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COPYRIGHT
All rights reserved. No part of this report may be reproduced or transmitted in any form or by any
means whatsoever (including presentations, short summaries, blog posts, printed magazines, use
of images in social media posts) without express written permission from the author, except in the
case of brief quotations (50 words maximum and for a maximum of 2 quotations) embodied in critical
articles and reviews, and with clear reference to the original source, including a link to the original
source at https://www.eventmanagerblog.com/state-of-the-event-industry-report.

Please refer all pertinent questions to the publisher.

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TABLE OF CONTENTS ABOUT THE AUTHOR

This report is brought to you by EventMB Studio.
NOTE FROM THE EDITOR 5

EventMB Studio is a boutique content marketing service that produces top

METHODOLOGY 6 quality digital content assets for market leaders in the event and hospitality
industry.

FROM 2020 TO 2021: OBSTACLES AND SIGNS OF HOPE 11

Get in touch ([email protected]) for a free consultation.

PREDICTIONS FOR THE FUTURE: THE RETURN OF IN-PERSON EVENTS 14 EventMB Studio is powered by EventMB.com, the most influential websi-
te in the meeting and event industry. Founded in 2007, EventMB has been
NAVIGATING EVENT ORGANIZATION IN A PANDEMIC 22 widely referenced as the go-to resource for innovative event professio-
nals wanting to learn more about trends in the event planning industry.
TECH SOLUTIONS: SHIFTING ATTITUDES TO HYBRID EVENTS 29
EventMB releases industry reports and intelligence about event techno-
logy, social media, and engagement at events.
SUMMARY 37

Thousands of event professionals have downloaded EventMB’s free re-

FLOOR TO THE EXPERTS 38 ports at http://www.eventmanagerblog.com.
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In-Person | Virtual | Hybrid | Webinars

Page 5

NOTE FROM
The event industry is going through one of the most radical changes ever.
The Covid pandemic has had and continues to have a considerable impact
on the entire industry. No one can be sure of what the future holds. However,

THE EDITOR we can use the best data available to help us understand where we are and
plan ahead.

This report includes the latest data generated directly from our own surveys
of event professionals. We’ve carefully analyzed the data and compared it
with previous survey results to explore shifts and trends. We offer possible
explanations for the data and, where possible, discuss potential impacts on the
industry. In addition, five industry leaders share their insights on overcoming
some of the challenges faced by event professionals, as revealed by the data.

The progress in event technology during the Covid pandemic has been
nothing short of astounding, something that EventMB has followed closely
throughout this time. Event professionals have also responded to this by
developing their skills like never before. Although we all want to be able to
meet in person safely, we realize that technology now enables us to meet
virtually. Virtual events have radically developed since the start of the Covid
pandemic, and there is much more innovation just around the corner.

With 2021 coming to an end, this report captures the pulse of the industry with
brand-new primary research. We hope you find it interesting and valuable for
your 2022 planning and beyond.

MIGUEL NEVES, Editor in chief

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METHODOLOGY EventMB’s State of the Event Industry research surveyed hundreds of

event professionals from across the world throughout 2021. The aim of this
research is to highlight trends in the event industry and build on findings
from last year’s State of the Event Industry survey results.
The analysis covers a variety of approaches, including:
ĵĵ A high-level view of how attitudes have changed since 2020
ĵĵ A quarter-by-quarter comparison of shifting trends across 2021
ĵĵ A summary of the most recent findings from Q4 data, gathered
between October and November 2021
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DEMOGRAPHIC BREAKDOWN REGIONAL BREAKDOWN

In the Q4 survey, EventMB asked respondents where they were based. The
ROLES
majority of respondents (60 percent) are based in North America, with the
The majority of respondents (56 percent) were either event planners or
next biggest group (23 percent) residing in Europe. The remaining portion of
event managers themselves. Almost 20 percent hold supportive roles
respondents are based in Asia, Africa and the Middle East, or South America.
as event strategists or technologists, and 12 percent are suppliers. The
remaining responses came from senior marketers or event owners.

ROLES LOCATIONS

NOTE: All percentages in this report have been rounded to the nearest whole number.
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BUDGETS AND NUMBER OF When asked how many events they plan in a typical year, 40 percent of survey
respondents cited 16 or more. While it might be tempting to assume that those who
EVENTS PLANNED fall into this category overlap with those who have budgets of $1 million or more
(roughly 36 percent of respondents), the data paints a more complicated picture.
The most commonly selected budget was less than $500,000 USD, with 44
percent of respondents selecting this option; however, those with budgets After cross-checking each respondent’s total budget against their total number
ranging from $500,000 to $5 million make up an almost equal proportion at of events, the data shows surprising results. While respondents organizing 1 to
41 percent. The three top brackets, ranging from $5 million to $15 million and 5 events per year are much more likely to report having budgets of $500,000 or
above, together make up only 16 percent of the total. less, respondents organizing 6 to 10 annual events are just as likely to have a
budget ranging between $500,000 and $5 million as those organizing 16 or more.
BUDGET OF EVENTS
It follows that respondents organizing 6 to 10 events per year have the highest
spend on a per-event basis.

