What is a gobo in lighting?

A gobo is a stencil or template placed inside a lighting fixture that projects patterns, textures, or logos onto surfaces such as walls, floors, or stages.

What does the term gobo stand for?

The term gobo is commonly believed to stand for 'go between optics' or 'go between object,' referring to the stencil placed between the light source and the lens.

How are gobos used in events?

Gobos are frequently used in event lighting to project logos, branding elements, patterns, or decorative textures that enhance the visual environment of a stage or venue.

What Encore’s SEC Filing Means for Event Planners

The event industry recently received a rare glimpse behind the curtain. As part of its planned Initial Public Offering (IPO), Encore filed an S-1 registration statement with the U.S. Securities and Exchange Commission (SEC). While SEC filings are typically written for investors, they can also provide valuable insight for event planners, procurement teams, and organizations responsible for managing meeting and event budgets.

The filing sheds light on industry trends, venue relationships, pricing pressures, and the challenges facing one of the largest event technology providers in the world. Here are a few key takeaways and what they could mean for your next event.

Event Technology Costs Continue to Rise

One of the most notable disclosures in the filing is Encore’s statement that average corporate event spend has increased at a compound annual growth rate of 8% to 10% since 2019.

According to the filing, this growth is driven by several factors:

Increased event complexity
Inflationary pressures
Larger and more immersive event experiences
Growing demand for technology integration

For event planners, this serves as a useful benchmark when evaluating year-over-year event budgets. While every event is unique, organizations should expect production costs to continue rising and plan accordingly. The reality is that today’s attendees expect more than they did five years ago. Higher-quality video, dynamic content, LED displays, hybrid capabilities, and enhanced production values have become standard expectations for many events.

Understanding the Hotel and AV Relationship

Another important detail confirmed in the filing is the structure of many venue agreements. Encore states that many of its venue partnerships are built around revenue-based commissions. In simple terms, a portion of event technology revenue is shared with the venue as part of the agreement. For event planners, this is not necessarily new information, but it is one of the clearest public confirmations of how many in-house AV relationships operate. This arrangement creates alignment between the venue and its preferred provider, but it also reinforces the importance of understanding how event technology costs are structured within your venue contract.

Before signing an agreement, planners should ask questions such as:

What fees apply if we bring in an outside production partner?
Are there patch fees or power fees?
Are rigging services exclusive?
Are there minimum spending requirements?
How are service charges calculated?

Understanding these details early can help prevent surprises later in the planning process.

You Can Still Choose Your Own Production Partner

One of the most important points for planners is that the filing explicitly acknowledges that clients retain the ability to use outside event technology providers. While many venues have exclusive in-house providers, planners often still have the option to bring in an outside production company to support their event.

However, there can be limitations. Many venue agreements reserve certain infrastructure, rigging, or building systems for the in-house provider. This can result in additional fees for outside production teams accessing venue resources. The key takeaway is simple: ask questions early. If using an outside production company is important to your organization, those discussions should happen during venue selection and contract negotiations, not weeks before the event.

Why Contract Negotiation Matters More Than Ever

The filing also notes that Encore currently serves thousands of venues and captures a significant percentage of events within its preferred-provider footprint. As venues and production partners continue looking for ways to increase revenue, planners should expect greater scrutiny of outside provider arrangements. That makes venue contract language increasingly important.

When reviewing contracts, organizations should consider:

Establishing caps on annual fee increases
Clarifying outside AV policies in writing
Understanding load-in and load-out requirements
Reviewing rigging, patching, and power charges
Identifying all mandatory fees before signing

These conversations are much easier to have before a contract is executed than after an event is already committed to a venue.

What This Means for Event Planners

The SEC filing does not change the event industry overnight. What it does provide is greater transparency into how one of the industry’s largest organizations views the market, its pricing environment, and its venue relationships. For planners, the lesson is not to panic. The lesson is to become more informed. Understanding venue agreements, budgeting appropriately for production costs, and asking the right questions during the planning process can help organizations avoid unexpected expenses and maintain greater control over their events.

Event Planner Cheat Sheet: Key Takeaways

Budgeting

Plan for event technology costs to continue rising.
Industry benchmarks cited in the filing suggest average corporate event spend has increased 8%–10% annually since 2019.
Review year-over-year AV budgets against current event goals and attendee expectations.

Venue Contracts

Ask about outside AV policies before signing a venue agreement.
Clarify all rigging, power, patching, and service fees in writing.
Consider negotiating caps on fee increases where possible.

Production Partners

You are often still able to bring in an outside production company, even at venues with an in-house provider.
Discuss production requirements during venue selection, not after contracts are finalized.
Independent production partners can help identify potential costs and restrictions early in the planning process.

Questions to Ask Before Signing

Are there minimum AV spending requirements?
What fees apply if we use an outside production company?
Who controls rigging, power, and networking infrastructure?
Are there exclusive services that must be purchased through the venue’s provider?
How are service charges and labor fees calculated?

The Value of a True Event Production Partner

At Advanced Staging Productions, we believe event technology should support your goals, not complicate them. A production partner should do more than provide equipment. They should help you evaluate venues, identify potential cost concerns, understand contract language, and build solutions that align with your objectives and budget. Whether your event takes place in a hotel ballroom, convention center, campus venue, outdoor location, or corporate headquarters, having an independent production partner provides an advocate focused on your event’s success.

As the industry continues to evolve, transparency, planning, and partnership will become more important than ever. Every event is unique. Working with the right team can help ensure your investment delivers the experience your audience expects while keeping your budget aligned with your goals.