Expert Advice for The Top Event Industry Challenges of 2026
Recently, PCMA published their “What’s Ahead for the Events Industry In 2026” report, and it’s telling. Each year of my several-decades-long tenure in this industry has been different and presented its own logistical challenges. This year is no different, and yet as we know with what is happening locally and globally, it could not be more unprecedented.
Ah, that pesky word again.
Don’t worry! Your favorite Strategic Event Planning Expert is here to answer all the questions for you and present some real-life examples of how to tackle the most pressing event planning and event management challenges you may face this year.
Doing more with less
Staff cuts, budget cuts. A cut here, a cut there. A cut everywhere, seemingly. Many organizations are facing a version of an all-too-familiar challenge: doing more with less. Over one million people are reported to have been laid off in 2025 across industries. Every job lost is potential impact lost, both within your organization and also your partner organizations. Here’s how to adapt.
Make data-driven decisions. Review previous surveys, your community boards, or speak with a few key stakeholders. Ideally, a combination of all of the above works best. This will help you determine what’s really making an impact and moving the needle.
List your event must-haves, taking all of your stakeholders’ perspectives into account
Meet with your team. Determine which members of your team have knowledge of, or are passionate about, each facet of the event. From communications, to sponsorship and speaker onboarding to logistics and execution.
Revenue Generation and Profitability
You are not alone if you are concerned about maintaining a profitable event in 2026. Many of my Clients are either rethinking their event business models or looking to supplement existing partnerships this year. Below are 3 tips for making sure your event reaches its financial goals.
Negotiate multiyear agreements. If you know you’ll be working with the same vendor or vendors year over year, it may behoove you to have a conversation about longer-term working agreements with your event vendors, sponsors and even your event agency.
Plan ahead. With few exceptions, the farther ahead you plan, the more likely it is that you have more options to choose from. This goes for all event vendors, but especially venues which can book up years in advance.
Review your event business model. Are your attendees contributing to 85% of your revenue, but you know that they have suffered from layoffs or stagnant wages? Conversely, are your sponsors strapped this year for cash but could offer in-kind upgrades to your event or services that your attendees will find valuable? If you need help, I offer 1:1 Catalyst Calls where we can build your event business model (including a potential sponsor pipeline) together.
Long-term sustainability
Sustainability is something that is top of everyone’s mind, from organizations that track the effects of Climate Change to the everyday consumer, including your attendees. Below are a few sustainability initiatives that are giving me inspiration lately:
Through its Shells for Shorelines program, Orange County Coastkeeper successfully recycled 6,000lbs of oyster shells for use in Marine Restoration Projects. How can you work with culinary teams on similar programs? (July 2025)
Notpla Co-Founders Rodrigo Garcia Gonzalez and Pierre Paslier developed an edible water bubble prototype at London’s Imperial College in 2013, and it has since replaced traditional plastic water bottles at the London Marathon Events and more, around the globe! How can you rethink the ordinary?
Ecovative's Mushroom® Packaging is grown in 7 days with mycelium, and composts at home in 45 days. The implications for everything from retail to promotional products is incredibly exciting.