CHICAGO — Reflecting on industry events and conversations with leaders in the events space, there’s a new phrase popping up: the ecosystem event.
But what is an ecosystem event? And what makes it different from any other industry event?
Trade Show Executive connected with some of the leaders who are coining the phrase to find out what makes an ecosystem event different from a trade show, and how that differentiation is driving real value for organizers and the industries they serve.
Ecosystem Events Extend to Encompass Full Industries and Markets
Whereas the traditional trade show is fundamentally transactional, ecosystem events aim to connect a full community as equal stakeholders in the industry’s future.
“The defining characteristic (of an ecosystem event) is whether the event creates genuine value for all sides of the market, not just the exhibitors paying for floor space,” said Zia Daniell Wigder, Global President of Shoptalk at Hyve Group. “It’s about connecting startups and investors, for example, or the media and the companies they want to feature. It’s allowing tech companies to strike partnerships with other tech companies, and for brands and retailers to learn from each other.”
Questex CEO Paul Miller is leaning into ecosystem events because macrotrends like shorter and more complex buying cycles are making it essential to understand the full value chain in the industry an event serves.
“This is only going to continue in a tech-enabled world where uncertainty and instability demands that the buyer of solutions is aware of all potential value chain shocks throughout the ecosystem,” Miller said.
For Wigder, the benefits to the community are evident through the connections that are formed and the innovation that is explored at the event.
“Shoptalk was really the OG of ecosystem events in retail. This was one of our key differentiators from day one: Our goal was to bring together every type of company driving the retail industry forward,” Wigder said. “The established brands, retailers and tech companies at Shoptalk get exposed to companies at the very edge of innovation. Our Startup Pitch gives a glimpse of what’s to come in retail tech, while our carefully curated list of VC-backed startups and larger tech companies on our Technology Innovation stages show what solutions are truly transforming retail today.”
This level of information- and innovation-sharing and connection-building is only possible when the right people from across the industry are present.
Mutual Business Benefits and Revenue Opportunity
Leaning into the concept of ecosystem events opens doors to new growth.
“Understanding the ecosystem of the markets you serve creates tremendous growth opportunities for the event — what adjacencies have we been missing, where can four smaller events be brought together to create a much more compelling single event that is a better reflection of the market being served? The ROI increases for all ecosystem attendees, exhibitors and sponsors,” Miller said.
Miller also shared that there are additional revenue opportunities that come from producing ecosystem events, including more paying attendees as adjacencies and content are added, curated one-to-one meetings and other intimate connection opportunities like dinners and lunches, and more activation opportunities for sponsors.
While traditional trade shows rely heavily on exhibit and sponsorship revenue tied to the show floor, ecosystem events’ focus on curated meetings creates opportunities for revenue generation from sophisticated meetings programs.
“These events succeed by making the right connections between different groups of attendees, not by selling more booths,” Wigder said. “The proof of our success is in the numbers: Our meetup program, for example, saw over 100,000 meetings take place in the last year — that kind of engagement only happens when the entire ecosystem is in the room.”
Beginning the Transformation
The shift from a traditional model to an ecosystem event goes beyond a rebrand that adds a startup pavilion or speakers from different types of companies — it requires structural change and time.
“A true ecosystem event requires rethinking your content, your community curation, and your business model from the ground up, because you’re no longer just selling booth space; you’re delivering ongoing value to an entire industry,” Wigder said. “It takes years to build the trust and infrastructure that makes an ecosystem event function; there are no shortcuts.”
For organizers looking to lean into the ecosystem event model, Wigder said to start with an honest audit of who is in the room at your events and find out if all parts of the industry feel equally served.
“Second, look at who is on the agenda. Are all parts of the ecosystem represented? Are you featuring the best of the best from each area, or are the solution providers on stage only those who are willing to pay to be there?” Wigder said.
The next step Wigder shared would be to invest heavily in facilitated connections, because relationships that last past the few days of the event provide greater value.
“And finally, be patient. Ecosystem events are built on trust. The communities that will advocate most loudly for you are the ones you’ve consistently delivered for over many years,” Wigder said. “If anything, the rise of AI should give event leaders real confidence: People are coming together more intentionally than ever, hungry for the kind of honest, human collaboration that no algorithm can replace.”
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