Planning an academic conference requires careful budgeting, realistic expectations, and strategic foresight. However, common missteps can lead to significant challenges or even failure. Marischal De Armond, Conference Manager Software company president, shares key insights on ways that an academic conference can fail strategically and how to avoid these pitfalls.
Overestimating Attendance Numbers
One of the most critical mistakes a conference organizer can make is being overly optimistic about attendance figures.
“A lot of conference chairs come in and say, ‘hey, we’ve had this conference at 350 people for the last 10 years, but I’m going to make a difference—we’re going to draw 450 people,’” De Armond notes. However, failing to recognize historical attendance patterns can lead to financial strain.
Overestimating attendance can result in securing an inappropriately large venue, overcommitting to room blocks, or purchasing more catering than necessary. If attendance falls short, these miscalculations lead to wasted resources and potential financial losses.
Unrealistic Budgeting
Another frequent mistake is attempting to provide an upscale experience on a limited budget.
“They might want all of the meals to be included with the delegate registration fees, and we want registration fees to stay below $X. Which is unachievable,” De Armond explains.
Conference planners must balance what they want to offer with what attendees are willing to pay.
Ignoring the Impact of Pricing on Attendance
Setting conference pricing is a delicate balancing act.
“It impacts attendance on both sides of that equation—you price registration too low, so you have more attendees, but each attendee is costing you money, so your loss is going to be greater. The flip side is you don’t get enough attendees because your registration is too pricey, and you have to pay penalties with the venue because you weren’t able to deliver on contracted amounts.”
To avoid this failure, planners should analyze historical pricing trends, competitor events, and audience willingness to pay. The goal is to find a pricing model that ensures strong attendance without financial strain.
Failing to Create a Flexible Budget
Budgeting for an academic conference should account for variability in attendance.
“You need to budget for a reasonable expectation, and then take a look at that same budget that would account for 10% less and 10% more attendance,” De Armond advises. A well-structured budget should allow for contingencies to handle fluctuations in registration numbers.
Not Prioritizing Financial Sustainability
At a minimum, a conference should break even—but ideally, it should generate revenue.
“Your best scenario, the most realistic scenario, should be a budget that is breaking even at the very least. And obviously, it should make money if that is one of your conference goals. So, it meets or exceeds the net revenue on the conference at your most realistic budget.”
Organizers should not only aim for financial stability but also ensure the conference can continue to thrive in future years.
Final Takeaway
Strategic failures in planning an academic conference can lead to financial losses, lower attendance, and logistical issues. By setting realistic attendance goals, balancing pricing and budget, and ensuring financial sustainability, organizers can create a successful and well-executed event. Learning from past trends and being adaptable to realistic scenarios are key to avoiding these common pitfalls.
