Part One: Here We Go… Again?

So... I started writing a recap of my experience at Expo 2020 because I wanted to share all the exciting predictions of how safe live events are coming back in full force as I just came back from Dubai where I got to see for myself that the world is very much ready to network, attend and be inspired by live events. And yet again as I proof this blog post, we are experiencing another whiplash in our industry thanks to the newly identified Omicron variant and how widely the media is covering it.

First, let me clarify something if this is the first blog post you’ve ever read of ours during the pandemic - we have been shouting from the rooftop since March 2021 that we officially have a solution to learn how to live with COVID and how to produce safe live events. Yes, it’s an extra added step and “inconvenience,” but we’ll take this over being locked down and being told we can’t do our job. For us all to move forward, our society must become fully vaccinated (now boosted) and have rapid tests readily available prior to much larger indoor events. Until we reach herd immunity, this is our new way of admission. And it works. 

Second, I want to applaud the companies and brands that have agreed to this new contract of event admissions and have not been rash in making these split second decisions to cancel or postpone their in-person event yet again as we head into year three of this seemingly never-ending pandemic. 

Third, let me share my theory on why some have been so quick to cancel this time around - these companies were probably NEVER fully invested in hosting said event, regardless of attendance size. They wanted their 2019 numbers back, but we’ve been saying all along that it will take time to rebuild back to those numbers as not everyone is at the same comfort level of attending in person events (not to mention those who have children under the age of 12 couldn’t get their kids vaccinated until recently). And don’t even get me started on the countries that don’t even have an ample supply of vaccinations!

So where does this leave us now? And what is our team first hand seeing? 

I’m continuing to see more global events taking place for those who are fully vaccinated. Are they the same size as before? No, but the networking and relationship building is at an all-time high at these in-person events. This has actually been a great time for smaller, not-as-well-known companies to get their foot in the door if they’ve previously been overshadowed by larger ones in their respective space. 

Those companies that have appropriately budgeted for 2022 to either host, sponsor and/or attend an in-person event are going to win the race because people buy from people they trust and have a relationship with.  

Even though it has proven an effective format in lieu of live events, virtual ones can only go so far. Just because you may remain working from home, please don’t be fooled that everyone else is not attending events in-person or making human connections again. 

Stay tuned for part 2, coming later this week.

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