Welcome to another edition of Translucent Weekly, where we break down the biggest trends, stories, and strategies shaping the event industry right now—from subtle shifts in sustainability to seismic moves in media experiences. This week’s lineup spans borders, budgets, and blockbuster productions. Let’s dive in.
📍 Canadians Won’t Come? Host Two Conferences Instead
When the North American Society for the Sociology of Sport (NASSS) tried to host its annual conference in Seattle, something unexpected happened—Canadian attendees balked. The reason? Cross-border complications and travel hesitations. The fix? Rather than scrap the location, organizers split the difference: they added a simultaneous in-person event in Vancouver, plus a robust virtual option.
It’s a bold but increasingly practical move. Dual-location and hybrid formats aren’t just for pandemic-era contingencies anymore—they’re evolving into smart, long-term solutions for geographically dispersed audiences and cost-conscious attendees. Not to mention, offering regional access points can actually increase your overall turnout. In a global industry with real-time expectations, meeting your audience where they are (literally) might be the most forward-thinking move of all.
♻️ 5 Ways to Make Your Exhibit Program More Sustainable—Even on a Budget
The trade show world is finally catching up to the climate conversation—and the shift is no longer just a moral imperative. It’s becoming a financial and logistical win, too. Whether you’re a corporate exhibitor, agency planner, or vendor, here are five practical (and proven) ways to reduce your environmental impact without inflating your budget.
1. Ask Smarter Questions in RFPs
Thanks to tools like the new Sustainability Sourcing Compass from The Exhibitor Advocate, planners now have free, plug-and-play language to fold sustainability into every contract. Built in collaboration with Reduce 2, the tool helps you clarify expectations, hold vendors accountable, and align with guidelines from EDPA and other industry leaders. The more these questions show up in RFPs, the more suppliers will evolve to meet them.
2. Reimagine Booth Construction
Think building green costs more? Think again. At CES 2025, HERE slashed both cost per square foot and its carbon footprint by choosing a fully modular aluminum system with thinner wall structures. With smarter material choices and sharper analysis, sustainability can lead to efficiencies that pay for themselves.
“Start with the question: ‘Do we even need to build this?’” says Julien Le Bas of Jack Morton Worldwide. “Then, if you do, build it smarter.”
3. Rethink the Floor—Literally
Every year, over 85 million pounds of event carpet go to landfill. Flooring supplier Brumark is flipping the script with a recovery program that converts old carpet and padding into fuel and landscaping materials. Over 303,000 pounds diverted so far—and exhibitors get a certificate showing exactly how much they’ve saved from the dump.
4. Buy (and Cater) Local
Platforms like Cureate Connect make it easier to source local vendors that align with your brand values. That could mean better food, more engaging activations, and lower carbon emissions. “Ask yourself: who are we empowering with each purchase?” says Cureate founder Kim Bryden.
5. Swag, Upcycled
Banners, billboards, and tablecloths don’t need to end in the trash. Numo’s upcycling program turns event leftovers into one-of-a-kind pouches, hats, and totes. Commonsku, for example, turned old vinyl tablecloths into sleek “Busy Bee” kits for attendees. Memorable merch, lighter footprint.
🧭 Incentive Trips: Group vs. Individual—Which Way Forward?
Incentive travel is having a moment—but not without a philosophical split. Some companies are leaning hard into individual trips, letting top performers choose their own adventure. Others are sticking with traditional group formats that offer more structure, camaraderie, and brand control.
While individual incentives offer personal freedom and higher satisfaction, group trips create moments of shared culture—and give leadership a chance to reinforce company values in a controlled setting. The trend? More companies are mixing and matching: individual flexibility within a group framework, creating the best of both worlds.
🌍 IMEX Frankfurt 2025: Record Numbers, Real Conversations
IMEX Frankfurt delivered as always: packed aisles, strong networking, and steady deal-making. But under the high-energy gloss, global anxieties crept into the conversations. From geopolitical uncertainty to travel policy shifts, attendees weren’t just talking about ROI and booth design—they were asking deeper questions about resilience, security, and adaptability.
The takeaway? The event industry is booming, but so are the complexities of planning in a post-2020 world. That means agility is no longer a bonus—it’s a business necessity.
🪄 Disney’s 2025 Upfront: A Masterclass in Experiential Brand Storytelling
If you thought media presentations were just PowerPoints and sizzle reels, think again. Disney Advertising just transformed the Javits Center into a full-blown universe of IP-powered magic. From a blue carpet arrival to a Broadway-worthy show featuring NFL legends Peyton and Eli Manning, Disney pulled off a 360° experience designed to delight and deliver.
The Upfront featured interactive moments with Star Wars icons, theatrical alien encounters, immersive lighting installations, and a live drumline led by Mickey Mouse. With over 3,500 in-person attendees and 10,000 streaming, it was more than a pitch—it was a message: attention is earned, not assumed.
From glambot photo booths that changed backgrounds depending on the talent, to Disney World topiaries flown in to decorate the afterparty, the execution was pure Disney—spectacle with substance. But what stood out most? The emphasis on clarity and brevity. At just 80 minutes, the presentation was tight, punchy, and respectful of people’s time.
“We want to deliver on that Disney expectation,” said Aryelle Lawrence, SVP of Sales, Communications and Client Brand Experiences. “But also keep things meaningful and memorable.”
The Translucent Takeaway
From sustainability breakthroughs to major event showdowns and high-stakes pivots, the world of experiential events is moving fast—but not blindly. We’re seeing smarter strategies, more thoughtful execution, and a deeper sense of purpose baked into everything from swag to storytelling.
So whether you’re planning a dual-location conference, rethinking your booth’s carbon impact, or putting on the kind of show only Disney could dream up—one thing’s clear: the future of events is more human, more intentional, and more electrifying than ever.
Until next week, stay translucent. ✨