HOW DOES YOUR APPROACH TO BUSINESS CHANGE, IF AT ALL, WHEN THE EVENT LANDSCAPE IS IMPACTED BY GREAT UNCERTAINTY? IS THERE ANYTHING YOU DO DIFFERENTLY?

"We are taking different approaches both strategically and tactically in the current event landscape. Strategically, the conversations are even more important when there is so much uncertainty. We are having different internal conversations among leaders; it’s been a long time since we spent so much time in leadership meetings interpreting headlines and working to pull out the details to discern how they do (or may) apply to our association clients! It’s scenario planning on steroids—less working to determine what scenario is most likely and more trying to anticipate all of the different scenarios that are possible. From there, we must work to identify a path toward the goals of the association or event that can work regardless of what additional changes may come along. This requires a laser focus on mission and the impact we want our association events to have, because the details will continue to shift as the environment does…but the purpose of building community by bringing people together does not.

"Tactically, we need to simplify. If we know that speakers won’t be confirmed, or there may be a lot of changes to the speaker roster due to continuing shifts around funding and policy, then we can’t have three printed items that all have speaker names in them. If we know that people haven’t decided to come to the event until the week before, then we probably shouldn’t blow the budget ordering a lot of swag for uncertain numbers and focus on signage and directions to help people navigate more effectively. We need to ask different and better questions about our participants and their experience:

• How is their industry impacted by the uncertainty?
• What does that mean they are experiencing at home before they travel/participate?
• What historical or traditional messages about our event resonate with this experience, and which ones don’t?

"Then, adjust the planning to that and focus on doing the most essential elements really well, rather than keeping all the elements and having them be haphazard."
MOLLY MARSH, CMP
Director of Education and Events, AMR Management Services
MPI Kentucky Bluegrass Chapter

"In the current landscape, our company is trying to be patient, understanding and flexible. As a few groups had to cancel due to geopolitics, I ensured that we had honest conversations about the circumstances involved and how we can mitigate damages. We see the pain in the faces of our clients that have to cancel for policies beyond their control and nervously ask about cancellation fees. Our company was built on repeat and referral business, so we are not here to capitalize on the current situation, we are here for our clients in the long run and we are working with them to minimize losses."
ANITA CARLYLE, CMM, CMP, DES, HMCC
Managing Partner, MCC Destination Management
MPI Toronto Chapter

"While we continue with business as usual, it changes in the sense that we get even more proactive. When things feel uncertain in the industry, we lean into open, honest conversations internally and with our clients about what’s ahead. We ask the real questions—like whether they anticipate shifts in budgets or priorities—and we use that insight to guide smart decisions together.

"We will also try to double down on educating clients about the value of locking in venues and vendors early. When the landscape is unpredictable, early planning can be the difference between pulling off something great and scrambling with fewer options. So no, we won’t panic—we just get clear, communicative and strategic."
LAUREN RIOS
VP, Sales + Marketing, Platinum XP
MPI Kansas City Chapter

"When faced with significant uncertainty, our approach to business events undergoes careful scrutiny. We start by re-evaluating the goals and objectives of each event. We ask ourselves: Is the event worth hosting? Who should be invited? What potential impact, positive or negative, could it have on our business if it becomes public? Additionally, we place a strong emphasis on reviewing and negotiating cancellation policies to ensure we are protected in case of unforeseen changes."
JENNIFER PITT, CMP
Marketing Events Manager, Fasken Martineau
MPI Toronto Chapter

"When uncertainty strikes, I double down on adaptability and transparency. I prioritize gathering feedback early and often, staying closely connected to both our attendees’ needs and the shifting event landscape. Rather than making assumptions, I test ideas on a smaller scale to learn quickly before committing to larger moves, like piloting a membership engagement program at our Global Scrum Gathering before expanding it to our 17 regional events. From a budgeting perspective, I take a cautious and flexible approach. I might delay signing a major contract until we have a clearer picture of registration numbers or scale back on some of the nice-to-have elements to protect our core experience and financial goals. Internally, I focus on more frequent and intentional communication to keep the team aligned and motivated, especially as plans evolve."
KIMBERLY GAIENNIE
Head of Events, Scrum Alliance
MPI At Large

"I think our industry is still a little gun shy from covid. In the back of your mind, you’re always stressing about the day everything blows up… again. With economic uncertainty and the global landscape seemingly changing daily you just have to put it out of your mind and push forward."
TIM WHALEN, CMP
Strategic Manager, Resort Sales, Fallsview Casino Resort
MPI Toronto Chapter

"From a meeting planner’s perspective, you have to know your audience. We’ve just gone through budgeting for FY 2025/2026 and I was really challenged with how to proceed with both expenses and revenue without a crystal ball. Knowing that our international members could potentially be impacted by traveling to the U.S. for our Annual Meeting, it was best to decrease the number of registrations. Who knows if this is the right decision, and who knows when and if things will resume some sort of ‘normalcy.’"
SANDY STEVENS, CMP
Events Manager, American Academy of Religion
MPI Georgia Chapter

"Events definitely get put into a holding pattern while we wait to see how things shake out. My organization has put a pause on contracting for new in-person events that aren’t already on a calendar; as for events we have signed contracts, we prepare to either cancel the contracts or continue planning aspects of the event that we can. That way, once a decision has been made, we can react immediately and quickly."
EDWARD MORENO
Senior Manager, Events, Federation of State Humanities Councils

CAN YOU SHARE ANY RECOMMENDATIONS (PERSONAL OR PROFESSIONAL) THAT MAY HELP OTHER EVENT PROS STRUGGLING ECONOMICALLY OR MENTALLY DURING TIMES OF BUSINESS UNCERTAINTY?

