Video is fast becoming the center point of effective communication and sharing event content to broader audiences. We constantly see richer and deeper involvement of video in our daily lives and in promoting, managing and distributing event content.

Destination Hotels and Resorts recently conducted a survey of more than 380 planners at its nearly 40 properties nationwide and found that 36 percent noted an increase in technology integration in meetings compared to a year ago, with strong indications that the trend will continue.

Streaming media, web conferencing and on-site video production were the most common uses, with more than 25 percent of meetings relying on at least one.

For many events, one of the most costly elements is audio-visual equipment and presentation, so planners are maximizing the possibilities of the technology they incorporate into their meetings and events. "More and more events are spending a larger part of their budget on bigger screens and not as much on keynote speakers," says Amber Blankenship, catering sales manager for the Great Wolf Lodge in Grand Mound, Washington.

Technology is also doing double-duty as impact-making décor. "There has been a trend toward digital projection as a way to showcase various imagery to support a theme," says Jerry Green, managing director of event productions for Henry V Events in Portland, Oregon. "We have seen anything from a simple screen with a projector showing images of themed scenery, to entire walls and spaces filled with flowing imagery that helps support the event theme."

Green also mentions the use of projections and video on architectural elements in an event space to bring them to life.

Watch live Projection Mapping used as decor and sponsor ad space at the Racquet Club of Philadelphia:

Some cautions on video production: Unless you have a highly compelling reason to go long - and there are some - keep it brief. People are much more likely to view a two-minute video to completion than a five-minute video. With the popularity of Vine and Instagram and the fact that more and more video is being consumed on smartphones, this trend has serious staying power.

"Whether you choose to follow the latest trends, buck them, or create new ones, remember that, at the end of the day, it's all about storytelling. Happy shooting." George Georgeadis

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