The 5 steps to planning and delivering big events
By Tony Clark, Production Director & Owner at Experience
Creating exceptional experiences at large scale events requires a melding of strategy, creativity and precise execution. These elements must come together seamlessly to deliver a transformative experience that resonates with audiences and meet strategic objectives.
A recent report highlighted just how big the events industry is growing. It is predicted that the industry will rise from $1022.4bn in 2024 to a colossal $3276.6bn globally in 2033. This underscores just how important events have become in marketing, corporate communications and brand engagement strategies. As importance grows, so do expectations. Event planning is evolving to meet this new demand and expectation shifting from mere logistics to an all-encompassing process to create meaningful and interactive experiences that drive tangible outcomes.
1. Start with strategy
It all begins with having a solid strategic foundation. Start the first phase by conducting a comprehensive strategic consultation to establish and understand the fundamentals of the event. Early collaboration with stakeholders is a must as it allows you to unpack everything from the surface level goals to the deeper, underlying strategic intentions. Is the event’s purpose to launch a new product? Is it to build brand awareness? Are you trying to generate high-quality leads? Open critical networking opportunities? Each objective demands a nuanced, tailored approach.
The next stage is building a holistic audience profile. You will need to analyse and understand the target audience with forensic precision, everything from demographics, professional interests, learning preferences, and technological comfort levels. Here’s where good data is your friend as it can be used to inform your planning decisions going forward. When done right, event planners can design experiences that are personal to each participant, irrespective of how big the event is.
2. Manage budgets effectively
Event planners are being challenged to do more with less in 2025 as a squeeze on budgets and rising costs sweep across the sector. In its latest report, Global DMC Partners revealed that around half of planners report their budgets remaining unchanged from 2024 to 2025 and only a quarter are seeing budget increases – this was almost 40% in the previous survey!
Effective budget management is not about a simple cost reduction. It has fast become a strategic allocation of resources to ensure the event delivers maximum impact and value. The approach to take here is a methodical one as you need to negotiate with vendors, prioritise high-impact elements and establish robust contingency buffers. Rather than trying to minimise spend, the goal should be to optimise the investment to make sure each pound spent contributes directly to the event’s strategic objectives.
3. Consider the venue and its technological capabilities
Venue selection in today’s events landscape goes beyond its size and location. A factor that has fast risen into consideration is the technological capabilities offered. The level of what’s available can truly elevate, or undermine, the event experience.
We have already established that budgets are tighter yet demands are rising, so finding a venue that provides robust tech support can be a game changer. Does it have a reliable Wi-Fi network to accommodate attendees? Are the AV systems capable of facilitating hybrid elements? What other technologies are there to support the smooth running of an event? All these factors must be considered when looking for a venue where technology enhances the experience without overshadowing the human connections that make events memorable.
Finding a place where your desired tech features are part of a standard package will help you deliver outstanding experiences without breaking the bank on extras. It’s a godsend when it comes to keeping costs down while delivering on heightened client expectations.
So, when searching for your next event space, remember to look beyond the physical setting. Find a venue partner that can collaborate with you to craft unforgettable experiences through smart tech integration.
4. Build strategic partnerships and plan for contingencies
It’s difficult to overstate the importance and value of vendor partnerships in the modern events industry. With shifting client expectations, rising costs and more going into events that ever before, developing strategic partnerships with your suppliers. Rather than having the transactional relationships of old, you need to treat suppliers as collaborators and weave them into your wider team. That way they are as invested in the event’s success and are proactive in problem solving and delivering innovative solutions. It also means you can streamline resources, minimise onboarding time and eliminate redundant efforts all of which are good for the bottom line.
Having strong partnerships also helps with effective contingency planning. Collaborative relationships with partners ensure you can deal with problems robustly and efficiently. From technology failures to supply chain issues, this proactive approach not only ensures business continuity but also serves as a competitive advantage, as clients increasingly prioritise risk mitigation strategies in their selection process. Combining strong partnerships with contingency planning ensures you have a resilient network that can handle most problems quickly and on-site, contributing to overall event success.
5. Make each event a learning moment
Post event analysis forms a crucial part of the learning process that enables event teams to master their craft. It involves gathering systematic feedback, evaluating performance metrics and documenting lessons learned to make every event a valuable learning opportunity. Successful event planners will refine their strategies based on these insights to enhance future events and ensure ongoing success.
Large scale event planning is a complex mix of strategic insight and creative execution. It requires brands and agencies to work together and invest in a comprehensive planning strategy that maximises the impact and effectiveness of an event ensuring it leaves a lasting impression and drives meaningful business outcomes.
