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“The Future of Events will Strongly be shaped and impacted by Technology” – Adam Parry

Adam Parry, Co-Founder – Event Tech Live, talks with TFT in an Exclusive one on one. He shares his thoughts about the 2019 edition of Event Tech Live.”


TFT – Tell us about the upcoming edition of Event Tech Live. How are things shaping up? What are the emotions?

AP The 2019 edition of ETL is shaping up fantastically, we have had a very strong re-book of exhibitors from the 2018 edition as well as a large number of new companies also confirming their involvement in this year.


TFT – What is the agenda of organising this event? What objective does it hold?

AP Most attendees are visiting ETL for two main reasons, the first is to learn how to use technology to its best in order to help mover their events and businesses forward. The second reason is to meet with suppliers and see first-hand how the technology actually works and have live demos. ETL offers the only dedicated event where you can meet with over 140 suppliers form around the globe in 2 days.


TFT – What is going to be the theme of the show for this year?

AP This year we are taking a closer look at MarTech and the technology that is available to market events, drive attendees and create a buzz around events.


TFT – How many professionals from the UK Event Industry are participating this year?

AP Event Tech Live attracts around 2500 – 3000 attendees, 80% are from the UK but the event also attracts visitors from 47 different countries.


TFT – What are your footfall expectations and what is the visitor profile?

AP Visitors to ETL organise over 35,000 events annually and 63% have final purchasing authority – also see attached brochure.


TFT – What new innovations will be on display at ETL this year?

AP There are so many new technologies on display each year it’s hard to list them all. J


TFT – Can you elaborate about the Event Technology Awards? Is it a part of ETL?

AP The awards are now in their seventh year and will once again recognise the achievements of companies delivering digital and technological solutions to the events industry. The Event Technology Awards ceremony will take place at Troxy, London on the 6th November 2019 following Event Tech Live.

The ceremony is widely regarded as the only networking event that brings together agencies, brands, buyers and suppliers from all event sectors including:

  • Exhibitions, Conferences, Meetings, Brand Events, Experiential, Festivals, Concerts, Tours.
  • As a sponsor yourself, colleagues and clients will be treated to a drinks reception, sumptuous three-course meal, complimentary beer, wine and soft drinks and a fantastic evening of entertainment and celebration.
  • As a sponsor, a wide variety of exciting and meaningful categories are up for your choosing. Offered exclusively on a first-come-first-served basis, it’s easy to find one that’s relevant to you and your business.


TFT – How has event technology evolved in the last few years?

AP Rapidly, our industry has been taking abreast by technology and the pace isn’t easing.


TFT – What do you think is the future of Events Industry and related technology?

AP Integrated technologies and AI, as an industry we charge for our time that’s how we make money. When technology can talk to each other and automate workflows we as an industry will have greater efficiency and therefore a higher gross margin. AI will also allow us to look at the data we generate pre, during and post event to create better experiences and identify new opportunities whilst connecting up the physic al aspect of event marketing with digital advertising and marketing.


TFT – What can the stakeholders expect from the event? What do you guarantee to the exhibitors of this show? What is the ROI for the exhibitors of this show?

AP In 2018, 115 exhibitors generated over 12,000 leads worth an estimated £154 million in total potential revenue.


TFT – Being the director and editor of Event Industry News online magazine and co-founder of Event Technology Live, how do you manage both roles and how do you cope with multi-tasking and stressful situations?

AP It’s a hard role but one that is very rewarding, the key to me being able to do both is that I have a great team of people around me helping to support both businesses and driving the success we have. Without them it wouldn’t be possible.


TFT – What will be your advice for a successful and sustainable event?

AP Only build, design and add in elements to an event that add value, for example ETL does not have any carpet on the show floor. We feel this is a great way to have a sustainable event.


TFT – Can you tell us about the future events?

APThe future of events will strongly be shaped and impacted by technology, those organisations that want to lead the way and build better event businesses need to embrace and thread technology through their business and culture.