Every event generates an incredible amount of information, but too often, organizers only measure attendance and revenue. This interactive workshop explores how event professionals can use operational, audience, sponsor, and digital data to make smart decisions before, during, and after an event.
Participants will earn practical approaches to identifying meaningful performance metrics, evaluating attendee behavior, demonstrating sponsor value, and transforming post-event reporting into actionable insights. The session will also introduce emerging technologies--including AI-powered analysis and event intelligence tools--that can help organizations improve efficiency, strengthen stakeholder reporting, and guide future planning.
Whether managing a community festival, municipal event, nonprofit fundraiser, or destination activation, attendees will leave with practical ideas for building a more data-informed approach to event management.
Learning Objectives:
- Identify key operational and audience metrics that extend beyond attendance and ticket sales
- Develop meaningful reporting strategies that demonstrate value to sponsors, partners, boards, and community stakeholders
- Recognize opportunities to use AI and emerging technologies to improve event planning, operations, and post-event evaluation
Nadine M. Fonseca is a placemaking strategist and event operations consultant who believes festivals and public experiences do more than entertain; they strengthen communities. Through NMF Consulting, she partners with municipalities, nonprofit organizations, and cultural districts to create experiences that foster belonging, celebrate local identity, and generate measurable economic and community impact. Her work bridges event operations, equity-centered planning, and emerging technology. She is currently collaborating on the development of an event intelligence platform designed to help event organizers better understand audience behavior, measure community impact, strengthen sponsor reporting, and make smarter operational decisions.