Ask attendees to pay in advance. Then, give them their money back once they actually show up. That may sound a bit odd, but it’s the strategy Basecamp used at a recent event in Chicago to try to solve the age-old headache of the no-show. When Barbara Scofidio examined the problem earlier this summer, planners told her they’re stuck between two bad options: penalize the crowd for skipping out, or take the friendly route and hope they show up next time.
In today’s edition of The Stand-Up, Andrea Doyle digs into Basecamp’s pay-and-refund model, and the results are a fascinating window into how we define value. The company’s no-show rate dipped from 55% to just 10% of registered attendees. I guess I would be less likely to use the “something suddenly came up” line if I knew I was about to lose my cash.
Also today: 50 new and newly-renovated hotels worth knowing about for your next meeting. Barbara Scofidio has the definitive list. Head below. — David McMillin
A Sneak Peek at Who’s Coming to Skift Meetings Forum
The fastest read on any event is who else shows up. By that measure, Skift Meetings Forum 2026 is already one of the strongest rooms on the fall calendar.HE
FEATURED STORIES
The 50 New Hotels Meeting Planners Should Know About
by Barbara Scofidio
Planners have never had more new hotels to choose from, with the South leading the way in 2026 U.S. openings and future projects.
8 Things You Need to Know to Plan a Drone Show
by Barbara Scofidio
Drone shows just keep growing in popularity, but wind and weather can be more of a factor than they are with fireworks.
The $100 Experiment That Slashed No-Show Rates to Just 10%
by Andrea Doyle
Event no-shows are a persistent problem. Basecamp tried an unusual solution: Charge attendees $100 and give it back when they walk through the door.
Informa's Wellness Acquisition Adds a B2B Event and a Nonprofit Question
by Andrea Doyle
Informa is buying its way into the $6.8 trillion wellness economy with two respected but nonprofit-linked brands. The bigger story may not be the wellness bet itself, but what happens when a public events giant absorbs an organization built as a 501(c)(3) — a structural wrinkle the companies haven't yet explained.
The events with the lowest no-show rates share one trait: everyone in the room decided it was worth being there. That is the room at Skift Meetings Forum on September 22.
Sarah Gannon of MathWorks, Shannon Watson of Rotary, and Time Magazine's Dan Macsai join 300+ event leaders at the Javits Center, with sessions on doing more with a flat budget and moving from running events to running the company.
WORTH YOUR TIME
Five things worth your time today.
Connect the dots between six years of job postings in the meetings industry.
Learn how Scottish celebrations during the World Cup made a difference in one incentive group’s site selection.
See how a city of firsts is telling a compelling story that motivates more attendees to register.**
Find out why more business meetings are happening at major events, not in ballrooms.
Avoid these 10 mistakes the next time you’re sourcing entertainers for your meeting.
** A sponsored message from Visit Atlantic City.
SKIFT PICK: TRANSLATING TRAVEL TRENDS FOR MEETINGS
The $1.55 Billion Marriott Gap
The biggest hotel company in the world has a big gap to fill. Skift’s Sean O’Neill got a look at an internal presentation to Marriott’s group sales team with a tall order: Find $1.55 billion in group revenue for 2027. The shortfall comes on the heels of the company’s second-quarter earnings call, which included a “flattish” pace for 2027 group business in comments from Marriott CFO Jen Mason.
For planners, the news translates to bargaining power. Whatever you’ve been hoping for — lower room rates, F&B concessions, wiggle room on attrition terms — this is the moment to bump that request up to the top of your sales rep’s inbox.
Great events are built on strategy, innovation, and the right resources. The Skift Meetings Toolkit is your go-to hub for best practices in managing meetings and events.
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