Event convergence you say? Not the sort of phrase that could brighten up anyone’s day, let alone their summer. Well hear us out, because this is important and a sign of where this industry could be going in the short and long term.
Firstly, an overdue explanation; ‘event convergence’ is when two or more existing events combine to create a higher production, bigger and more all-encompassing super-event. It’s also known in the industry as the ‘less is more’ trend, and is part of wider move by event organiser to create one brilliant event in exchange for five ‘meh!’ events.