We all know who attends events: customers, exhibitors, sponsors, press, influencers. But within those groups is a rare type of individual who goes beyond simply participating. These are the people who live the events industry, who build it, shape it, and help it evolve. These are the event superconsumers.

The term “superconsumer” comes from Eddie Yoon, who defines them as a small but passionate segment of any audience that drives disproportionate value. They not only consume more than anyone else, but they also influence others, shape strategy, and have a deep identity-level connection to the category. Events need their own superconsumers more than ever.

Why Now?

In a time of consolidation, AI disruption, generational shifts, and rising attendee expectations, event organizers are under pressure. Many events have gone stale. Others are experimenting with formats but missing the mark. Meanwhile, talent is stretched thin, and younger professionals entering the field often lack access to mentorship and guidance.

This is why we need event superconsumers. They’re the ones who:

• Spot trends early and share them widely
• Mentor and develop new talent
• Connect dots between operations, content, marketing, and sales
• Evangelize the power of events inside and outside the industry

They don’t just do events. They are events.

The Five Traits of an Event Superconsumer
Not every great event pro is a superconsumer. But all superconsumers have five core traits:

1. Operator They’ve run events, often large or complex ones. They understand what it means to own the budget, the plan, the floor, and the outcome. Logistics, staffing, speaker wrangling, tech glitches, they’ve lived it all.

2. Strategist They think beyond logistics. They understand business models, customer journeys, and revenue drivers. Their work connects to business outcomes. They ask: “What are we really trying to achieve?”

3. Educator They elevate others through formal mentorship, training, speaking, or simply being available to guide less experienced peers. They see developing talent as part of their job.

4. Innovator They experiment. Whether it’s hybrid formats, AI tools, new pricing models, or community-based programming, they push for better ways to deliver value.

5. Evangelist They don’t just do great work, they talk about it, write about it, speak about it. They bring others into the tent. Their enthusiasm for the power of events is contagious.

Examples of Event Superconsumers
Here are just a few standout professionals who live these traits:
Beth Surmont – Master strategist and event re-designer
Frank Supovitz – Former NFL/NHL event lead; gold standard operator
Christy Lamagna– Long-time strategic meetings expert and educator
Warwick Davies (yes, that’s me) – Operator, strategist, mentor, and passionate industry voice

Why It Matters
Superconsumers elevate the entire ecosystem. They help companies avoid repeating mistakes. They create playbooks. They build community. And most importantly, they pass on their knowledge in a way that helps the next generation rise faster and stronger.

As the event industry faces growing complexity and increasing pressure to perform, we need more people who are emotionally, intellectually, and professionally invested in its success.

So… Are You One?
If you read this and see yourself in these traits, great, keep doing the work, and speak up more often. If you see someone else who fits the mold, lift them up. Give them the platform, the visibility, the mic.

Because in this business, it’s not enough to run events. We need people who own them.

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Want to join the conversation or nominate a superconsumer you admire? Message me on LinkedIn or email me directly at warwick@theeventmechanic.com.