The Future of Events Is Not (Just) Virtual

November 18, 2020

Lauren Kane

Lauren Kane is Chief Strategy Officer for Morressier, a company that provides virtual conference software for academic and professional organizations.

When COVID-19 hit and dashed all travel plans, the scholarly community saw a wave of conference cancellations and a rapid scramble to virtual formats. Nine months down the line (and with another wave of the virus bearing down in many countries) it has become increasingly clear that conferences will not be returning to their pre-COVID formats any time soon. This is the new normal, one that offers a rare opportunity to reframe the traditional conference format and create better, more inclusive ways to bring the scholarly community together.

Looking ahead, we strongly believe that a hybrid approach (including a live, in-person event and virtual online component) presents the best future strategy for most conference organizers. Hybrid conferences support the invaluable human connections forged via a chance discussion over drinks or an astute comment whispered in a lecture audience. At the same time, a hybrid approach embraces the benefits offered by virtual conferences, including greater flexibility, accessibility and global inclusivity.

But how can we ensure hybrid meetings are cohesive and provide equal value for both physical and virtual attendees without making the audience feel like they are attending two separate events?

Brian Lovett, a post-doctoral researcher in the Division of Plant and Soil Sciences at West Virginia University, argues that sophisticated technology must be leveraged to effectively bring the off- and online realms together. Well before the COVID outbreak, he was already campaigning or a revamped conference system, one that includes virtual capabilities to foster impactful scientific discourse and broadcast a broader range of voices.

“To date, changes to the traditional conference format have for the most part been incremental, such as the addition of a new kind of session or an app that holds the scientific program,” Lovett says. “There is room for bolder changes that open the doors for more to participate and reimagines the format of scientific sessions to be more dynamic, instead of trying to simply transition what has been done onto a video conference.”

Lovett suggests that bi-directional livestreams — sharing both what is happening on-site and online to the respective audiences — can help connect the in-person and digital experience and take virtual attendees out of a passive role. Post-presentation Q&A sessions, for example, can include questions from both online and on-site attendees, supporting this critical interaction with presenters without requiring them to be in the same location physically.

Of course, coordinating a hybrid conference involves a different planning process than traditional events. When mapping out the delegate journey, organizers must take special consideration of their online audience. While online attendees don’t have to walk down the block to find the next session, they still benefit from scheduled breaks to avoid digital fatigue.

Social activities involving a cross-section of in-person and virtual attendees can ensure everyone stays engaged throughout the meeting and provide networking opportunities across the two audiences. A good virtual conference platform and on-site app can also provide interactive features to enable rapid, visual feedback on conference topics for the entire audience.

Dedicated staff should be on hand to guide interactions and help cross the virtual divide, including by assigning in-room hosts to remote participants. Such a system offers another route for virtual attendees’ voices to be heard and increases networking opportunities, a key part of the meeting experience that can be restricted in an online format. Conferences should also provide a backstage, staffed ‘speakers’ lounge’ for virtual presenters, where they can familiarize themselves with the conference technology, interact with one another, ask questions and prepare for their upcoming panel or presentation much as they would on-site.

While on-the-day participation is essential to running a successful event, one of the benefits of hybrid conferences is the ability to have both synchronous and asynchronous communication. Meetings are no longer only about the conversations happening in the moment, but can also include pre-and post-meeting activities to encourage engagement across an extended event lifecycle.

Shalini Prasad, Ph.D., head of the Department of Bioengineering and Biomedical Engineering at University of Texas at Dallas, believes the potential to capture conference posters, videos and presentations long-term is particularly beneficial for the research community.

“All conferences should provide an archival platform going forward — especially in the interest of open access and sharing. If a researcher is willing to present their information at a conference, they should have no issue having it and any video presentations available digitally in this way as well," Prasad says.

This capacity to offer post-conference access not only increases research dissemination, but also opens up new ticketing options for organizers. Many are now looking at different pricing levels for their event — the highest tier being an in-person ticket, followed by a live virtual attendance ticket and finally post-conference access to on-demand content. Providing a range of attendance options opens up conferences to a wider audience and increases access for researchers in different time zones or with limited budgets, including early-career researchers.

As we reflect on the lessons of 2020, what’s most clear is that the future is unclear. In the case of academic and professional conferences, it looks like virtual will dominate the event landscape for the time being. Yet as we plan for the ideal conference in a post-pandemic world, let’s do our best to ensure attendees have the same opportunities for engagement and professional development, whether they are sitting in a conference hall in Texas or a home office in Sydney.

  

Don’t miss any event-related news: Sign up for our weekly e-newsletter HERE and engage with us on Twitter, Facebook, LinkedIn and Instagram!

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