The Purpose behind the Meeting and Events Industry
It remains amazing to think about all that has transpired over the course of 2020. The world experienced an incredible disruption to how we did just about anything. The shock to both our personal and professional lives came suddenly as we were forced to adapt to new ways of operating.
Against this backdrop of social distancing, however, the value of human connection and the benefits of community are only more appreciated. And in this way, there is an opportunity for the meeting and events industry to play an important role in the recovery from this global experience. I have been inspired by our industry’s resilience – we did not sit on our collective hands, waiting for the health crisis to pass in order for us to meet again. At PSAV Encore, we are motivated by our purpose to “connect and inspire people to better our world.” The focus on this ‘why’ we exist has always been more important than the ‘how’ we deliver against that purpose.
Signs of Growth – This Is How
We have embraced a recovery with new solutions and innovations to help our customers achieve their goals. Importantly, we are starting to see some green shoots as evidence the tide is turning. First, many of our customers are pushing technologies further to support more engaging virtual or hybrid events. Second, and it may come as a surprise, we have produced nearly 10 thousand in-person events for customers all over the world these last few months. Both are positive signs for how our industry is adapting to a changed world.
One way PSAV Encore has shifted to virtual and hybrid is through the development and use of Presentation Stages™. These are remote presentation environment solutions that bridge presenters and attendees together in a pre-built location to produce, record and broadcast an online event. Then there is Chime Live, our proprietary all-in-one platform that offers multiple engagement tools to connect virtual or hybrid meeting attendees with each other and the presenter. And we have become more effective in connecting live in-person meetings with remote attendees to achieve an expanded audience. Please know we are doing it all consistent with our industry-leading MeetSAFE practices, ensuring we always keep our customers and team members safe.
We Are Meeting
We know that every organization is eager to re-engage with their stakeholders. Building communities, ensuring alignment as we plan for a new year in 2021, and creating opportunities for those moments of serendipity when people gather. We can all think of a situation where an unscripted conversation or chance encounter with a colleague served as the spark for the next big idea. It may be a bit longer before more things can return to the way they were, but all is not lost. We can still connect. We can still inspire. We can still meet. It may be different from what we were used to, but the meeting and events industry is here to help keep those big ideas coming.
To learn more about how PSAV Encore’s virtual and hybrid event capabilities can help your organization connect, click here.
Grand ballrooms, exhibit halls, breakout rooms one, two, and three. Been there, done that? If you feel that way, that means your customers do, too.
These days, customers want options! An atypical location brings something new and exciting to the table, and venues can’t just be reactive to requests for creative space anymore. They need to proactively plan for these requests so that when the opportunity arises they are prepared to execute it flawlessly.
It’s time to get inspired. The venues that are open to adapt and create unique ways to use their flexible meeting space will be the ones that win the game.
Flexibility: More than Just a Trend
Trends come and go, right? Well, all signs point to the flexibility “trend” not going away any time soon. In fact, in the recent IACC Meeting Room of the Future report, more than one-third of meeting professionals report the importance of flexible meeting space moving forward. When asked to describe the ideal venue, meeting professionals mentioned words such as “open, flexible, bright, fun, and well-equipped with technology.” Does this match how you would describe your own event environment?
If not, then it’s time to work smarter, not harder. Learning, understanding, and anticipating the needs of participants before they arrive will be critical into how venues can flex their space. Meetings will need to move past reactive adjustments and adopt a proactive approach to personalized experiences.
We can do this by utilizing data and predictive analytics to map the flow of attendees and provide optimum touch points in those heavily utilized spaces. For example, using furniture with built-in technology, mobile F&B stations, or adjustable seating plans helps the planner achieve their goals while achieving your revenue goals as well.
Create the “Accidental” Meetup
According to the latest study between Marriott and PCMA, “spaces can no longer be designed with one journey or path in mind.”
Networking can take on a whole new meaning when space is designed to maximize interaction We call the evolution of these types of meetings the “accidental meetups.” For example, there are shared workspace venues that intentionally create narrow hallways so that you have a better chance of “bumping” into people, fostering interactions.
