Conferences & B2B Events

Introduction

Conferences and B2B events are pivotal in the business landscape, serving as a dynamic battleground where innovation meets collaboration. For Payment Service Providers (PSPs), these gatherings create invaluable opportunities to shape merchant onboarding experiences and enhance their perception in the PayTech ecosystem. The interactions that unfold at seminars and trade shows can drive product adoption, set industry trends, and build lasting partnerships.

• Building strong networks at trade shows can lead to increased trust and loyalty, critical for successful merchant onboarding.
• Educating merchants during seminars about the latest payment solutions can significantly ease integration processes and facilitate smoother transactions.
• Navigating the competitive landscape of B2B events allows PSPs to showcase unique offerings that can differentiate them in the crowded PayTech market.
• Attending these conferences not only keeps PSPs ahead of industry trends but also helps them anticipate merchant needs and tailor their services accordingly.

Maximize your impact at conferences and B2B events: Engage, educate, and evolve. Connect deeply with merchants and let their needs guide your innovations in the PayTech world.

Business Model Overview

Companies operating within the Conferences & B2B Events sector predominantly rely on a variety of business models designed to maximize attendee engagement and revenue. Their financial success often hinges on comprehending and managing the intricacies of payment flows, making effective payment service provider (PSP) partnerships essential for smooth operations and onboarding processes. Understanding these business models enables merchants and stakeholders to navigate the challenges of payment management effectively.

In the Conferences & B2B Events landscape, the prevalent subcategories each demand unique payment structures and have varying implications for PSP onboarding. Let’s explore a few noteworthy ones:

• Seminars: Generally more intimate gatherings, seminars tend to have straightforward ticketing systems. Payment is usually processed one-time when registering, which simplifies the flow. However, the challenge arises in managing cancellations and refunds smoothly.

• Workshops: Similar to seminars, workshops often require hands-on participation and may include group fees. The complexity here comes from variable pricing linked to the number of participants, which can complicate the payment flows and necessitate flexible PSP solutions.

• Trade Shows: These large-scale events often involve significant sums, as exhibitors pay to secure booth space. Payment processing is typically more complex due to the scale and potential for installment payments or various vendor payment structures. PSPs need to factor in higher risks associated with large transactions.

In the B2B events sector, understanding each model and subcategory is crucial for PSPs. Different business models not only affect payment flows but also influence risk profiles during onboarding. Effective evaluation becomes imperative for successful partnerships within the dynamically evolving realm of Conferences & B2B Events.

Market Size & Trends

In today’s fast-evolving business landscape, Conferences & B2B Events have emerged as essential platforms for networking, knowledge sharing, and product showcasing. These events, including seminars and trade shows, not only foster collaboration among industry players but also play a pivotal role in shaping how payments flow within the sector. For payment service providers (PSPs), monitoring the growth of this market is crucial as it offers rich insights into evolving customer needs and payment preferences.

As of 2023, the global market for Conferences & B2B Events is estimated to be valued at around $300 billion, with transactions volumes surging each year. This sector is expected to grow at a compound annual growth rate (CAGR) of approximately 10% over the next five years. Key hotspots include North America and Europe, where demand for sophisticated event solutions drives innovation. Meanwhile, the Asia-Pacific region is witnessing rapid growth, characterized by an increasing number of tech-focused trade shows and seminars. Latin America and the MENA region are also emerging as critical markets, highlighting the global nature of this sector. This expansion presents significant opportunities for PayTech adoption, as event organizers increasingly seek seamless payment experiences for attendees.

Current Trends Shaping Conferences & B2B Events

• Hybrid Formats: With the shift to digital accelerated by the pandemic, many events now blend in-person interaction with virtual participation. This trend necessitates robust and flexible payment solutions to cater to both attendee bases. Paying for live access or digital tickets simultaneously requires backend support to simplify transactions for organizers.

• Experiential Marketing: Brands increasingly focus on creating memorable experiences at trade shows and seminars. This trend often leads to investments in interactive technologies, such as AR and VR. Implementing innovative payment methods at these events, such as QR code payments at interactive booths, aids in smoother transaction flows and enhances participant engagement.

• Sustainability Initiatives: As companies strive to demonstrate their commitment to sustainability, many Conferences & B2B Events are adopting greener practices, such as paperless ticketing and sustainable materials for booth setups. Embracing eco-friendly payment solutions can attract environmentally conscious attendees, positioning merchants favorably within the market.

