Five built-for-destinations details: What's new in Eventsforce and why it matters

Events are one of the clearest ways for destinations to attract more visitors, engage more partners, and create more impact for their communities. In-person events still deliver what nothing else can; destination marketing organizations (DMOs) report that 28% of revenue would be lost without in-person events, and 70% say face-to-face relationship-building is the hardest outcome to replicate any other way. Planners increasingly see DMOs as essential to that success, with 92% turning to a DMO at least sometimes when planning events.

The challenge is finding a tool built for how DMOs work. Waitlists treat groups like individual bookings, attribution is hard to pin down, tax rules mean workarounds, and a single venue change can send someone combing through page after page to fix the same detail. It all adds up to hours of manual coordination — which is time your team could spend working on the events themselves.

The latest Eventsforce updates were made to close these gaps, and because Eventsforce is built on native, bi-directional integration with Simpleview CRM — these updates build on the same source of truth your sales, services, and marketing teams already work in.

Here are five recent updates that help teams fill more seats, prove more value, and spend less time on manual work.
 

1. Group Waitlist Experience

For anyone who has managed a gala, sponsor block, or sold-out tournament weekend, the old waitlist model was a source of dread. When a group of ten wanted in and only four seats opened, someone had to track it by hand and offer partial places, chase responses, and work to keep the group together. That’s time away from the event itself, and it puts pressure on the planner and partner relationships.

The new Group Waitlist Experience removes that friction.

You can now:

• Add an entire group to a waitlist in a single action. No more tracking members one at a time.
• Choose to accept the group all together once enough places open or release places to members individually.
• Rely on cleaner booking flows and clearer email notifications that keep bookers informed without manual follow-up.

Group-aware waitlist logic is genuinely different from the first-come, first-served approach most platforms take. Every change syncs straight into Simpleview CRM so your attendee records stay accurate without a second round of data entry.
 

2. Marketing codes & attribution tracking

When budget conversations come around, you need to point out what's working: the campaigns, channels, and partner promotions that fill the rooms. Marketing codes give you clarity, so the efforts earning results are the ones that earn investment.

Marketing codes give you a straight line from campaign to registration.

You can now:

Marketing codes deepen the reporting already built into Eventsforce so you can see which channels and campaigns brought people in and make the case for what's next with evidence, not instinct.

• Add marketing codes to event URLs and email links to tag exactly where a booking came from.
• Track performance across orders, attendees, and reports — and access it through the API — so the numbers show up wherever you work.
• Use the built-in Campaign Builder URL generator to set up tagged links in minutes without stitching together tracking by hand.
   

3. Variable tax rates & ticket-level overrides

Tax is one of those details that has to be exactly right. If you run events across regions, sell to different attendee types, or coordinate with sports organizations whose teams travel across jurisdictions — a single tax setting for the whole event doesn't reflect reality. That usually means manual reconciliations, slower ticket launches, and extra scrutiny at reporting time.

Ticket-level control goes beyond the event-level settings most platforms stop at.

You can now:

• Apply tax overrides selectively at the ticket level, not just across the whole event.
• Support different attendee types and geographies within the same event.
• Update pricing dynamically during the booking flow, so what the attendee sees is always correct.

This is especially valuable for global programs and the fast-growing sports commission segment. Fewer manual adjustments mean fewer errors, faster launches, and financial reporting you can stand behind.
 

4. Dynamic website content with merge tags

If your team runs a portfolio of events across the year, you know the quiet tax of manual updates. A venue changes or a date shifts, and suddenly someone is combing through multiple pages to correct the same detail — and hoping they caught each one.

Merge tags let your event details manage themselves.

You can now:

Eventsforce sites can launch in under 25 minutes, so you get scalable, reusable templates without sacrificing the polished, on-brand experience your destination is known for. This is a genuine time-saver for lean teams running big calendars.

• Insert event details like dates, venues, and more into pages automatically.
• Support custom event properties so even your unique fields stay in sync.
• Reduce manual updates across multi-event programs, so a change in one place carries through.
   

5. Improved group booking & session management

The most complex events are where control matters most. When availability isn't clear in real time, it can lead to last-minute juggling — and attendees will notice.

The latest improvements give you a tighter command of the details.

You can now:

• See offered session places clearly, so you always know what's available.
• Handle group allocations and availability with more precision.
• Coordinate waitlists and sessions together, rather than juggle them separately.

These are the high-friction moments where a better tool earns its keep. Group logic now runs consistently across waitlists, sessions, and bookings — not just in one workflow — which reinforces Eventsforce as a one-stop-shop for meetings, partner events, and sports. It's the kind of control that turns a complex program from a stress test into a showcase.
 

See what's next for your events

If you want to learn more about Eventsforce and what it can do for your destination, we invite you to book a demo. If you are already using Eventsforce, talk to your customer success consultant about turning these new updates on for your next event.