The potential of working in the events industry is massive, with the global events market estimated to reach $2.1 trillion by 2032.

Not only that, working in event management is fun and rewarding.

Many processes within the events industry fall under the blanket term of “event management.” So, what is event management exactly? This broad term covers everything from planning to marketing to executing events.

At Eventbrite, we’ve teamed up with event pros worldwide to pull off some epic events. In this guide, we’re spilling the beans on all the must-know tips, tricks, and insider secrets from Eventbrite creators. Get ready to level up your event game with everything you need to manage events like a pro.

Let’s dive in!

Table of contents

Understanding the basics: What’s the definition of event management?

Working in events management: Business and career opportunities

21 tips for becoming a pro in events and management

Tools and resources for better event management

Event management statistics you need to know

4 Event management trends to help you sell out your next event

Understanding the basics: What’s the definition of event management?

Event management is the entire process of creating and running events. It includes just about every aspect — from planning through to post-event logistics. 

Think of an event you’ve hosted in the past or one you’ve attended. Now think about every step that went on behind the scenes before, during, and after that event. All those steps fall under the event management definition. It’s a lot! 

The primary components of event management include:

There are different types of event management. Some people specialize in a certain area — event marketing, for instance — while others cover all the bases. 

People working in event management often run their own events businesses. Others are employees working for event management companies, venues, or companies that routinely host internal events. 

There’s a lot to learn about how to manage an event or get involved in the event management industry. But don’t worry. You’re in the right place.

What is an event manager, and what do they do?

Before we dive into the finer points of event management, we should pump the brakes for a minute to talk about what an event manager actually does.

Simply put, an event manager is a professional who oversees the planning, promotion, and operation of events. That’s a pretty big remit, so most event managers have a lot of responsibilities.

Those responsibilities often include:

If you’re an event manager working as a one-man band, you may have to carry out all these responsibilities. But event managers can also oversee an entire events team and delegate some of these tasks.

Ready to take the reins and start running your own events? It’s a booming space. Our TRNDS 2024 report showed that 70% of creators felt somewhat to extremely optimistic about the year ahead, and more than half (53%) planned to put on more events in 2024.

But beyond the numbers, creating and managing your own events is not only rewarding but also a chance to make an impact on your community and the world at large.

“Variety is the spice of life, and working in the events industry allows us all to see a huge amount of creative talent. Events can be an amazing expression of the event manager’s personality, and there are not many industries that encourage this personal expression more than ours,” says Anna Maloney, Creative Director, Annamal Productions.

“I also love interesting properties, and I am lucky to see some of the most amazing spaces every week.”

Being an event manager or organizer can be a lot of fun, and feed your sense of curiosity and expression.

“Don’t underestimate the fact that events are fun! Whether organized with serious intentions or as a light-hearted gathering, events are a great way for guests to relax and make new friends,” says Christie Fidura, former President at The Perfect Circle.

“That social aspect of things is an important reason why event management appeals to so many people: the chance to grow one’s network — and have fun doing it.”

Specializing in event and convention management

If you decide to go into corporate events or want to focus on larger trade events, it’s worth looking into convention management.

A convention is a large-scale event that brings together an entire community — whether it’s targeting a specific industry, company, fandom, interest group, or anything in between.

Conventions and trade shows are generally a huge undertaking, so it’s critical for event managers to get a great team behind them before the planning process begins. And although convention management can be a lot of fun, you’ve got to develop the skills you need to spin a lot of plates at once.

Skills all events managers need

On the surface, event managers seem like they have a lot of fun — and it’s true. But there is also an essential range of skills that you’ve either got to have or be willing to develop.

In particular, successful event managers aim to master:

Infographic listing event management skills

If you fit the bill — or you’d like to — then it’s time to take the plunge and try your hand at event management! But don’t stress if you’re unsure how to crack the industry. We can give you a few pro tips.

Working in events management: Business and career opportunities 

There are many reasons to love working in events, and there’s no shortage of opportunities when it comes to careers in event planning. 

