Missing from the list of priorities is people , explains James Bogle , head of marketing and communications of QEII Centre . “ Skilled , trained operators are the most important technical resource along with the kit . Not only do they need the training , skills , and experience to operate the equipment , but they also need to be cool and calm to deliver under the pressure of running a live event .”
The role of hybrid and virtual post-pandemic
The beam survey also revealed some thoughts on the main role of hybrid and virtual events going forward . Approximately 57 % of respondents described them as a “ Plan B for when in-person events are not practical ”. The remaining 43 % said they will continue to replace smaller in-person meetings to save time and travel costs . There is also the benefit of saving carbon emissions , too .
Left to right : Sian Sayward , Rachel Macauley , Stephanie MacFarlane , Nick Scott
Several respondents added that that the virtual element would be used to broaden the reach of in-person events . This is consistent with what etc . venues is seeing in the marketplace , where physical events are very much the first priority for planners . Charlotte Culley , senior sales manager and hybrid events specialist at etc . venues , says : “ Our surveys show that planners are returning to live-only events at the moment . Where hybrid technologies are being used is to extend the content and engagement of the in-person event to an online audience .” This content can also be made available on-demand , helping to prolong the life of the event .
There is also a growing trend for the hub and spoke format for hybrid events . Rachel Macaulay , head of Vue Conferences and Events UK , reveals : “ Hub and spoke events , based on the image of a wheel , are where the centralised message comes from the ‘ hub ’ and is delivered to the ‘ spoke ’ venues around the country or overseas . These are becoming more popular and will replace a lot of roadshows .”
Ultimately , the core role of hybrid and virtual events going forward will be to support and complement on-site conferences . “ While they save time and travel costs , nothing can replace face to face meetings . A combination of the two is therefore a useful solution to the new events landscape ,” says Macfarlane .
While smaller in-person meetings tend to have moved online , it “ isn ’ t all bad news ” for event planners , says Nick Scott , managing director
of ArrangeMY . He points out that the past two years have “ opened minds as to what is possible with technology and how easy it is . We are now seeing greater value placed on real live events and the added value it brings to building relationships .”
Trends and challenges
The key to navigating the new normal is being goal focused . Marc Hazelden , strategy and innovation director of Top Banana , remarks : “ Technology is always going to be integral in achieving a unified audience experience . However , your focus should always remain on the desired outcome of the event .”
Technology moves at such a fast pace too , which means “ the biggest challenge is future-proofing and ensuring the technology investment isn ’ t outdated a year after you buy it ,” warns Parker .
Another major obstacle is “ attracting skilled staff who understand the demands of a remote audience and who can negotiate the myriad of offerings in terms of the ‘ hybrid ’ meeting ,” says Bogle . “ During the pandemic , many skilled technicians left the industry , and recruiters across the industry are working hard to address this shortage of skills .”
Looking ahead to the future , as the world of events settles into its new normal , hybrid and virtual events will become more refined and physical events will be strengthened by the accelerated digital disruption of the pandemic years . CN
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