A few brief thoughts on the vallue that is lighting. I'm talking about basic stuff here; stage washes, gel color, uplights, gobos and specials. There have been remarkable advances in intelligent instruments and control systems recently but these are usually beyond the scope and budget of a typical small to medium sized show.
Lighting equipment is usually inexpensive, compared to audio and video.
Lighting can be, and often is, set and forget, which saves money on labor.
Lighting may be used to direct or focus client and attendees attention on cue, providing an effective addidtional impact to the content of your program.
Lighting ,or lack thereof, can make a huge difference in the overall impression or look and feel of an event space (and well placed areas of darkness can hide those elements you wish to as well)
Lighting, when properly planned and executed, can be changed quickly and easily, giving you the option of different looks for segments of your show.
Lighting is absolutely essential if you plan to have any part of your event recorded on video or webcast. Even if you do not intend this, you should be prepared. These days iit is likely that someone will capture some part of a speech on their mobile device and share it online (The formula is video eats light. The more you feed it, the better it looks!)
The bottom line is; the better the lighting, the better the impression your event will make in general. Good lighting adds an element of atmosphere and a touch of class. Without it, your show is just another meeting in just another ballroom. Your clients and attendees deserve better than that.
Got light? Get light! Let light!