EVERY EVENT IS DIFFERENT. BUT IS YOURS DIFFERENT IN THE WRONG WAY?
In this exclusive report, you’ll discover how your event compares to industry standards. Based on survey responses from more than 1,200 event creators across the United States and Canada, this data represents a wide range of event types and sizes.
Read on to better understand how your event stacks up — and get specific tips for zeroing in on ways to make your event successful. You'll be surprised by what opportunities you may have overlooked.
The results of the 2019 Pulse Report are based on responses from more than 1,200 event professionals in the United States and Canada. These event creators organize everything from business and networking events to performing arts and entertainment events, from classes and workshops to nonprofit events to fitness events and festivals.
More than 1,200 event professionals in the United States and Canada
Have teams of less than 5 people
Run 6+ events in a year
Say the purpose of their event is to educate or to build community
These event creators wear multiple hats
When asked about their primary event-related responsibilities, these event creators do a bit of everything, including:
Setting up ticketing or registrations
Managing ticketing and registrations
Promoting the event
Branding and marketing the event
Ensuring the event runs smoothly
This report is for
Any event professional who wants to gain a deep understanding of the current state of the events industry. Whether you’re just starting out in the industry or you’ve been involved for years, use this report to benchmark against other professionals.
• The technology and tactics event professionals consider most and least effective
• The most common challenges events face today and how to overcome them
• The industry trends you’ve been ignoring — but shouldn’t
THE EVENTS INDUSTRY AT A GLANCE: THE MARKET FOR LIVE EXPERIENCES IS GROWING
The event industry is financially healthy: Budgets are growing or staying stable; very few events report shrinking budgets.
So where is this spend going? And how are events defining success? Read on to learn more about the events landscape in 2019.
More events and bigger budgets in 2019
The events industry is thriving — nearly half of respondents (49%) said they plan to host more events in 2019; 47% plan to host the same number of events. And, 33% of survey-takers said they typically run two to five events a year.
While the majority of respondents (50%) believe their budgets will stay the same in 2019, 38% say budgets will grow. Very few events say they’ll be reducing budgets in the months ahead: Only 6% report lowered budgets.
The biggest driver of budget growth is marketing and promotion. 41% say they will be increasing spending in this area — notable given that marketing and promotion is already tied for the top spend category (alongside food and beverage).
say they will be increasing spending on marketing and promotion in 2019
Marketing and promotion is where events teams are increasing their budget (and staff). This complete guide to event marketing will help you get it right, whether it’s your first event or your hundredth.
TOP REVENUE SOURCES AND GOALS FOR SUCCESS
Top sources of event revenue
Having the right event metrics can help you fine tune your marketing, improve sales and increase your attendance turnout. But what metrics should you, as an event organizer, be focusing on?
These are the top three metrics event creators use to measure success:
Overall Attendance Rate
While these metrics are important, you might be surprised by how little else event creators measure to track success. Only 23% collect post-event surveys. Just 36% do any type of social media monitoring during or after their event. These are big opportunities to develop and improve.