Veteran event tech expert Tim Albaum has some straight talk for planners
In the whirlwind world of meetings and events, AV is often treated as a checklist item. Two screens, a black backdrop, some lights and you’re good to go—right? Not exactly. AV experts say this kind of rinse-and-repeat approach is one of the biggest mistakes planners make when designing memorable experiences.
“The first mistake is trying to have the same conference each year without evolving,” said Tim Albaum, CMP, CSEP, HMCC, CMM, and CEO of Vario. “Your attendees notice when nothing changes. They stop coming.”
That staleness often shows up first and foremost in AV. Yet AV is also one of the most flexible tools planners have to make experiences feel fresh, immersive and emotionally resonant.
Altbaum was at Hosts Global Forum in Athens earlier this year, sharing truths about hiring audiovisual companies. Here are the top mistakes AV professionals see—and how to get ahead of them.
1. Assuming Costs Stay the Same Year Over Year
Event costs have changed dramatically since 2020—and AV is no exception. Labor shortages, rising insurance premiums and skyrocketing transportation costs mean AV quotes today look very different from those in 2019. Did you know:
- Labor sourced locally is often more expensive than staff flown in, due to shortages.
- Trucking and insurance have significantly increased overhead for AV providers.
- Many planners assume their AV bill should match last year’s—but the economics simply don’t support that anymore.
2. Relying Too Heavily on In-House AV
It’s convenient, sure. But it can also be costly.
Read More: AV Fine Print—Avoiding the Contract Traps That Cost Planners Big Time
“Planners often default to the in-house AV provider out of habit or ease,” Altbaum said. “But many hotels require those providers to hit certain profit margins because of revenue-sharing agreements.”
That can inflate costs. A better approach: Always get a quote from a trusted third-party AV company. Even if the in-house provider matches the price, competition can help drive down fees.
3. Skipping the Consultation
The best AV partnerships don’t start with a quote—they start with a conversation.
“One of the first questions we ask is: What’s more important—the value of your spend or the quality of the attendee experience?” said our expert. “Usually, it’s both. But we have to dig in to prioritize.”
Read More: My Event Tech Checklist
Too often, planners send over last year’s AV list without re-evaluating what they actually need. That leads to unnecessary gear, bloated labor charges and missed creative opportunities.
Instead, AV partners can:
- Audit past setups to identify waste.
- Recommend fresh formats for your goals.
- Ensure the budget is spent where it matters most.
4. Treating All Events the Same
A general session isn’t the same as an internal employee meeting. Yet many planners use the same AV format for both. That’s a missed opportunity.
“You can’t use the same two-screen setup for a customer-facing user conference and a company retreat,” Altbaum said. “Those events have different goals. Your AV should reflect that.”
For example:
- Customers need crisp branding and clear storytelling.
- Employees may need emotional engagement and immersive interaction.
5. Ignoring the Power of Pre-Production
Where AV providers shine is in the planning phase, long before the equipment rolls in.
“Anyone can rent you gear. Our value comes in understanding your event’s goals and customizing the experience to meet them.”
AV pros can help:
- Build show flows that match the message.
- Choose tech that enhances the vibe.
- Suggest new technology that might be able to cut costs.
6. Overlooking New Tech and Tools
Technology evolves fast, and not just the hardware. AI is becoming a powerful tool for planners looking to streamline AV and event design.
Read More: Optimizing the “A” in AV
Some use cases include:
- AI-generated highlight videos using auto-sourced stock footage.
- Voice-of-God recordings in multiple languages and tones.
- AI analysis of post-event surveys to uncover insights fast.
“These tools don’t replace your team,” Altbaum said. “They enhance it. If you’re not using them, someone else is—and doing it better.”
7. Forgetting the Attendee Impact
Ultimately, AV is about experience. And when AV is treated as an afterthought, your audience notices.
“If attendees aren’t engaged, they don’t come back. If it’s an internal meeting, disengaged employees don’t stay loyal,” Altbaum warned. “You have to ask: What story are we telling, and how can AV support that?”
Whether you’re selling a product or reinforcing a culture, AV helps shape the message. But only when it’s aligned with your event’s mission.