• Increased Use of Mobile Payments: The popularity of mobile wallets and contactless payments is on the rise during events. Attendees prefer the convenience and speed of smartphone transactions. This shift facilitates quicker payment flows, reducing friction and long lines, which means PSPs must ensure their solutions support various mobile payment methods.

• Focus on Data Security: With the growing integration of technology in event management, safeguarding attendee data has become a primary concern. PSPs must prioritize security features in their onboarding processes to ensure compliance and build trust among merchants and participants alike.

Understanding these trends allows merchants in the Conferences & B2B Events sector to adapt their payment strategies effectively. Innovations not only cater to attendee preferences but also streamline operational processes for event organizers. As the landscape evolves, the need for efficient onboarding and agile payment solutions will become even more pronounced, ensuring that PSPs remain integral partners in this thrilling sector's growth.

In summary, the integration of these insights leads to a promising future for payments in Conferences & B2B Events. Merchants who embrace these trends will be well-positioned to thrive as they navigate the transition towards an increasingly digital landscape in event marketing.

Payment Methods Fit

In the dynamic landscape of Conferences & B2B Events, understanding the right payment mix is crucial for merchants aiming to provide a seamless experience for attendees. As consumer expectations evolve, they increasingly seek fast, reliable payment options that match their preferences. Payment Service Providers (PSPs) must adapt their acceptance strategies, aligning with the specific needs of this sector to ensure smooth onboarding and minimal risk.

When we look at Conferences & B2B Events on a global scale, credit/debit cards remain the dominant payment method, particularly in North America and Europe due to their universal acceptance and trust. However, mobile wallets are rapidly gaining ground in regions like Asia-Pacific, driving a significant shift in consumer behavior as attendees opt for faster and more secure payment forms. For instance, in countries like Brazil, Pix is revolutionizing payments, while Alipay is a powerhouse for transactions in Chinese events.

As the payment landscape evolves, it’s essential for PSPs to recognize that merchants in Conferences & B2B Events will benefit from a diverse mix of payment methods. This blend not only enhances the attendee experience but also streamlines the onboarding processes that PSPs facilitate. Ultimately, ensuring your platform can support these sought-after payment options will make all the difference in navigating the unique nuances of this engaging sector.

PSP & Provider Ecosystem

In the fast-paced world of Conferences & B2B Events, having a seamless payment ecosystem is essential. Whether you're a merchant managing ticket sales, registration collections, or merchandise transactions at trade shows and seminars, the choice of payment service provider (PSP) shapes your customer experience, conversion rates, and ultimately, your bottom line. Selecting the right provider can crucially impact your onboarding chances, facilitating smoother transactions and better service delivery.

Mainstream PSPs
When it comes to mainstream PSPs, names like Stripe, Adyen, and Worldpay often come to mind. These payment giants provide robust services that many businesses rely on. However, they might be particularly cautious when it comes to Conferences & B2B Events merchants due to risks associated with high transaction amounts and the potential for fraud. For instance, while Stripe is lauded for its flexibility, it may scrutinize events that attract significant crowds, especially those that involve ticket refunds or cancellations. This cautious approach can mean longer onboarding times or additional documentation and verification steps.

Niche / High-Risk PSPs
Things change significantly when we pivot to niche or high-risk PSPs. Think of these providers as boutique clinics — specialized, but often a bit pricier due to the personalized care they offer. Companies like PaymentCloud and Zinner cater specifically to the unique challenges faced by merchants in the Conferences & B2B Events space. Yes, there are trade-offs: higher fees and stricter monitoring protocols are common. However, they understand the industry's peculiarities, making them excellent partners for those navigating complexities like varied ticketing structures or subscription models for recurring events.

Banks & Acquirers
Acquiring banks also play a substantial role in this ecosystem. Each industry typically falls under a specific Merchant Category Code (MCC), which influences the onboarding chances. For Conferences & B2B Events, having the correct MCC assigned can facilitate quicker approvals and lower fees. That said, it’s noteworthy that banking regulations can differ greatly by region. For instance, banks in the U.S. and EU may impose stricter requirements surrounding health and safety, particularly for health-related events, compared to more flexible scenarios seen in regions like APAC. This means that a merchant's geographic location can impact their onboarding experiences significantly.

Alternative Payment Methods (APMs)
Don’t overlook the value of Alternative Payment Methods (APMs). For Conferences & B2B Events, local champions such as Pix in Brazil or Alipay in China are critical for fostering consumer trust and enhancing the payment experience. APMs often ease friction by providing familiar pathways for local attendees, which can be pivotal in regions where traditional card payments are less trusted. However, onboarding for APMs can look very different than typical card-based flows, which means understanding each method’s requirements is crucial.

Platforms & White-label PSPs
The landscape also benefits from orchestration and processing platforms that provide multi-PSP and APM access. These platforms act like central nervous systems, aggregating various payment pathways to alleviate onboarding friction and ensure merchants can quickly adapt to varying customer preferences. White-label solutions can also offer merchants the flexibility needed to serve their audiences better, all while smoothing out potential compliance and technical hurdles.

Navigating the PSP ecosystem in Conferences & B2B Events can indeed feel intricate. As a merchant, focusing on finding a provider that aligns not just with your transactional needs but also with regulatory compliance is crucial. So here's the takeaway: don’t just seek a payment provider — seek a partner who understands the landscape of the Conference & B2B Events sector. The right fit will not only enhance your onboarding odds but also enrich your attendees' experience, empowering business growth.

Geography Insights

Understanding geography is essential in the realm of Conferences & B2B Events because it directly impacts how merchants approach onboarding and the acceptance of Payment Service Providers (PSPs). Different regions have unique regulations, consumer preferences, and payment landscapes that can influence how easily a merchant can enter the market, and adapting to these differences is crucial for success.

When we look at North America, the environment is generally favorable for Conferences & B2B Events. The technology infrastructure is robust, making onboarding with PSPs relatively straightforward. In contrast, the European Union presents a mixed bag. While regulations around compliance can be stringent, especially in sectors like Pharma where FDA/EMA guidelines play a significant role, the overall market is ripe for trade shows and seminars, with many innovative payment options available. Over in APAC, countries like Japan and South Korea have sophisticated payment systems, including mobile-first solutions, that have gained rapid acceptance in B2B events and conferences. However, in regions like Latin America, including Brazil, the complexity of local payment preferences — like the growing adoption of payment methods such as Pix — can either pave the way for new opportunities or present significant challenges. Lastly, the MENA region is gaining traction, but the nuanced payment regulations and diverse etiquette in attendance at B2B events require a deep understanding of local customs.

Top-Friendly Markets

• United States: Fast onboarding and a wide variety of payment options.
• Germany: Strong infrastructure supports efficient PSP acceptance for trade shows.
• Singapore: Highly tech-savvy, favoring quick integration for events.

High-Barrier Markets

• India: Complex regulations and multiple compliance hurdles for PSPs.
• Brazil: Local payment preferences complicate merchant onboarding processes.
• Saudi Arabia: Strict licensing requirements make entry challenging for events.

So where should a Conferences & B2B Events merchant look first? Prioritize entry into friendly markets like the U.S. and Germany, where onboarding is smooth, and consumer payment preferences are well-established. Meanwhile, prepare thoroughly for high-barrier markets like India and Brazil, where the landscape requires careful navigation to avoid potential pitfalls.

Risk Profile

Conferences and B2B events generally present a medium risk profile for Payment Service Providers (PSPs). This classification stems from the unique nature of the industry, where multiple factors can amplify risk exposures compared to traditional commerce. While the potential for profitability is significant in seminars and trade shows, the same cannot be said for the inherent risks that must be navigated.

Risk Vectors Breakdown

• Chargebacks — With events often requiring upfront ticket purchases, chargebacks can stem from buyer's remorse or event cancellations. This results in a higher chargeback rate as attendees dispute transactions that may not fulfill their expectations.
• Fraud — The anonymity of online ticket sales can invite fraudulent activities, such as fake ticketing scams or unauthorized resales, leading to financial losses for event organizers and attendees alike.
• AML / Sanctions — Conferences attract international participants, which necessitates stringent compliance checks to avoid inadvertently facilitating transactions linked to sanctioned individuals or entities. Failing to conduct due diligence can have serious repercussions.
• Reputation Risk — In an era where an organization's reputation can be tarnished within moments, negative feedback from attendees regarding event execution can manifest as long-term reputational damage, affecting future ticket sales and partnerships.

Additional sector-specific risks in this industry may include misleading promotional claims about speakers or content, which can mislead attendees and lead to reimbursement demands when the event fails to deliver its promised value.

When reviewing how these risks impact onboarding decisions, it's evident that PSPs employ several strategies to mitigate exposure. For instance, they may opt for rolling reserves or volume caps on transaction limits, especially for new merchants. Greater scrutiny during the approval process often leads to longer timelines for onboarding in the conferences and B2B events sector.

Understanding these risks is critical. PSPs recognize patterns that can erupt into larger issues if left unchecked.

Merchants operating in the realm of conferences and trade shows must prepare accordingly, ensuring robust financial and operational systems are in place. By addressing these inherent risks proactively, they can create a smoother path for seamless PSP onboarding and initiate trust with financial partners.

Compliance & Regulation Landscape

Navigating the world of Conferences & B2B Events can feel a bit like walking a tightrope; compliance is non-negotiable for ensuring successful operations. For merchants, whether you're hosting a seminar or a trade show, adhering to regulations is not just about legal compliance; it’s also about protecting your reputation and ensuring smooth payment processing. Payment Service Providers (PSPs) rely heavily on these compliance frameworks to mitigate sector-specific risks, making compliance a key player in your onboarding journey.

Regulators Overview

In the dynamic landscape of Conferences & B2B Events, various global and regional regulators keep a watchful eye on compliance. These entities ensure that events meet safety, health, and ethical standards. Notable regulators include:

• U.S.: Occupational Safety and Health Administration (OSHA), Federal Trade Commission (FTC)
• EU: European Safety Authority (ESA)
• APAC: Japan Fair Trade Commission (JFTC)
• LatAm: National Institute of Consumer Protection (Procon)
• MENA: General Authority for Competition (GAC)

It's essential for merchants planning events to stay connected with these bodies, as their regulations often dictate the flow of operations at conferences, seminars, and trade shows.

Licenses & Certifications Table

Licenses here work like passports—without them, there’s no entry. They streamline operations and help avoid costly fines during your event.

Regional Differences

U.S.: In the United States, the compliance landscape is rigorous. For example, OSHA ensures a safe environment during events, while the FTC regulates advertising practices. These regulations often lead to longer onboarding processes for PSP acceptance, as they require thorough documentation and compliance checks.

EU: The European Union takes compliance a step further with stringent General Data Protection Regulation (GDPR) requirements. Merchants must be diligent in securing attendee data, which can complicate payment processing if not properly managed. Compliance expectations are high, often necessitating advanced measures during PSP onboarding.

APAC, LatAm, and MENA: Regions like APAC and MENA exhibit varying levels of regulatory rigor. While countries like Japan enforce strict regulations (JFTC), others may have relaxed policies. This can lead to discrepancies in PSP onboarding; merchants in stricter regions might face longer wait times and enhanced scrutiny compared to those in more lenient areas.

Practical Implications

For merchants in Conferences & B2B Events, understanding compliance can make or break the business. Here’s what this means for you:

• Longer onboarding processes: Compliance checks can delay merchant onboarding with PSPs.
• Higher costs: Compliance often incurs additional expenses for certifications and training.
• Need for local entity presence: Certain regions require a local entity for compliance, impacting event planning.
• Stricter audits: Increased regulations lead to frequent audit processes, potentially disrupting operations.

In the world of events, ignoring compliance is like planning a ship's journey without checking the weather. You'll only find yourself in turbulent waters!

Closing Insight

In sum, compliance in Conferences & B2B Events is not merely a checkbox; it's a vital element that influences PSP acceptance and the overall success of your payment systems. Without the right licenses and clear understanding of regulations, your event’s success could quickly sink beneath the waves. So, invest the time to understand compliance—it’s a critical component of your pathway to successful payment acceptance.

Red Flags

In the Conferences & B2B Events sector, Payment Service Providers (PSPs) are vigilant for red flags that could signal transaction risks or unsavory practices. A single misstep in your event setup or compliance can jeopardize your merchant onboarding process, delaying or blocking your access to crucial payment processing.

**1. Lack of Clear Event Details
If the specifics of your conference, seminar, or trade show aren’t well-articulated, it raises immediate concern. PSPs need to understand what type of event you’re hosting and how it aligns with their compliance standards.

