INNOVATION, TALENT, AND GROWTH: WHAT’S NEXT FOR INDEPENDENT ORGANISERS?

Last month, I was pleased to lead the AEO private independent entrepreneur (PIE) working group meeting at Excel London, during Confex International.

We had some great discussion focused on sharing insights, tackling challenges, and exploring opportunities. The conversation covered AI advancements, visitor experience enhancements, workplace transformations, and the ongoing challenge of attracting and retaining talent.

Here were my takeaways:

AI is reshaping event strategy

AI is rapidly shifting from concept to practical application, with many independent organisers integrating it into their businesses. Key areas of adoption include CRM automation, marketing personalisation, and visitor engagement analysis.

One particularly effective application is using AI to analyse customer interactions, refining outreach strategies and enhancing audience engagement. As AI capabilities expand, its influence on event strategy will continue to grow, offering organisers deeper insights and more efficient operations.

Enhancing the visitor experience

With audience expectations at an all-time high, organisers are prioritising meaningful engagement to stand out. Some of the most effective approaches include:

• Introducing at least one new feature or experience per event to drive innovation.
• Exploring dynamic pricing models to maximise revenue while maintaining accessibility.
• Adding admin fees to contracts, with transparent communication about service improvements such as upgraded technology or enhanced attendee experiences.

These strategies help organisers deliver tailored, high-value experiences while ensuring commercial viability.

Tackling the talent challenge

Attracting and retaining top talent remains a significant hurdle for the events industry. Many businesses struggle with high turnover rates among young professionals, often due to unclear career progression pathways.

To address this, organisers are developing new long-term career incentives to help employees envision a future beyond their first few years in the industry. An upcoming summit will feature HR-led insights on workforce retention, training, and career development, helping to strengthen the sector’s talent pipeline.

The changing workplace: balancing flexibility and collaboration

The debate around remote and in-office working continues, with different businesses adopting various approaches. While some companies are increasing in-office days, others maintain a hybrid 3/2 model.

For younger employees, in-person collaboration remains essential for learning and career progression. Businesses are also introducing more flexible work policies, including adjusted start and end times and dedicated remote work allowances, to balance operational needs with employee preferences.

Montgomery’s ‘Project Rocky’ – a blueprint for commercial success

Thank you to Alexander Angus, who shared insights from Montgomery’s ‘Project Rocky,’ a 12-month change management initiative that significantly boosted business performance.

Key results:

• 20% increase in sales productivity
• 15% rise in rebookings

The project focused on incremental improvements, restructuring commission models, and leveraging data-driven decision-making. One of the most impactful strategies was a pre-booking initiative, which significantly boosted rebook rates.

Key takeaways from the project:

• Clarity is crucial – well-defined objectives drive better results.
• Adapt and refine – phasing out ineffective initiatives allows successful ones to take priority.
• Long-term impact – while most changes were internal, they strengthened client relationships and business growth.

Expanding and diversifying independent events

Many independent organisers are looking to scale their businesses through expansion and diversification. Key growth strategies include:

• Geo-expansion – entering high-growth international markets.
• Entrepreneur-driven events – creating platforms tailored to startups and small business communities.
• Dynamic pricing models – implementing flexible pricing strategies to maximise revenue.

With strategic growth in mind, independent organisers are increasingly leveraging data-driven decision-making and audience insights to refine their approach.

New event to support business resilience – 24th April – Olympia London

A major announcement from the meeting was the launch of a new event in partnership with Novistra and InEvexco - a half-day summit focused on business resilience and long-term appeal. The event will feature expert insights from business service providers, helping businesses de-risk their operations and enhance their attractiveness for growth, investment, or acquisition, aligning with AEO’s strategic focus on strengthening leadership and business sustainability.

 

The return of the Independent Organiser Award

The Independent Organiser Award will return at the AEO Excellence Awards in June, celebrating the resilience and creativity of independent organisers. With refined entry criteria, the award ensures a diverse range of businesses can be recognised for their achievements, further championing the ingenuity and determination within the independent events sector.

I’d highly encourage all Indy organisers to enter: www.aeoawards.org