While New York City was among the hardest hit areas in the U.S at the height of the COVID-19 pandemic, with the mass closure of schools, workplaces, restaurants, and entertainment venues, the city is now slowly but surely picking up the pace. Many employees are making a return to the office, along with leisure and business travelers crowding the city’s famed hotels, museums, and landmarks. The Jacob Javits Center in NYC has gone back to hosting conventions too, though most live events in the U.S are still held virtually at around 70%, compared to a mere 30% in terms of in-person gatherings, as Tahseen Kazi of Hubilo shares in a recent blog post. Because of this, revenues are expected to recover at a slower pace, going back to pre-pandemic levels as late as 2024 for the U.S and the rest of the Americas. However, not all is doom and gloom for the industry, as innovations in technology have brought more opportunities for businesses and their organizers to widen their reach and profit. So what lies ahead for those who want to continue meeting here in New York City? And to the brands and enterprises that already have set up events, what has changed in the way they do things? Find out more as we round up the event industry trends in NYC this 2022 and beyond.

The Rise of Hybrid Events

Still, those in the business of hosting in-person events do expect a massive change. Hybrid events are expected to lead the way, as emerging event technologies have made it more seamless for audiences to meet simultaneously via Zoom or the metaverse and at more conventional venue spaces. 70% of event professionals even expect this change to be an industry cornerstone in the long run too, as hybrid events make it possible for them to target new markets regardless of geographical location, and thus, sell greater numbers of tickets.

Some examples in New York include Comic-Con in 2022, which, according to their latest tweet, was ‘unmatched’, with the ‘biggest Show Floor yet, an iconic guest lineup, and the BEST fans in the world’. The Fast Company Innovation Festival, had virtual keynotes from celebrities including Drew Barrymore and Idris Elba, along with in-person workshops for creatives, inventors, and entrepreneurs.

NFT.NYC: Traversing New York City and the Metaverse

One of the most notable events in New York this 2022 so far was NFT.NYC, a massive conference that brought together founders, artists, investors, and even cryptocurrency influencers to showcase and discuss emerging nonfungible token (NFT) projects and potential advancements in the industry. These were held in iconic locations throughout New York, including Radio City Music Hall and the New York Marrior Marquis, where around 15,000 attendees turned up in a show of optimism as the cryptocurrency industry experiences both financial decline and technological development particularly in automation and VR.

Among its speakers was Giovanna Graziosi Casimiro of 3D platform Decentraland, and organizer of Metaverse Fashion Week, which received far more industry attention compared to other digital fashion events held before it, thanks to high-profile labels such as Etro and Dolce & Gabbana presenting their collections via blockchain, with their digital items being sold and worn as NFTs. Moreover, other brands like Gucci, Samsung, and ETH Global also took part. The Italian fashion house hosted art exhibits in collaboration with SuperRare, while the Korean electronics company held an NFT art gallery takeover alongside sessions on making NFTs and blockchain more inclusive towards women.

A Yearning for In-Person Interaction (And Capable Talent)

While hybrid events are gradually becoming the norm, it’s important for organizers to also keep the human aspect of their events in mind. In a report by the International Association of Conference Centres (IACC), event audiences still prioritized the value of human interaction among the factors they’re looking for in an in-person meeting, with collaboration with colleagues also being highly ranked.

This comes at a time when organizations return to the office and begin holding more conferences and team building events. Moreover, as venues experience a shortage of workers, further talent is also needed to help these events run more successfully. Still, venue organizers do anticipate a return to full-staffing levels at the end of 2022.

Fashion: Back with a Vengeance?

The fashion industry is back, not just in New York, but in other major fashion capitals around the world. From Chanel, to Louis Vuitton, to Gucci, major brands have shown their latest collections in exotic locales, including Monaco, Puglia, and even San Diego, California, in front of editors, celebrities, and fashion buyers who have been relatively restricted in terms of attending shows at the height of the pandemic, and have had to resort to viewing collections via digital presentations.