NUMBER OF EVENTS
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FROM 2020 THE PERSONAL IMPACT OF COVID

TO 2021:
Last year’s EventMB State of the Event Industry research revealed that Covid
had the industry stuck in somewhat of a holding pattern. There were no major
statistical differences between data gathered in June and November 2020, but

OBSTACLES there were glimmers of hope.

AND SIGNS OF
This trend has continued into 2021 where signs of progress are emerging, not in
dramatic swings but rather at a slow and steady pace. Similar to 2020’s survey
responses, the most recent survey results show that a loss of income continues

HOPE to be the most commonly cited personal impact of the pandemic. However, this
year’s results show this figure has decreased on a year-over-year comparison.

Given the nature of the pandemic, how quickly it has evolved, and its profound PERSONAL IMPACT OF COVID 2021 VS 2020
effect on the event industry, it is useful to consider the global context during
the period covered by the scope of this report.

When last year’s survey results were collected, the strategy of many world
governments was to limit social gatherings in an effort to slow the spread of the
virus; however, in 2021 tactics shifted. Attention was turned to the fast and efficient
rollout of vaccines to protect individuals from catching and spreading the virus.

This is an important contextual difference to bear in mind when comparing

this year’s findings against those of the prior year. The presence of a widely
accessible vaccine has had an inordinate impact on the ability of events to
return safely to in-person formats, which in turn explains many of the shifts
found through our data.
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Other results similarly suggest that the negative effects of Covid-19 may The majority of respondents (67 percent) said that they experienced a
be subsiding. While the percentage of those who have been laid off has decline in business this year, but that their company is still operational.
held fairly steady at roughly 10 percent, the number of respondents who This is down from last year when almost 80 percent of companies reported
have had to close their business has dropped from 4 percent to just under 2 experiencing reduced business activity. When it comes to loss of business
percent. The number who report being furloughed has also decreased from significant enough to cause company closures, the same downward trend
almost 11 percent to less than 8 percent. is visible. This category has fallen from 6 percent in 2020 to 3.5 percent
now. At the same time there has been a sharp increase in the percentage of
Similarly, while 52 percent of respondents reported a loss of income in respondents whose companies have not been negatively impacted (from
2020, that figure has now dropped to 45 percent. This trend is further just under 15 percent in 2020 to almost 30 percent in 2021).
reinforced when looking at the proportion of those who have experienced
no negative impact from the pandemic. In 2020, 33 percent said they had These findings reflect and build on the picture painted by the pandemic’s
not been negatively impacted; however this year that figure has increased personal impact: The industry appears to be recovering at a gradual pace. If the
modestly to just over 35 percent. vaccine remains effective against new variants of the virus, we should expect
to see these positive trends continue into 2022.
The data appears to suggest that things are slowly edging back towards a
sense of normalcy. This progress is likely a consequence of vaccine rollouts IMPACT OF COVID ON COMPANIES 2021 VS 2020
and the easing of restrictions worldwide, two trends that have allowed
many businesses to operate with a little more certainty and clarity.

IMPACT OF COVID ON
COMPANIES
The personal impact of the pandemic gives us a glimpse into what is happening
at an individual level for event professionals; however, it’s also important to
look at the impact that the pandemic is having at a company level.
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PREDICTIONS PREDICTING THE FUTURE

FOR THE FUTURE: EventMB has been asking survey respondents to predict the return of in-
person events since 2020, and there has been a continued trend of expecting

THE RETURN them to come back in full swing within roughly six months’ time. While
projections have continued to slip forward throughout much of the pandemic,
the gap is finally starting to close.

OF IN-PERSON 2021’s Q4 survey was in fact the first time that we explicitly included “Already

EVENTS started” as a possible response to the question, “When are you expecting to
host in-person events again?” And just over 42 percent of respondents chose
this answer.

PREDICTIONS ON RETURN TO IN-PERSON 2020 VS 2021

When EventMB asked respondents to predict the return of in-person events
in November of 2020, 42 percent expected they would be hosting events by Q3
and Q4 of 2021. At first glance, this might suggest that the two survey results
(the expectation and the real-world results) line up. A further 37 percent of
respondents, however, thought that in-person events would return earlier than
that (in either Q1 or Q2 of 2021). In total, roughly 80 percent of 2020’s respondents
thought in-person events would be back either by or before this point.

While these figures reflect the total number of respondents who predicted
events to happen by a set time — and not the percentage of events that would
be allowed to happen in that same time frame — they still paint a picture. At
least some of the people who thought they would be able to host events by
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now have been disappointed (relative to their 2020 hopes, anyway). And the Although the recent emergence of the Omicron variant has created an added
industry has had a tendency to be overly optimistic from the outset of the layer of uncertainty, the outlook for 2022 also seems positive with close to a
pandemic. third of planners expecting to host in-person events again in the first half of
next year. In fact, the percentage of respondents who chose this answer was
The shift from Q3 to Q4 of 2021 was in fact the first time when optimism exactly the same in both Q3 and Q4: 31.7 percent.
increased quarter over quarter. When event planners were surveyed in
Q3, 30 percent predicted that they would be able to host in-person events
within the quarter (Q3). Q4’s survey results show that roughly 42 percent
have already hosted in-person events.

