What to expect in 2022
Bob McClintock , executive vice-president of convention centers at ASM Global , anticipates a swift return to face to face
A fter two years of curtailed in-person events , the world is ready to get back to face-to-face contact . This is not only apparent in the live entertainment events sphere but also in the exhibition and trade show industry . Conventions and trade shows are a proven and invaluable vehicle to conduct business . The past two years have renewed the belief in faceto-face contact as vital to engaging with both peers and customers . With its vast portfolio of convention centres across the globe and a strong footprint in the exhibition space , ASM Global is anticipating positive trends and developments in this sector of the live events business in 2022 .
We know that people want to get back to in-person events and the desire is driven by more than just ‘ cabin fever ’. Exhibitions and trade shows provide the ability to connect directly with others and share peer to peer encounters , which improve both relationships and business dealings . These in-person meeting opportunities also offer experiences that , despite advanced technology , can ’ t happen in the virtual world .
Smaller shows , but high productivity Will things be the same as prepandemic ? Of course not . From what we ’ ve learned , attendees are placing a higher value on networking than education and training . That alone reflects the desire to to meet and interact with other people and deepen relationships through face-toface exchanges . We do expect shows to be smaller in 2022 . Although some companies will send fewer representatives , the key decisionmakers are expected to continue to participate , driving business productivity on the trade show floor .
Attendees will have higher expectations of the events they attend . Venue cleanliness will be a priority and attendees will expect to see visible signs of cleaning , as well as visible venue health and safety protocols and adherence to those standards . Cleaning and safety initiatives like the ASM proprietary programme , VenueShield , provide the highest levels of safety and security in alignment with approvals
Above : Bob McClintock from local government officials and health care experts . Those are vital considerations for attendees .
Attendees will continue to expect high levels of customer service despite the staffing and labour challenges that have emerged during the pandemic . Both exhibitors and attendees want and expect amenities , even if they look and feel different . The delivery of foods and beverages within venues will certainly shift to more packaged grab-and-go food with added options to eat and network in larger , open spaces . But quality will still matter and extra levels of planning for the space configurations will be required .
Research into customer and exhibitor habits and monitoring the customer experience in real time will play an increased role in 2022 . We rolled out a robust CX platform to engage with customer / exhibitors / attendees pre , during , and post attending events in our venues . The attention to customer preferences – what works , what doesn ’ t and what can be improved – will be an ongoing and evolving process as we move through 2022 and beyond .
We are testing ‘ in the moment ’ guest feedback in all our venues . The goal is to know immediately what works and what doesn ’ t , providing the ability to learn , adjust and improve .
The coming year will certainly have challenges in both planning and execution , but we believe a return to in-person events will provide satisfaction for both exhibitors and customers . It may look different but the benefits of in-person business contact will remain .
ASM Global is a leading producer of entertainment experiences and in venue and event strategy and management . The company ’ s venue network spans five continents , with a portfolio of more than 325 arenas , stadiums , convention and exhibition centres , and performing arts venues . asmglobal . com
www . exhibitionworld . co . uk Issue 1 2022 39