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 ofeducation, innovation, and connection across the meetings and events industry.It brings together event tech experts, planners, hoteliers, vendors, andsuppliers under one roof—and that creates a unique opportunity for someone likeme.

By immersing myself in sessions on event tech trends, attendeeengagement strategies, and data-driven decision-making, I gain insights thatmake me a more strategic partner to my clients. I may not help craft theperfect Cvent RFP, but I now better understand the language, tools, andtimelines that my clients operate in. That means I can proactively recommendsolutions 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 currentwith the platforms they use, the innovations they're introduced to, and thechallenges 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 totrack ROI in a more transparent way. In another, I heard firsthand howattendees are prioritizing sustainability, personalization, and meaningfulconnection. 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 eventsindustry, you know what it’s all about. Cvent Connect nails it. The eventstrikes a great balance: education, inspiration, and time to connect. Betweensessions 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 evenrealize what you’re missing until someone casually shares an idea that’s anabsolute game-changer. For example, I had a quick chat with a planner abouttheir tech-driven welcome experiences—and boom, I left with a concept that Ican now bring back to my team and client partners.

In-person connections build something you just can’t replicate overZoom. In 20 minutes face-to-face, I can understand a client’s planning style, eventaesthetic, pain points, and goals more clearly than I could in multiple virtualmeetings. And just as importantly, they get a sense of who I am…my passion, myknowledge, my authenticity. That’s how trust starts. And trust is what buildslong-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—butshowing up with a plan is everything. With so much content, networking, andopportunity packed into a few days, it’s easy to get overwhelmed. Beforeattending, I map out my goals—who I want to meet, which sessions will help mebetter support my clients, and what trends I want to explore. Thatintentionality helps me walk away with meaningful takeaways I can immediatelyapply. It’s not just about being there—it’s about being strategic while you'rethere and optimizing your time.  You getout what you put in. That’s what makes the time investment worthwhile—and why Icontinue 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!