by Jack Guttman

Managing partner of The Glasshouse

THE EVOLVING LANDSCAPE OF

CORPORATE EVENTS IN 2024

The live events industry has undergone a seismic transformation, surging to unprecedented heights in recent years. In 2023, its global value soared to an astonishing $890 billion, setting the stage for a projected ascent to a monumental $2 trillion by 2032. This phenomenal growth, with a robust compound annual growth rate of 12%, showcases the industry's immense potential and its pivotal role in shaping business interactions worldwide.

KEY INSIGHTS SHAPING CORPORATE MEETINGS:

1. NETWORKING REIGNS SUPREME:

For 60% of event attendees, networking remains the cornerstone of event experiences. Connections forged at these events foster collaborations, drive innovation, and open doors to new opportunities.

2. VENUE LOCATION MATTERS:

A staggering 88% of event attendees consider the venue's location a pivotal factor in their decision to participate. Accessibility and locale significantly influence event engagement.

3. RESURGENCE OF IN-PERSON EVENTS:

A resounding 88% of companies are committed to hosting more in-person events and team gatherings in 2024, reflecting a collective desire to rekindle face-to-face interactions.

4. TEAM-BUILDING FOCUS:

Among corporate events planned, 50% prioritize initial gatherings as team-building endeavors, emphasizing the importance of fostering camaraderie and reconnecting dispersed colleagues.

5. BUDGET ALLOCATION:

An impressive 79% of companies have designated specific budgets for corporate meetings, underscoring their dedication to fostering meaningful interactions and experiences.

6. REVIVAL OF LARGE-SCALE TRADE SHOWS:

Nearly half (46%) of companies are eagerly anticipating participating in expansive industry showcases, signaling a resurgence in large- scale trade shows.

7. SUSTAINABILITY IN FOCUS:

A notable 70% of Americans emphasize the importance of companies engaging in sustainable events, reflecting a growing commitment to eco-conscious practices within the industry.

MAXIMIZING CORPORATE MEETINGS

• Foundations of Flawless Events: 
  Meticulous planning, strategic insight, creative ideation, and flawless execution are fundamental to successful events.
  
  
• Selecting the Ideal Venue:
  Considerations encompass reputation, customer service, accessibility, amenities, services offered, and alignment with the allocated budget.
  
  
• The Three E’s:
  Experiential, Engagement, and Entertainment form the bedrock of successful events, creating memorable and impactful experiences.
  
  
• Event Marketing’s Impact:
  Event marketing serves as a potent conduit to connect with audiences, amplifying brand visibility, enhancing engagement, and catalyzing lead generation and sales conversions.
  

THE GLASSHOUSE:

A LEGACY OF

EXCEPTIONAL EVENTS

For 17 years, The Glasshouse brand has epitomized unparalleled success in orchestrating corporate events. Synonymous with incomparable service and flawless execution, it stands as a beacon of excellence in the industry.

In the dynamic realm of corporate events, the trajectory points toward amplified engagement, sustainable practices, and an unwavering commitment to crafting memorable, impactful, and transformative experiences.