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EVENTS TECH AND INNOVATION: THE TECH-DRIVEN FUTURE OF EVENTS
THE TECH-DRIVEN FUTURE OF EVENTS
A new world of technological innovation is making life easier for planners through the curation of seamless events that create unforgettable experiences, writes Chris Ryan.
In the fast-paced world of event management, embracing the latest technological innovation can elevate attendees’ experience to new heights. Customer-focused tech advancements are making life easier for event planners, clients and delegates, and helping provide seamless experiences while forging an exciting future for the Australian events industry.
Before a foot hits the floor in an events space, smart software helps ensure everything runs smoothly. Gus Hotchin is co-founder of Entegy, an events management, communication and engagement platform. He emphasises the importance of usability in event technology, which is where his company’s focus has been while developing its services.
“Many platforms still in use are outdated and cumbersome,” he says. “Entegy’s recent platform redevelopment focuses on seamless integration and user-friendliness, ensuring whether it’s a small meeting or large trade show, the software remains intuitive and unobtrusive.”
Data privacy is also increasingly important, especially with evolving privacy laws in Australia. Entegy has responded to this by rewriting its platform to include multi-factor authentication – a move initially met with resistance by some users, but one that’s quickly becoming the industry standard.
Reflecting on the changes at his company and how he can contribute to a successful event, Hotchin notes, “We attend events all over the world, and it’s different on every continent, but at the end of the day, it’s about being invisible to a certain extent. We focus on making good software, and most people just want it to work seamlessly.”
The concept of invisibility is echoed by Bradley Byrne, managing director at AVisual Productions.
“Why are all the tech sets in black?” he asks. “Because they’re designed to disappear into the background.”
Byrne notes that eventgoers won’t notice most technology innovations, and some of the most significant gains are behind the scenes.
“As technology improves, we can provide better services that are of a greater quality and consistency, but it also allows us to be more flexible.”
AVisual Productions uses cutting-edge rendering programs so clients can envisage their event before they go onsite. They can plan the room in detail to perfect the look and feel of an event.
Who doesn’t love going to a concert where you see the LED screen, the lights and audio all sync together in time code? It gives you goosebumps.
Daniel Lourenco, director of innovation at Encore Event Technologies.
For Byrne, tech advancement is about doing more with less equipment and reducing set-up and pack-down times, creating better workflow.
“It’s making the PCO or event producer’s life easier, and gives us more flexibility in what we can deliver reliably and with better quality,” he says.
This idea of a friction-free event experience is embraced at Marriott International’s four Fiji resorts: Fiji Marriott Resort Momi Bay, Sheraton Denarau Villas, Sheraton Fiji Golf & Beach Resort, and Sheraton Resort & Spa, Tokoriki Island Fiji.
The company’s senior cluster marketing manager, Anahita Nair, points to event diagramming tools that provide flexibility in event planning and execution.
“These tools enable detailed layout designs, including the ability to upload guest lists, draft seating arrangements, and access post-event reports,” she says.
“With photo-realistic 3D technology and collaborative features, stakeholders can visualise events as they take shape, ensuring seamless coordination and decision-making.”
The company is determined to remove barriers for event attendees at its resorts on the idyllic Pacific island. It has adopted Marriott ResLink Direct, which can be posted on an event website or emailed to attendees so they can easily reserve rooms in the group block at the group rate.
Immersed in the moment
Behind a smoother, more flexible behind-the-scenes operation, tech innovations are offering immersive experiences for eventgoers. Gone are the days when a man with a stick microphone and PA system could command a room.
Daniel Lourenco, director of innovation at Encore Event Technologies, says the game has changed for event organisers on a lighting front.
“They want to create impact for their event, as opposed to just a traditional light in the ceiling that’s moving around,” he says. “We’re seeing a lot more effects lighting.”
Lourenco points to EK Lighting’s DiamondBacks as a game changer.
“They give great intensity, effects and strobe lighting,” he says. “It’s fantastic. When you program together with time code, with audio and lighting, it gives an immersive experience.”
Pre-programmed light shows are becoming a desirable event feature.
By making events more inclusive, we enhance the overall experience for participants, proving technology can facilitate human connection rather than hinder it.
“We’ve got guys and girls in our business who spend a bit of time doing pre-programming, and clients reap the rewards because the end result is sensational,” says Lourenco.
“Who doesn’t love going to a concert where you see the LED screen, the lights and audio all sync together in time code? It gives you goosebumps.”
On the visual front, all roads lead to LED.
“I know everyone’s probably sick of hearing it, but there’s still a big shift to LED,” says Lourenco. “LED Panasonic has announced it is selling its projector side of the business, which is huge news globally. It knows projection is being phased out of the industry, and we’re seeing companies such as Sony, Panasonic, LG and Samsung all coming out with LED modular products.”
LED tech has also been embraced at Marriott International’s Fiji resorts.
“Recently, we installed an 11-metre LED wall at Denarau Island Convention Centre, and it is now serving as the room’s centrepiece,” says Nair. “This innovation enables our clients to create ambient, eye-catching presentation slides, videos and banners for their special events without limitation.”
AI more than a buzzword
Artificial intelligence is making inroads into the events space. It’s at the centre of AI-Media’s work. The company provides solutions, such as captions, translations and transcriptions that benefit people who are deaf or hard of hearing, speak different languages, or have difficulty consuming content in certain environments.
The AI-powered technology delivers unmatched accuracy, affordability and ease-of-use, making it the preferred choice for many of the world’s leading brands. No matter the event size, it gives the power to effortlessly caption live streams and in-room displays to make an event inclusive and multilingual.
“By making events more inclusive, we enhance the overall experience for participants, proving technology can facilitate human connection rather than hinder it,” says Fiona Habben, AI-Media’s global head of marketing.
A more novel use of AI is being put into action by interactive entertainment service provider Rentertainment.
“Just using the word AI, everybody has a connection to it, whether it’s imagery or writing your emails,” explains Rentertainment founder Matthew Sacher. “It doesn’t matter what industry you’re talking about; if I can provide technologies where we can do activations and events around AI and robotics, it ticks a lot of boxes.
“For example, one of our services is called the Sketch Bot, where we scan a person’s face and the robot is like a caricature artist, drawing the face in front of them in 60 seconds using special AI algorithms.
“It’s a great events tech service because its scalable, entertaining to watch, and people get a really cool giveaway.”
It’s clear the fusion of technology and the human touch is paving the way for unforgettable event experiences, ensuring the operational side and attendee engagement are elevated to new heights.