There are two main approaches that aspiring event managers tend to go for: entrepreneurship and traditional employment. Here’s what you need to know about both career pathways:

How to start an event management business 

Many event professionals are entrepreneurs who have started an event management business. These event pros plan, promote, and run their own events from start to finish and handle all the business aspects along the way. 

If you’re an event organizer looking to level up your career, this can be a fulfilling and profitable business model. Here are some steps you’ll need to take:

Infographic outlining how to create an events business

Some entrepreneurs also manage events for clients or start an event planning business to help other people plan great events. But for most entrepreneurs, the business model revolves around creating fun events from scratch.

Running any kind of business can be risky. While many entrepreneurs find success in the industry, it’s completely possible to lose money running events. Fortunately, with the right strategy and tools in place, you can optimize your chances of finding success in this fast-paced and exciting industry.

📑 Create a business plan

An event business plan covers your strategy, marketing plans, target audience, and much more. It should be one of your first steps in starting a business to help with your budget, provide a logistical checklist, and more. 

It’s essential if you’re looking for a business loan, as banks will require one on file. 

🖥️ Do your market research

Market research is important for setting yourself apart from the competition, running the best kind of events for your audience, and preparing your business financials. Start researching your competitors. 

What are other event organizers doing in your area, and how can you compete? 

Then, think about your target audience. What type of people do you want to attract to your events? What do those people want to see at events? What price range are they willing to pay for tickets? 

Dig into data from the US Census Bureau to gather demographic info, and use this in your business plan. 

☑️ Apply for a business license

Once you’ve chosen your event business name, make things official. 

You’ll need a business license with your state and/or city in order to operate. You may need additional permits, too, depending on the type of events you run. If you plan to hire employees, you’ll need a federal employee identification number (EIN). 

The Small Business Administration has a free guide that covers the bases well.

🧰 Find the right technology

To run your business, you need to stock your toolbox with the essentials. The first is event management software that will help you plan, promote, and sell tickets to your event. 

Event software is crucial for running large-scale events in particular — a platform like Eventbrite is suited to events of any size, from 10 attendees to 10,000. You’ll also need some sort of bookkeeping system, whether that’s Quickbooks or Xero, or a free solution like Google Sheets.

✨Start building your business

The best way to learn is by doing. With an event management business, that means getting started planning and running your own events! 

Start small with events at low-cost or free venues, so you don’t need to invest much upfront. Then brush up on your event marketing skills to get more people to your next event (more on this later!) 

Types of jobs in events management 

If you’d rather not run your own business, there are still plenty of opportunities in event management. 

What does the job market look like for event management professionals? 

Many of these roles are available from large companies and organizations that organize their own events. Event management firms also help put on events for clients. Even cities and local governments hire event managers!

To find event management jobs, you can browse popular job boards like Indeed, Glassdoor, and LinkedIn Jobs. Positions to look for include:

Many of these terms are often used interchangeably in job titles. 

While you could potentially pick out differences between an event coordinator and an event manager, for instance, many job duties are quite similar. 

Just make sure to read the job description very carefully to understand what is expected of applicants. Your definition of “event coordinator” might not necessarily match that of a potential employer. 

Remember that “event management” is a pretty broad term. If you want to specialize in a specific category of events or a specific skill set within event management (like event marketing or running sports events), that’s an option, too! 

Just adjust your job search to fit those search terms and brush up on your professional skills. You can start by continuing to read the rest of this guide! 

If you want to seek out a formal education as an event management student, you can get a degree in marketing, business, or communications. A degree can all provide key event management skills. Most schools don’t offer a degree in event management specifically, though you can find some courses on event planning. 

You could also seek out event management internships to learn first-hand.

Many jump straight in, for example, by reaching out to their network via LinkedIn to see if anyone is hiring. Reaching out to the human resources department of companies you’ve worked with in the past, other event organizers, and even vendors/venue owners can be an easy way to revive old connections and learn about new openings.

