One thing the pandemic has taught us all is to push the boundaries and explore new territory. This is true for almost every industry and none more so than events. What constitutes “a sense of normalcy” will be a continually changing scenario for the foreseeable future. However, with reopenings beginning to rollout in the US and around the world, there are ways we can embrace forward momentum right now.
Expect digital to be a routine part of any event budget in the future. Virtual components are here for the long-term and although they may not be part of every event, they are increasingly a vital ‘tool’ in the events industry kit.
But over and above how the sector has adopted new technologies, the question on event professionals’ lips is when might there be a resumption of normal activities?
John Saunders, Founder & CEO of The Virtual Event Company says, “Personally, I don’t think corporate events of any significant size will return until the attendee has the confidence that it’s safe to do so. This is likely to be when vaccines have been available to all age groups and vaccine passports distributed. This is likely to be in 2022.”
“Those countries which are ahead of the curve, vaccine-wise, might return sooner to domestic events. Digital events will remain strong and we are now seeing the rise of hybrid events blending virtual with live and reaching a larger audience.”
We are also aware in these uncertain times, that there is a different account every day of what the future looks like. Which means flexible strategies with virtual components, even for in-person formats, are the safest bet for the time being.
For example, if the UK faces ongoing lockdowns throughout the rest of the year, events will continue to be impacted. It may not be as simple as a country recovering within six months and never having to deal with the virus again. That said, if your in-person activity also has a virtual component (for example, a launch party accompanied by champagne shipped to attendees joining from afar), your risk for delay or cancellation are considerably low. A built-in contingency plan means you’ll be able to adjust at a moment’s notice which while always a necessity for events, is even more essential now.
Size and travel will be the two major risk factors both countries and attendees look at when evaluating the risk of attendance. Large events are associated with more risk of contracting the virus.
Long-distance and international travel will be perceived as major risk factors as we have no (perceived) control over what another state or country is doing to prevent the spread of the virus. This leaves space only for smaller, local initiatives to persist. Trade shows are starting to re-emerge this year. They’re just smaller and potentially more focused. For example, Leading Real Estate Agents of the World will host their annual show in Las Vegas this summer – just with less delegates attending and Covid safety rules in play.
With revenues having been cut it takes time for the market to recover enough that they’re able to fund that activity in a way that they would have, even once we’re safe to do so. So it may be 2023-24 when we will see the live events and hospitality parts of the business really recovering to where they were in 2019.
These kind of events are actually a vital part of economy recovery and necessary for business resumption. So they will play a key role in facilitating the connections to help re-growth happen. There is certainly much pent-up demand for resumption of in-person events.
Overall shows and events allow us all a chance to be creative and look further down the road, to see what’s on the horizon and what things are on other’s people’s radars. Online events where speakers zoom in virtually have allowed many companies to access talent that they didn’t always have the opportunity to tap into when they did in-person event.
‘As we continue to push the boundaries and explore new territory the idea of what constitutes “a sense of normalcy” will continue to change over the months ahead and we may well find more, not less, innovation and connections result. As the saying goes – necessity is the mother of invention. So don’t expect a linear path to a former normality. Prepare for surprise, innovation and more unpredictability.
What we can predict, is that one way or another, we are going back to in-person interaction both personally and professionally. We’re ready and keen for that return.
