A decade to be done with?

As we enter into the final month of the Noughties, most events businesses will be glad to see the back of the opening decade of the 21st Century.

For many, it began with the irrational fear that the Millennium Bug would wipe computer systems off the face of the world. It will end with the very real threat that event budgets, purchasing power and creative execution will never be the same again.

In event terms, the Noughties will be remembered as a decade when humans were given the power to stop talking all together. Instead, we could tweet, poke, MSN or Skype. How event management companies adapt and integrate this communication revolution into their face-to-face strategies will determine their success in years to come.

In world affairs, the Noughties introduced us to terms like global warming, tsunami, Jihad and Jedward. At first we were too scared to travel, then we were too green to travel and now we are too cash-strapped to travel.

'Staycation', 'carbon footprint', 'procurement' and 'phoenixing' are all words that event and incentive planners would rather consign to the archives. Instead, these words are now cemented into language by Wikipedia editors and for a while, resulted in pretty decent Scrabbulous scores.

In Milan last week, I chaired a conference round-table discussion between event agencies from France, Germany, Spain, Italy and Portugal. In front of a European audience of around 200 suppliers, venues, agencies and planners, we discussed if the events industry would ever be the same again.

The outcome across Europe, as you may expect, was not wholly positive but, there were some things to look forward to once this decade of death and destruction is done with.

Hardship brings forth collaboration and entrepreneurship so creativity will win out in the end. Client relationships are more important than budgetary spend and so, business will grow more personal as networks grow ever more promiscuous. The economy will recover (the majority forecasting green shoots towards the end of 2010) and reckless bankers will be prevented from ever bringing us to the verge of bankruptcy again. And, despite all the options to the contrary, people across Europe still prefer to do business face-to-face. Besides which, here in the UK we have the Olympic Games to look forward to!