The Changing World of Events

21 Tips to Consider Going Forward

By Allison Sousa

The event industry has been one of the hardest hit by the Coronavirus pandemic. Like most organizations, the pandemic has likely changed the event industry for the foreseeable future. From venues and catering companies - to photographers, wedding cake experts, entertainers, cleaning crews, suppliers and other service providers & vendors - all are experiencing a seismic shift in the structure and execution of events.

The outlook continues to change daily and these changes don't just impact the providers; they will also require event and meeting planners to consider new trends, requirements, and technologies on the front-end. Amid the terrible confusion, here are some of the trends being consistently noted by industry professionals:

1. Keeping events local conveys a perception of safety, negates the need for travel, and affords you the opportunity to monitor changing guidelines in your community.
2. The trend is towards smaller and shorter events. The smaller the event, the smaller the risks.  Shorter events decrease the amount of time for person-to-person interaction. So, consider ways to decrease the size and duration of your event. Which leads to...
3. Plan a hybrid live/virtual event. Incorporate webcasts with the use of Zoom, Microsoft Teams, Skype, GoToMeeting, Google Hangouts, or other videoconferencing software to reach those who are unable to attend due to travel restrictions, illness, or even just to keep your on-site attendance lower than usual. The Venue is in the process of installing videoconferencing equipment to enable such virtual events.
4. For live streaming, consider the use of Facebook Live, YouTube Live, Periscope, Twitch, Vimeo, Brightcove, or Dacast, among other platforms. All will integrate with The Venue's new equipment.
5. If incorporating a virtual element, consider the use of an event app for networking, live polling, Q&A, and gamification to bridge the live/virtual gap. According to Nina Dermody, an event industry writer, "When paired with other event tech, the app becomes the communication hub that brings it all together." She highly recommends making sure you choose an event app with a networking component. Check out reviews of some of the most common event apps here.
6. Event apps can also be used to help promote sponsors. Engagement and conversions can't really be measured by a banner, but with an event app, "sponsors can include tracking information in their hyperlinks to measure impressions and conversions," said Dermody. Using the app might finally provide the ROI data sponsors crave and keep them coming back.
7. If done correctly, a predominantly virtual event can be just as engaging and beneficial as a live one. Benefits include saving money, reaching a larger audience, and eco-friendliness. Just make sure to create robust and interactive content to keep your attendees hooked.
8. If planning a wedding, the pandemic has added a whole new level of anxiety to couples and their families. An article of advice compiled by Maggie Kreienberg includes tips such as: Using email to correspond with vendors so everything is in writing; exploring other available dates for contingency plans; and of course, understanding the cancellation policies of your vendors. Keep in mind, many vendors (including The Venue) have tightened their deposit and non-refundable retainer policies as a result a taking enormous revenue hits in the spring.
9. If you haven't already, be sure to visit the event venue(s) you are considering ahead of time. You'll want to inspect the cleanliness of the facility and ask about their sanitation and other safety and health-related procedures (temperature checks, hand sanitizing stations, cleaning, etc.). Don't forget to ask about the venue's health & safety requirements for outside vendors as well (i.e. disinfecting high-touch surfaces such as a photo booth, extra food safety protocols at buffets, etc.).
10. Live event set-ups are also changing, which will likely require more tables (with fewer guests at each), linens, centerpieces, etc., in order to ensure the appropriate social distancing. It follows that more space might also be required to allow for the expanded layout. Depending on the type of event you are planning, consider a venue with outdoor space options, such as The Venue at Lenoir City.
11. Look into purchasing event insurance. Event insurance is something we always recommend, but it's even more critical now. While most new plans likely won't cover cancellations due to the Coronovirus, they will help put your mind at ease and cover a number of other relevant items/scenarios.
12. The timeline for people to make decisions about whether or not they plan to attend an event has shortened, allowing for last minute registrations, ticket sales, etc.. It's important to plan your marketing efforts around this shortened timeline. Baptiste Boulard, CEO of Swapcard adds, "Depending on your industry and audience, you may consider offering a discount or access to bonus content to the first people to sign up in order to attract registrations and create buzz." He suggests using the same marketing tools you normally would to reach your target audience.
13. Always remind your guests to stay home if they are ill or considered high risk. Encourage social distancing and other timely safety measures (such as masks) if CDC or other official guidelines continue to recommend them.
14. Consider using disposables for plates, cups, napkins, utensils, etc.. Also, for the time being, it is wise to ask guests to dispose of their own trash to minimize service staff contact.
15. Have extra disposable masks and gloves on hand for those guests who prefer to use them.
16. Beware of "revenge attendance." According to Julius Solaris, editor of EventMangerBlog.com and an international speaker, author and consultant, "After months in 'captivity,' herds of frustrated people could finally let go and indulge." So, set maximums of the front end and cut-off registrations/RSVPs/tickets when it is reached.
17. When considering registration logistics, use floor markings to indicate 6' between attendees in line. Many venues (including ours) will provide these for you. Be sure to place bottles of hand sanitizer at the registration table. Also, have antibacterial wipes on hand to clean pens between use.
18. Inform attendees to keep in small groups when networking. Shaking hands and passing of business cards should be discouraged.
19. Encourage guests to wash/sanitize hands frequently.
20. There is much talk about immunity testing, but if they become available, their application will likely be held to controlled environments such as factories and hospitals. According to Solaris, "While these are key for the economic comeback, there is no good new for events. Policing immunity at events seems discriminatory and very risky - just scraping the surface of what the potential implications may be."
21. The same goes for app (contact) tracing, According to Solaris, "this, in fact, is a preventive measure that could limit the spread of the virus but cannot be adopted to secure attendance at events."

Above all, remember that nobody knows anything for certain about this pandemic, except that events will continue to be under scrutiny for some time. The management and staff of The Venue are going above and beyond, doing everything in their power to ensure a safe and healthy environment for your next event. For more information about our protocols and procedures, click here.

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