TIMELINE FOR HOSTING IN IN-PERSON EVENTS AGAIN (Q3 2021) TIMELINE FOR HOSTING IN IN-PERSON EVENTS AGAIN (Q4 2021)
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OBSTACLES TO RESUMING According to our latest survey results, the biggest obstacle for resuming in-
person events continues to be concern for attendee and stakeholder
EVENTS safety. Over two thirds of respondents, or 35 percent, now cite this concern as
their biggest challenge. Last year, however, over half of respondents (55 percent)
In order to understand when events will return, it’s important to identify some said that safety was their biggest concern. This downward trend has undoubtedly
of the biggest hindrances currently standing in their way. been aided by the vaccine rollout, which is enabling groups to gather more safely
without as much fear of contributing to super-spreader events.

BIGGEST OBSTACLES 2021 VS 2020 While safety concerns continue to be the most commonly cited obstacle,
travel limitations are not far behind with just over one in five respondents
choosing this answer (21 percent). A further 15 percent of respondents
cited lockdowns and related restrictions on group sizes as their biggest
obstacle.

Only a small minority of respondents see the added costs of safety

measures as the biggest obstacle, and this number has increased only
marginally from 5 percent last year to 6 percent in 2021.

At the same time, there has been a marked decrease in the number who
view physical distancing logistics as a barrier to in-person events, from
just under 9 percent in 2020 to 3.5 percent now. This isn’t surprising given
the shift away from mandated and enforced social distancing guidance
from local governments. Indeed, the introduction of a new survey response
option — “lockdowns and related restrictions on group sizes” — was
designed to reflect increasing emphasis on the total number of attendees
as opposed to the distance between them. (As an aside, our anecdotal
research suggests that social distancing rules are often difficult if not
impossible to enforce at events.)
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When it comes to lack of financial viability as a direct consequence of lower

venue capacity, the figures are hovering at roughly the same level: 10 percent in
VACCINE PASSPORTS AND
2020 compared to 9 percent now. At the same time, however, the number citing REDUCED TRAVEL RESTRICTIONS
a lack of budget has jumped from 6 percent last year up to 10 percent now.
ARE BECOMING PIVOTAL
The data seems to suggest that while safety is becoming less of an
obstacle, other issues may be cropping up in its place. While it’s important to think about the obstacles to planning in-person events,
it’s equally key to consider the opposite end of this equation: What factors
Nevertheless, there are signs of hope in the gradual return to in-person might increase confidence in planning face-to-face events?
formats; budgets may not appear overnight, but they will likely rebound
eventually if other obstacles continue to recede. Further, the experience A comparison of data from Q1 and Q4 2021 shows a significant shift in terms
gained with virtual events over the past two years may provide yet another of the factors most likely to boost confidence in planning onsite events.
avenue for boosting event revenues while planners continue to navigate
roadblocks to hosting full-scale in-person events.
MOST IMPORTANT FACTORS Q1 VS Q4 2021
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MOST IMPORTANT FACTORS 2021 important factor — down from 45 percent in Q1. This shift can largely be
accounted for by the fact that Covid vaccines are now widely accessible in
the regions most heavily represented by this survey. It’s less that vaccine
accessibility is no longer important, and more that it can now be treated as a
given. Furthermore, It’s worth noting that a widely accessible Covid-19 vaccine
booster shot, an option only added to the Q4 2021 survey, was selected by less
than 2 percent of respondents. This lack of focus on a vaccine booster shot
reinforces the idea that the availability of vaccines is now taken for granted
and not a core concern for planners.

Since the beginning of 2021, there has been a marked increase in the
importance of a Covid passport program, from just under 4 percent in Q1
to 13 percent in Q4. This demonstrates that while the vaccine being widely
distributed is crucial, it’s also important for event organizers to be able to
officially confirm the vaccine status of their attendees.

The removal of travel or quarantine restrictions has also become an

increasingly key factor. At the beginning of the year, only 10 percent of
respondents felt this was the most important factor, compared with 20
percent now. In other words, roughly double the number of respondents now
rank it as their top dealbreaker. This perspective is understandable given the
many different quarantine and travel restrictions in place in destinations
across the world. Attendees need to be able to travel to the event first and
foremost, but they are also much less likely to come if they have to quarantine
At the beginning of the year, having a widely accessible Covid-19 vaccine for a number of days upon arrival. While the vaccine has opened the door
was considered one of the most important factors for planning live, in- for physical events to take place, it’s not a silver bullet for a full-blown
person events. As the vaccine became more accessible, its ranking fell to recovery. Travel restrictions and quarantine requirements are the next
sixth place with less than 9 percent of respondents citing it as the most hurdle to overcome.
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Reassuringly, the proportion of respondents who are already confident in PREDICTED CHANGE IN FORMATS 2021 VS 2020
planning live events has increased dramatically since the beginning of the
year. Starting at a mere 4 percent in Q1, the figure is now just over 18 percent.

