ECEF 2025 Recap: Transforming Event Strategies for a Dynamic Future

The Exhibition & Convention Executive Forum (ECEF) 2025 brought together a record 270 leaders from across the events industry. This year’s event focused on how organizers can evolve their event strategies to address key challenges such as shifting attendee expectations, rising costs, and the growing demand for personalization and engagement.

The event kicked off with an impactful initiative, where each attendee and sponsor introduced themselves by sharing their name, title, and company. This simple yet highly effective moment took 25 minutes only, yet it set the right tone for the day. It helped create an environment for focused and intentional conversations to truly connect the industry.

The Power of Personalization: Meeting Attendee and Exhibitor Expectations

Personalization was a central theme at ECEF 2025, as both attendees and exhibitors increasingly demand tailored experiences. According to the research shared during the event, 64% of attendees seek immersive experiences, while 45% prefer customized agendas that are aligned with their professional interests and goals (Source: [Insert Report Name Here]).

This growing demand for personalization reflects a broader shift in the industry, where event organizers must create more engaging, dynamic experiences.

For exhibitors, personalization is just as crucial. With rising costs in the industry, the pressure is on to create meaningful, impactful experiences without overspending. During a session led by Julie Kagy, Executive Director of the Exhibition Services and Contractors Association (ESCA), and Jeannie Henson, Director of Exhibit Management at Siemens Healthineers, the importance of offering all-inclusive exhibitor packages was emphasized. These packages often include booth elements, Wi-Fi, lead retrieval tools, and options for measuring ROI, all designed to help exhibitors evaluate the impact of their investment more clearly.

By aligning the attendee journey with exhibitor needs, organizers can build events that deliver real value, not only increasing satisfaction but also ensuring sustained participation. This shift towards personalization helps foster deeper connections and more meaningful interactions between attendees and exhibitors.

Cost-Effective Solutions for Exhibitors and Attendees

As the events industry grapples with rising exhibitor costs, finding cost-effective solutions is crucial for maintaining event quality and engagement. HLTH, led by Richard Scarfo, shared how they have successfully reduced exhibitor costs by using modular exhibit assets (modular assets that can be rearranged to fit different booth sizes, layouts, and branding needs) that can be reused across multiple events. This approach not only cuts costs but also supports sustainability and consistency in exhibit design across events.

Additionally, HLTH is integrating more experiential features on the show floor to enhance attendee engagement. Art galleries and speakeasies (themed and exclusive spaces to create a  memorable experience for attendees) are among the creative alternatives to traditional event spaces, providing interactive, memorable experiences at a lower cost than traditional dining or networking spaces.

This approach underscores the importance of innovating within budget while still offering high-quality, engaging experiences for both attendees and exhibitors. For event organizers, these cost-effective solutions are critical for staying competitive in an industry where financial constraints are becoming increasingly important.

Shifting Focus: From ROI to Return on Value (RoV)

One of the most powerful conversations at ECEF 2025 revolved around the evolution of measuring success at events. During a session led by Indiya Okam from RX, the focus shifted from traditional ROI (Return on Investment) to RoV (Return on Value). This shift highlights the need to align event goals with long-term, sponsors and exhibitors objectives.

The ROI model, while still valuable, often focuses too narrowly on immediate financial returns. RoV, on the other hand, emphasizes long-term value for exhibitors and sponsors such as brand growth, audience engagement, and sustained relationships. This gives them a broader view on their performance, allowing them to measure this against their longer-term goals.

According to Freeman's research, only 27% of event organizers are embracing this innovative mindset, shifting from a focus on immediate financial returns to more sustainable, value-driven strategies (Source: [Insert Report Name Here]). This growing trend is critical for the future of the industry, especially as sponsors and exhibitors increasingly seek to partner with events that align with their long-term goals.

Conclusion: Embracing Innovation and Adaptation for Future Success

ECEF 2025 highlighted the crucial role of innovation, personalization, and adaptability in the events industry. The event showed how real connections and focused conversations helped tackle industry challenges and seize new opportunities.

By embracing the right strategies and technology, event organizers can position themselves for success, ensuring the future of the events industry remains dynamic and impactful.