Eventbrite Study Indicates Events Industry Growth
The events industry is financially healthy — and growing, according to a new report from Eventbrite.
The global ticketing and event technology platform company has released its annual Pulse Report, which aggregates survey data from more than 1,200 event professionals based in the U.S. and Canada. Approximately one third of the participants organize business events.
Katie Sawyer, Eventbrite’s head of content, said the interactive report is designed to help event professionals be more successful.
“The data provides the insights they need to make smart decisions about hiring, budget and marketing,” Sawyer explained. “Ultimately, it's a resource they can use to decide how they want to retain past attendees and reach new ones.”
The Pulse Report provides information on topics including:
• Tools and tactics event professionals consider the most and least effective
• Event budget allocations
• Investment demographics for 2019
• Industry challenges and trends
North American survey results and comments are positive, indicating industry growth. Just under half of survey respondents (49 percent) said they plan to host more events in 2019 than they did in 2018. Few reported any reduction in budget.
The report also indicates an apparent shift in priorities from capitalism to altruism. In the 2018 report, the No. 1 reason cited for hosting events was “to make money.” In 2019, the top two reasons given were “for education and training” and “to build community.”
Sawyer believes this trend is closely tied to event-goers’ desire to find their “tribe” or community.
“Americans are looking to spend less time and money on things, and would rather reinvest those resources on experiences,” Sawyer said.
She continued, “I believe event creators have the same mindset. Often, these creators are taking something that they're passionate about and building an event around it to share it with the broader community. They are tapping into specific interests to bring people together through live experiences—and in turn, fueling a booming ‘experience economy.’”
Eventbrite conducted the survey in seven countries and also plans to share insights on key differences and trends across the world, according to Sawyer. Additional reports from Australia, Brazil, Germany, Netherlands, Spain and the UK will be available by the end of March 2019.
“As a platform that supports millions of events a year around the globe, we are constantly seeking to learn more about the specific challenges event creators face so that we can help them be more successful,” she said.
“The Pulse Report: 2019 Event Industry Trends” can be accessed here.