It started as a research story," Christine says. "We collected data, researched trends and published science-based insights. But when the corona crisis broke out, the government asked: can you also join us at the table?" In the vein of "never waste a good crisis," the Event Confederation was born. "By now we are the structural advocate of the entire Belgian event sector." Christine Merckx | Event Confederation manager
From scouting party to grand festivals
What drives Christine is not only the love for the profession, but also its social value. "Events bring people together. No one wants to live in a city without festivals, conventions or sporting events. Social connection belongs to people. Events are like oxygen for our mental well-being."
That impact deserves more recognition, she believes. "The event sector is often pushed under the culture umbrella, but it is much more than that. There are more than 3,000 companies active in the sector in Belgium, accounting for 80,000 jobs. Profit andnon-profit, from schoolyard festival to international sporting event. Time we were treated as a sector in our own right."
Confederation 2.0
A sector is more than just organizers. In order to be truly representative, Event Confederation itself changed course. Since January 1, freelancers and suppliers can also join. "We now represent the entire ecosystem: crew, venues, catering, technology, production and so on. On average an event has nine suppliers versus one organizer. Then you have to ensure clear lines of communication."
With this expansion, Event Confederation is positioning itself as a cross-cluster one-stop-shop for structure, connection and representation. "We are more than an advocate. We are also knowledge center, entrepreneurial hub and networking place. We organize trainings and webinars, identify what's going on and connect members with each other. What are the challenges? Where does policy need to be developed? And above all: how do we stay futureproof?"
Sustainability without doomsday scenarios
One such challenge is sustainability. "The intention is there, absolutely. Organizers are intrinsically doing their best to become more sustainable," says Christine. "But there are a lot of frustrations around sustainability. Where to start? What is impactful? For example, you can't just push through a law about reusable cups without looking at the reality on the floor. Sometimes something is just not technically or financially feasible yet. And that frustrates."
Event Confederation's main goal, therefore, is to inspire. "We identify quick wins, share knowledge, and enthuse again. Sustainable organizing should not be a punishment, but a shared mindset. Do what you can, don't overdo it, but do keep moving."
A sector in the world's top
Worldwide, Belgium is known for its venues, festivals, sporting events and innovation. We should feel free to pat ourselves on the back a bit more: "Our technical expertise is world-class, especially in stage design," says Christine. "But we are far too modest. We could say that more often!" Major events also make eager use of new technological developments. These are moving at lightning speed, which Christine says is great, but not everyone can and needs to keep up. The industry is innovative, but for the average professional it's almost impossible to keep up, "Not everyone can or should go along with every hype. Technology is never a goal in itself. We create overview and help prioritize. What is really valuable, what is feasible, what is relevant?"
The event sector is often pushed under the culture umbrella, but it is much more than that. Time we were treated as a full-fledged sector."
Safety over headliners
Audiences are also changing. "Anyone who thinks experience or headliners are always number one is wrong," says Christine. "Our last survey showed that for 41% of visitors, safety is the most important thing. That requires something from organizers as well as policy."
She advocates more uniform regulations. "Belgium is complex. Think of a cycling race that goes through three regions and five municipalities. That's a permit nightmare. Fortunately, we are seeing progress locally, with event coordinators focusing on events full-time. That's encouraging."
Top of mind at Festivak
Event Confederation is, of course, also present at Festivak. "It is still the biggest trade fair for the Belgian event sector. The place where organizers, suppliers and new players find each other. That's where we need to be," says Christine. Event Confederation is mainly here to be top-of-mind. They are there for the whole sector, but not everyone knows them yet. So are you an event manager, foodtruck owner, illuminator or do anything else in this industry? You belong! "The more people who join, the more powerful our voice."
Event Confederation will be present at Festivak with several lectures and a booth. More info or become a member? Follow them at LinkedIn and stop by Festivak.