Event guests chat at event
Voxburner / Youth Marketing Strategy / San Francisco, CA

21 tips for becoming a pro in events and management

Event management covers a wide range of activities relating to running events. Below, find information on each category — as well as best practices in event management. 

Coming up with event ideas 

Coming up with creative event ideas can be a ton of fun. And it’s a key part of event management! 

At Eventbrite, there are all sorts of brilliant event organizers putting on fantastic live events all over the world. Here are a few examples for inspiration:

🧑‍🍳 Get in the Kitchen! hosts fun cooking classes as crossover events. Their recurring events series include Cooking & Comedy, Cooking & Karaoke, and Cooking & Queens drag shows.

🎨 Art Battle International hosts unique art competitions where artists only have minutes to create the best piece of art they can. In the end, every piece is auctioned off!

🕺 Bollywood Dreams Entertainment hosts high-energy dance parties all around the West Coast. The events often feature energetic Bollywood music, plus colorful activities and a whole lot of fun! 

Whether you’re coming up with community event ideas, planning corporate events, or organizing a fundraiser, here are some steps to take:

1. Start with market research to see what types of events are going on in your area.
2. Then, figure out what’s missing and what your community might enjoy.
3. Come up with a theme for your event, like a 70’s disco party or a speakeasy cocktail workshop.
4. Decide if you’ll run an in-person, a hybrid, or a virtual event.
5. Determine if your event will be a for-profit or a fundraiser event for a nonprofit.
6. Brainstorm event ideas based on your market research.
7. If you have connections in the event industry, ask them for feedback.
8. This can be one of the most fun parts of event management, so enjoy yourself!

Artist performs on event stage
Art Battle International / Art Battle SF / San Francisco, CA

Tips for planning events 

Planning events involves everything you need to do to get your event from idea to reality. It’s a lot! Event planning templates can help you get started. 

For the most efficiency possible, it helps to have an event planning tool. Eventbrite has all the features you need to plan out your perfect event. Plus, Eventbrite makes it easy to list your event, promote it, and sell tickets (more on this later).

Infographic listing steps to plan an event

Whether you use Eventbrite or not, here’s what you need to know about planning events.

1. 💲Start with your event budget

The best event planning tip anyone can give you is to first focus on putting together your event budget. 

The financials of your event will impact lots of other decisions you need to make, like your venue selection and ticket pricing strategy. It also helps keep costs down. Using an event budget template is a great place to start.

2. 🏫 Select your venue carefully

The venue you choose will affect your attendees’ experience. Venue rental costs can add up quickly. 

To cut costs, try to book as early as possible. But, more importantly, make sure your venue matches the theme of your event and that it’s accessible for your attendees and fits your event’s theme. 

3. 💰Get sponsored

Finding event sponsors can be a huge benefit to your event and your business. Sponsors can also benefit, as their businesses will get publicity and attention from all your attendees. 

Start by crafting a sponsorship pitch deck, which you can use to land sponsors. Event sponsorship resources can help you learn more about working with sponsors in your industry. 

4. ✅ Use templates and checklists to stay organized

Successful event managers have a lot to stay on top of! Event planning checklists can help prevent overwhelm and stay on track with your event goals. 

Event strategy templates can also help you set goals and refine your business strategy. 

5. 🤹 Plan with your audience in mind

Throughout the event planning process, keep your target audience top-of-mind. Think of your audience while selecting your venue, planning the event schedule, pricing your tickets, etc. 

Your target audience should also influence your marketing and promotion strategy (more on this below!)

Market vendor talks to customers
Black Culture Market / Black Culture Market / London, UK

Event marketing tips to help sell out your events

Event promotion involves all the steps needed to market your event and get attendees through the door. It can make or break the success of your events, so event marketing chops are essential skills for success here.  

This is another area where event software tools are essential. An event marketing platform like Eventbrite can centralize your operations and help you reach more people. 

Here’s what you need to know about event promotion:

6. 👁️ List your event online to reach more people

It’s crucial to create an event listing online to advertise your event. Your listing serves as the central source of information for your event, as well. 

