30th May 19, UK: Lime Venue Portfolio is reporting on the continuation of ‘event convergence’, a trend spotted by the brand last year, that has the potential to add value to both the summer events market and the wider meetings and events industry.
Event convergence; a phrase coined by the group in 2017 for when two or more existing events combine to create a higher production, bigger and all-encompassing super-event. For example, summer parties linking with incentive programmes and company conferences, or training programmes coinciding with annual team meetings. The specialist venue group saw an increase in this trend throughout 2018 and now its continuation into the first quarter of 2019.
Jenner Carter, Head of Marketing, Lime Venue Portfolio comments “Since its re-emergence in 2017, event convergence has continued to rise and appears indicative of a longer-term trend. With a portfolio of unique and unusual venues, that can link inside and outside, we can cater for many different event formats offering the highest standard of food and beverage packages. This has sparked a great opportunity, not only for us, but for the entire events industry. Event organisers are investing more in one key event, rather than having many smaller events, allowing for enhanced production and creativity and working with expert agencies and production partners.
With Summer just around the corner, we expect to see event convergence come into its own and anticipate a rise in the size and scale of events in the summer party market.”
Lime Venue Portfolio has long been a self-proclaimed cheerleader for event organisers looking to deliver successful events by utilising unique or unusual venues in order to create a more impactful and lasting effect pre, during and post event.