At IMEX Frankfurt 2025, Ruud Janssen hosted Kai Hattendorf, a business transformation specialist and former UFI CEO, for the #DESIGNtoCHANGE podcast in Hall 9. Fresh from visits to Sabah, East Malaysia, Hattendorf shared insights on the event industry's state of flux, drawing from his extensive background, including his time at Messe Frankfurt.
The conversation, which included perspectives from industry leaders like Reggie Agarwal of Cvent and IMEX CEO Carina Bauer, explored the concept of "accidental organizers." Hattendorf cited Web Summit and South by Southwest as prime examples of community-driven events that grew organically. He emphasized the trust inherent in event ownership and the industry's evolution, referencing the Event Canvas methodology and the Certified Trusted Advisor program.
Climate change emerged as a central theme, with Hattendorf drawing parallels between his COP conference experiences and the upcoming IEEE Convene event in Glasgow 2025. This case study, contrasted with previous IEEE events on topics like Photonics, exemplified how events can drive solutions to global challenges. Hattendorf's approach echoed the Hitchhiker's Guide to the Galaxy's emphasis on asking the right questions to find meaningful answers.
The podcast introduced the Event Design Competency diagnostic tool, addressing reasons for event failure. Hattendorf and Janssen discussed innovative research methods, including the "red velvet rope policy," and highlighted collaborations with organizations like SITE, MPI, and IAEE to deepen industry understanding. Hattendorf also touched on unexpected disruptions, from the Icelandic volcanic ash cloud to the COVID-19 pandemic, where UFI, AIPC, and others developed standards for converting venues into emergency facilities.
Artificial intelligence's impact on the industry was explored, with Hattendorf mentioning Snapsight, an AI-powered content tool developed by the "Gaffney gang." Despite technological advancements, he remained optimistic about the enduring need for human connection through events.
This comprehensive session offered valuable perspectives for professionals navigating the evolving event landscape. Hattendorf's insights emphasized the importance of adaptability, innovation, and the irreplaceable value of face-to-face interactions in an increasingly digital world, providing a roadmap for the future of events.
Check out the Snapsight Idea Cloud, Key Takeaways and Summary here: https://www.snapsight.com/live-channel/63cf6bd0-8905-4711-9557-9c18983802ec/ad387ee1-521d-43ca-932c-64921fa6b1a5/attendee?tab=takeaways
