The inside scoop with Ken Holsinger
Ahead of the reveal of the latest Freeman Trends Report today (Monday, October 6) we caught up with Freeman’s SVP Strategy (and IMEX America speaker), Ken Holsinger, for the inside scoop.
Without giving everything away, what’s the single most surprising insight from the latest Freeman Trends Report?
The most surprising insight is how few attendees actually experience a “peak moment.” Only 40% say they’ve had one—yet those who do are 85% more likely to return. It’s a wake-up call: memorable moments aren’t about spectacle. They’re about helping attendees achieve their goals.
Are there any trends in the report that you think our industry is underestimating or overlooking?
Yes—how attendees define experience. Many organizers still equate “experience” with experiential elements like activations or entertainment. But attendees are prioritizing outcomes like learning, product discovery and meaningful connections. In our framework, experience is about whether the event helped them achieve their goals successfully.
How have attendee expectations evolved recently? And what does that mean for those of us planning events?
Attendees are more outcome-driven than ever. They expect events to help them solve problems, learn something new, or meet the right people. That doesn’t mean memorable moments aren’t important—they absolutely are. But the most impactful experiences combine inspiration with utility and leave attendees feeling it was worth their time.
What advice would you give to event professionals who want to future-proof their events based on the findings in the report?
Start by asking: what do attendees need to accomplish? Then build the experience around those goals. Personalization is key—help them find the right sessions, exhibitors and people. And don’t underestimate the power of hands-on interaction. It’s not about doing more—it’s about doing what matters.
Can you share an example of an event that’s nailed the attendee experience recently? And what made it stand out?
We’ve seen events succeed when they prioritize utility over spectacle. One standout example featured curated networking, guided product discovery and interactive learning formats. Attendees left saying, “That was worth it”—not because of the production value, but because they made progress toward their goals.
What are you most looking forward to at IMEX America 2025 (apart from your sessions of course!)? Any particular events, people or moments?
IMEX always brings together a global community of passionate professionals. I’m looking forward to the conversations—especially around how we’re evolving the attendee experience. And of course, seeing how others are applying data and design to create more purposeful events.
Las Vegas is a city that’s all about immersing visitors in a unique experience. Does being in the city influence the way you think about live events? And what is the Las Vegas experience you’re most excited about personally this week?
Vegas reminds us that immersion is powerful—but in events, it has to be purposeful. The city’s energy is inspiring, but what excites me most is seeing how organizers balance that with substance. Personally, I’m looking forward to connecting with colleagues and catching a few unexpected moments along the way.
Ken Holsinger at IMEX America
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