The art of the event is to make sure that the fans never see the chaos happening behind the curtain, separating the front of the house from the back of the house.And in our modern, evolved industry ­ with all its tech and innovations ­ that's only possible when you have time. Sure, no matter how much planning and lead time you have as an event producer, you'll always encounter challenges and last-minute surprises that demand quick thinking and cooler heads to prevail. Some producers will rely on years of experience to help them through issues, but even with experience, there's no substitute for a good contingency plan to avert disaster.Developments in recent years have made time more essential than ever. During the pandemic, the event business was decimated, and many event professionals and freelancers were forced to leave the industry in search of new careers. Coming out of lockdown, in-person events are now dominating the market ­ but event producers need to allocate more time to account for modern problems magnified by a reshaped world. With the event business back to pre-Covid levels, competition for hiring top talent and staffing is at an all-time high, with a lower inventory of experienced event professionals available. As a result, the event industry and freelancers have the option to be more selective about what events they choose to work. Hiring qualified freelancers used to take a month and can now take upwards of four months. 2024 will bring a series of new fires to put out, and all manner of event creators ­ from brands to producers to artists ­ can and should prioritize lead time in a way you never have before. The door for future-focused innovators to create and expand time is wide open.Here are the most important dynamics that event planners need to account for in 2024 ­ as there are lead time advantages to be found in them all.Dynamics of MarketingMore events in 2024 means more competing options for audiences. Casting a wider net and extending your marketing timeline to attract attendees is essential. So work ahead to earn attention: create more proactive marketing plans earlier, extended by several months. Offer everything from early bird discounts to payment plans, exclusive packages, and tailored VIP experiences that are bundled with high-class content and the latest tech. A wide array of new digital marketing tools ­ including AI, gamification software, and networking and analytics platforms that are deployable across social media ­ are yours to use to get ahead of intensified marketing competition. Dynamics of Time and CostsIn 2023, the rise of inflation increased the cost of producing events. And though inflation is cooling, the costs of producing events in 2024 remain costly. From rentals to shipping, labor, travel, permitting, food, and beverage, you'll need to account for higher operating costs. Last-minute additions will always cost you a premium, so increasing lead time will help you budget properly and guarantee the best possible rates. So design clear work back schedules. Make sure you give yourself time to craft detailed RFPs and allow for extra negotiation time between agencies, legal, production partners, local government, and staffing companies. Use By Todd Palmerton, Vice President, Event Creation & Management, WassermanFUTURE FOCUS IS NECESSITY ­ NOT A LUXURY ­ IN MODERN EXPERIENCE PLANNINGTodd PalmertonIN MY OPINION
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