Behind every unforgettable event lies more than just a good idea. It is the combination of people, technology, and vision — a synergy that transforms a space into an experience and a moment into a memory. How the world of modern events is changing, what separates mediocrity from excellence, and how courage and long-term vision can bring a Slovak story onto European stages were the topics discussed on TA3’s BIZNIS show in the segment “Technologies that transform events”, featuring our CEO Martin Štefanek. For more than 25 years, Hurricane has been looking for ways to turn events into real experiences — whether conferences, congresses, exhibitions, or international productions across Europe. → Recording: Biznis TA3 –Technologies that transform events
A Slovak family business in the competitive European event landscape: challenges, trends, recommendations
This article contains additional insights and perspectives from M. Štefanek that did not make it into the BIZNIS broadcast.
From sound and light to a full partnership
In the beginning, we were “the tech guys” — providing sound, lighting, stage, and so on. Over time, we realized that clients don’t just need equipment. They need someone who can take care of the entire event. Today, we work as a partner who helps shape the concept, scenography, technology, and full production. Technology for us is a tool, not a showpiece. We can install LED walls, bring special effects, or deliver unconventional stage solutions — but we always think about the value it brings to the brand, the program, and the audience.
How events took us to European stages
A major turning point came with large international projects. One of them was the Eurofi Financial Forum during Slovakia’s EU Presidency. Since then, we’ve partnered with them on events across Europe. Another milestone was the 100th anniversary of the World Savings and Retail Banking Institute in Rome, attended by the Italian president and covered by the national television. Projects like these go far beyond “good sound” or “nice lighting.” They follow strict security rules, take place in historic venues, often involve live broadcast, and operate under intense time pressure. That’s where it becomes clear whether the technical team is a true partner — one who understands not only cables, but also protocol, dramaturgy, and the reputation of the organizers. Thanks to these experiences, we became the only Slovak member of the international AV Alliance. For us, it’s both recognition and a commitment to uphold a standard worthy of any European stage.
A Slovak story in the European event business
Being a Slovak company in the European event industry is both an advantage and a challenge. The advantage lies in our ability to combine reasonable pricing with strong performance; we’re flexible and used to finding solutions even in demanding conditions. At the same time, we compete with global players who have larger networks and budgets. Instead of seeing this as a disadvantage, we take it as motivation. On every project, we aim to prove that a professional, internationally capable event team can come from Slovakia — and stand shoulder to shoulder with major production companies.
A family business that needs systems and processes
Hurricane is a family business. In practice, that means a high degree of trust, loyalty, and a personal relationship to our work. Many of our people have been with us for years — just like many of our clients. But as the company grows, structure becomes essential. Hence we add clear processes, defined responsibilities, and established standards to the overall family atmosphere. We want to remain human and approachable, while operating in a way that lets us reliably deliver even the largest, zero-tolerance-for-error projects.
Artificial intelligence in events: A helper, not the goal
Artificial intelligence is already part of our industry. It helps with planning, equipment tracking, attendee registration, data analysis, and stage design. It lets us prepare large projects more efficiently and quickly simulate different scenarios. But events are ultimately about people. We see AI as a tool that frees our team to focus on what technology cannot create — content, emotion, relationships, and the atmosphere in the room.
How an event that “Looks Simple” is created
The event, which is of course impressive on stage, has a lot of “invisible” work behind it.
· It starts with a good brief and a discussion about the goals: what the event should achieve, who will attend, the type of venue, and its limits and possibilities. · Then comes the solution design: format, scenography, technology, schedule, and budget. Creativity, production, and technical teams meet at one table to ensure nothing conflicts. · This is followed by logistics, equipment preparation, rehearsals, and the execution itself — where the team’s coordination and ability to react on-site are crucial.
After the event comes teardown and packing, but also evaluation. We review what worked, what could be improved, and what can be done better next time. Our saying is: “Hurricane only, that leaves everything clean.” This isn’t just about the venue — it’s about the relationships, processes, and overall impression we leave behind.
When you’re looking for a partner, not just a technical supplier
We believe an event should have clear value for the brand, participants, and the client. Our ambition is not to be a team that “comes, builds, and leaves,” but a partner who helps turn events into meaningful experiences. We don’t see ourselves only as a technical supplier, but as a partner who shares responsibility for how a conference, congress, or exhibition works — content-wise, technically, and experientially.
Written by: Martin Štefanek, CEO & Peter Červinka, MARCOM Specialist
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