Despite the enormous efforts to readapt to new forms of communication, the organization of mass events faces to one of the most important changes in its general structure. During the pandemic, events of great economic weight were canceled in Spain, from the MWC or concert tours, to the Fallas de Valencia, which had losses valued at 500 million euros.
However, according to the global forecast report for events in 2022 prepared by the company American Express Meetings & Events, eight out of 10 of the events held in 2022 will have some face-to-face component, along with the virtual systems that we already know. In addition, two thirds of those surveyed for the study acknowledge that the activity will return to pre-pandemic numbers, in one or two years. The predictions for this 2022 are based around technological growth, despite an increase in capacity and the total withdrawal of restrictions. In Europe, 48% expect next year’s events to be face-to-face only.
The sector is preparing for a strong recovery with an expectation of 27% business growth, according to the ‘Market Study 2022: Are you ready?’ carried out by Grupo eventosplus. The combination between face-to-face and virtual assistance it is the closest answer that can be predicted for the organization of events. This new reality is a challenge for companies and professionals in the sector who, according to Deusto Training, must “adapt new resources towards innovation and the creation of impressive experiences within events to surprise the public despite the distance”.
Challenges to which event organization companies must adapt
On the occasion of the round table to analyze the return to face-to-face events, Deusto Training, the distance professional training center, presents the five challenges faced by professionals in organizing events:
- Electronic accreditation and capacity control. Although meetings with a large number of people are once again an option to choose in many countries, they still generate a certain mistrust and insecurity. One of the advantages that the event registration process shows is precisely the control of the capacity and the accreditation of the attendees, not only being able to create databases necessary for the event about the attendees, but also to have direct knowledge of the number of people attending the event and being able to contact them in case of any incident.
- Virtual and hybrid event planning. A recent study by LinkedIn concluded that face-to-face event organizers intend to offer “digital twin” events, adding one or more online components while simultaneously broadcasting live to a remote audience.
- More sustainable events. One of the reasons for the commitment to hybrid events lies directly in sustainability, since the production chain of this type of event reduces the need for transport, punctual use of plastic and other fuels that face-to-face events usually promote.
- Increase in the number of organizers and speakers. Virtual platforms allow the full management of the event and, on many occasions, promote interactivity, which greatly increases audience satisfaction. This also implies having two open spaces, virtual and face-to-face, for the organizers and guests, and opens the opportunity to create a much broader community.
- Creation of micro events. Finally, a strong increase in small events or micro events is expected, where the content of these will also be more specific and frequent, also taking into account that longer permit processes will be carried out for the management of macro events.