Back in the U.S, New York Fashion Week has also proven to be a major success once more in the Spring/Summer 2023 season, as guests were treated to spectacular showings by Coach (including an appearance by Lil Nas X), Tommy Hilfiger (who collaborated with British designer Richard Quinn), and Carolina Herrera, which made a return to the iconic Plaza Hotel where the brand showed its debut collection back in 1984.

A Steady Demand for Corporate Travel (with Some Caveats)

Hotels used to seeing plenty of guests pre-pandemic may breathe a sigh of relief as corporate travel is expected to experience a steady rise in demand, reaching 55% of pre-COVID levels at the end of 2022. While this may not be the meteoric rise being anticipated, this presents an opportunity for hospitality professionals to provide enticing accommodation and amenity options, particularly as conferences and events see improved attendance amid a demand for in-person (rather than technology-driven) interaction.

Sports Events to Hit a Fever Pitch

Sports may just be among the biggest winners in the events industry landscape, as an influx of money from fans, investors, and even sports bettors make for a future with packed stadiums. Still, the industry is also expected to see a change in the form of heightened hybrid events, thanks to growing markets for data capture, NFTs and immersive AR and VR technologies enhancing the way spectators experience live games. For instance, the crypto exchange FTX recently signed a five-year deal with the MLB, while Coinbase on the other hand has partnered with the NBA with the hopes of increasing awareness around blockchain technology. Venue organizers will want to keep these factors in mind, instead of singularly relying on ticket sales to spur their profits.

A Mixed Reception for Live Entertainment and COVID Mandates

Live venues, from New York’s famous rooftop bars, to its orchestras and opera houses, the stages of Broadway, are cautiously getting back their groove. Having returned from a pandemic hiatus this year in spite of Omicron-related cancellations, theatrical performances are now in full swing, culminating with the 2022 Tony Awards which saw a joyful, high-spirited contrast from last year’s relatively watered-down festivities.

Still, audiences do remain low compared to pre-COVID levels. According to the New York Times, fewer than half as many people saw a Broadway show during the recently concluded season, while the Met Opera also saw paid attendance falling to 61%. Some exceptions have included Broadway revivals such as “Plaza Suite” and the “Music Man”, which have become surprise box office hits, along with concert venues which have attracted younger patrons. For instance, Live Nation recently reported that it has sold 100 million tickets so far for 2022. Moreover, rooftop season, commonly thought to be limited to spring and summer, is daringly continuing for the fall and winter, providing fireplaces and hot cocktails to patrons seeking glittering skyline views. Venues with retractable roofs and heating in particular are expected to thrive in the winter.

The mixed reception towards live entertainment also follows recent New York COVID mandates, with some audiences being deterred by mask requirements in theaters, and the complete opposite, with many also being reluctant to attend indoor performances if masks are not required. Moreover, while the state of New York has encouraged residents to get the Omicron booster, it’s expected that demand will be low in contrast.

Snapshots: Climate Week NYC & Advertising Week

Two more major events are also set to return in New York this year, which includes Climate Week NYC and Advertising Week. Climate Week NYC, an annual gathering of climate leaders from various sectors, will be held from September 19 to 25 with the theme “Getting It Done”. The conference, which will be held in person in various venues in New York City, aims to provide solutions to the roadblocks that impede the implementation of climate mitigation measures worldwide. High-profile experts are expected to attend and share their expertise, including Werner Hoyer, the president of the European Investment Bank, and Alexandra Palt, the chief corporate responsibility officer and executive vice president of L’Oréal.

Advertising Week is also set to make a big splash in America’s main hub for marketing and advertising, with 200+ hybrid events to be held from October 17 to 20 at a brand-new venue on Delancey Street in the Lower East Side. Compared to past Advertising Weeks, particularly those held pre-pandemic, this will be its most ambitious yet, shifting away from the conversations about “the experience economy” and instead talk about the relationship between culture, commerce, and creativity at a time when digital touchpoints have fully permeated the lifestyles of consumers.

What are your thoughts on these NYC event industry trends? How do these impact you and your business? Would love to hear from you! AND, we would love for you to attend She Leads LIVE 2022, taking place in NYC on November 10th & 11th! Tickets are on sale now - so grab your spot now! We cannot wait to see you IN PERSON!