beam discusses the current and emerging event tech trends.
Rewind 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 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 (pictured), 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 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 of The Studio, admits: “Sophisticated solutions often come at a high cost, which is at odds with offering our excellent value proposition. Clients are surprised by the leap in cost from the simpler options like live streaming through USB cameras.”
Ed Snowling, joint managing director of Production Bureau, agrees: “Feasibility, timeline and budget of event tech must be communicated to clients clearly and succinctly in an often time-poor world. The impact of an unclear or changing brief can be significant, too. In a world of rising costs and inflation, delivering a solution which not only meets but surpasses the expectations of our clients remains a challenge.”
Broadband is an issue, too. Towle explains: “The internet speed to allow real-time communication between a live and virtual audience without latency is paramount now. Venues may provide a dedicated internet for an event, but it isn’t enough. We then need to bring in hubs to provide the speeds we need for the event to run smoothly.”
UX and UI
When it comes to event platforms, the UX (user experience) and UI (user interface) are key. Snowling points out: “Providing a unique experience is key – with a Zoom and Teams saturated world, clients continue to demand an experience that is different from the day-to-day.”
Metrics and proving ROI are vital, too. Snowling adds: “In an increasingly budget-conscious marketplace, we must demonstrate ROI. This can only be achieved if we have the right event tech providing quality metrics that tell a story and deliver a return on objectives. For 2023, we have a metrics project planned as we recognise the demands for more in-depth analysis of exhibition activity and interaction.”
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. Davies says: “We continually add and upgrade the tech we have. We also offer training on new tech and how clients can use it to ensure we are supporting them as much as possible.”
As businesses make plans around event tech, Chris Smart, chief director of Event Exchange, urges the industry to come together. He advises that it may be helpful for venues to “engage more with focus groups that consist of event agencies and AV companies to find cost-effective and efficient solutions to maximise the potential of their spaces.”
To navigate the next phase of event tech, Juliet Price, development consultant of beam, says: “It is important for the industry to make the most of the opportunities provided through use of leading technologies to ensure the initial investment made has a post-event value, but also
a legacy that supports longer-term engagement of a community.”
The key to future success is for every section of the business events, accommodation, and meetings industry to come together – to connect, communicate and collaborate – to ensure we are ready for how events and tech will evolve in 2023 and beyond.
