New research conducted by Athena, the Art Deco events venue in Leicester, has revealed event planners’ top priorities for 2024.
The results revealed the five key issues for planners this year will be a greater interest in independent venues, hybrid events, inclusivity, accessibility, and sustainability.
Melanie Else, Events Manager of The National House Building Council, which has held events at Athena for ten years, said independent venues are gaining prominence for their adaptability, flexibility, and high-level bespoke service. Else added that event planners are considering independent venues more often to not only maximise value but also ensure a bespoke and unique experience for their clients.
Else also discussed hybrid events. She said: “A lot has changed in the last few years, and we’ve seen a huge increase in hybrid events. The biggest challenge is keeping up with the latest technology to produce hybrid events to the same high standard our clients expect, while also learning new systems and ways of working. The key challenge in 2024 will be catering to an increased demand for hybrid events while still delivering a high standard and ensuring the experience for both in-person and online events are equally as memorable and impactful.”
Other major priorities for Else in 2024 also include inclusion, accessibility, and sustainability. She said: “In response to the growing conversation around wellbeing and mental health, event planners are integrating emotional wellbeing initiatives into their planning to create events that prioritise the holistic experience of attendees.”
Hira Ram, head of events at Athena, agrees that there will be a stronger emphasis on sustainability, and event planners will continue to “prioritise eco-friendly practices, including zero-waste initiatives, carbon-neutral events, and conscious sourcing of materials.”
Ram also said there is now “more pressure on venues to deliver events that are different and more diverse” and believes immersive technologies will become mainstream.
A resurgence in face-to-face events is also taking place as a lull during Covid reminded everyone of the wide-ranging benefits. Linda Willmott, director of events agency Willmott Associates, who recently attended a Christmas party at Athena, said that people “understand that face-to-face builds relationships. You can have good discussions around a table, followed by a drinks and canape reception to bring people together.”
Commenting on the research, Ram concluded: “Overall our research revealed that there will be a key focus on delivering experience-first events whilst remaining within budgets. With a continuous emphasis on personalised experiences and a holistic approach to attendee wellbeing, the events industry is poised to set new standards for excellence and innovation in 2024.”
Athena is a landmark Art Deco heritage building located in the cultural quarter of Leicester, combining original features and state-of-the-art technology, with a capacity for between 120 to 1,500 guests. Athena has hosted corporate events for major global and national brands, including Virgin Media 02, Krispy Kreme, Next, Sport England, British Gas, and many more.
