Title: Principal, Lauren Fishman Events, New York.
Opinion: The biggest deals are done during "business leisure" events. More executives are taking written agendas to the golf course and closing deals at concerts. Corporate hospitality events have become big business.
Insight: In the 1980s, business entertainment was about eating, drinking and dancing. Now high-end sales events are about healthy stuff, interesting topics and making an impact. There's more purpose and less waste.
Tip: Reinforce sponsorships by creating events to get executives directly involved in activities. Provide intellectual and creative challenges instead of passive entertainment.
Forecast: Integrated marketing will become more important to sponsors.
Hot: Product sampling at the executive level.