BLOG

Most event ROI reports measure the wrong things. Here is the framework LUME uses across 1,600 productions to track what actually moves the needle — and what agencies can bring to their clients as proof that the investment worked.

After 1,600+ events at 393 Broadway in SoHo since 2016, LUME Studios synthesizes the latest market data, investment trends, new platform activity, and cultural signals to define where events are headed in 2026 and what it means for brands and agencies.

One of the most consistent patterns across 1,600+ events at LUME Studios is that brands over-invite. The best activations we have produced were often 50 to 75 people. Here is why smaller consistently wins.

Digital ad performance is declining. Live experience attendance is rising. After a decade producing over 1,600 events in New York City, here is what the data and the room both show about why brands are shifting budget toward events.