This dynamic environment was the backdrop for a thought-provoking panel discussion with Will Custard and Matt from CrowdComms.
With decades of combined experience in events and technology development and design, these two professionals shared their perspectives on key topics at Event Tech Live London 2024, such as sustainability, accessibility, technology, work-life balance, and the future of events.
Their insights, and honest discussion, provide a glimpse into the current state of the events industry and where it’s headed.
You can watch the full recording of this session here.
Are We Truly Committed to Sustainability in Events?
With sustainability taking center stage in the event industry, this topic kicked off the discussion. Will Custard candidly shared a recent decision by CrowdComms to stop providing non-recyclable badge stock—a conscientious move that cost them a quarter of a million-pound client. This tough choice illustrated the stark reality of balancing sustainability initiatives with financial pressures.
Both panelists acknowledged the strides being made in sustainability but questioned whether the industry as a whole is ready to fully commit. While walking through event spaces showcased innovative sustainable practices, Will and Matt noted that commercial incentives often outweigh green initiatives. However, they called on event planners and technology providers to lead the way by making bold choices to prioritize the environment over short-term gains.
The takeaway was clear—while there’s progress, the event industry still has a long way to go in embedding sustainability deeply into its framework. Changing hearts, minds, and business strategies is a gradual process, but as the duo emphasised, it must remain a priority.
Is the Event App Dead?
For a company that develops event apps, this question naturally struck a chord. Event technology has come under scrutiny in recent years, with some claiming apps may be losing their relevance. Will and Matt disagreed, asserting that event apps still hold substantial value—if used strategically.
They pointed out that apps are more than just a digital schedule. When built thoughtfully, they can store critical event information, foster connections among attendees, push engagement during sessions, and guide participants to make the most of their experience. However, this requires a solid content strategy and planning.
The panel revealed a surprising statistic—nearly 10% of CrowdComms’ clients don’t access the usage data from their event apps. This lack of follow-through proves that the tools alone aren’t enough. Event organizers must focus on driving engagement, using app features strategically, and learning from analytics to improve their approach to future events. The message was simple—event apps are far from obsolete, but they must be backed by a strong vision to truly deliver value.
Accessibility and Inclusivity in Event Planning
The conversation then shifted toward inclusivity and accessibility, topics that are essential yet often neglected. Will and Matt underscored how technology can play a pivotal role in creating more inclusive event experiences. From ensuring alt tags and ARIA descriptors are used within digital platforms for screen readers to facilitating voice and keyboard navigation, event apps are equipped with tools to support individuals with diverse needs.
However, inclusivity goes beyond technology. The panel critiqued the lack of physical accessibility at many events, noting that even stages sometimes fail to provide ramps for wheelchair users. Representation across speaker panels was another area highlighted for improvement. Including diverse voices isn’t just a checkbox—it enriches discussions and ensures an event resonates with broader audiences.
Their conclusion was firm—accessibility should be non-negotiable. The goal should always be for 100% of attendees to have equal opportunities to experience, participate, and engage with an event.
Work-Life Balance in the Event Industry
The demands of the events industry are notorious, with long hours and high-pressure schedules being the norm. When discussing whether this fast-paced “old-school” mentality is changing, Will and Matt admitted it remains ingrained in the industry for now. They acknowledged how “batshit crazy seasons,” as Matt called them, leave little breathing room for event planners, tech teams, and support staff.
Despite the intense workload, both panelists celebrated the passion and commitment of event professionals. The panel acknowledged the unique satisfaction that comes from delivering outstanding events and how these high-pressure environments forge resilient, highly skilled professionals. Still, they urged for strategies that could help even out the peaks and troughs of event seasonality, easing the burden on workers while maintaining excellence.
The Role of AI in Shaping Event Technology
AI was hailed as a game-changer for event technology, offering limitless potential to optimize event planning and execution. The panel explored how AI can simplify even the most complex tasks. For example, envision an organizer being able to verbally prompt a system to set up an event app, complete with agendas, speaker lists, and branding, with minimal manual effort. This capability, they explained, is precisely what CrowdComms is working toward.
Additionally, AI-powered sentiment analysis and real-time data visualization could revolutionize the way events are managed. Imagine attending an event with a dashboard that tracks engagement during sessions, providing live updates on audience reactions and participation levels. This granular data allows planners to respond dynamically, perhaps shifting focus to underperforming areas or leaning into what’s resonating most with attendees.
However, the panel also acknowledged the environmental cost of AI, such as its immense energy consumption. While it offers exciting opportunities for innovation and efficiency, the duo emphasized that understanding and mitigating the environmental impact of these technologies is crucial.
Measuring Success Through ROI and ROF
How should success be measured in the events industry? Will and Matt argued for expanding the traditional ROI (Return on Investment) narrative by introducing ROF—Return on Fun. They highlighted the power of attendee enjoyment, explaining that when people are engaged and having fun, it fosters collaboration, meaningful connections, and positive outcomes.
However, they admitted that the intangible nature of “fun” makes it difficult to measure. Tools like sentiment analysis, live polls, and simple feedback mechanisms (like a button as attendees exit a session) were suggested as ways to capture attendee feelings in the moment. By benchmarking goals ahead of time and leveraging emerging technologies to assess engagement and sentiment, organizers can gain tangible insights into this otherwise elusive metric.
What Does the Future Hold for the Events Industry?
Looking ahead, the panel was optimistic about the future of events, attributing this positivity to the incredible talent and creativity in the industry. They envisioned a continued shift toward technology-driven solutions designed to streamline operations while enhancing attendee experiences. Both virtual and in-person events will play critical roles, with hybrid models offering unique ways to reach diverse audiences.
Ultimately, Will and Matt believe the industry’s success will rely on a mix of innovation and human connection. Technology, while vital, should always stay in the background, enabling what truly matters—great content, meaningful conversations, and memorable moments.
Wrapping Up from Event Tech Live London
The insights shared by Will Custard and Matt from CrowdComms offer a compelling look at the challenges and opportunities shaping the events industry today. From sustainability and accessibility to the integration of cutting-edge AI and the ever-elusive “fun factor,” their perspectives inspire action. As the industry marches forward, it will undoubtedly be fuelled by passionate professionals striving to make every event not only successful but also impactful and inclusive.
The future of events is bright, brimming with opportunity, and as Will and Matt emphasized, grounded in the shared human desire to connect, learn, and celebrate. Whether you’re an event planner, a tech provider, or simply an attendee, there’s reason to be excited about what’s next.
Want to find out what we’re up to at CrowdComms? Get in touch with our team to see how we can help you elevate your events, today. Contact Us Today https://www.crowdcomms.com/contact/