Notably, however, this number is much lower than the percentage who stated
that they are already hosting in-person events (42 percent) — a contrast that
suggests many organizers are hosting in-person events without feeling
fully confident in the decision. Travel restrictions and other setbacks may
make it difficult for organizers to feel secure investing in large-scale onsite
events, so smaller, local events will likely be the norm for the near future.

IS THE FUTURE OF EVENTS

REALLY HYBRID?
As compared with results from 2020’s survey, the latest research shows a
noticeable increase in the proportion of respondents who believe their future
events will be smaller in size. At the end of last year, 39 percent of respondents
predicted that their events would be smaller than they had been in the past;
currently, the proportion who hold this opinion has shot up to just under 60
percent. It could be that in 2020 there was a real resistance to change and
a desire to simply go back to how things have always been done. Data from A similar shift towards more modest expectations can be seen across the
2021 seems to suggest that the tides have turned. Respondents are now board: A larger share of respondents are now projecting that events will
acknowledging that events will be smaller, at least in the short-term. be shorter and more local.
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What has remained consistent over the last year, however, is the perception to 31 percent. Given this information, it’s possible that some event planners
that hybrid is the format of the future. The vast majority of respondents (63 are choosing hybrid strategies over hybrid events — that is, they are
percent) say they see their events becoming hybrid in the future. Notably, planning to host both in-person and virtual events, but not necessarily in
however, a review of results across all four quarters of 2021 shows that the a combined format.
numbers have been steadily declining, albeit only slightly.
Nevertheless, despite what may be a slight decline in popularity, hybrid

Compared to your past events, how are you seeing formats change for future formats are still the clear favorite. The transition to hybrid may have been

events? fraught with challenges for many who attempted it for the first time this

Those who answered “Hybrid” past year, but these first iterations lay the groundwork for better and better
hybrid events. We expect clearer frameworks will emerge — along with the
budgets required for the extra AV equipment and professional live streaming
tech. Now that attendees have had the opportunity to experience the
convenience and accessibility of online events, the demand is unlikely
to disappear. And where there’s demand, there’s a business incentive and
plenty of opportunity.

While this shift may not be statistically significant, it may signal a slight
decline in enthusiasm for hybrid events. If enthusiasm for hybrid is in fact
waning, it might be tempting to conclude that more event planners are
ready to leave online audiences behind. A closer inspection of the numbers,
however, suggests otherwise. Over the same period, the proportion of
respondents who’ve chosen “virtual” as an option has risen from 17 percent
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NAVIGATING
EVENT
ORGANIZATION
IN A PANDEMIC
HEALTH AND SAFETY STILL TOP CRITERION FOR CHOOSING A DESTINATION

GUIDING DESTINATION
CHOICES
Looking at data from the Q4 2021 survey, the three most important factors
for confidence in destination choice are:
1. “Clean and Safe” or similar designation representing a commitment to
follow local health guidelines
2. No quarantines or other travel restrictions that would apply to your
attendees
3. Low local rate of new cases
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These findings are in line with the top three obstacles to running physical
events identified earlier in this report. What this shows is that destinations
HOW VENUES CAN POSITION
have a big role to play in the return of in-person events. Since ensuring THEMSELVES AS LEADERS ON
the safety of attendees and stakeholders is a key concern for planners,
destinations play a significant role in easing concerns by demonstrating HEALTH AND SAFETY
their commitment to adhere to local guidelines. Similarly, because
travel restrictions and quarantines can act as significant obstacles to TOP CRITERION FOR CHOOSING A VENUE

attracting attendees, it stands to reason that event organizers would

choose destinations that have lenient travel policies.

While destinations’ capacity for large meetings, attractions, and medical

infrastructure may influence the decision-making process, very few event
organizers cite them as the most important factor — and their rankings
have remained relatively steady across all four quarters of 2021.

The consistent primacy of “clean and safe” commitments demonstrates

just how pivotal health and safety still remains. These findings may
influence how destinations want to position themselves in order to attract
more planners. Those hoping to attract more events need to ensure they
are able to provide a safe and secure environment with low case numbers.

Across all four quarters of 2021, respondents have consistently cited the same
top priority when choosing a venue: a statement of commitment to follow
local health guidelines. Echoing the views expressed around destination
choices, 39 percent of respondents said that adherence to a health and
safety pledge was their number one criterion when selecting a venue. This
suggests that it isn’t enough to simply pick a destination with good local
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health guidelines; the venues must also work to uphold health and safety
standards to protect attendees and other event stakeholders.
COVID MEASURES FOR LIVE
EVENTS
The second most popular criterion was a vaccine mandate for staff. 17 percent
of respondents said that this is their top concern when picking venues. HAVE PLANNERS SECURED EVENT INSURANCE FOR COVID-RELATED ISSUES?

Additionally, many who selected ‘Other (please specify)’ mentioned the need
to have mandatory vaccinations for both staff and attendees. This suggests
that those who require all attendees to be vaccinated will be looking for
the same practice from the venues they choose.

The third most popular criterion for venue selection is a proven record for
safety. 16 percent of planners look for venues that have already hosted
events with no connected Covid cases. Therefore it’s important for venues to
consider how they are promoting their health practices, adherence to local
guidelines, and track record for Covid-safe events.

Another commonly cited criterion by those who selected ‘Other (please

specify)’ was flexibility. As mentioned earlier, 42 percent of planners say
that they are already hosting in-person events, but only 18 percent say that
they already feel confident hosting in-person events. Both this discrepancy
and the need for flexible venue contracts speak to continued uncertainty in Even before the pandemic hit, insurance plans rarely included coverage
the event industry, an issue that will be explored in more detail in the event for cancellations caused by communicable diseases. Even force majeure
insurance section. clauses, which protect against unforeseeable “acts of God”, were applicable
only when the contract’s clauses made specific reference to the threat
of communicable diseases — and this kind of explicit inclusion was rare.
Anecdotal reports suggest that it is now even harder to secure this kind of
coverage. From the insurer’s perspective, the risks are just too high.
Page 25

The latest round of research from EventMB’s Q4 survey confirms these

whisperings within the industry. The overwhelming majority of respondents
ATTENDEE RESTRICTIONS:
(69 percent) have not been able to secure event insurance to cover pandemic- ENTRANCE REQUIREMENTS
related issues. This could be why some planners are looking for venues with
flexible cancellation and attrition policies. Without the added security of ENTRANCE REQUIREMENTS THAT EVENT PLANNERS ARE ENFORCING
insurance coverage, many are looking to their suppliers and partners to
help mitigate some of the risks.

Be that as it may, a portion of respondents have been able to secure this type
of insurance, albeit either at a higher price or with limited cover — or both. 5
percent of respondents cited higher costs, and another 10 percent said they
were only able to secure limited coverage. Just over 9 percent are paying
higher insurance premiums for limited coverage. Only a small minority
of respondents (less than 7 percent) report having no issues securing
pandemic-related coverage.

Venues and other suppliers should consider what kind of flexibility they
can offer event planners considering the majority are unable to secure
protection through insurance plans.
As part of the Q4 survey, respondents were asked what pandemic-related
attendance restrictions they enforce based on the rules in place at their
most recent event. The most commonly cited entrance requirement was
an either-or approach: proof of vaccination status or a recent Covid test. 42
percent of planners selected this option. The next most common approach
is to require that all in-person attendees be vaccinated, with 27 percent of
respondents adopting this policy. “No testing or vaccination requirements”
follows close behind with 25 percent of planners choosing this option.
Page 26

To gain a better understanding of why these discrepancies exist, it’s important to vaccination or a Covid test, and over one in five respondents from the US said
assess the influence of geographic differences and how local policies could be they only accept vaccinated attendees at their events. At the same time, 29
influencing the results. The three most represented countries in the survey were the percent of US respondents have no testing or vaccination requirements.
United States (51 percent), the United Kingdom (10 percent), and Canada (7 percent).
This demonstrates that attendee restrictions are not a monolith. As each
To provide more perspective on how different countries may be approaching country has their own local guidelines, practices and cultural norms, the
entry requirements at events, survey responses were broken down by region. restrictions that will be placed on attendees will vary by location.

71 percent of respondents from Canada said they are only accepting vaccinated This could also be further influenced by the type of events being organized.
attendees at in-person events, compared to only 11 percent of respondents in For example, if a planner is organizing small internal events for colleagues
the UK. UK respondents were much more likely to take an either-or approach, who have to test on a regular basis or conform to the employer’s vaccine
accepting either proof of vaccination or a Covid test. Additionally, 30 percent policy, further attendee restrictions become much less relevant. The point
reported having no testing or vaccination requirements. here is that even though a quarter of respondents don’t require vaccination
or testing, this may not be a matter of defying local restrictions. Instead, it is
A mixed view emerged from US respondents, possibly reflecting the different more likely a matter of circumstance, with norms defined by the surrounding
practices in varying states. More than a third (38 percent) require proof of culture and context of the event.

ATTENDEE RESTRICTIONS BY COUNTRY

Page 27

ATTENDEE RESTRICTIONS: The Q4 2021 survey results show that over half (52 percent) of planners say they
enforce mandatory masking for all indoor activities. However, once again, a
MASKING POLICIES notable portion of planners (22 percent) do not mandate the wearing of masks
at their events. Similarly, this data would benefit from a more nuanced analysis
MASKING MANDATES to understand the context of these responses. The following chart breaks down
these Q4 results by country.

Masking mandates by country echo the same sentiment as they did for attendee
entry restrictions. Canada leads the pack as the most Covid-conscious cohort of
respondents. 65 percent of Canadian respondents said they mandate masks for
indoor activities, and a further 24 percent mandate masking for both indoor and
outdoor activities. A very small minority of Canada-based respondents (under 3
percent) said they have no masking mandates in place.

