Events, particularly in the Edmonton area, continue to be transformed.
For a long time, the traditional formula for business or private events was a smooth and tried-and-true success. Keynote speeches in the main hall. Breakout room meetings. Networking cocktail reception. Buffett and sit-down feasting. Celebrations. Schmoozing at its best.
Consumer trends, technology and COVID changed all that.
While private events like weddings and anniversaries still tend to cling to traditions and routines, the planning and the focus of contemporary business events continue to be re-imagined in planning, delivery and event follow through.
For the business of conventions and corporate events of all sizes, The Edmonton Convention Centre (ECC) is a much-in-demand facility. Edmonton’s official marketing pitch for event planners brags that Edmonton is “located at the foot of North America’s largest urban parkland and in the heart of a thriving downtown, offering over 150,000 square feet of flexible and creative event space.”
New trends are also re-shaping the ECC focus but, for 32 years, it has hosted almost every type of conference or convention imaginable.
For various reasons, Edmonton events are also embracing some smaller event locations, like Fort Edmonton Park, the Telus World of Science facility and the unique Métis Crossing, which is a popular event facility and the first major Métis cultural interpretive centre in Smoky Lake, Alberta.
Although event planning and event management are often used interchangeably, the jobs are different. Event planners primarily focus on the creative and conceptual elements of an event as the visionaries, responsible for design, themes and ensuring every detail aligns with the client’s goals. Event managers are the operational backbone, executing plans and overseeing the logistics that bring the event to life.
Event professionals agree that technology is transforming events at warp speed. Inflation (being blamed for many things) has taken its toll and rising costs for event marketing, and hospitality teams to do more with less is a basic reality. There’s a greater demand than ever for experiential events, as well as a renewed focus on inclusivity and sustainability.
Several event management surveys point out some key event trends.
- In-person events will dominate but virtual is huge.
- Planners must consider experience-first events.
- Technology is critical.
- AI is becoming more and more a standard event component.
- Finding new ways to reimagine attendee engagement.
- Marketing plays an important role in effective events.
Smaller Edmonton event venues tend to be more hands-on in collaborating with clients and event hosts.
“There is an increasing demand for distinctive venues that leave a lasting impression,” explains Kate Wylie, director, guest experience at Edmonton’s TELUS World of Science. “We are thrilled to see a diverse range of clients envisioning unforgettable experiences within our extraordinary space.
“Customization is important. Clients are looking to build a unique experience with a growing emphasis on customization. Our exceptional team goes above and beyond, collaborating closely with each client to plan every detail. Even when requests extend beyond our typical scope, we are committed to meeting their needs and delivering events that are as unique and memorable as their vision.”
Whether it’s cocktail schmoozes or big banquets, the food is always an important feature of events. Wylie mentions that TELUS World of Science works closely with local caterers to provide an exceptional culinary experience tailored to every event.
“For family-focused gatherings, we proudly offer a delightful array of fun, child-friendly menu options that are always a crowd pleaser. For adult events, elegant charcuterie boards remain a standout favourite. Our versatile spaces are also ideal for cocktail receptions, where guests can enjoy thoughtfully curated hot and cold hors d’oeuvres or interactive food stations.”
She points out that COVID has significantly impacted event expectations. There is a noticeable shift in the tightening of timelines for planning, RSVPs and other event logistics. While not universal, some events are now being organized and executed with much shorter timelines than prior to COVID.
She adds that technology is a key aspect of today’s event planning, noting that the popularity of hybrid events combines in-person hosting with live-streaming capabilities.
“To meet this growing demand, this year we are making significant technology upgrades to our IMAX Theatre to ensure a seamless and exceptional experience for hybrid events. In addition to creating unique and memorable experiences for their guests, clients are also prioritizing tech-enhanced features, sustainable practices, exceptional support and a commitment to accessibility and inclusivity. These values align perfectly with what we offer, making it the ideal venue for events ranging from conferences and client appreciation gatherings to award ceremonies and weddings.”
Métis Crossing, 1.5 hours northeast of Edmonton, is a popular and singular event facility. With its unique charm and commitment to heritage and culture, it is a special facility offering legendary event experiences, not only for event success but, “an event experience that elevates the spirit,” says a representative of Métis Crossing.
“We are seeing more value-driven decisions being made when it comes to selecting venues and modes of event delivery. Discerning clients want to ensure they are working with businesses that share the same values. Clients choose Métis Crossing to host their events for many reasons, partially because our values and that we are Indigenous owned.
“People want a connection to their experience through story. They want to know how the food was prepared and where it comes from. We have a mandate to support local and Métis suppliers. As an example, Métis Crossing is working with a local rancher to establish a bison herd that supplies our bison and beef. There is also an indoor garden that supplies the kitchen with greens and a field of saskatoon and haskap bushes.
“Good service and quality experience are a must. How the guests feel during their stay is what makes the difference when selecting a venue. We have comfortable offerings that allow the participants to focus on the event. Being in a national historic site along a heritage river setting adds to Métis Crossing being special.”
Although technology is an important aspect of Métis Crossing events, it is just one of several components for the facility being a popular event draw.
The biggest shift from COVID is the movement to more virtual event delivery.
“We invested in AV equipment and production opportunities to allow us to deliver meetings, events and experiences virtually. However, there is a connection that happens in person that virtual cannot capture. As a cultural destination, we rely on the in-person delivery of experiences and events. There is a sense of place at Métis Crossing that is hard to capture virtually,” the rep notes.
Professionals in the event planning and management sector are positive about 2025 events, but caution that, with attendees bombarded with more content than ever, event planners and marketers must find creative new ways to engage with their audiences. There is more focus on crafting compelling content and breakout sessions, wellness spaces and greater networking opportunities.
