Conference & Meetings World Issue 107 | Page 10

IACC Bring on the challenge! MARK COOPER ON THE CHALLENGE OF EMBRACING WELLBEING, WITHOUT SMOTHERING HOSPITALITY t’s going to be tough. Tough for professionals to strike the right balance between being a considerate host, looking out for your attendees’ health and safety; and at the same time not sucking all of the important hospitality out from the experience. But, we are not accustomed to easy anyway, so bring on this challenge! There will be a number of influencing factors that will adjust the meeting environments we need to operate, all linked to months of changing levels of risk, hopefully downwards in direction. It is because of this changing landscape and possibility to turn something ugly like a Beware or Stop doing sign, into something positive in tone and visually, that IACC wants to create an innovation avenue. The Pathway to Re-opening is a guide built on the possibilities for environments hosting smaller conferences (up to 200), meetings and training. Following an initial guide IACC released in May, this has been developed by engaging with IACC venue leaders and suppliers globally, sharing return to operating strategies and seeking industry expert opinion in the changes to operational practices for groups of under 200 people attending small conferences, meetings and training. To be released in early July, the guide will then be updated every 14 days, as we evolve, as the creativity rises to the top and the way we need to operate changes. This guide focuses on three areas: • Re-designing the product • Re-designing the experience for the attendee • Re-designing the venue space Other associations and organisations have published excellent detailed guides for accommodation and restaurant associations and suppliers. We want to focus on the meeting considerations front of house, as we feel this is where IACC member venues can be most creative and can restore hospitality the quickest. Re-designing the product Thinking Differently Space utilisation is a critical focus for operators, as physical distancing calls for the re-design of meeting rooms, pre-function areas and social spaces. The reality of adhering to current distancing laws is resulting in spaces accommodating anything from 25% to 66% of usual capacity. This requires venues to balance carefully the pricing of spaces and services and the demand for space. Venues will need to explore fully the layouts which optimise occupancy and adjust pricing to reflect these changes, particularly when space is sold as a complete meeting package. Clients will seek guidance from venues on new layouts which can respect physical distancing, but still achieve the learning or engagement outcomes for their meeting. Rooms with unique features, such as multiple entry and exit points, will open up greater potential for managing the traffic flow of attendees. This is no time to stop impressing!” Right: Mark Cooper Re-designing the experience The experience felt by the attendee at their first meeting, will have a profound impact on their appetite to attend another live event. For venues it is important that, alongside the procedures put in place to conform with regulation and health advice, we apply the full force of hospitality in equal measure. This is no time to stop impressing! The Pathway to Re-opening looks through the eyes of a meeting or training course attendee and imagines this is their first return to a face-to-face event. Re-designing the space Sometimes over decades, venue leadership have developed a deep understanding of their venue’s footprint, their spaces and leadership has been able to match this understanding with client expectation and attendee behaviours, very effectively. Until now… Everything has changed and we must meticulously re-evaluate and prepare for re-opening and operating to a different set of behaviours. Unlike the supermarkets which had to pivot in 24-hours, meeting venues have time to plan and to create environments that we quickly fall back in love with and leave us craving our next live event. The Pathway to Re-opening is a guide published by IACC and available direct from the association. 10 / CONFERENCE & MEETINGS WORLD / ISSUE 107