**2. High Chargeback Ratios
Should your previous events demonstrate high chargeback rates, it can spell trouble. PSPs perceive these as a risk sign, flagging your business for potential fraud.

**3. Absence of Comprehensive Speaker Affiliations
Lack of verification for speakers can be problematic. If you're featuring guests without proper affiliations or questionable backgrounds, this raises red flags about the credibility of your event.

**4. Unclear Refund Policies
An ambiguous or overly restrictive refund policy can deter engagement and lead to customer disputes. If attendees feel uncertain about their investments, it invites risk, causing PSPs to shy away from onboarding.

**5. Inconsistent Branding and Marketing Practices
Using misleading marketing or inconsistent branding that promises too much can trigger skepticism. PSPs prefer a transparent approach; anything perceived as deceptive could be viewed as a serious breach of trust.

**6. Limited Communication Channels
The inability to provide clear communication methods for attendees creates friction. PSPs view this as a sign of potential customer dissatisfaction, leading to higher risk ratings for your business.

**7. Poor Event Reviews or Feedback
If previous events you’ve conducted receive weak reviews or negative feedback, it sends alarm bells to PSPs. They will question your reliability and the overall success of your events.

To mitigate these risks, ensure that you maintain transparent communication, adhere to robust refund policies, and present clear details about all aspects of your event. Establishing a bad reputation can be difficult to shake, so maintaining credibility and reliability is essential for successful PSP onboarding.

For a PSP, any hint of risk is like a flashing neon sign. They won’t hesitate to reject a merchant if the numbers don’t add up.

KYB / Onboarding Requirements

In the vibrant world of Conferences & B2B Events, Know Your Business (KYB) procedures are vital. The fast-paced nature of seminars and trade shows means that any missing documentation could lead to frustrating delays or outright rejection of merchant applications. Having all necessary paperwork ready can significantly speed up your acceptance process with Payment Service Providers (PSPs).

Core KYB Table

Industry-specific Extras

• Vendor Contracts: Documentation for all suppliers and partners involved in your events.
• Sponsorship Agreements: Proof of partnerships that may influence financial transactions or commitments.
• Customs Clearance Documents: For international trade shows, ensure compliance with customs regulations.

In strict regions such as the EU or the US, the requirements can be quite comprehensive, further emphasizing the importance of thorough documentation. Conversely, in areas like APAC or Latin America, the onboarding process may offer a bit more leniency, allowing merchants to navigate requirements with slightly less stringent paperwork.

To facilitate a smoother onboarding experience, be proactive and prepare your documentation in advance.

In the world of Conferences & B2B Events, being ready isn’t just an advantage; it’s a necessity. Always have your KYB documents lined up before you even think of applying!

MCC Mapping

Understanding Merchant Category Codes (MCC) is essential for businesses operating within the Conferences & B2B Events sector, which includes seminars and trade shows. MCC codes serve as identifiers for the type of business a merchant is involved in. This classification directly impacts Payment Service Provider (PSP) approval, making it crucial for merchants to be aware of their assigned codes during onboarding.

Differences in card schemes such as Visa, Mastercard, and AmEx can affect how Conferences & B2B Events are classified. For instance, while Visa may categorize a trade show under 8999, Mastercard might consider it a high-risk venture due to varying interpretations of event activities. So, what happens if you’re misclassified? A serious business risk arises when a merchant's activities are not accurately represented, leading to potential higher fees or denial of services.

It's critical for merchants to recognize their correct MCC before onboarding to prevent complications with PSP acceptance. The right MCC means smoother transactions, leading to better relationships with payment processors and ultimately more successful events.

Selecting the wrong MCC can lead to unnecessary complications with your PSP, including potential downgrades in transaction approval rates.

Examples & Benchmarks

For merchants operating in the Conferences & B2B Events sector, understanding real-world examples and benchmarks is not just beneficial — it's essential. These insights can help you navigate the often complicated landscape of payment solutions and onboarding processes. Here, we’ll explore some notable companies in this space, along with practical metrics that could guide your strategy.

Company Examples

• Global Conference Organizer: This company specializes in international trade shows and seminars in various industries, from technology to pharmaceuticals. They rely on a combination of popular Payment Service Providers (PSPs) like PayPal and Stripe for seamless transactions. While onboarding was initially a hurdle — due to varying compliance requirements across countries — they streamlined the process with a centralized verification system that expedited vendor checks.