On the other hand, the respondents from the UK were most likely to report
not having a masking mandate (48 percent). Still, 35 percent of UK-based
respondents mandate masking for indoor activities, and a very small minority (4
percent) mandate masking for both indoor and outdoor activities.
MASKING MANDATES BY COUNTRY
Page 28

Respondents based in the US had a similar policy towards indoor activities as The Q4 survey data also reveals how respondents have been handling
those based in Canada, with 56 percent mandating masking for indoor spaces. social distancing at their events. Almost half (48 percent) of planners say
However, whereas a third of Canada-based respondents mandate masks for they mandate social distancing through the use of signage; however only
both indoor and outdoor activities, a third of US-based respondents have no a quarter (24 percent) say they actively enforce social distancing at their
masking mandate. events. Therefore less than half of those with social distancing policies
are actually enforcing them. Almost one in five respondents do not require
This further stresses the important cultural context at play when talking social distancing at their events.
about Covid restrictions.
Among those who selected “Other”, comments centered around following
the guidelines of the venue, and using the design of their events to reinforce
distancing policies.
ATTENDEE RESTRICTIONS:
SOCIAL DISTANCING “We haven’t yet decided for 2022 programming. FL has restrictions on enforcement
of any type of mandates with fines so will create policy as we get closer.”

HOW PLANNERS ARE HANDLING SOCIAL DISTANCING

Page 29

TECH SOLUTIONS: EVENTS THAT HAVE PIVOTED TO VIRTUAL

SHIFTING
ATTITUDES TO
HYBRID EVENTS
ARE VIRTUAL EVENTS DELIVERING
ON THEIR PROMISE?
Virtual events have been dominating the event landscape for nearly two
years, but how successful have they been? This section compares responses
from late 2020 against a quarterly breakdown from 2021 to observe how
responses have changed over the past year.

In 2020 and Q1 of 2021, over 70 percent of planners were able to successfully

pivot their events to virtual.
Page 30

At first glance, there appears to be a sharp decline in the numbers who to try. So while the majority have had a positive experience delivering virtual
successfully pivoted their virtual events starting in Q2 of 2021. However, this events, there is still a significant portion of the industry that has not.
drop is likely owing to a change in the question format. In 2020 and Q1 of
2021, the question was designed for a simple “yes” or “no” answer. Then from This presents an interesting conundrum. There is a section of the industry
Q2 onwards, the survey began asking respondents to specify whether they who are leveraging the value of digital. They are reaching wider audiences
had successfully pivoted all, some, or none of their events. by hosting virtual events, and some are even exceeding expectations. Yet
there is also a subsection who are unable to tap into this value. For some,
If we look closely at the no/none camp, we can see that it continued to it could be a question of preference, but a significant number of survey
decline fairly steadily indicating that planners are increasingly successful responses paint a picture of frustrated efforts. By sharing insights about how
at turning to virtual events. some planners are succeeding with virtual formats, the industry can help to
support planners looking to unlock the benefits of online engagement.
Taken in their entirety, these findings suggest that planners have become
better at adapting to virtual formats over time — but other survey questions SUCCESS IN PIVOTING TO VIRTUAL

help to shed light on just how successful these virtual events were.

THE BENEFITS AND

CHALLENGES OF VIRTUAL
EVENTS
Over half of Q4’s respondents (57 percent) had success in pivoting to virtual
formats, either meeting or exceeding their expectations. However, there is
still a notable proportion of planners (26 percent) whose virtual events failed
to meet their expectations . Meanwhile, 4.5 percent of respondents tried but
were unable to pivot. A further 12 percent — over one in ten — never attempted
Page 31

BIGGEST CHALLENGE 2021 VS 2020 MOST POSITIVE RESULT 2021 VS 2020

In 2020, the top three challenges organizers faced with virtual events were this as their biggest challenge with virtual events in 2020, only 7 percent do now.
engagement (36 percent), lack of tech knowledge (17 percent), and attendance
(14 percent). While some of these challenges remain consistent, there has been By contrast, engagement has stubbornly held on as the top challenge
a marked decrease in the proportion of planners who consider lack of throughout 2021, with 34.5 percent of planners still identifying it as their biggest
technical knowledge a major setback. While 17 percent of respondents cited issue. Networking has also emerged as one of the biggest challenges for virtual
Page 32

events, with one in five respondents choosing this answer in the Q4 2021 sruvey. Whereas lower overhead was perceived as the top benefit by 27 percent of
(Unfortunately, this option was not included in the 2020 survey, so it is difficult to respondents in 2020, now only 17 percent cite this as the biggest advantage of
draw conclusions about how much the issue has changed over time). going virtual. This change, however, could be indicative of a shift in the market.
Competition is high and planners are under increasing pressure to deliver
Attendance is still the top challenge for 12 percent of respondents, a TV-broadcast-worthy experiences that capture and captivate audiences.
similar proportion to last year. This result is somewhat surprising given that This comes at a considerable cost. As respondents have had to deliver more
increased reach is often considered one of the benefits of going virtual, but engaging virtual events that go beyond a Zoom meeting style, it’s possible they
we’ll examine this issue more closely in the next section. have become more costly to run. This inevitably means planners are having to
spend more money to remain competitive in an increasingly saturated market.
Overall, it is clear that engagement and networking are the two areas
that event technology providers need to work on improving — if not
directly by adding new features, then by offering insights into the most
successful strategies used by their clients.
THE REACH CONUNDRUM
IMPACT ON REACH
By far the most positive result of hosting virtual events is the increased
reach, with 36 percent of event planners citing this advantage. This is up from
34 percent last year, and it echoes a wider sentiment in the industry about
the value virtual provides by reducing barriers to entry and attracting a truly
global pool of attendees.