Some venues take the idea of the accidental meetup even further into what IACC describes as the Linger Effect: “Long after the planned event concludes, we observe attendees remaining in comfortable environments — continuing intriguing discussions, sharing information, and having meaningful conversations.” When spaces are designed with the attendees needs in mind – comfort, flexibility, tech – they’re more likely to stay and talk to one another long after, potentially coming up with new ideas about the content at hand.
Part of this design influence stems from millennials. Their “plug and play” workspaces have become the expectation. With the “accidental meetup,” guests want the ability to open their laptop and meet with other guests/customers to get work done. Many times these spaces become key networking “hot spots” during conference breaks. That can translate into revenue hot spots just as easily for venues with point of sale stands placed strategically in these locations.
If Not the Ballroom, Then Where?
Your wheels may already be turning, and you might be thinking: if planners aren’t using ballrooms, where are they going?
Some companies are actually getting creative and utilizing space that belongs to them. A major airline, for example, holds their annual military fundraiser gala right in one of their very own airplane hangars. Plenty of space for tables, staging and a 120’ long screen to capture the attention of over 2,000 attendees.
Another company stripped down their event and used an empty warehouse to create a comic book using panels and video mapping. Attendees simply walked from panel to panel to become part of the story for their product launch.
Here’s the thing about a lot of these events…you just have to get innovative! These types of events can be altered to scale and placed in your parking deck, rooftop or – yes – even your ballroom! You can create entirely different looks through lighting, technology, and décor. If you move the educational content out of the ballroom, you’ll have a lot of additional time and space to set the stage for an event the attendees will be talking about for years to come.
Set the Scene
The key is this: paint the picture for your customers. Brainstorm with your operations teams to start planning for the non-traditional participant from now – don’t wait until an opportunity comes to start thinking about it. Consider bringing in your partner suppliers to these brainstorm sessions for added input.
As you arrange for flexible meeting space, don’t forget to plan for the back of the house as well with an operational flow that has the least disruption to your attendees. Make sure to map out where power and technology equipment are going to be housed so that unsightly cables and supplies are minimized.
The more work we can complete on the front end, the easier it will be for our customers to take a chance at trying something new and creating lasting impressions on their attendees.
Advancements in technology have certainly made our lives easier in many ways, including how we choose to meet. Thanks to videoconferencing solutions like Skype, Zoom, WebEx (among others), employees across the globe are able to connect without even having to take a step.
But despite the convenience of virtual substitutes, in-person events are still the preferred way to meet for an optimal experience. In fact, according to Meetings Mean Business, 84% of executives agree that team productivity is best advanced face-to face. And the answer to why that is, is quite simple: the human connection.
At their core, meetings are meant to bring people together. Every year, PSAV – in partnership with Meetings Mean Business, EIC, MPI, and PCMA – celebrates Global Meetings Industry Day, highlighting the impact that meetings, conferences, conventions, and trade shows have on people, businesses, and communities.
As part of this international day of advocacy, my colleague Mike Leone, Chief Commercial Officer of PSAV, and I hosted an industry panel to discuss the value of face to face meetings and their human impact. Panel members included Cori Dossett, President of Conferences Designed, and John Mitchell, Vice President of Business Development for MC2.
Key takeaways of the panel centered on harnessing the power of community, ideas, and solutions to business challenges that can only be born at meetings, and how their impact is so much stronger when we meet in person and build off the energy in the room.
Cori kicked off our discussion, addressing the notion that so often, ROI mistakenly becomes the only objective of meetings – ignoring the human element. “It’s more important to also think about the community aspect and bringing people together face to face and how important that truly is. And building the member community and creating a unity within.”
John further reflected on the value of these in-person discussions, pulling from his own experience. “When I first started my career, it was about the internet, and the internet was going to kill the meeting business. But it doesn’t because we’re always going to be human. There’s nothing that’s ever going to replace the value of me sitting next to you, seeing you, getting to talk to you, getting to see the challenges that you’re going through, empathize with you, and then creating a solution from that. So, I think it’s the human spirit of the meeting businesses always going to be there and that’s what really drives our business today.”
Ideas are an organism that grow when we’re together. When we gather for a common purpose, we unleash the power for human potential. For more on this topic, check out the full panel discussion below. To view our video for GMID, click here.