Olivier Wauters, Executive Director of Eventonline, recently spoke with Geert Vanoverschelde, business manager of Sylvester. He asked him how he sees 2025. The result was a fascinating conversation.
Sylvester: 30 years of expertise
Geert Vanoverschelde runs Sylvester, an events agency that has been active in events, video and television for 30 years. ‘Our mix of these three areas of expertise is our greatest strength,’ he explains. Sylvester has some 45 permanent staff and experienced remarkable growth during the corona crisis. ‘Although corona initially meant a dip in our business, it nevertheless created an opportunity. We quickly switched to digital events and have since doubled in projects and size because we also had that video and television expertise on board to create digital events.’
After all, Sylvester once started as an audiovisual television production house. ‘In 1993, there were no event agencies yet,’ recalls Geert. ‘Only in 2000, with VRT’s request to organise Ketnet Freeze, did we decide to set up a separate events department.’
Looking to 2025
How does Geert see the future? ‘2025 promises to be economically challenging. We are already noticing uncertainty among customers. But unlike 10-15 years ago, events are now seen as indispensable communication tools.’ According to Geert, it is essential that events offer impact and a clear return on investment. ‘We strive to understand and respond to our clients’ objectives. It’s not just about beautiful events, but about projects that really contribute to achieving their goals.’
Large and small
Geert sees opportunities in both large and smaller events. ‘Not everyone has big budgets. That is why we work with event formats that are scalable. Creating impact is also possible within smaller budgets, if you put the right accents.’
Storytelling and digital flows
Another powerful ingredient in Sylvester’s approach is storytelling. ‘We combine our expertise in events, video and television to create a coherent story,’ says Geert. Consequently, every briefing is considered from those three angles. ‘Our creatives and the Client Services & Strategy team work for all our departments. So we make sure, for example, that a video is seamlessly linked to the event and forms one story together.’
The approach goes beyond the event itself. ‘It starts with the first ‘save the date’ and only ends with the final thank-you. From the first contact moment, we want to set a vibe that makes people curious and convinces them that it is worth attending. This is crucial, especially now that visitors are more discerning than ever,’ judges Geert. ‘Audiences want to know beforehand whether an event is worth their time. This is why we ensure a recruiting and persuasive approach from the start. Our marketer integrates all touchpoints in the process to make that experience even stronger.’
Storytelling does not have to be expensive, Geert stresses. ‘It’s all about the right touches. Sometimes one striking detail is enough to make an event unique, even within a limited budget. Everyone has their own approach, but this is our recipe for impact.’
True to the recipe
Sylvester continues to stick to the recipe for success that made them great. ‘We remain true to our approach,’ confirms Geert Vanoverschelde. ‘But we also realise that not everyone has a big budget. It’s all about that one well-chosen touch, that one eye-catcher that makes an event unique. We continue to focus on that.’
Staff events: a growing trend
According to Geert Vanoverschelde, staff events will become increasingly important in 2025. ‘The ‘war on talent’ remains a challenge. More people retire than new talent enters the labour market. Companies must not only attract new talent, but also retain their current employees,’ he explains. ‘Retention is often overlooked, but it remains a major concern.’
Geert expects staff events to be one of the most important event categories of 2025. ‘We are therefore proud of our golden BEA Award in this category. This type of event is close to our heart. At Sylvester, we value culture, team spirit and people. We also want to spread this philosophy to other companies. We understand very well what they want to achieve with these events.’
Customer events: impact is key
Customer events also remain an important pillar, Geert stresses. ‘Visitors are becoming increasingly selective. They want to be sure that an event will be worth investing time and effort in, like braving long journeys and traffic jams. Therefore, it should be clear from the start what the added value will be to participate.’
According to Geert, this can be done in two ways: ‘Either through strong content or a creative approach. The event has to be an A-event that people want to attend and are even willing to pay for.’
Sustainability with the My Impact Tool
The event sector is increasingly embracing the My Impact Tool to measure sustainability, and Sylvester is also actively using it. ‘We have already received many positive reactions to this,’ says Geert Vanoverschelde. ‘We not only apply it to our own projects, but also encourage our clients to use it. It is not just a commercial choice, but mainly an intrinsic conviction: we have to take the climate into account.’
For Geert, sustainability is about more than just the planet. ‘Planet, people & profit are inextricably linked. How do you deal with people, resources and finances? The My Impact Tool helps to find that balance.’
From 2025, companies with more than 250 employees will be required to prepare sustainability reports. ‘To motivate our clients, we will cover half the cost of the My Impact Tool in 2025. This way, we make the step to sustainable events just that little bit easier,’ concludes Geert.
Full of enthusiasm for 2025
Geert looks to the new year with enthusiasm. ‘2025 will be challenging, but we are in the starting blocks. We have just welcomed some new corporate clients and are ready to get going.’ He concludes with an inspiring quote from Leonard Cohen: ‘There’s a crack in everything, that’s where the light gets in.’
‘Every setback offers opportunities. It is up to us to seize them. That is the power of entrepreneurship,’ said yet another Sylvester CEO.