"Our industry is resilient and has constantly been challenged. Look for silver linings and new opportunities. For every group that has cancelled with us, we have been able to replace them with groups from other countries or demographics. Keep moving forward. I personally find that taking ‘mini’ vacations have helped me refresh from very busy and long days. Shut off at least one full day a week from work. Attend in-person team meetings and networking events to know you are not alone."
ANITA CARLYLE, CMM, CMP, DES, HMCC
Managing Partner, MCC Destination Management
MPI Toronto Chapter

"The truth is the future is never certain. While some seasons feel different or overwhelmed with uncertainty—like the one we’re in now where geopolitical shifts are changing some long-standing business assumptions—they are really just a reminder that our environment is always changing and so we should always be asking questions about how to adapt so that the work that really matters can still be done. At the end of the day, we’re problem solvers and there’s no skill set more important in times of uncertainty than being able to break down an issue, look at it in different ways and present a viable solution. The questions we need to ask are different, but as long as we stay curious about the needs and opportunities—in this or any circumstance—we’ll be okay!"
MOLLY MARSH, CMP
Director of Education and Events, AMR Management Services
MPI Kentucky Bluegrass Chapter

"Plan (and budget) for the worse, hope for the best. We’re all in this together—remember the pandemic?"
SANDY STEVENS, CMP
Events Manager, American Academy of Religion
MPI Georgia Chapter

"In times of uncertainty, it is crucial to adapt both professionally and personally. Professionally, now is the time to expand your knowledge and be open to taking on projects outside your comfort zone, even if they aren’t directly related to your current job. This flexibility can attract a broader range of opportunities and make you an indispensable team member by filling gaps within a business unit. Personally, as a type A personality and ‘professional overthinker,’ I understand the stress we can place on ourselves during uncertain times. I want people to know that they shouldn’t hesitate to ask for help, even if it’s just for a listening ear. I make a concerted effort to connect with my colleagues and staff, recognizing that we all have our own struggles. Using empathy and humor, I strive to make everyone feel as comfortable as possible, be honest with them and they will be honest with you."
JENNIFER PITT, CMP
Marketing Events Manager, Fasken Martineau
MPI Toronto Chapter

"Take it day by day. It’s easy to spiral when things feel uncertain, but panicking doesn’t help anyone. I’d say continue to stay informed, plan as best you can, and then give yourself permission to not obsess over every ‘what if.’

"If there’s one thing that’s helped me—personally and professionally—ride out uncertainty, it’s staying level and not reacting to every twist. Have conversations with your team and clients, adjust where you need to, but don’t let fear run the show. This industry has shown that it is built on adaptability—lean into that, and remember: it’s not our job to predict the future, but to be ready for whatever is thrown our way."
LAUREN RIOS
VP, Sales + Marketing, Platinum XP
MPI Kansas City Chapter

"I think the last five years has taught us to be tough and resilient. Just look what we’ve came through. If we can get through the total halt of our industry and livelihoods, we can get through anything!"
TIM WHALEN, CMP
Strategic Manager, Resort Sales, Fallsview Casino Resort
MPI Toronto Chapter

"Uncertainty can feel isolating, but the event industry is full of generous, supportive professionals who are always willing to share ideas and lend a hand. Connect with other professionals in your area. Resources like the MPI Community Forums are a great place to ask questions and feel less alone. Professionally, look for ways to experiment and learn without burning yourself out. Let data-driven insights guide your larger decisions, and don’t forget to celebrate your wins. Small incremental progress can lead to the most meaningful improvements. Personally, protect your energy. Boundaries and rest aren’t luxuries—they’re necessary if you want to stay creative and resilient. And when things feel overwhelming—whether it’s budget cuts or shifting policies outside your control—reconnect with your ‘why.’ Focus on what is within your control. For me, it’s watching a community come together and the joy I feel at the end of an event. That moment reminds me why I do this work in the first place."
KIMBERLY GAIENNIE
Head of Events, Scrum AllianceMPI At Large

"Tap into and stay connected with your events community. Attend your local industry events, connect with your peers at your local chapters. Being able to talk about the uncertainty you have and commiserate with other event professionals is incredibly helpful, especially if you are the only events person in your organization. It helps to know that you are not alone, and if things go bad, you have a network that you can turn to."
EDWARD MORENO
Senior Manager, Events, Federation of State Humanities Councils

MAKING PEACE WITH UNCERTAINTY

Explore the pitfalls and potential of uncertainty on MPI’s EVENTalks podcast, featuring event pros Tara Liaschenko and Molly Marsh in conversation with author Maggie Jackson ("Uncertain: The Wisdom and Wonder of Being Unsure").