It’s also worth noting some shifts in the financial impact of virtual events.

Many struggled with monetizing virtual events throughout 2020, with only
16 percent seeing revenue opportunities as the most positive result to come
out of online events. In the latest survey results, that figure has fallen to
10 percent. This suggests that even fewer respondents have been able to
efficiently monetize their virtual events in 2021 — or those who have been
able to earn revenues now see other benefits as more important.
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Despite reach being clearly the most positive result of hosting virtual events, PRIMARY SOURCE OF REVENUE 2021 VS 2020
other responses in the survey seem to contradict this consensus. When
asked to specify how the switch to virtual formats has affected their reach,
only 43 percent of respondents experienced either an increase or a dramatic
increase in reach. In fact, 45 percent reported experiencing either a decrease
or dramatic decrease in reach.

While this may seem like a contradiction, it’s worth noting that the percentage
who cited an increased reach (43 percent) is actually higher than the
percentage who said that the biggest advantage of virtual events is their
increased reach (36 percent). This also demonstrates that some of those who
experienced an increased reach actually thought that other elements of the
virtual experience were a bigger benefit. All of these results underscore the
conclusion that there is a significant gap in the experience of those who are
benefiting from virtual events, and those who fail to see the advantages.

PRIMARY REVENUE SOURCE

FROM VIRTUAL
percent) of respondents selected it. Exhibitor revenue has also increased,
With the monetization of virtual events identified as an area of concern for although at a much more modest rate than sponsorship, from 9 percent in
survey respondents, we decided to delve deeper into the topic. 2020 to 10 percent in 2021.

Sponsorship appears to be the best avenue for virtual event monetization, with Increased investment from sponsors and exhibitors may be a good
39 percent of respondents citing it as their primary revenue source for virtual sign, potentially indicating that sponsors are starting to see more value
events in 2021. This figure is up noticeably from 2020, when only a quarter (26 in virtual events. On the flip side, this trend indicates a heavy reliance on
Page 34

sponsors for virtual event revenue. While in-person trade shows also rely heavily
on the same revenue sources, this may be a worrying sign for conferences
COMFORT WITH VIRTUAL
where in-person equivalents have ticket sales as a significant source or EVENT TECH
revenue. The limited revenue diversification suggests that attendees may
not be willing to support the costs of producing virtual events, at least not As more and more planners gain exposure to virtual events — both as organizers and
in a way that would be comparable to in-person events.. as attendees — it is reasonable to expect a proportional rise in their sense of comfort
with the technology involved. However, this is not what EventMB’s research found.
Despite the challenges, earnings from ticket sales are the primary source
of revenue for 16 percent of respondents, and this figure has remained fairly COMFORT LEVEL FROM 1 TO 5 2021 VS 2020
constant, starting from 15 percent in 2020.

On a positive note, the number of respondents unable to generate revenue

from virtual events has declined, dropping from 32 percent in 2020 to 22
percent now. Still, it’s somewhat worrying that a quarter of respondents are
still unable to adequately monetize virtual events. Will virtual events be seen
primarily as an extension of digital marketing efforts — perhaps even for
the purpose of marketing in-person events themselves — or will the most
successful virtual event organizers help pave the way for more effective
monetization strategies across the board?

In 2020, 12 percent of respondents reported feeling uncomfortable with

virtual event technology; this figure has since risen slightly to 14 percent. The
percentage of respondents who reported being very uncomfortable has also
increased slightly from 3 percent in 2020 to 5 percent. Although the number
Page 35

who report feeling “very comfortable” has risen from 13 percent in 2020 to 19 able to develop a solid hybrid strategy. Only a third (33 percent) said yes. A
percent now, the most notable change is a drop in those who report feeling further 27 percent were unsure, and 29 percent answered with a firm “no.”
“comfortable” from 40 percent in 2020 to 28 percent in 2021. As yet more evidence that hybrid events will soon become essential, only 10
percent felt that a hybrid strategy was “not needed.”
Despite the earlier finding that fewer planners consider insufficient tech
knowledge to be their biggest challenge in going virtual, these figures suggest These answers demonstrate that there is still a long way to go for hybrid events.
that while some event professionals have mastered virtual event tech, While a sizable share of respondents feels confident about their hybrid
there is an increase in those struggling to deal with the technology. The event strategies, almost two-thirds appear to be struggling. Given that
significant developments in virtual event tech over the last 12 months may hybrid events are still in an experimental stage, these misgivings are perhaps
explain this shift. While event tech platforms have dramatically increased their unsurprising. After learning to adapt to virtual formats, planners are now faced
capabilities, this comes hand in hand with an increase in the complexity of with the additional challenge of balancing the needs of two different audiences.
platforms. Higher expectations regarding production value and the attendee
HYBRID EVENT STRATEGY
user experience may also be a factor to consider. These findings may question
how ready event professionals are to master new hybrid formats, which
are projected to dominate in the coming year.

