MAY | OPINION
Julian Agostini, MD of
Mash Media
Julian Agostini, MD of Mash
Media, says now is the time
to rip up the rulebook and get
innovating
T
here’s an old adage
that has seldom been
more appropriate in my
lifetime - crisis breeds invention.
There can be no question that
we are in unprecedented times
across the globe. The events
industry will need all its resolve
and creativity to bounce back
with a flourish when we get
the opportunity. Fortunately,
those are the precise ingredients
that make up so many of the
individuals and companies that
serve our wonderful industry,
so I’m confident that we’ll come
back with a bang.
The landscape has changed,
maybe forever. Who knows?
So, what are we doing to adapt
and stay ahead of the curve? As
we are all in lockdown, there is
no better time to plan, create,
design and let our thoughts run
wild a little. Frankly, there’s not
much else we can do.
We want to hear all the crazy
thoughts and dreams; this is the
time to try them. The public and
the business worlds will be more
receptive to new ideas now more
than ever before. In fact, there
will probably never be a better
opportunity to operate outside
the box.
Communities and audiences
will understand the logic of
new angles and may well adopt
them…so let’s try a few things,
it’s a free hit.
Now is the time to dig out
36
Crisis breeds invention
those shelved experiments that
you always wondered if they
might work. There is going to be
a huge appetite for events when
social distancing is relaxed.
We should be looking to cram
the calendar full right through
Autumn and Winter.
A new temporary venue?
Where will we put all these
events? Those that have been
postponed, delayed and those
already scheduled plus all the
new ideas?
Can we build temporary
venues on the Royal Parks and
on our commons throughout
the UK for example? Normally
this wouldn’t be approved but
the world has changed and
red tape is somewhat easier to
cut through right now as the
government is seeking to prop
up businesses in any way they
can.
Traditionally the months from
October through to March have
been less attractive for outdoor
events, but not this year. Spring
“Can we build temporary venues on the
Royal Parks to host events that have
been postponed, or don’t have venues?”
is ruined and probably a lot of
the Summer too, so everyone
is going to be desperate for a
bumper Autumn and Winter;
make sure you’re right in the
middle of it.
If you can’t run your event
in Spring or Summer then try
Autumn or Winter. Why not?
Surely not the weather? That
will not be a deterrent this year.
Try different days of the week,
alternative venues and locations.
Are there any cancelled events
that you could replicate in a
small way in the Autumn and
Winter?
If you don’t…someone else
will. The demand could be very
high, so make sure you’re ready
to meet it.