3 Strategies the Event Industry Needs for Success in a Post-COVID World

June 24, 2020

The coronavirus pandemic — and the quarantines, venue closures and travel bans that accompanied it — has instantly affected the events industry. It arrived like a natural disaster, altering organizers’ lives and causing everyone to enter emergency mode.

The initial impact was quick: About 16% of event staff underwent a pay cut, and more than 30% of organizers postponed their events and trade shows until 2021. But the decision to hold, cancel or reschedule events was just the beginning of a new reality. Industry professionals are frantically trying to pivot into virtual spaces and offer consumers engaging online experiences.

The long-term effects depend on how we adjust to new expectations. In the future, as lockdowns ease and venues cautiously reopen, organizers will need to shift to virtual and hybrid alternatives. People may not feel safe attending in person, and those who do will need layouts that accommodate social distancing and new hygiene measures. Event professionals must cater to both audiences.

Luckily, our agency has a lot of experience producing virtual events, and we’ve been able to reflect on what we’ve learned. Here are our top strategies for how to excel in and plan for the post-pandemic future:

1. Reframe your event for a virtual arena.

A single computer in a home office isn’t the same as a brightly themed room filled with like-minded people. That’s why we must acknowledge that it’s not about attempting to replicate in-person experiences. Instead, it’s about reinventing experiences on virtual platforms. What can attendees get from your trade show that they won’t be able to get from a free webinar? What else does your virtual event offer? Can you use attendees’ homes and resources to add to the overall experience? Immerse attendees in a new environment and create digital opportunities for both group and one-to-one engagement.

2. Find virtual partners to help.

You don’t have to rely on your own emerging skills to put on an engaging virtual event. Seek out the best partners you can find to help plan an engaging digital event. This might include hiring a producer, director, and tech partner who will help to create the right mix of live and recorded content. Also, you should look for the best speakers for a digital arena. An amazing onstage speaker may not translate well through a computer screen. Take time to evaluate and identify the most engaging presenters.

3. Engage your audience.

Uncertainty can make audiences restless and hesitant, and those emotions are amplified because of current events. Let them know in advance what the experience will look like. At the same time, you’ll have to prepare for the audience. People will remain seated at a live trade show, but you won’t know if your virtual audience is distracted. Add a bespoke element that allows attendees to choose their own paths and make the experience their own. This will help to personalize the event for each attendee so that everyone gets the most out of the experience. Evaluate how to make each moment more meaningful by considering the mindset of your guests and what elements of the experience will resonate the most.

The people attending your event are struggling to make sense of the new world they find themselves in — exactly like you are. Talk to them, not at them, and you’ll find that your audience is still out there, waiting for you to delight and engage them through events.

 

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Partner Voices
Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact