. Featuring 800,000 square feet of exhibit area, 260,000 square feet of meeting rooms, and 170,000 square feet of ballroom. The center will connect business travelers with dining and shopping options in the popular Cedars District means more places to get down to business, and even more ways to unwind.
“Dallas is already a great meetings and conventions destination, with the accessibility of two major airports, affordable labor, and an outstanding hotel product,” said D. Bradley Kent, Visit Dallas senior vice president and chief sales officer. “The new center and Convention Center District will enhance Dallas’ competitive position and are exactly what our customers’ need and have been asking for."
What’s New – AT&T Discovery District
Located in the heart of Downtown Dallas, this new district on the AT&T corporate campus is tailor-made for groups of all sizes. It boasts a multi-sensory experience, including outdoor event space, the AT&T Theater, and multiple dining outlets including JAXON Beer Garden and The Exchange, a bustling food hall.
Hotels Coming Soon
Names like the JW Marriott (Downtown), lnterContinental Dallas (Uptown), and Hotel Swexan (Uptown) are adding luxury amenities and bountiful event spaces. The projects will debut in 2023 and beyond.
JW Marriott
This new, 15-story, 283-room hotel will open in the heart of the city’s downtown Arts District this year. The property features a 25,000-square-foot grand ballroom, as well as a spa, restaurant, lobby bar, fitness center, and a rooftop pool deck and bar.
InterContinental Dallas
Located in Cityplace Tower in Uptown, InterContinental Dallas will feature sweeping panoramic views of the Dallas skyline. Guests will enjoy spacious, high-end rooms and amenities, including more than 21,000 square feet of event space.
Hotel Swexan
Hotel Swexan, a new, 22-story luxury property, is rising in Uptown’s Harwood District and will make its mark on the Dallas skyline. Opening this year, it is a sculptural building with cantilevered upper floors, as well as a 75-foot rooftop infinity-edge swimming pool and a hidden underground lounge.
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