Revolutionizing Event Architecture: Insights from Shlomi Ashkenazi

by | Dec 18, 2024

In the ever-evolving world of event planning, keeping pace with technology isn’t just beneficial—it’s essential for long-term success. Shlomi Ashkenazi, CEO of Event Magix and Booking Master, is a prime example of how operational expertise, a customer-centric mindset, and a flair for innovation can reshape the landscape of professional gatherings.


From Operations to Innovation: A Practical, People-First Approach

Shlomi’s journey began in traditional conference operations, managing logistics for over 50 global events annually at Kness Group. This hands-on experience gave him a grounded perspective: before introducing any technology, you must understand what your attendees, sponsors, and organizers truly need. His mantra—*“Give them what they need, not just the best you can”—*highlights the importance of relevance over complexity.

Actionable Insight: Before investing in new event tech, survey your attendees and stakeholders. Ask specific, outcome-driven questions:

  • Which part of the registration process do you find most cumbersome?
  • What features would help you connect more meaningfully with peers?
    Use these insights to guide your next tech upgrade.

Adapting Technology to Serve Both Present and Future Needs

The pandemic proved to be a turning point. In a matter of months, Shlomi and his team developed fully virtual environments capable of hosting hundreds of global events. This agility underscores a critical point: event organizers must be ready to pivot and align their strategies with changing conditions.

Actionable Insight:

  • Pilot Projects: Test new virtual or hybrid features with a small subset of your audience before scaling up.
  • Continuous Training: Offer staff ongoing learning sessions on your chosen platforms, ensuring they remain experts, not just users.

Leveraging AI and Data for Seamless Attendee Experiences

From facial recognition for session entry to dynamic pricing algorithms that provide real-time hotel availability, AI-driven tools are no longer futuristic add-ons—they’re industry standards. Shlomi’s Event Magix and Booking Master show how integrating these tools at multiple touchpoints can streamline experiences and drive value.

Actionable Insights:

  • Start Simple: Incorporate basic AI solutions, like automated session check-ins or AI-powered Q&A chatbots, to improve attendee satisfaction.
  • Analyze Data Post-Event: Use AI-generated analytics to understand attendee behavior. Did more people attend virtual sessions or prefer on-site workshops? Double down on what works best.
  • Incentivize App Adoption: Encourage attendees to download and use your event app with small perks: priority session access, exclusive discounts, or early content releases. More engagement equals richer data insights.

Prioritizing Engagement Over Revenue (While Still Making Money)

Shlomi emphasizes that real value creation comes before profit. However, enhancing the participant experience often leads to monetizable opportunities—premium sponsorship packages, data-driven exhibitor add-ons, or hybrid tickets that grant extended access to recorded sessions.

Actionable Insights:

  • Sponsor Bundles: Combine high-value features (e.g., AI-powered lead retrieval, branded networking lounges) into sponsorship tiers. Make it a win-win: sponsors gain advanced interaction tools; attendees get smoother experiences.
  • Long-Tail Offers: Provide post-event access to session recordings, extended online networking opportunities, or follow-up Q&A with speakers. A portion of these extended benefits can be offered as paid add-ons, turning one-time attendees into recurring revenue streams.

Staying Ahead of Trends: Continuous Learning and Experimentation

The event tech landscape moves quickly, often leaving behind those who hesitate. Shlomi’s approach—adapting continuously and testing new solutions in real-time—demonstrates that the industry rewards proactive learning.

Actionable Insights:

  • R&D Hours: Dedicate a portion of your monthly team meetings to discussing emerging tools (AI-driven translation, immersive VR exhibits, multi-lingual chatbots).
  • Professional Development: Encourage staff to attend short courses, webinars, or workshops on event technology. The investment in their knowledge often leads to creative event solutions.

Scalable Operations: Empowering Teams and Clients

Today’s associations, particularly in the scientific and medical fields, are increasingly self-reliant, handling tasks like abstract submissions and accommodation bookings in-house. Tools like Event Magix’s intuitive dashboards enable organizers to manage everything with minimal training.

Actionable Insights:

  • Create a Knowledge Hub: Develop easy-to-follow training videos and FAQ guides for your internal team and clients, ensuring everyone feels confident with the new tools.
  • Modular Systems: When selecting tech solutions, favor platforms that let you add or remove features without complex overhauls. This keeps your events flexible and scalable.

For Aspiring Entrepreneurs: Finding Your Blue Ocean

Shlomi’s advice to future innovators is to identify untapped markets and offer unique solutions. Avoid overcrowded niches—focus on unique pain points or emerging needs within your community, whether it’s simplifying hotel bookings or automating accreditation for continuing education credits.

Actionable Insights:

  • Competitive Analysis: Regularly benchmark what others are doing and look for gaps—could you integrate NFT-based ticketing or AI-driven itinerary planning for niche audiences?
  • Launch a Beta Program: Invite a small group of loyal clients to test new features before rolling them out widely. Gather feedback, iterate fast, and communicate improvements transparently.

Final Thoughts: Continuous Improvement and Meaningful Impact

Shlomi Ashkenazi’s journey shows that success in the events industry isn’t about chasing trends blindly. It’s about aligning technology, strategy, and empathy. By maintaining a relentless focus on the attendee experience, event planners can foster innovation that truly resonates—and, in turn, build loyalty and revenue streams that stand the test of time.

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