The future of events

Let us introduce you to TCJ Events, my go-to event planners. I asked its founder Tisha Jack to share some pointers with my audience about the future of events. This is what she had to share.

With over 10 years of experience in Event Management, we couldn’t predict such a drastic change in an ever-booming industry. Coming together is human nature. We don’t think any of us were prepared to be planning events that didn’t include just that. 

So, what does the future hold for events? Frankly, none of us are quite sure but two words sum it up for us – safe and hybrid. Great emphasis will be on how we can come together safely and the measures needed to ensure that; together with having attendees gather in person and online simultaneously with hybrid events. 

HYBRID EVENTS

We truly believe that the future of events is Hybrid. The surge of virtual events has shown us that it’s still possible to bring people together for events. Once we can physically gather again safely, there will be those who will want to take advantage of that choice. Whilst there are those who at times may want to stay a part of the virtual world – especially when attending requires travel or a long commute. 

Event hosts/producers have now been reminded that their market for events may not only be in their local jurisdiction, and therefore, where possible will consider the possibility of making their event accessible to such attendees. Streaming as an add-on service to videography may now be a staple in event budgets. 

Planning for in-person and online attendees will require great emphasis on event strategy to ensure that the unique needs of both groups are met and the overall event experience is one that they enjoy. Attendee engagement will remain high on the list of priorities. How content is delivered will have to cater to two audiences. 

We suggest though that a decision be made as to which audience is the primary audience because there will be some elements that may not simultaneously work for both audiences. 

EVENT SAFETY

According to The Event Safety Alliance Reopening Guide, there are a couple of options available to get back into the space of managing events – safely. Based on our reading and experiences thus far, this is what we believe is of paramount importance and require our attention. 

We’re anticipating a lot of attention to detail as it pertains to safety, not just for the attendee but the event host’s liability. Attendees are basing and will base their decision to attend or engage with events physically on the adoption to the ‘new normal. Here’s a quick overview of what was identified in the guide with some of our own opinions on its application locally and regionally. 

What the guide starts with sharing is that event professionals and venues need to agree on and be synonymous in their communication to familiarise the public and/or patrons of the elements now involved in events. 

We agree with this! Standards will have to be established for the industry to follow to ensure consistency and safety at ALL events. From there we jump into the importance of:

ATTENDEE EDUCATION

What to Explain: The word has been spread. Both locally and regionally, we have been provided with the knowledge of preventing the virus spread. Apart from the ‘what’ about the host company/individual and the event, it will now be standard that your actions and measures being put in place to maintain safety and cleanliness will also need to be included in your event communication. What the expectations of your attendees are to match those efforts of stakeholders involved in maintaining the safety of the event should also be included.

Where to Say It: Everywhere! Wherever you’re talking about your event you should be sharing this information. This will encourage their trust in your ability to comfortably host attendees and ensure all efforts are in place for them to return home virus-free. This will also reduce confusion and allow for stronger buy-in as they will be familiar with your event’s specific regulations before their arrival to the event. Communication during the event through signage and announcements is also encouraged. 

How to Say It: Be relatable. Remember the goal is to create a feeling of normalcy when it comes to the activities and procedures that will need to be adhered to. There will possibly be moments of friction when they attend or onboard for an event. Ensure then that your communication of the guidelines is not intimidating and feel positive. 

SAFETY

New Roles: 

With these new changes comes the need for someone to oversee their execution. This now introduces the suggested role of an Infection Mitigation Coordinator. According to the guide, this person should have “appropriate medical and risk management knowledge” and “be designated for the event, venue, or business”. This role is essential during this pandemic, and it should be incorporated into health and safety plans and training.

They have also shared that the Infection Mitigation Coordinator should have the following functions. 

• Coordinate with, communicate, and help implement public health guidelines.

• Work closely with the event producer or venue operator to develop and implement event health plans.

• Ensure that existing safety plans are modified for compatibility with new health plans.

• Help create worker training that applies current information about hazards and infection control measures, including physical distancing, handwashing, temperature checking, and disinfecting high-touch surfaces.

For future events, determine, in conjunction with the venue or event organizer, if a worker or patron may safely enter the event space when there is a health concern. 

SANITIZATION OF THE VENUE

A Sanitization Checklist is of paramount importance to ensure everyone’s protection. We’ve pulled together a FREE checklist that you can download here to ensure you don’t miss any ‘high-touch areas. 

Cleaning & Disinfecting:

When it comes to cleaning and disinfecting it’s important to acknowledge the difference between the two. Cleaning refers to removing dirt and impurities from a surface while disinfecting refers to the killing of germs and bacteria on surfaces with chemical products. You’ll be considering how to share the specific techniques that are expected to be adhered to at your event and ensure that all event staff is familiar. 

When it comes to this stage of the event preparation, you’re also now considering the disposable needs for staff, attendees, clients, and presenters. You will also need to consider the frequency required for carrying out both cleaning and disinfecting practices based on the activities of the event.

Shifting into the heightened need for cleaning and disinfecting before, during, and after events moving forward, documentation is now a key part of the process for the management of your event. Timestamps of when cleaning / disinfecting took place will be important.

FOOD AND BEVERAGE CONSIDERATIONS

If you’ll be having food and drinks included in your event’s execution there is much to now consider. 

Typically, food service at events can vary from a buffet and plate (served) to purchase. The latter menus may now be posted electronically or on reusable plastic menus. 

Instead of being served by waitstaff, creating a touchless service experience that also avoids crowds of patrons waiting for their food in a line will be encouraged. These changes may now even apply to how you execute counter/buffet service and the number of staff able to provide service at stations. Partitions can be considered for further protection at these stations. 

Queuing at these stations and also bar areas will also need to be managed.  

Safe practices of the limited staff involved in the food and beverage service will also need to be heightened.

Contact Tracing

Collecting information for contact tracing to assist health authorities to track who has been to an event or location if an outbreak flare up will also be encouraged. Fortunately, most events will have a registration / RSVP system so this should not be difficult to implement. 

Whatever the decision for how you execute future events, the most important element still stands, which is ensuring you can establish the event goals and objectives and develop and execute your event strategy to meet those goals and objectives. Be sure to stay informed with local health regulations as to what is the legal requirements for the execution of events and always plan in accordance with the law. 

We’re excited about the future of events, and hope you are too.

If you’re planning a future event and want guidance as to the steps you should take, schedule a call with us. We’ll love to work with you. 

Note: The Event Safety Alliance published an update to their guide which can be found here.