--- title: "Four Ways to Leverage the Shifting Events Trends of 2023" id: "61335" type: "post" slug: "four-ways-to-leverage-the-shifting-events-trends-of-2023" published_at: "2023-05-24T22:39:33+00:00" modified_at: "2026-07-11T19:25:55+00:00" url: "https://associationsnow.com/2023/05/24/four-ways-to-leverage-the-shifting-events-trends-of-2023/" markdown_url: "https://associationsnow.com/2023/05/24/four-ways-to-leverage-the-shifting-events-trends-of-2023.md" excerpt: "Staying on top of what’s happening in the events industry can help planners navigate new challenges—and sweeten their attendance numbers. Here’s what to know." taxonomy_category: - "Business Development" taxonomy_post_tag: - "Associations Now" taxonomy_content_format: - "Article" taxonomy_role: - "Association CEO / Executive Director" - "Director" - "Executive Team" - "VP" taxonomy_persona: - "Association Professionals" --- [Home](https://associationsnow.com/) » [Articles](https://associationsnow.com/format/article/) » Four Ways to Leverage the Shifting Events Trends of 2023 Part of the Deep Dive[Revenue Revival](https://associationsnow.com/deep-dives/revenue-revival/) When planners put on a successful event, the attendees network, stay up to date on important topics, and have some fun—and the host organization generates more revenue. The challenge is that what makes for a successful event is constantly evolving. Planners who are aware of emerging trends can make better sense of the shifting landscape and put themselves at an advantage to boost attendance, ultimately helping organizations achieve revenue goals. Here are four ways to do that. ### Attach Leisure Opportunities to the Event Attendees might be budget-conscious right now, but they’re still splurging on leisure travel. Business travel, on the other hand, has been slower to return to pre-pandemic levels. To encourage association members to travel to an event, play up the leisure angles. Consider booking an appealing destination and negotiating flexible room packages to allow longer stays. The American Farm Bureau Federation makes this a regular practice, scheduling its annual convention in warmer climates in early January, when most farmers and ranchers are not working in their fields. “Our attendees turn it into a vacation,” said John Hawkins, managing director of conventions and operations at the Farm Bureau. “We’ve had some destinations where our first room will check in before the new year, and our last room sometimes won’t check out till February.” Find out what makes a destination special and promote that to attendees. For example, Puerto Rico has beautiful beaches, but so do many spots in the U.S. “Puerto Rico has additional things to put on the table, like our culture. That’s something that makes the destination unique. The gastronomy. The hospitality,” said Mariela Vallines, executive director of the Puerto Rico Convention District Authority. “You need to put those values on the table and complement the main need of a business trip with things they might not find anywhere else.” [ASAE Staff](https://associationsnow.com/author/asae-staff/) [More articles by this author](https://associationsnow.com/author/asae-staff/) Tags: [#Associations Now](https://associationsnow.com/tag/associations-now/) **Stay Informed** [Subscribe to our free newsletter](https://associationsnow.com/newsletter/) , *Associations Now Daily News*, to find out what’s happening in the association world every business day. ## More in this Deep Dive - [Making the Case for a Dues Increase](https://associationsnow.com/2023/05/15/making-the-case-for-a-dues-increase/) - [Are You Due for a New Dues Structure?](https://associationsnow.com/2023/05/15/are-you-due-for-a-new-dues-structure/) - [Resources Roundup: Pricing and Revenue](https://associationsnow.com/2023/05/15/resources-roundup-pricing-and-revenue/) - [How Modern Spaces Can Create New Revenue Opportunities](https://associationsnow.com/2023/05/15/how-modern-spaces-can-create-new-revenue-opportunities/) - [A New Look for Nondues Revenue](https://associationsnow.com/2023/05/15/a-new-look-for-nondues-revenue/) - [Why Your Sponsorship Program Needs a Refresh](https://associationsnow.com/2023/05/15/why-your-sponsorship-program-needs-a-refresh/) [View the full Deep Dive →](https://associationsnow.com/deep-dives/revenue-revival/) ## You Might Like - [TemplateMembers onlyMember Onboarding ToolkitNovember 5, 2026](https://associationsnow.com/2026/11/05/member-onboarding-toolkit/) - [PodcastAssociations Now Presents: Beyond the Tech Stack: How AI Is Changing the Association PlaybookOctober 29, 2026](https://associationsnow.com/2026/10/29/associations-now-presents-beyond-the-tech-stack-how-ai-is-changing-the-association-playbook/) - [VideoPartnerships that Drive Success: ASAE Strategic Partnership AllianceAugust 26, 2025](https://associationsnow.com/2025/08/26/partnerships-that-drive-success-asae-strategic-partnership-alliance/) - [VideoThe Career Moves Every Association Leader Needs Right NowSeptember 24, 2026](https://associationsnow.com/2026/09/24/the-career-moves-every-association-leader-needs-right-now/) ## Comments **Comments are for ASAE members.** [Learn more about comments on this site.](https://associationsnow.com/comments/) [Log in](https://associationsnow.com/login?redirect_to=https%3A%2F%2Fassociationsnow.com%2F2023%2F05%2F24%2Ffour-ways-to-leverage-the-shifting-events-trends-of-2023%2F%23comments) to your member account or [join ASAE](https://my.asaecenter.org/select-a-membership-type/) !