Event Management in the Age of Zoom

August 19, 2021

Paul Campbell

Paul Campbell is the founder and director of the Purple Patch Group, a business that started life as an event agency in London over ten years ago. Through years of live events experience on both sides of the fence, managing them and sitting in the front row, Paul and fellow director Holly then created the Presentation Experts. Through Purple Patch Group, they develop corporate events and conferences for brands and companies that are looking for a reliable but innovative event agency.
 

Recently, Zoom announced the release of a new events platform that will let organizers monetize and promote their events. Zoom Events is packaged as an “all-in-one” platform that can build event hubs, provide customizable ticketing and registration options, integrate networking for attendees, track event statistics and more.

While the new Zoom Events platform holds benefits for the future of virtual event planning, what does it mean for event management companies? Can more sophisticated event platforms displace traditional firms that provide event management and planning services?

Zoom Is a Late Adopter

With the COVID-19 pandemic and rise of virtual and hybrid events, the development of more powerful event platforms like Zoom Events seemed inevitable. However, the consensus among many in the event management space is that Zoom is a late adopter of this kind of technology. Those in the industry of managing trade shows and events foresaw this shift and were surprised it took Zoom so long to catch up. Several virtual event management platforms with similar capabilities as Zoom Events already existed, such as Whova and Hubilo.

Although Zoom may be late to the game, the Zoom Events platform will likely still be a popular choice for virtual events. Zoom’s meetings, chat and video webinars remain popular more than a year since the beginning of the world’s initial lockdown, and familiarity with Zoom will probably drive users to the new platform, as well. On the other hand, the prevalence of “Zoom fatigue” may make users crave something different for their virtual event.

One thing is certain: “all-in-one” event applications, while accessible, can only do so much for managing virtual and hybrid events.

Will Platforms Like Zoom Events Challenge Event Management Companies?

With virtual event applications growing more sophisticated, many wonder how traditional event management companies will fare. These companies had to switch their service offerings – almost overnight – to meet the demands of virtual and hybrid event planning that arose in 2020 and which persist in 2021. Can they compete with the likes of Zoom Events?

While Zoom Events and similar platforms do boast a lot of features, they’re still fairly basic in comparison to what a virtual and hybrid event management company can offer. Zoom Events can’t help you recruit exhibitors to your virtual trade show, find a keynote speaker, or negotiate deals with sponsors. Zoom Events can’t set up your camera, mics, lighting and backdrop for you, either. And while virtual event platforms may provide customer support to assist with the platform’s technical issues, they won’t have an audio-visual technician dedicated solely to your event.

Zoom Events has several solid features that could suit a company’s in-house event or even smaller-scale public events. But larger virtual and hybrid events are still better off relying on the services of virtual event management experts. Zoom Events lacks the logistical and management support of a professional company and for this reason, doesn’t pose a challenge to established event management firms.

The Switch to Virtual and Hybrid Events Is More Permanent

The release of Zoom Events signifies one important fact – that virtual and hybrid events are here to stay. In Zoom’s own study about the future of video communication, a majority of people surveyed across 10 countries agreed that everything will continue to have a virtual element post-pandemic.

Even after in-person events are allowed again, they won’t be as large as they once were. COVID-19 restrictions will loosen gradually, allowing 500 people to gather, then 1,000, and eventually, large events will be allowed to take place again. But too many people – organizers and trade show attendees alike – saw the benefits of virtual and hybrid events:

  • You can attend from anywhere in the world
  • Virtual and hybrid events are more cost-effective
  • Attendees save money on travel and lodging
  • The planning time for virtual events is reduced

Many companies are asking themselves, why host an event for 5,000 people in-person when you can host a 10,000-person virtual event for more than half the cost? Virtual and hybrid events will stick around for a while because they enhance every event organizer’s main goal: reaching as many people as possible.

How Events Will Evolve in 2021 and Beyond

Whatever your attitudes toward virtual and hybrid events, the return of in-person events depends ultimately on how countries handle COVID-19. Traditional events can’t come back until the public health and safety situation is completely under control and that may not happen for some time. Even when the capability to have large in-person events is available again, many people may not feel comfortable cramming themselves into an event space with 10,000 other people. After the shock of COVID and the various stages of lockdown, delegates and attendees simply may not have the appetite for large events.

Moving forward, event organizers and event management companies will continue to focus on hybrid and virtual events. Zoom is clearly banking on the ongoing popularity of virtual events with their new release, which will make pulling together a virtual event much easier for some organizers. Ultimately, however, professional event management companies will produce the best virtual events in the months and years to come.

Add new comment

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