The Evolving Value of Events

In-person events are at a crossroads. Budgets are tight. Time is scarce. Remote work is the default. What is it that makes people prioritize in-person events?

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by Jeff Calore, Jack Macleod, Beth Surmont, and Laura Werfelmann

July 28, 2025

At Smithbucklin and 360 Live Media, we set out to understand what draws professionals to in-person events and what makes them return. Our latest study with Hanover Research dives deep into what today’s audiences expect, what builds trust, and how to deliver events that truly matter.

Our survey of 383 professionals revealed that 88% view in-person events as extremely valuable — despite rising costs and packed schedules. Why? Because live experiences deliver something digital can’t: trust, which comes from real connection, credible content, and career-defining moments.

Live experiences give you more.

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