Ideally, list your event on a platform like Eventbrite that lets you sell tickets directly through the listing and ranks high on Google. You can also add your event to Facebook and other event promotion websites to reach more attendees. 

Follow event listing best practices, like writing a catchy and informative event description that covers the five W’s (Who, What, When, Where, Why). Not a writer? With Eventbrite, you can use AI to help you craft your event description! 

7. 🎯 Target the right people

There is an entire community of people who will be super excited about your event. It’s your job to find them (with the help of technology). 

Start by using Eventbrite Ads to target the demographics most likely to be interested in your event. You can draw on insights from your market research here. Then, consider other ways to advertise your event, including social media ads and email marketing. 

Again, this is where it pays to partner up with Eventbrite. You’ll get a range of email marketing tools at your disposal — including automated event reminders, as well as the chance to create new email campaigns that will keep your audience warm and excited about your upcoming event.

Here’s how you can do it:

Reddit is also a valuable tool to find communities that may be interested in your event type. There are subreddits for just about everything, from Warhammer 40K to classic ‘40s cinema. Read each subreddit’s rules before posting — if promotional posts aren’t allowed, you can always buy Reddit ads targeting that specific subreddit.

8. 📜 Don’t underestimate physical posters

Yes, it’s 2024, and yes, posters still work! For local events, don’t forget to post physical posters on community bulletin boards and at local businesses. If you start looking around, you’ll likely notice lots of other event organizers doing this — because it works. 

Keep in mind that online poster printing costs can be high. In many cases, local print shops can get you a better deal — but you’ll want to price compare to be sure.

9. 🥳 Look past ticket sales to build excitement

The main goal of promoting your event is, of course, to sell more tickets. But building excitement and community engagement is a better goal and will, in turn, lead to more sales. 

When promoting your event on social media channels and elsewhere, think about how you can build genuine excitement. Try using trend analysis to look at the types of posts your followers are more likely to engage with. Then you can use content that fits the bill from past events and highlighting featured artists who will be performing.

Using Eventbrite? You’ll benefit from a range of social media marketing tools, including A/B testing, scheduling, and AI-generated content suggestions

10. 🖼️ Get creative with your promotional efforts

Attendees want an exciting event. The way you promote your event also reflects the experience your guests will expect. 

So, make it exciting with creative event promotion ideas. For social media, try to create images and reels that will reflect the environment you’re creating at your event. Use successful event social media post examples for inspiration. 

Sell more tickets to your next event

Explore Eventbrite.
People buying event tickets

Tips for smooth events

It’s showtime! Here’s where things get really exciting and also a little hectic. Make sure to have a plan for event logistics to avoid any last-minute surprises. 

Here’s what you need to know about running events. 

11. 📖 Make detailed plans

The best way to be prepared for whatever comes on the big day is to make thorough plans before your event. A venue logistics plan can ensure you know where all the important gear is located and who does what when on the day. 

A hierarchy among your staff can help address issues quickly as they arise. And a plan for when things go wrong ensures your attendees still have a great time no matter what happens.

12. ⚒️ Source technology and resources for your event

Well before the big day, you’ll need to source all the relevant tools, resources, technology, and collaborators needed to bring your event to life. And in the days before the event kicks off, you’ll need to rigorously test everything you plan to use. Some items to prepare include:

13. 💻 Prepare software and tech for virtual or hybrid events

Your tech setup is crucial for virtual and hybrid events, so make sure to choose a good virtual events platform. You also need to thoroughly test all your gear — cameras, mics, lighting, etc. 

Internet upload speed is important to enable you to live-stream in a reasonable resolution. 

Use a tool like Speedtest by Ookla to test both download and upload speeds at the event. You can do this on a phone, but make sure you turn off your cell signal.

Concert guests watch performance
Birdland Jazz Club / Emmet Cohen Trio / New York City, NY

14. 👩🏾 Invest in your people

Event staffing and event team management are two major components of running successful events. With the right people and the right training, your next event can run smoothly. 

