Tim Collett , managing director , WRG , encourages event planners to prioritise the ‘ why ’ over the ‘ what ’ when deciding an events format in 2023

y prediction for 2023 ’ s new catchphrase is based on one which expresses the frustration we feel when our time is wasted on an interaction that could have been simpler , more effective ( and cheaper ) if done differently .

Rather than the ‘ meeting that could have been an email ’, will 2023 be the year of : the live event that could have been virtual ?

Let me be clear , I love live events . I have worked in this amazing

“ There is no longer room to be complacent about the power of virtual simply because we appreciate the power of in-person .”

industry for over 20 years . I ’ ve been lucky enough to work on some truly phenomenal experiences and I continue to be obsessed with the sheer power of our medium . I ’ m certainly not saying that virtual events are always the answer . But by prioritising the ‘ why ’ over the ‘ what ’, event planners can create more effective , engaging , and memorable experiences that can truly resonate with attendees .

The bigger picture There is a price to pay by in-person audiences – beyond the simple financial factor . Whether it be time away from loved ones , physical heath or mental wellbeing , delegates have to invest in attending live experiences . It ’ s not unheard of for audiences to travel across continents ; jet lagged , overworked , and overstressed , only to end up sitting in silence in an elaborate ballroom until they are rushed back to the airport . Sometimes , attendees are ushered through a bewildering array of abstract experiences that prioritise creative expression over audience experience .

Added to this we have a key role to play in delivering on all our broader responsibilities to the planet and communities through

Tim Collett

careful consideration of how we deliver events and exhibitions .

There is no longer room to be complacent about the power of virtual simply because we appreciate the power of in-person . There is much that can be delivered virtually from immersive film moments to collaborative workshops , from fun and exciting exercises to in-depth and complex presentations .

With all this in mind , why consider in-person live events at all ? We know why : the sheer power of human connections , of emotional experiences , the sense belonging and total immersion , when based on these foundations , the live medium is unparalleled .

Ultimately , it ’ s all about weighing the costs and benefits to find the best solution for our clients and audiences . If we all , as organisers , aren ’ t in a position to deliver emotionally engaging in-person experiences , if we can ’ t devote the planning needed to ensure that our client ’ s objectives will truly be met and the investment made by delegates honoured , then the cost ( in every sense ) does not outweigh the benefits of being in the space .

You ’ ll end up with time wasted , emissions increased and objectives unfulfilled . You ’ ll end up with a live event that could have been virtual . CN