Why Attending Client-Focused Tradeshows Matters: A DMC Perspective

As I sit on the plane heading home to my family from San Antonio, Texas, I find myself reflecting on the real value of attending events like Cvent Connect.

I’m a National Account Director for Access, and while Cvent is an amazing tool used by many of my meeting planning clients, I personally don’t log into the platform daily, and my job doesn’t require me to complete certifications or manage registrations. So why do I attend a conference that seems, on the surface, to be designed for Cvent users?

Because as a DMC, our role goes far beyond logistics. Our job is to anticipate client needs, elevate the experience, and bring innovative ideas to life. To do that effectively, we need to understand what our clients are seeing, learning, and expecting.

Why Attend if I Don’t Use Cvent?

Cvent Connect is more than a product training event. It’s a hub of education, innovation, and connection across the meetings and events industry. It brings together event tech experts, planners, hoteliers, vendors, and suppliers under one roof—and that creates a unique opportunity for someone like me.

By immersing myself in sessions on event tech trends, attendee engagement strategies, and data-driven decision-making, I gain insights that make me a more strategic partner to my clients. I may not help craft the perfect Cvent RFP, but I now better understand the language, tools, and timelines that my clients operate in. That means I can proactively recommend solutions and ideas that resonate—sometimes before they even ask.

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Knowledge = Strategic Value

Being fluent in what matters to our clients is critical. Staying current with the platforms they use, the innovations they're introduced to, and the challenges they face means I can speak their language and offer more tailored, meaningful support.

In one session, I learned how planners are leveraging real-time data to track ROI in a more transparent way. In another, I heard firsthand how attendees are prioritizing sustainability, personalization, and meaningful connection. These are trends that directly influence how we design site visits, pitch concepts, and build experiences.

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Networking Is Everything

Let’s talk about the networking, because if you’re in the events industry, you know what it’s all about. Cvent Connect nails it. The event strikes a great balance: education, inspiration, and time to connect. Between sessions and keynotes, there are opportunities to meet with hoteliers, suppliers, planners, and fellow DMCs.

Sometimes the most valuable takeaway is a conversation. You don’t even realize what you’re missing until someone casually shares an idea that’s an absolute game-changer. For example, I had a quick chat with a planner about their tech-driven welcome experiences—and boom, I left with a concept that I can now bring back to my team and client partners.

In-person connections build something you just can’t replicate over Zoom. In 20 minutes face-to-face, I can understand a client’s planning style, event aesthetic, pain points, and goals more clearly than I could in multiple virtual meetings. And just as importantly, they get a sense of who I am…my passion, my knowledge, my authenticity. That’s how trust starts. And trust is what builds long-term partnerships, of which dreams are made of!

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Pro Tip: Make a Plan to Maximize the Experience

One thing I’ve learned over the years: showing up is important—but showing up with a plan is everything. With so much content, networking, and opportunity packed into a few days, it’s easy to get overwhelmed. Before attending, I map out my goals—who I want to meet, which sessions will help me better support my clients, and what trends I want to explore. That intentionality helps me walk away with meaningful takeaways I can immediately apply. It’s not just about being there—it’s about being strategic while you're there and optimizing your time.  You get out what you put in. That’s what makes the time investment worthwhile—and why I continue to prioritize these events.

Bottom Line: Is It Worth the Time?

We all know budgets are tight. But time is the real premium for planners. Events like Cvent Connect combine learning and networking in one space, making it a win/win for everyone involved.

So yes, even if I’m not logging into the platform every day, I’ll keep showing up. Because being there helps me serve my clients better. It keeps me connected, informed, and inspired.

As I land in Nashville and head home to hug my little girls, I know the answer to the question: Is it worth attending client-focused tradeshows? Absolutely!  And my daughters were super excited about the tradeshow swag I brought home – so it was a win-win situation!