Event convergence you say? Not the sort of phrase that could brighten up anyone’s day, let alone their summer. Well hear us out, because this is important and a sign of where this industry could be going in the short and long term.

Event convergence you say? Not the sort of phrase that could brighten up anyone’s day, let alone their summer. Well hear us out, because this is important and a sign of where this industry could be going in the short and long term.

Firstly, an overdue explanation; ‘event convergence’ is when two or more existing events combine to create a higher production, bigger and more all-encompassing super-event. It’s also known in the industry as the ‘less is more’ trend, and is part of wider move by event organiser to create one brilliant event in exchange for five ‘meh!’ events.

Where does this come from? Well, the involvement of more strategic thinkers into the events industry for one, but also the move by many businesses and brands to put all their events budgets into a central point and to ask the right people to be minders of its efficacy. This is all good as far as we’re concerned at Lime Venue Portfolio. In the short term, it means missing out on volume of events into venues, but we’ve never been fans of meetings that don’t work, and would rather be part of something much more special. It’s a ‘survival of the fittest’, evolutionary take where weak events die, but are replaced with really strong, effective and worthy experiences.

This isn’t necessarily a new idea, although as with many trends, it takes a while to filter through the event industry. In essence, what we now see is an event planner, event agency, brand marketer, PA or EA, being given an events budget, and then deciding how best to create a calendar that works for the business, the brand, the customers and the staff. More and more of these bookers are starting to consider event convergence, for example, a conference taking place a month after a party, combine; a training programme taking place next to an incentive programme, combine; hospitality next to a product launch, combine. The budget works harder, but also grows into a major event so the effort is doubled. Where the industry loses out on volume it gets it back in spades with value.

So, why is this good for the summer? Well for Lime Venue Portfolio, we have venues that regularly look out onto beautiful outdoor spaces just waiting to be used for more than just a pretty view. These could be rugby pitches, football pitches, country gardens, mazes or even ski slopes. And when the sun shines, people want to go outside. We’re already seeing many businesses who like to traditionally host a summer event for their customers and staff, look to add on a conference afternoon, or even a series of small internal stakeholder meetings; a chance to listen to people in the morning and then socialise with them in the afternoon / evening.

What is also excellent about these convergence events is that the production is almost always higher. Budgets have been saved by combining multiple events, but the pressure is on to make a convergence event memorable. Inevitably this includes the involvement of brand and marketing experts, and often a third-party agency or organiser. More interrogation is put into the setting, AV and all important food and beverage options. The event is given its own brand, its own objectives, and desired outcomes from the offset, which always means a better ROI at the end.

Over the last few months we’ve seen the winter hang about for a little too long and there seems to be a genuine thirst for outdoor events and occasions, so despite the unpredictability of the summer, the effort and endeavour of convergence events will be there from customers. This could be a great summer for us all to not just show that events work for businesses, but to also inject genuine value into the industry.

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