More Important than Ever- “Just Good Enough” is Killing Events—And the Events Industry Must Wake Up

A 2025 Look at the State of The Events Industry

By David Adler

The Death of the Spectacle?

As I navigated the Washington, D.C. Auto Show last month, I couldn’t help but notice a palpable shift. The grandeur and excitement that once defined such events seemed subdued. The spectacle had been dialed back. The signage was smaller. The activations were uninspired. The energy—the thing that makes people remember why in-person gatherings matter—was fading.

This wasn’t an isolated experience. Across the board, from trade shows to corporate summits, from high-end galas to weddings, events that once captivated audiences and drove industries forward are succumbing to a quiet crisis:

A post-pandemic budget shock that is pushing us toward an era of “just good enough.”

And just good enough isn’t good enough.

The Budget Hangover Is Real—But It’s Not an Excuse

The pandemic created a seismic shift in how events are produced. Supply chain issues, labor shortages, and skyrocketing costs have combined to create a perfect storm. Catering, production, talent, logistics—every aspect of event execution is more expensive than ever.

The problem? Many event organizers have responded not by rethinking or reinventing, but by trimming and cutting.

What was once an industry that designed for goosebumps—those moments that give people chills and make them feel part of something larger—has begun settling for mere functionality.

We’re seeing it everywhere:

🚨 Scaled-down activations. What was once innovative is now just enough to get by.

🎭 Theatrical storytelling replaced by generic panels. Attendees deserve better than stale presentations.

🤝 Networking left to chance. One of the primary reasons people show up has become an afterthought.

The industry is now at a breaking point:

Adapt and innovate, or accept slow irrelevance.

What’s on the Trash Heap? (And Needs to Stay There)

If we are going to reclaim the excitement of live events, the first step is getting rid of what no longer serves us. The era of lazy event design is over.

🔥 The Fake Instagram Moment – Attendees are tired of meaningless backdrops and neon signs that exist only for photo ops. If it doesn’t contribute to the emotional journey of the event, it’s clutter.

🛍️ The Goodie Bag Nobody Wants – Cheap swag, brochures that end up in the trash, and overbranded tote bags aren’t enhancing the experience.

🚧 Sponsorship Overload – Slapping a logo on every available surface isn’t sponsorship—it’s noise.

💤 The Boring Panel – If your panel discussion consists of people agreeing with each other for an hour, scrap it.Attendees want tension, debate, and an opportunity to engage.

🍸 Unstructured Networking – Throwing people in a room with drinks and hoping they’ll make valuable connections isn’t enough. The best events curate interactions.

🎤 The Rehashed TED Talk Keynote – If a speaker is delivering the same speech at every event, they’re not adding value.

If an element doesn’t engage, inspire, or enhance connections, it has no business being in your event.

Who Is Holding the Line?

While many in the industry are letting standards slip, there are still those who refuse to compromise. These are the visionaries keeping the magic of live events alive.

🌟 Jonathan Weiner – As the co-founder of Money20/20 and Shoptalk, Weiner has transformed how industries convene, focusing on creating environments that foster innovation and collaboration.

🌟 Brian Rafanelli – The force behind Rafanelli Events, whose firm has produced White House state dinners and numerous high-profile corporate events.

🌟 Drury Group – Led by Chris Drury, their work with IBM and Pfizer has redefined experiential storytelling.

🌟 Cheryl Cecchetto – Known for producing the Governors Ball for the Academy Awards, she treats events like theatrical productions.

🌟 Sandy Safi – The driving force behind Dîner en Blanc, which has enormous waiting lists worldwide, proving that exclusivity and tradition still matter.

🌟 Taylor Gounocore-Guthrie – A pioneer in facilitation and how people connect at events beyond just being spectators.

🌟 Adrian Segar – The author of Conferences That Work, pushing audience-driven events where attendees shape the experience.

🌟 Colin Cowie – Beyond event production, Colin Cowie Lifestyle is being hired to design hotels that capture the immersive storytelling of a great event.

The New Tools of Innovation

The good news? We are not powerless. The tools exist to create better events—more immersive, more engaging, and more cost-effective.

🖥️ Immersive Design Studios – Their CANVAS platform is revolutionizing hybrid events by seamlessly blending digital and physical experiences. The software integrates content management, live rendering, and show control to create visually stunning, interactive environments.

🎥 Xcyte Digital – A leader in extending the lifespan of events. They are making hybrid and virtual experiences more dynamic, accessible, and interactive long after the event is over.

📊 Jotto – Reinventing how event organizers gather feedback. Instead of clunky post-event surveys, Jotto allows attendees to share thoughts and reactions via voice, text, or video clips, providing authentic responses in real time.

🎧 Spatial Audio & AI-Powered Engagement – AI is now being used to match attendees, personalize content recommendations, and analyze real-time audience sentiment.

🌆 High-Tech Immersion – Events like Art Basel Miami and CES are utilizing LED environments, holograms, and immersive projection mapping to captivate audiences in new ways.

No More Excuses. It’s Time to Deliver.

💡 The industry must ask itself a hard question:

Are we creating events that are worth the effort of attending?

Because if not, people will start staying home. They will look for alternatives. And they will find better ways to spend their time and money.

The event industry cannot afford to drift into mediocrity.

The Path Forward: Five Things Every Event Organizer Must Do Now

✅ Stop Trimming, Start Reinventing.

If budgets are tight, don’t cut—rethink. Creativity and smart design will always beat bloated production costs.

✅ Facilitate More, Broadcast Less.

Attendees don’t come for lectures—they come for interaction, engagement, and serendipity.

✅ Prioritize Emotion Over Optics.

People don’t remember banners or PowerPoint slides. They remember how an event made them feel.

✅ Embrace Hybrid as a Strength, Not a Compromise.

It’s an opportunity to create more touchpoints, more accessibility, and more community.

✅ Rebuild With a Focus on Human Connection.

Events are more than logistics—they are about people. The industry must reject commodification and return to its roots—creating experiences that inspire, transform, and connect.

Which Side Will You Be On?

The choice is simple:

Reinvent, or fade into irrelevance.

Events are the most powerful engines for serendipity, collaboration, and human connection.

But they only work if we commit to doing them right.

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