The mood in the corporate special event community is definitely picking up, according to the annual Special Events Corporate Event Marketplace study, which will be released next month. The ninth edition shows growing event rosters, with 18 percent of respondents saying they expect to stage more events in 2010 than they did in 2009, and 35 percent predicting even more event work in 2011. This is a big improvement over last year's study, when a whopping 38 percent of respondents said they expected to stage fewer events in 2009 than they did in 2008.
A third of respondents predict that their company's budget allocation for special events will remain the same in 2011 as 2010. Forty-one percent predict their company will allocate more money to special events in 2011, while 19 percent say their company will likely allocate less to events.
Corporate events mean business, now more than ever. The percentage of respondents saying they attempt to measure the ROI of their events is up to 57 percent this year, the highest rate seen since the survey started in 2002. That year, only 28 percent said they attempt to measure event ROI.
For the full story, see the July-August issue of Special Events.
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