THE THREE Cs
TV Broadcast where there isn ’ t a live audience . There are touchpoints that allow the two audiences to interact , but they are run as two distinct events , each with its own engagement plan . So , in terms of hybrid , the larger clients aren ’ t really doing hybrid .”
The challenges with hybrid tend to be around ROE and cost . Julian Kettleborough , commercial director beam discusses the current and emerging event tech trends
ewind three years , events were all about the live in-person experience . Virtual and hybrid events were rare . Event tech was limited to the kit you plugged in , or apps , polling and Q & As , it was viewed as a valued ‘ add on ’.
Technology took a starring role in 2020 . Many venues and agencies built broadcast studios , upgraded their tech offering , upskilled teams , and formed partnerships with expert providers to meet changing demands . Some even created their own event platforms .
When restrictions lifted and in-person events returned , there was a desire to get back to what we know and love . The industry saw pent-up demand for face-to-face and our belief in the power of live events had been fortified . Yet , it was clear that tech would no longer sit on the side lines .
As the events landscape settles , beam members share the current trends and challenges they are seeing in this new phase of the event tech revolution .
What clients want “ The digitalisation of events has shifted mindsets to embrace the
“ Many venues and agencies are committed to continual research and investment in event tech , and it is being planned and budgeted for in 2023 and beyond .” idea of community and year-round engagement , with all types of events and tech playing a significant role in enabling those communities . Now there is a greater awareness when it comes to the opportunities around event tech ,” says Simona Negretto , national conference and events manager of Vue .
“ This is why virtual programmes have continued , alongside in-person events , as part of a wider strategy . For live events , tech is no longer a value-add , but a must-have . Hybrid capabilities are now expected as standard ”, says Clare Davies , sales and development manager of IET London : Savoy Place .
Over the past six months , various hybrid models have emerged , but it isn ’ t proving to be the most popular format . Rob Bull , general manager of Woburn House Conference Centre , explains : “ Approximately 25 % of the meetings are hybrid . The industry may have expected this to be higher , but clients want either fully in-person or fully virtual meetings as there are challenges with hybrid meetings .”
This is a trend Beckie Towle , founder of The Events Raccoon and events director of beam , has also seen this year : “ Many organisations are wanting two separate events – an in-person one , and a virtual
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