In recent weeks, several event technology companies announced alliances with industry organizations and solutions providers to enhance the event and planning experience for event participants and organizing professionals, respectively. 

PCMA and Gevme Unveil Enhanced Spark AI Platform for Events 

PCMA and event technology solutions provider Gevme rolled out new enhancements to Spark, a generative AI tool built by event professionals for event professionals. Introduced to the global business events community nearly 17 months ago, Spark now boasts more than 9,000 users. The tool offers the ability to identify viable destinations and venues. 

Back story: Spark’s new offerings are the result of a partnership with Tempest.im, a multifaceted agency specializing in destination marketing solutions that include customer relationship management (CRM), website development, and digital marketing strategies tailored for destination organizations.  

What they are saying: “Business events strategists are continually seeking opportunities to be as productive as possible while at the same time being mindful of their footprint and impact on destinations and venues,” said PCMA and CEMA President and CEO Sherrif Karamat. “We continue to grow and evolve Spark in the AI business events industry space by creating alliances with organizations that can help bring the supply and demand side of the business together through a more seamless and efficient user experience.” 

What’s next: Several destinations--including Dallas, Texas, Detroit, Long Beach, Calif., Minneapolis, and Pittsburgh--are in the early integration process with Spark through the Tempest alliance, according to PCMA officials. 

Deeper dive: “Meet Minneapolis has been actively exploring the potential of AI tools to enhance our operations, so we are proud to be selected for the partnership between PCMA, Gevme and Tempest,” said Melvin Tennant, president and CEO, Meet Minneapolis. “These organizations are committed to advancing our industry, and Spark is a great example of that shared vision. Powered by unique and valuable destination data, this tool will enable meeting professionals to seamlessly connect with local businesses to fulfill their event needs. Meet Minneapolis is excited to utilize this innovative solution to improve our customer engagement and streamline processes.” 

How it works: Spark’s integration with Tempest will enable business events strategists to be more productive via the capability to identify destinations and venues that meet their needs and criteria, all in one spot, according to Tempest officials. 

Big picture: “We’re excited to partner with PCMA and Gevme on the Spark integration, enhancing its already robust event planning capabilities,” said Alex Heimann, CEO, Tempest. “This collaboration channels high-quality data from destination organizations into the foundational models powering Spark, equipping event professionals with reliable, authoritative destination information and insights.” 

Why it matters: Gevme CEO Veemal Gungadin said, “With this new integration, Spark is advancing its ability to connect the right people, places, and opportunities in one seamless platform. By partnering with Tempest, we are making it easier for event professionals to not only find suitable destinations and venues but to make data-driven decisions that align with their sustainability goals and event requirements. This is about empowering event strategists with actionable insights, and we're excited to see how our growing community of users will leverage these enhanced capabilities to create impactful experiences.” 

IAEE Partners with Snöball to Broaden Marketing Reach 

On October 15, the International Association of Exhibitions and Events (IAEE), announced a three-year partnership with peer-to-peer marketing solution Snöball for a marketing initiative set to kick off at this year’s Expo! Expo! IAEE’s Annual Meeting and Exhibition, taking place Dec. 16-19 in Los Angeles. Extending beyond IAEE’s annual meeting, this multi-year agreement includes additional peer-to-peer marketing for membership, content, and key strategic initiatives. 

Context: Designed to empower business professionals to harness authentic word-of-mouth marketing, the Snöball platform provides event ambassadors with an automated, user-friendly tool to expand Expo! Expo!’s reach while enhancing their personal digital brand before, during, and after the event.  

What they are saying: “This partnership with IAEE underscores the transformative power of peer-to-peer marketing in driving event growth, membership recruitment and content amplification,” said Snöball Founder and CEO Rachel Stephan. “By turning event participants into engaged ambassadors, we’re not only expanding the reach of Expo! Expo! but also fostering deeper connections within the IAEE community, helping to elevate the entire industry.” 

The details: Snöball’s innovative approach to communicating the impact of exhibitions and events speaks directly to the association’s objectives for Expo! Expo! and beyond, said IAEE President and CEO Marsha Flanagan. 

Why it matters: “IAEE’s ongoing mission is to tell the story of the face-to-face marketplace and its importance in the business universe,” Flanagan said. “Expo! Expo! presents an excellent avenue for that and we are excited to work with Snöball in accomplishing our goals.” 

EXPOCAD and August Robotics Partner on Advanced Automation Solutions     

On October 5, EXPOCAD, a provider of event management and contractor software, announced a direct interface between its EXPOCAD Contractor software for AutoCAD and August Robotics’ Lionel floor marking robot.  

How it works: Designed to make operations faster, more accurate, and highly efficient for event producers, general service contractors, and venues, the integration between EXPOCAD and Lionel enables seamless automated layout design, booth numbering, and floor marking, reducing the time and labor required for venue setup. Tasks that previously demanded extensive labor, such as marking exhibition floors, can now be completed with pinpoint accuracy in a fraction of the time. The automation tools are part of the newly released EXPOCAD Contractor Version 4.0. 

Related: Tech Talk: Floor Marking Automation with August Robotics 

What they are saying: “This collaboration represents a new era in trade show management,” said Rich Stone, CEO of EXPOCAD. “By integrating our contractor software with August Robotics’ Lionel, we provide our clients with unprecedented tools for automating complex processes. It's about delivering results faster, more efficiently, and with greater accuracy, allowing our customers to focus on what really matters—the success of their events.” 

Back story: Known for its advanced features including automated layout, booth updating, and electrical planning, EXPOCAD Contractor now leverages Lionel’s robotic floor marking technology to automate the placement and marking of booths, aisles, and exhibit spaces. This joint solution addresses common industry challenges, such as errors in manual floor layouts and excessive setup times, with Lionel using exact digital plans from EXPOCAD to autonomously mark floors with precision. 

Why it matters: “Our goal with Lionel has always been to simplify the manual, time-consuming aspects of event setup,” said Alex Wyatt, CEO of August Robotics. “By teaming up with EXPOCAD, we can ensure that event producers and contractors have an integrated solution that enhances speed, reduces cost, eliminates error, and ensures consistency.”   

Have some event technology news to share? Reach out to lisa.savas@informa.com and danica.tormohlen@informa.com.

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