Special Events
Corporate Event Forecast Brighter for 2012, Special Events Survey Says

Corporate Event Forecast Brighter for 2012, Special Events Survey Says

Annual survey shows continued rebound from recession blues.

The market for corporate special events is showing a healthy rebound, with 44 percent of respondents predicting they will produce more corporate events in 2012 than they will this year. The results come from the 10th annual Special Events Corporate Events Marketplace Survey, which will be released next month.

Half of respondents say they will stage the same number of corporate events in 2012 as this year, and a scant 6 percent say they expect to produce fewer events in 2012 than they will this year.

The corporate event sector has shown continued improvement over the past two years. In the 2009 study, for example, a whopping 38 percent of respondents said they expected to stage fewer events in 2009 than they did in 2008.

BETTER BUDGETS

Some 43 percent of respondents predict that their company's budget allocation for staging corporate events will increase in 2012. Thirty-four percent expect corporate budgets in 2012 to be on par with 2011 allocations, while 14 percent expect to deal with a smaller budget allocation in 2012.

In an interesting twist, the percentage of respondents who say they attempt to measure the ROI—return on investment—of their corporate special events declined this year, to 49 percent. In contrast, 57 percent of respondents in the 2010 survey said they attempt to measure their events' ROI.

For the full story, see the July-August issue of Special Events.

Photo by iStockphoto.com / © Sergey Ilin

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