In Event Technology News, Huddle Agency’s event tech experts keep you updated on all the latest in global meeting technology, innovations, and event news. Check out what is happening since our last update, from acquisition sprees to the spreading adoption of Event AI.
Strategic Acquisitions Reshaping the Event Tech Landscape
Cvent Expands Field Marketing Capabilities with Splash Acquisition
Cvent, a leader in meetings, events, and hospitality technology, has made a significant move by acquiring Splash, an event marketing technology company. This strategic acquisition aims to extend Cvent’s reach into the rapidly growing category of repeatable events, which are increasingly valued by marketers for generating awareness, creating demand, and growing revenue.
Splash is known for its user-friendly platform that empowers marketers to create on-brand, measurable, and repeatable event programs. With over 500 leading organizations, including more than 60 Fortune 1000 companies, relying on Splash for their event marketing needs, this acquisition positions Cvent to better serve the evolving needs of corporate marketing professionals.
The move reflects a growing trend in the industry towards smaller, regional events and field marketing initiatives. As organizations seek to maximize face-time with key customers and prospects, tools that can support these efforts are becoming increasingly valuable.
Cvent’s Acquisition Spree Continues
It’s worth noting that the Splash acquisition is just one part of Cvent’s broader expansion strategy. In 2023, Cvent itself was acquired by venture capital firm Blackstone in a $4.6 billion deal. Since then, the company has been on an acquisition spree, adding several key technologies to its portfolio:
- Jifflenow: A one-on-one appointment scheduling tool
- iCapture: A lead-capture technology
- Reposite: A supplier marketplace focused on group services outside of hotels and convention centers
These acquisitions demonstrate Cvent’s commitment to providing a comprehensive suite of tools for event professionals, covering everything from marketing and lead generation to logistics and supplier management.
Chillz U.S. Acquires WYA
In another significant move, Chillz U.S., the parent company of Linkstub, has acquired event tech company WYA. Founded in 2022, WYA provides premium event management software to organizations across the United States, with a focus on ticket-selling, safety, and communication tools primarily used on college campuses.
This acquisition expands Chillz U.S.’s offerings in the event technology space, complementing Linkstub’s existing suite of tools for branded event pages, ticketing, marketing, and team management.
Innovations in Event Experiences and Discovery
Sphere Entertainment Co. Unveils Immersive Concert Film
Sphere Entertainment Co. has announced a groundbreaking cinematic experience to be shown exclusively at Sphere in Las Vegas. Titled “V-U2 An Immersive Concert Film,” this production showcases U2’s “U2:UV Achtung Baby Live At Sphere” show, which played to over 700,000 fans across 40 sold-out dates from September 2023 through March 2024.
What makes this film truly unique is that it’s the first ever to be shot entirely with Big Sky, an ultra-high-resolution camera system developed by Sphere Entertainment. This innovative approach promises to deliver an unparalleled immersive experience for viewers, potentially setting a new standard for concert films and event recordings.
Eventbrite Partners with TikTok for Seamless Event Discovery
In a move to simplify event discovery and boost reach, Eventbrite has partnered with TikTok to enable event creators to promote their events and sell tickets directly through TikTok videos. This integration allows Eventbrite links to be added to TikTok content, making it easier for users to discover event details and purchase tickets without leaving the app.
This partnership reflects the growing importance of social media platforms in event marketing and ticket sales. By meeting potential attendees where they already spend their time, event organizers can potentially reach a wider audience and streamline the ticket-buying process.
Challenges and Considerations in Event Tech
CompuSystems Outage Highlights Industry Vulnerabilities
A recent network disruption at CompuSystems, a major registration and lead-retrieval provider, has impacted registration for several large trade shows, including SEMA, AAPEX, and PRI. This incident has brought attention to potential data security issues within the event industry.
As one registration provider noted, “Many registration providers are small business owners, not major Fortune 500 companies with extensive security on the backend.” This situation underscores the need for robust security measures and contingency plans in event technology systems, especially as they handle increasingly large volumes of sensitive attendee data.
The Rise of AI in Event Planning
A new survey commissioned by The Hague & Partners Convention Bureau and Ottawa Tourism reveals that artificial intelligence (AI) is rapidly gaining traction in the event planning sector, particularly among associations:
- 63% of associations and not-for-profits are already using AI in event organization
- However, 72% are not engaging in AI education
- 85% have no budget for AI training
- Only 26% are actively “upskilling” in AI
These findings highlight both the potential of AI in revolutionizing event planning and the significant skills gap that currently exists. As Lesley Pincombe, VP of meeting and major events at Ottawa Tourism, noted, “The inevitability of AI in our sector is clear from our research. However, it’s not just about adoption; it’s about understanding and skilfully leveraging AI to enhance our industry.”
The survey also revealed concerns about the ethical implications of using AI in event organizing, with 63% of association buyers expressing such concerns. Additionally, 65% felt that governments lacked the knowledge to legislate effectively in this area.
Conclusion
The event technology landscape is evolving at a rapid pace, with strategic acquisitions, innovative partnerships, and emerging technologies reshaping how events are planned, marketed, and experienced. From Cvent’s expansion into field marketing to the integration of event discovery on social platforms like TikTok, the industry is seeing a trend towards more targeted, engaging, and seamless event experiences.
However, challenges remain. The CompuSystems outage serves as a reminder of the importance of robust security measures, while the adoption of AI in event planning highlights the need for education and upskilling in the industry.
As we move forward, event professionals must stay informed about these developments and consider how they can leverage new technologies and partnerships to create more impactful, efficient, and secure events. At the same time, it’s crucial to address the skills gap and ethical considerations that come with these advancements to ensure the sustainable and responsible growth of our industry.
