How Has Technology Changed the Event Industry?

Technology has fundamentally changed how we live and interact throughout history, but especially in the last two decades. From how we make friends, to how we listen to music, discover new movies or artists, and even attend large events, the impact of communication and information technology has had a clear impact on virtually every facet of our lives.

The COVID-19 pandemic and subsequent public health measures forced a big change in the events industry, and many people who had previously been skeptical about new event technology are embracing it. In this post, we will examine some of the ways in which technology has changed the event industry to help you keep pace and make sure your event planning efforts leverage the advantages of event management software to its fullest.

keynote speaker on stage at small event

Mobile Ticketing Replaces Paper and Will-Call

Mobile ticketing is perhaps the universal change. Event attendees can scope out event venues online and select their seats – even using a view option to preview the perspective of different seats. Event attendees can buy tickets online and have the virtual ticket emailed to them or loaded to an event app.

In the past, concert or game fans could purchase tickets, either in person or online, or over the phone and have a paper ticket mailed to them, or show up at the event and buy a ticket then. Event management companies needed multiple entrances and ticket stations to sell, distribute reserved tickets, and then scan and admit event-goers. Now, many venues let attendees scan a ticket and enter, reducing bottlenecks at admission time and helping reduce labor overhead.

Ticketing is safer and more efficient, from secure online checkout to a virtual ticket that can't be lost or damaged and easy, cashless entry to the event.

event attendees in auditorium

Event Organizers Use Fan Data

Event planners and event organizers are interested in learning more about their fans and may be able to gather more insight into their needs, wants, and preferences through attendee data collection and corporate event management software. It's not all nefarious – many event planners want to improve the fan experience, like making the live event more immersive or providing certain features at event venues.

Many event venues gather data about attendees for the marketing and advertising industry. But this may not be all bad for consumers. Fans get a more targeted experience and may only receive promotions for events they'd enjoy instead of general spam for every live event the venue hosts. For instance, sports fans get information about big games for their favorite team but may not care about concerts or shows being held in the stadium during the off-season.


Although the ticket scalper of old – the guy with handfuls of paper tickets walking around in front of an event venue on the big day – is now an events industry dinosaur, the changes to virtual ticket purchasing haven't meant the end of secondary ticket sellers. In fact, resellers may have an easier time acquiring prime tickets and passes thanks to online sales and the ease of ticket transfers.

Fraud is even easier with online ticket sales. Unscrupulous scammers may offer to sell virtual tickets online, simply sending the unwary purchaser a fake barcode or QR code. Unless attendees purchase a ticket directly from the source, they often have no way of knowing what they're purchasing until they try to enter the event.

New event technology, like ticket price comparison sites, allows customers to compare prices, which has cut down on the over-inflated reselling of legitimate tickets. These event industry sites are consumer-friendly and allow attendees to know exactly what they're buying. Event technology still has aways to go to improve consumer confidence, purchase protection, and fraud deterrence.

The Rise in Virtual Reality Events

Virtual reality (VR) event technology has been a game-changer for all types of entertainment, so it's no surprise that the events industry has seized on its potential. Event management companies may soon offer a 360-degree interactive experience from any seat in a venue – available without even stepping foot into the stadium. This try-before-you-buy option can increase fan satisfaction prior to the event and may boost premium seating sales, as event goers may decide that a premium seat experience is worth the extra money.

VR may even remove the need for attendance to live events. Fans can stream digital events using their own VR headsets from their own homes, which can open events up to more people who may not be able to afford the cost of a ticket and transportation.

Final Thoughts

Event planners ultimately use technology to improve the fan experience. The event technology landscape is changing rapidly, and with new technologies, such as hotel event management software, come exciting new improvements and new opportunities for event organizers.

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