In the latest instalment of our event industry executive interview series we speak to Gareth Thomas, Chief Operating Officer at event management agency Adfield Group, about creating memorable experiences in challenging economic times, the trend towards last-minute event registrations, and the impact AI and AR will have over the coming years…
Tell us about your company, products and services.
Adfield is a full-service marketing, communications and events agency, with a long successful history of experience in organising and managing events and exhibitions.
We have organised countless events for high-profile clients across diverse industries. Our experienced team specialises in bringing our clients’ visions to life, no matter how challenging or unconventional.
What have been the biggest challenges the Events industry has faced over the past 12 months? And what have been the biggest opportunities?
The cost of living and doing business has surged over the past year, with employment costs, travel, venue hire, and food prices all rising significantly. This has made budgeting, cost control, and pricing more crucial than ever, while also leading to a decline in event attendance as companies limit who can participate.
As profit margins tighten and competition increases, businesses are “sweating their human assets,” leaving everyone pressed for time. This situation complicates early event registration, as attendees are more focused on “what’s in it for them.” Therefore, it’s essential that messaging is consistent and impactful in the lead-up to any event.
Consequently, our telemarketing division has become increasingly busy, as companies look for RSVP campaigns to boost event registrations. By effectively engaging potential attendees, we can help ensure events achieve the desired participation and create valuable experiences for all involved.
Despite these challenges, people still desire face-to-face contact and memorable experiences. Such events can foster advocacy within companies and strengthen relationships with clients, making them invaluable for building connections.
What is the biggest priority for the Events industry this year?
This year, the primary focus for the events industry is to utilise budgets effectively to create memorable experiences for colleagues and prospects. Companies are prioritising return on investment and return on time, making it essential for the industry to meet these key performance indicators while continuing to impress their audiences.
What are the main trends you are expecting to see in the market next year?
Next year, we anticipate a continued trend of reduced commitment to event registration and pre-registration. We have observed last-minute spikes in attendance, necessitating the alignment of activities to capture these late registrations.
What technology is going to have the biggest impact on the market this coming year?
Artificial Intelligence (AI) and Augmented Reality (AR) are set to significantly enhance event experiences. A prime example is the Sphere in Las Vegas, which showcases the potential of these technologies.
Next year we’ll all be talking about…?
Next year, conversations will centre around AI and our experiences before its widespread adoption.
Which person in, or associated with, the Events industry would you most like to meet?
The first person who comes to mind is Chris Evans. While not an industry figurehead, I admire his creativity in event planning and charity work. His team consistently creates unique, highly desirable events that raise thousands of pounds. For example, CarFest has grown significantly over the past 11 years, covering multiple UK locations and raising nearly £25 million for charity—truly inspiring.
What’s the most surprising thing you’ve learnt about the Events sector?
One of the most surprising things I’ve learnt about the events sector is the sheer level of creativity and the ability to consistently “wow” people. It’s not just about logistics or organisation; it’s about crafting memorable experiences that leave a lasting impact. Whether through innovative themes, immersive environments, or unexpected elements that captivate attendees, the events sector thrives on its ability to push boundaries.
You go to the bar at the Event Organisers Summit – what’s your tipple of choice?
I know this might sound boring, but I prefer a good alcohol-free beer (not Beck’s Blue!). Although I don’t drink anymore, I enjoy trying new 0% beers I haven’t had before.
What’s the most exciting thing about your job?
Taking on a task, objective or target that has never been done before and seeing people develop to their full potential.
And what’s the most challenging?
Dealing with negative people. I find this extremely frustrating!
What’s the best piece of advice you’ve ever been given?
Never be afraid to employ someone who is more experienced, more accomplished, and has had more success than you.
Succession or Stranger Things?
Succession, without question.