• Leading Trade Show Platform: Focused on connecting businesses through virtual and in-person events, this platform uses multiple payment methods, including credit cards and digital wallets. Their onboarding challenges stemmed from integrating diverse regional preferences; however, they adopted a user-friendly interface that simplified the merchant onboarding process and improved acceptance rates substantially.

• B2B Networking Events Startup: This business organizes exclusive seminars for entrepreneurs and investors. To facilitate payments, they utilize Square and offer recurring billing options for annual memberships. Initially, they faced high chargeback ratios due to unclear refund policies. To address this, they adopted more transparent communication practices, greatly improving customer satisfaction and reducing disputes.

Benchmarks

When it comes to performance indicators for Conferences & B2B Events merchants, here are some important benchmarks to keep in mind:

• Average approval rate for Conferences & B2B Events merchants: 65–80%.
• Chargeback ratios above 1% trigger PSP scrutiny.
• Recurring billing adoption is higher than 50% in seminar memberships.
• Transaction fees range from 2.5% to 4% for international events.
• Mobile payment acceptance rates in this sector have increased to over 30% recently.

Overall, these benchmarks give you a solid foundation to assess your business performance within the Conferences & B2B Events ecosystem. Remember, benchmarks are directional indicators — they offer guidance but do not guarantee success.

In the world of Conferences & B2B Events, knowing where you stand against industry benchmarks can illuminate the path to improvement.

FAQ & Expert Tips

Navigating the world of Conferences & B2B Events can be daunting, especially when it comes to onboarding with Payment Service Providers (PSPs). Addressing your pressing questions is key to ensuring a smooth process. Here’s a collection of common inquiries and expert advice to help you along the way.

Q: What are the key documents needed for PSP onboarding in Conferences & B2B Events?
A: Generally, you’ll need a variety of documentation such as your business registration, tax ID, and proof of liability insurance. Additionally, be prepared to provide financial statements and event-specific details, especially if you're managing multiple trade shows or seminars. This paperwork is crucial, akin to applying for a visa—every detail counts!

Q: How can we ensure compliance with payment regulations during our events?
A: Compliance is critical, especially if your Conferences & B2B Events involve international attendees. Make sure you understand the payment regulations in each jurisdiction, including the nuances of PCI-DSS and local laws. Consulting with a compliance expert in the event industry can help clarify what's required for smooth transactions.

Q: What is the typical payment flow for attendees purchasing tickets or services at B2B events?
A: The payment flow usually begins with ticket sales, where you capture customer details before directing them to an online payment page. Ensure your PSP supports multiple payment methods to cater to various preferences and ensure a frictionless experience for attendees. Nobody likes a clunky checkout!

Q: How do chargebacks affect Conferences & B2B Events?
A: Chargebacks can be a significant concern if attendees feel unsatisfied. It’s vital to have clear refund policies and transparent communication to mitigate disputes. Establishing robust terms of service will help protect your organization from chargeback claims while maintaining customer trust.

Q: What role does payment security play in attendees' willingness to register for events?
A: Payment security is paramount. Attendees are more likely to register if they feel their financial information is protected. By collaborating with a trustworthy PSP, you can leverage secure payment technologies, ensuring attendees’ peace of mind while boosting your event’s credibility.

Do’s & Don’ts Checklist

Do’s:

• Ensure all required documentation is ready for submission to the PSP.
• Communicate openly with attendees about payment security practices.
• Offer multiple payment options to appeal to a diverse audience.

Don’ts:

• Don’t underestimate the importance of compliance—ignorance is not bliss.
• Avoid abrupt changes to payment policies; this can lead to confusion and chargebacks.
• Don’t forget to test the payment flow before the event starts; surprises can hurt attendee satisfaction.

In the world of Conferences & B2B Events, it’s essential to think like your attendees. Seamless payment experiences can elevate their perception of your event—make it memorable for all the right reasons.

Prepare for your PSP onboarding like you would for a big conference—a well-thought-out strategy pays off immensely.

Overall, remember that with careful preparation and strategic planning, merchants in the Conferences & B2B Events sector can successfully navigate PSP onboarding and create an impactful event experience.