Organising an event for event organisers

Organising an event for event organisers: the most demanding challenge of all

by Rui Ochôa, Director at Event Point

This content is available in Portuguese.

Organising an event is no longer ‘just’ about bringing people together in a space and waiting for things to happen. It is a job that requires obsessive attention to detail, constant curation and constant reinvention. Now imagine doing that for an audience that organises events every day! That is our challenge at Event Point, every time we move forward with a new edition of REINVENT the event.

Since the first REINVENT in 2021, we knew we would have to live up to the high standards of our audience. The pandemic only exacerbated this demand: each participant’s time became even more scarce and valuable. Today, to leave the office for a whole day — or more — you have to be sure that it is REALLY worth it. And that decision is increasingly made at the last minute — something that causes some anxiety for organisers, I can assure you — and based on criteria such as: quality content, contacts that make a difference, and experiences that cannot be replicated.

It is with this in mind that we have designed each edition of REINVENT the event, which this year takes place on 27 October at the Estoril Congress Centre.

Content that counts

The REINVENT programme is based on leading keynote speakers, relevant debates and workshops for smaller groups, where topics can be explored in depth and real experiences exchanged. Because we all know that, more than just listening, the value often lies in talking and sharing.

Achieving content that is up to the task – that informs, inspires and provokes – is a difficult task. It involves identifying trends, anticipating questions, balancing the local with the global. It requires looking at the challenges we face as an industry and not being afraid to bring them to the stage. All this in an industry that is extremely broad, ranging from corporate events to scientific conferences, from brand activations to sporting events, from cultural events to trade fairs.

Exhibition with purpose

The REINVENT exhibition area is more than a showcase — it is a space for discovery, testing and exchange. We want to strengthen the presence of start-ups with solutions that, even if not originally designed for this industry, can radically improve the way we think about, produce and evaluate events. Technology has a clear role here — from logistics management to networking, from accreditation to impact measurement.

But we also believe in safe values, in companies that every day make the events industry in Portugal an impressive benchmark, even internationally. The balance between novelty and solidity is essential to ensure that those who visit the exhibition area find concrete solutions with immediate application.

Recognition with a face

At the end of the day, The Eventeers awards celebrate what is sometimes invisible: the talent of the many people who work in events — who are by nature discreet and accustomed to working behind the scenes. Professionals who lead, innovate, solve problems, and create. In times of AI, automation and digital distancing, it is essential to remember that this is (still) a people industry – and that (still) it is people who make the difference. These ‘still’s are obviously a provocation ☺

Is the unexpected the new normal?

This year’s REINVENT motto — ‘Unlocking the unexpected’ — reflects a concern shared by everyone who works in events: how to surprise, how to activate real connections, how to ensure impact? We know that in-person events have something unique: in a digital age, where everything can be manipulated, falsified, tampered with, the experience we have at an in-person event, when we are face to face with other people, is real and cannot be faked. But of course, technology can — and should — enhance that experience.

Event management apps, matchmaking features between participants, impact measurement platforms, automatic translation tools, artificial intelligence applied to content curation or interaction analysis… all of these are resources that are now part of the daily life of event organisers.

It is not just about ‘having technology’, but about using it purposefully, judiciously and with a focus on the participant’s experience. If someone leaves an event exactly the same as when they arrived, we have surely failed somewhere. And it is for this transformation, which can be translated in many ways: knowledge, inspiration, fun, commitment, pride, that we work hard every day. Even us, who are “mere” editors of a publication for those who work in events.

REINVENT the event

27 October

Are you a startup shaping the future of events? REINVENT is your chance to step into the spotlight. Showcase your product or service to key players in the events industry and position your brand at the heart of innovation. Join industry leaders for a full day of insights, trends, and high-impact networking at the Estoril Congress Centre. Apply now via the link below and select “Startup Portugal” to access an exclusive discount.