Event Success

CHAPTER 15New Skills for a New Title

To be successful in today's rapidly evolving events industry, experience managers will need to master many of the traditional skills associated with event professionals and gain at least some degree of familiarity with others that are not.

Despite the advancements in technology and the switch to virtual and hybrid events, event experience managers are still expected to be able to put together a world-class in-person event, and that expectation won't evaporate anytime soon, even with added responsibilities.

In addition to the capabilities traditionally associated with the role, event experience managers will also need some familiarity with data and technology, sales and marketing, public relations, and human resources. While they don't necessarily need to be experts in these fields, they will need to be able to work with a variety of internal and external stakeholders to produce events that align with desired outcomes, using all the technology tools available. Doing so will require enough fluency with each subject matter to speak the same language and stay on the same page.

Data and Technology

Technology was already emerging as a strategic differentiator for event experience managers prior to the pandemic, but the transition to remote and hybrid events only furthered their value. Producing a virtual or hybrid event is only possible through events technology platforms, and a baseline understanding of what technologies are available and what ...