At this year’s 2025 SISO CEO Summit in Austin, Gabriella (Gaby) Rimmer had the privilege of speaking on the main stage alongside senior leaders from Clarion and Emerald. The panel explored how organisers are evolving their business models to drive innovation and deliver long-term growth.

Plural Strategy (Plural) was invited to join the conversation because of our deep expertise in the events sector. Our role in the industry (supporting organisers, associations, and investors) gives us a unique understanding of how value is created in this industry, and how it can be unlocked.

As a Director at Plural, Gaby was there to bring a strategic lens to the discussion and to share practical examples of how innovation can be executed well. Read on for a closer look at the themes discussed, the experience of representing Plural on a global stage, and why this conversation is only becoming more relevant.

Rethinking the Events Model

The panel focused on how organisers are moving beyond the traditional event model. There is a growing shift towards community-led platforms, strategic partnerships, and formats that prioritise long-term audience engagement.

I spoke about how innovation often requires more than just refining existing models. It starts with rethinking value from the perspective of the audience. As an example, I shared the story of Possible, a marketing technology event launched by the MMA Global association, which developed into a successful commercial venture, underpinned by a tailored, audience-first proposition and an innovative approach.

The success of Possible is supported by its structure. Through strategic partnerships and a focus on community needs, it demonstrates how associations can become drivers of innovation while diversifying revenue streams.

Where the Industry Is Heading

Looking ahead, the trends we discussed in Austin are gaining momentum. Organisers are investing in digital engagement, membership models, and content ecosystems. There is growing interest in monetisation strategies that extend beyond the show floor, especially formats built around specific communities and use cases.

Representing Plural

Being on stage at SISO was a significant personal milestone, and I felt strongly supported by the team at Plural. That support wasn’t just about encouraging me to take part, but about helping me prepare to share our work with confidence and clarity.

It reflects a wider culture at Plural. One that empowers people to grow, represent the firm, and shape their own leadership journey. Speaking on a global stage, in front of hundreds of peers and industry leaders, was a valuable opportunity to contribute to a critical conversation about where this sector is headed.

What’s Next

Building on this experience, I’m continuing to work with businesses across the sector to identify opportunities to unlock value and rethink commercial models. I’m also focused on creating similar opportunities for others in our team, ensuring we continue to contribute meaningfully to the future of the industry.

The dialogue started at SISO is far from over. If you’re rethinking your growth strategy or exploring new business models in the events space, we’d love to continue the conversation.

Listen to the interview with Gaby on the podcast Behind the Drapes