An electronic survey conducted yesterday (2 February) was carried out by a 150-strong crowd in a seminar entitled Decade of Events.
The session, led by Big Fish Events managing director Rob Guterman, featured James Williams, head of the Olympic Torch Relay for Coca-Cola Great Britain, Jonathan Lee, senior sponsorship manager of Virgin Media and Shane Murray, promoter of Ibiza Rocks.
More than half (58%) of the 150-strong crowd, a cross section of the live event sector, said that attracting sponsorship would be a key objective, with event companies keen to target 'synergistic' brands.
Some 78% of participants said that they are trying to grow their audience using social media including Facebook, Twitter and Linkedin.
The crowd also picked the 2012 Olympics as the most important event in the next decade from a list including the royal wedding, Diamond Jubilee, 2014 Commonwealth Games and 2015 Rugby World Cup.
The Olympics gained an 84% share, whilst the royal wedding only achieved 12%