By Justin W. Ball

Denver is easy to get to and easy to navigate, which made it an attractive host city for the 2024 Red Hat Summit in May.

"Red Hat is a global company, and our attendees are spread out over the world," says Elena Corradetti, CMP, senior director, global events strategy for Red Hat, a leading provider of enterprise open-source solutions. "There was also high interest from our attendees to visit Colorado."

The multi-day Red Hat Summit attracts 6,500 customers, partners, media, analysts, community members and associates for keynotes, sessions, labs, networking and a partner expo area.

"Our conference had been in the same two cities for years, so moving to a new location can be a longer learning curve," Corradetti says. "Denver made it so easy to walk in and deliver an exceptional event for our attendees."

The success of the summit is measured by a variety of metrics, including registration data, attendee surveys, ROI, sales pipeline and social media, Corradetti says. A standout in Denver: the opening keynote.

"We loved being in the stadium feel at the Bellco Theatre and creating a big splash," she says. Lee Ann Benavidez, senior vice president and chief sales and services officer at VISIT DENVER, says there is a lot going on in Denver that meeting planners should know about, starting with the recently renovated Colorado Convention Center, which is now welcoming groups with a new 20,000-square-foot outdoor terrace and 80,000-square-foot ballroom.

"Denver International Airport has also recently added 40 new gates and 30% more international services, making the city more accessible to meeting attendees from around the world," she says. "Meanwhile, in downtown Denver, the 16th Street Mall pedestrian area in the heart of the city is undergoing an exciting transformation beginning at Union Station. Denver has also welcomed new, or newly renovated, hotels across the city and recently celebrated 28 new Michelin Guide-recognized restaurants. There are endless new places to experience and explore in the Mile High City."

AMPLE OPPORTUNITIES

Colorado is an ideal destination for meetings and events because it offers a unique blend of urban sophistication and rural charm, according to Nikki Bibbero, CMP, HMCC, CEO of Bibbero Meetings and Events and immediate past president of the MPI Rocky Mountain Chapter.

"Attendees can enjoy vibrant downtown experiences like rooftop patios and breweries or become immersed in our state’s rugged, cowboy heritage," she says. "In the summer, we have ample opportunities for hiking, biking and outdoor dining, while in winter you can experience worldclass skiing, snowshoeing and sleigh rides."

There is something for every group and every attendee no matter the season, Bibbero says.

"We have over 300 days of sunshine annually and are easily accessible from across the country with over 200 nonstop daily flights into Denver International Airport," she says. "Locals are friendly, creating a welcoming atmosphere for visitors. Our dining scene has also recently gained international recognition, with Michelin-starred restaurants adding to our appeal. Accommodation options are plentiful, ranging from large-scale box hotels to unique boutique properties."

AI: A new frontier

Innovation insights from Justin W. Ball (MPI Rocky Mountain Chapter)

At the SITE Mountain West Summit in Aspen this past August, I learned firsthand how far ahead my team is in AI adoption. In a room of 150 industry professionals, when the question was posed, "How many of you are using AI?" only about half raised their hands. When asked who has clear policies or an AI ethos in their organization, only two hands went up (mine included), and the summit became a learning opportunity for the rest of the class.

AI helps us understand not just who attends our events, but also the why they attend. It can analyze social media mentions, track sentiment and even predict what experiences attendees will value most. Imagine reducing time spent on spreadsheets and focusing instead on crafting tailored experiences. With AI, we can create immersive events that transport attendees to another time or place, fully enhancing the experience.

Yet, despite these benefits, less than 20% of event professionals are currently using AI meaningfully. According to a study by McKinsey & Company, generative AI’s impact could add between $2.6 trillion and $4.4 trillion annually to the global economy. This is a glaring oversight, given the efficiencies AI brings across planning, marketing and execution phases.

At the CVENT Connect Conference, Rafat Ali, founder and CEO of Skift, noted, “AI has been quietly reshaping our world for years, but today, it’s no longer behind the scenes. AI is more accessible than ever and poised to revolutionize every industry, including ours.” His insight highlights AI’s transformative role in event planning and the attendee experience.

Looking ahead, AI will be the backbone of how meetings and events are designed, delivered and analyzed. Imagine a future where AI predicts the success of a keynote session based on audience data or where networking opportunities are curated dynamically based on attendees’ backgrounds. These innovations are closer than we think. We will continue to move from being focused on delivering content to delivering on the context of why information matters to individual attendees.

For those of us dedicated to creating memorable events, the idea of incorporating AI may feel uncomfortable. But AI isn’t here to replace the magic of what we do—it’s here to make it even more powerful. Event professionals should embrace AI as a mindset shift. AI is a tool that elevates our work, allowing us to focus on strategy, creativity and innovation—so get onboard.

As industry leaders, we must explore the possibilities of AI and ensure our field stays at the cutting edge of both technology and creativity. At Bespoke, we’re excited for the future and how AI will help us continue to bring unforgettable experiences to life.