As the dizzying volume of information grows exponentially online, conventions, trade shows, and meetings will become essential for filtering, sorting, and making sense of the vast quantities of information available. Meetings will become a primary way to personalize the avalanche of information and generate meaningful experiences and relationships.
Venues that offer authentic experiences unique to their location will continue to have a competitive advantage. This gives smaller markets a way to compete, if they can let attendees experience something new and authentic. Facilities located in activity clusters will excel. Venues and events that contribute to a broader purpose through sustainability, community involvement, and doing good will attract Gen Y-ers and Millennials, who judge each personal act by how it makes the world a better place.
Article by tvsdesign Convention Studio Expert and Principal, Robert Svedberg