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June 2025 — As event professionals head into the second half of the year and begin shaping and adjusting their 2025 plans, one thing is clear: registration is evolving at an unprecedented pace. And some of the industry's brightest minds are sharing how they’re adapting.
A new collaborative resource, spotlighting insights from leaders at Scotiabank, Opus Agency, Sparks, Planwell, Achievers, Atlassian, and more, is putting a spotlight on the strategies and philosophies shaping the next wave of smarter, more human-centered registration.
“Registration is where the experience begins,” says Evan Babins, Manager, Event Production at Scotiabank.
“Even small details here make a huge difference to how attendees feel about your event. And don’t forget the crew behind the scenes—happy vendors make for top-notch events.”
The piece, which weaves together quotes and lessons from some of the most respected names in event production, strategy, and technology, arrives at a key moment:
Late registration is rising. Nearly 45% of attendees now wait until the final month to register, reshaping marketing timelines and forcing teams to adopt more agile reg strategies.
Personalization is the new baseline. Attendees expect tailored journeys, dynamic agendas, and registration flows that reflect their unique needs, not one-size-fits-all experiences.
ROI and ROT (Return on Time) start at the first click. For top teams, registration now serves as a powerful opportunity to deliver brand value, drive trust, and signal what kind of experience is to come, rather than a mere backend process.
As Alex Adkins, Co-founder of Planwell, puts it:
“Late registration used to be a stressor. Now it’s an opportunity. We’ve shifted campaign spend to focus on the final 8–12 weeks before an event, when our value prop is clearest and most immediate. It’s a win for us and for the audience.”
And for Leanne Velky, Founder & Registration Specialist at Leanne Velky, Inc., success starts with reversing the process:
“My north star is personalization. I reverse-engineer the agenda, get granular about the attendee list, and build the most custom experience possible. That’s what makes the reg data powerful later in the process.”
In the event registration world, the past five years have seen seismic shifts in the event industry:
Pandemic-fueled tech acceleration
The explosion of hybrid formats
Rising attendee expectations for personalization
Shrinking marketing windows
Increased demand for measurable ROI
This new industry resource offers a rare glimpse into how top event professionals approach and operationalize this first, critical touchpoint.
More importantly, it is a celebration of the people behind the scenes: the planners, producers, strategists, and technologists working hard to craft better, smarter event experiences, often under the radar.
“We wanted to create something that both educates and celebrates,” says the InEvent team behind the project. “Because people like these are shaping the future of events.”
Read the full resource here: Read here