When hiring event staff (or recruiting volunteers), make sure you’re asking the right questions, like how well they work both independently and as part of a team. 

Then, invest in training programs to make sure your team is aligned. Finally, keep everyone on the same page with a task management tool like Monday or Asana. 

Tips to evaluate your event outcomes and attendee experiences

Post-event, there’s still plenty of work to be done! Here’s where you dig into the data and collect feedback from attendees to explore your event’s outcomes. 

This helps you analyze how your event went — and how you can improve your results at future events! 

Here’s what you need to know:

15. 📝 Run a post-event survey

You can send out a post-event survey to your attendees via email. You should send one out for both in-person and virtual events. 

A common metric to track is your Net Promoter Score, which measures a customer’s overall experience of your business/event/service with a simple numeric scale. 

Event performers pose outside
Bob’s Dance Shop / Flash Bob Miami / Miami, FL

16. 🌯 Follow up with vendors

It’s not just attendees you should be checking in with. Supplier relationship management is important to long-term success in the event space. 

Send a note to vendors and suppliers asking them how the event went for them and if there’s anything you can do to help them (like leaving them an online review). These gestures help establish professional relationships, which can be useful later on. 

17. 🙏 Send a genuine thank-you note 

Sending a thank-you message to event attendees is a quick project with a significant impact.  You can tie this in with your post-event survey or send it separately. 

In any case, keep things simple by expressing your gratitude and wishing your guests well. It can go a long way towards building your brand and engaging your community. 

Tips for managing event financials and business outcomes 

Event managers are typically responsible for the business outcomes of the events they host. This is true whether you’re self-employed or work for an organization. 

Here’s what you need to know about the financial side of the events business:

18. 🎟️ Ticket pricing strategy is crucial

Ticket pricing is a primary lever under your control that influences the financial outcomes of your events. And it can be a tricky balance. 

Many event organizers find success using a tiered ticket pricing strategy, such as selling both GA and VIP tickets. You can also pivot pricing dynamically, such as running promo codes targeting a certain demographic. 

The demographics of your region and target audience can also influence how you price tickets. 

For instance, an event in a higher-income region can likely support a higher ticket price point. However, your target audience also matters — if you’re hoping to attract students, think about their financial means instead of looking at country-wide demographic data. 

19. 🎙️ Your past events offer a gold mine of data

Any past events should be closely analyzed for their financial performance. Keeping good records is important here, and it’s a good idea to use accounting software to track your revenue and expenses. Then, dig into past data to identify trends that may influence your future business decisions. 

For example, maybe you notice that you’re generating more revenue per attendee from food and drink sales than you are from tickets. In that case, lowering your ticket pricing slightly could attract more attendees and subsequently increase total revenue. 

20. 💸 Keep costs down

Running events is expensive, and costs are creeping up. 60% of event organizers are planning to increase their prices in 2024 to offset rising costs. Here are some creative ways to lower costs:

Remember to build an event budget first, and continually check your actual spend against your projected expenses. This will help you stay on track. 

21. 💼 Think like a business

Event management is a creative career, but it also requires a keen entrepreneurial instinct. To succeed in the industry, you have to think like a business. That means learning how to negotiate with vendors and venues, offering BOGO tickets to friends (instead of free ones!), and always keeping a close eye on the financial outcomes of your events.

Yoga participants do class
Trap Yoga Bae / Trap Day / Los Angeles, CA

Tools and resources for better event management 

There are many tools that can help you level up your events business. The first and most important is to choose an effective event management software (more on this below). 

Eventbrite covers all the bases for event managers, helping you plan, post, promote, and run events with ease. 

There are also plenty of marketing and business tools and resources you can benefit from, including:

Other people can also be valuable resources for your career in events management, and professionals with real-world experience can help show you how to manage an event successfully. 

Do what you can to network at social events in your community and build relationships with other event planners and event management professionals. It can make a huge difference!  

Event management software: Benefits and best practices

Using software tools to help manage events is a game changer. These days, it’s almost essential to remain competitive and reach enough attendees. 

