Every year you’re in charge of the big event. You know your audience. You know the hotel and catering teams. You’ve been doing it so long that you even know to ask the concierge about her daughter. Given the great location and how easy it is to work with the remote staff, you locked in a multiyear contract with the venue, saving your company tens of thousands of dollars annually.
Then, seemingly out of nowhere, the organizers behind the biggest event in your industry announce they’re changing the date of their annual conference. It will be held the same week, or right before or after, your event. Despite your attendees’ loyalty, they’ll have to choose, and the odds are not in your favor.