Ask the experts

Bruce started Australian based hospitality agency The Big Group with his wife Chyka Keebaugh in 1992, in their early 20s, with a start up fund of $500.00. He is the author of By Invitation Only which showcases the events they have produced within Australia and around the globe over the past 35 years.

The Big Group has been creating events for 30 years in Australia - what is a key ‘must have’ in event planning that you can share? 

There are three “must haves” that I consider critical to event planning 

Creativity - an event planner must have the innovation and tenacity to deeply understand their clients needs and dreams, without this they cannot capture the emotional connection required to create a great event.

Administrative Acumen - events are all about planning, without operational excellence and fiduciary responsibility, your event will not happen. 

Collaboration - events are all about partnership and you must have an expansive network of the nation's best chefs, venues, florists', entertainers and so forth -  we are only as good as the people we work with.

What new ideas and creative thinking do you expect to feature in business events in 2026?

The market is moving fast. We travel each year to Milan, Italy for Salone de Mobile which gives us a global insight to colouration, style and mood - this event showcases the key cultural trends in design for the forthcoming season.

The events sector is in unchartered waters - geopolitical issues, new working conditions, and digital events are pushing the event experience rapidly. What we do know is that due to these factors our industry, the experience economy, has never been stronger. Our clients need and want to share moments together, and it's our responsibility to make this magic happen, but what "was", is not what "will be". Our clients seek and desire the new, the undiscovered and the exciting - that's what events are all about.

How does technology including Artificial Intelligence (AI), lighting, audio and vision work together to bring an event to life?

Seamless technology makes global borders closer, talent options greater and the experience for guests more vivid. As an industry, we are "circus and theatre producers" - our role is to put on a good show and AI, lighting, audio are our "smoke and mirrors" that we use to surprise and delight. As these become increasingly more advanced, so too does our ability to create even better and more engaging events for guests.

What food trends will be on the menu at events in 2026?

• Singularity of product 
• Purity of source 
• Localisation 
• Visual delight
• New proteins 
• New modern fast food vs high-end dining will become strong

What types of beverages are being requested at events and has this shifted and evolved over the past year?

Alcohol consumption will continue to drop; the new generation are very selective about what and when they will consume alcohol. Aligned to this will be the rise of quality - if your guests are to consume alcoholic beverages the provenance/brand and quality will be of more and more importance.

Knowledge of product and the history will also become more important, so the sommelier and the mixologist become more valued. 

How does sustainability factor into event planning, and what practices does The Big Group prioritise?

Sustainable living is not a trend, it's a base practice that started well over 15 years ago. For The Big Group it goes from how and where we develop our local community food chain to the toilet paper we use through our venues. It's a base ethos of our everyday - from how we build environments, to how we reuse and recycle, to the longevity of our staff uniforms.

How do you work with clients to translate their vision into a memorable event experience?

Relationship is at the heart of everything we believe in at The Big Group, without mutual trust you cannot create and take risks. And it's by taking risks that you get the truly amazing outcomes for your clients. It's very easy to produce a vanilla event, but it takes great courage for both client and event professionals to create greatness - the fear of getting it wrong versus the pride of bringing home something extraordinary is the buzz of it all. Brands and corporations must have a code of conduct aligned to their values - our role is to bring that to  life in a fun, exciting and inviting manner to ensure their guests leave that event with a closer connection to that business or brand. And as boring as this sounds, at the end of the day , it's all about translating that event experience into sales, in a non-sales manner!

If there is one thing you would tell an international incentive planner about planning an event in Australia, what would it be? 

Australia quite simply is the most wonderful, welcoming and safe country in the world - we might be a flight or two away, but the magic you will discover here has no bounds. We are leaders in the production of major events and having spent 15 years of my life creating and producing events across the UAE-India-Europe and the Americas - Australia is a hidden gem for inbound incentive planners. Plus our dollar is advantageous globally, there has never been a better time to host an event in Australia.

What excites you most about the future of business events in Australia?

Our “Australianality” sets us apart - we are so unique, from our flora and fauna, and deep rich First Nations history to our diverse culture which has created a culinary experience like no other. Big beautiful smiles will greet you on arrival, white sand beaches, turquoise blue water, ancient red dirt and sophisticated dining and shopping as well as a portfolio of on ground event talent that is unlike any city in the world - and I've worked them all. Australia is the most exciting business event destination going - so relax on a great plane, I assure you, the flight is well worth the wait!