The adoption of event management software is increasing. 78% of event planners are using more technology since the pandemic, and the event management software industry is growing at 12.9% per year. 

The benefits of event management software are huge:

Eventbrite is the leading event management software. With Eventbrite, you get ticketing, marketing tools, payments, planning tools, and more — all in one powerful platform.

Eventbrite can also help you get your event in front of more people — a lot more people. As the leading event search site globally, Eventbrite puts your events in front of more than 90 million event attendees. 

With Eventbrite Ads, you can boost your listing’s visibility even more and take advantage of smart content suggestions and ad optimization tools designed to give you the best possible return on investment for your advertising.

Infographic comprising event industry stats

Thanks to Eventbrite’s new TikTok integration, your TikTok followers can get all your event details and purchase tickets with just a couple clicks. They don’t even need to leave the app!

Event management statistics you need to know

Event management is an ever-changing game that can be influenced by factors such as technology, global events, and even social media trends. Here are some noteworthy stats about event management:

Infographic summarizing top event management trends

The full Eventbrite TRNDS 2024 has many more interesting facts and statistics for those working in events!

The event industry is growing at a healthy pace of 6.3% annually. And demand has bounced back stronger than ever in the post-pandemic environment. There’s no shortage of opportunity for event managers! 

To stay ahead of the competition and run better events, you need to stay aware of the trends influencing the industry. Expanding on the TRNDS report, what the numbers say about the most significant trends that’ll shape events in the coming year:

1. 🤖 AI is changing the game

Artificial Intelligence (AI) is affecting most industries, and the events space is no different. The full extent of its effects remains to be seen. But already, it’s affecting how people market their events. 

For instance, with Eventbrite, you can use an AI-powered tool to automatically write your event description for you. We’re also seeing AI-driven dynamic ticket pricing and more fine-tuned marketing targeting using machine learning algorithms.

2. 🎶 VIP events are on the rise

Want to make your events feel exclusive? People love a special event experience. That’s why VIP events are growing quickly — with attendance up by 18% over the last 12 months.

Event themes are always popular, too. A whopping 41% of 21- to 35-year-olds say they enjoy wearing themed outfits with friends to events or concerts.

The most popular event types are music, festivals, sports, conferences, and exhibitions, and corporate events. Demand for events in these categories is growing steadily. 

While opportunities exist in other categories, focusing on these popular areas is a good place to start.

Event guests pose for photo
LOILOI.SPACE / LOILOI BREAKFAST CLUB / Los Angeles, CA

3. 🖱️ People want in-person experiences (but virtual events are here to stay)

63% of Gen Z event attendees told us they’re keen to attend more in-person events this year. That means if you’re marketing your event to a younger crowd, creating an in-person experience is probably the way forward.

That being said, it’s important to note that virtual and hybrid events remain very popular. Virtual attendees appreciate their convenience, particularly as travel costs soar. 

And organizers appreciate their lower costs (virtual events are 75% cheaper to produce, on average, than in-person events), as well as the ability to reach a wider audience. But with demand for in-person events also on the rise, you would be wise to invest in running hybrid events to capture both audiences. 

4. ♻️Incorporate sustainability into your event managing

Eco events are hot right now. In fact, 69% of eventgoers told us they prefer events that make them feel more connected to nature. Amongst 21-to-25-year-olds, that demand was even higher at 75%.

Working with sustainable suppliers and eco-friendly event spaces isn’t always the cheapest option. Fortunately, research shows that customers are willing to pay more for brands that are sustainable. 

That means you can charge more for your event as long as you’re creating a genuinely sustainable event and are prepared to demonstrate that to your guests.

Ready to level up your event management career? 

Whether you’re a seasoned event manager or you’re just getting started, it’s crucial to plan your events carefully and have the right tools and resources in your arsenal. This includes your team, your collaborators, your business software tools, and your event technology. 

With Eventbrite, you can access a full suite of event management tools. Plan, promote, run, and optimize your events, all in one user-friendly platform.