Pitches, or short presentations, are not uncommon in the MICE industry. Agencies, locations and service providers compete against each other almost every day to convince customers of their merits. The customer specifies the framework and the service providers create an event concept and, in the end, there is a lucky winner. That’s what tenders in the event industry look like – until now. “Pitches consume incredible resources. They can be the killer of sustainability in the MICE business. But they also offer one of the greatest opportunities to make the event industry inevitably and quickly more sustainable,” says Tobias Weber, creative director of format:c live communication. The idea behind: a reverse pitch. At THE EVENT EXPERIMENT, the MICE world is turned neatly upside down, because here the customer applies for a unique premium event.