THE PATH TOWARDS HYBRID

EVENTS
All roads appear to point to a hybrid future for events. A rising number of
respondents expect events to be smaller and more localized, and almost
two-thirds predict that hybrid formats will be the go-to format of the
future. But is the industry ready, and what does it take to deliver a successful A well-designed strategy could be essential for keeping remote audiences from
hybrid event? A key aspect of delivering any great event is a great strategy. feeling like second class citizens, while also ensuring that in-person attendees get
the most out of being onsite. There are simply no tried-and-tested event design
As part of the Q4 2021 survey, respondents were asked whether they’ve been formulas for event planners to rely on, at least not yet.
Page 36

The answer to this conundrum may lie in a collective effort to share best SOURCES OF SUPPORT IN DESIGNING HYBRID STRATEGIES
practices within the event planning community. Throughout the transition
to virtual events, planners have relied heavily on each other to learn
new tactics and find support. With hybrid events as the next frontier,
collaborative experimentation is likely to again be the best way forward.

With such a high proportion of survey respondents feeling less than confident
about their hybrid strategies, there is a clear need for support of some kind.

To understand the situation better, EventMB attempted to find out if event

planners had received any support when developing their hybrid strategies.
Just shy of one third (32 percent) said they had not received help from anyone.
The rest of the respondents sought help from a myriad of professionals —
including AV partners, event tech vendors, internal IT teams, marketing teams,
and external consultants — with no single contributor distancing itself from
the others as the primary source of support.

This demonstrates that respondents are leaning on the wisdom of multiple

industry professionals in order to deliver their hybrid events. There is, however,
a considerable minority who are figuring it out on their own, either by choice or
by financial necessity. Those who selected “Other (please specify)” mentioned
using free resources, such as industry research and/or the collective wisdom
of their network, to develop their hybrid strategy.
Page 37

SUMMARY So what is the current state of the event industry?

This research shows that the most harmful effects of the pandemic
appear to be subsiding. Finances appear to be improving for both individual
planners and event companies, and a large part of that recovery is thanks
to the accessibility of vaccines. However, the industry has not rebounded
with an instant boomerang effect. Progress is coming slow and steady.

The once pervasive sentiment that things will just “go back to normal”
seems to have also diminished. In its place, there is a recognition and
cohesive agreement that the industry is moving towards a new normal
characterised by smaller, localized, and hybrid events.

Virtual formats still face very clear challenges when it comes to engagement
and networking. Monetizing virtual events is also a challenge for many and
hybrid events are far from being standardized, even if they are largely seen
as the future of the industry.

Moving into 2022, planners must consider how they can overcome these
obstacles in order to unlock the full potential of their event strategy.
Page 38

FLOOR TO THE
EXPERTS
Page 39

REIMAGINING CONTENT FOR VIRTUAL AND

HYBRID EVENTS

Rachel Andrews The advancements in virtual event technology over By using innovative event technology, online
Director, Meetings & Events, Cvent the last year have been a game-changer. events have become valuable tools for sponsors
to drive brand awareness. The goal is for attendees
With 15 years of experience as a meetings and events At Cvent, we realized our virtual events were pretty to transform their questions into meaningful
professional, Rachel is a seasoned industry expert static, so we have focused on reimagining content. We conversations with sponsors — event tech can
bringing deep expertise managing events of all size and wanted to produce more dynamic, broadcast-quality facilitate, capture, and track those interactions to
caliber. Rachel leads Cvent’s 40-person global planning content that felt like an interactive TV show rather than drive sponsorship value throughout the online event.
team, helping them organize more than 1,200 events a passive experience — there has been an explosion of
worldwide every year. Rachel’s team is also in charge tools aimed at helping planners achieve this. But planners must have the right technology to aid
of Cvent’s comprehensive corporate internal events those interaction points and create sponsorship
program for its 4,300+ employees around the world. We have also seen that engagement needs to extend packages that offer genuine attendee interaction
beyond traditional start and end dates for events. and ROI.
Rachel has been instrumental in overseeing & growing
Increasingly, technology is enabling attendees to
Cvent’s annual customer conference, Cvent CONNECT,
explore content weeks ahead of when an event The role of meeting and event planners has, in many
from a 200-person once-a-year event, into a renowned
begins. Post-event, content can be made available ways, been re-invented in the past two years, and
global event technology conference approaching 5000
On Demand to extend engagement further. event tech providers can do three things to help.
attendees.

Prior to joining Cvent, Rachel was a lead meeting and We are also seeing a lot of excitement in video First, the technology must be easy to use and
event planner at Morgan Stanley, managing some of topic-based discussions, speed networking, and consistent across event formats. Second, tech
the financial industry’s most high-profile equity and easier ways for virtual attendees to interact with providers need to stop asking planners to go in
fixed income conferences.. sponsors and exhibitors. and out of multiple systems to get their jobs done.
Page 40

Rachel Andrews With many different event formats and audiences, we plan to repeat and iterate on this with our April
Director, Meetings & Events, Cvent planners must have the end-to-end tools they 2022 conference.
need to execute any event. Finally, planners need
adequate support, training, tools, and competent Our top recommendations based on what we have
tech partners to make their events successful and learned so far:
lighten the load. 1. Think deeply about your goals for the event. Not
all events need to — or should — be hybrid events.
Hybrid events require a lot of resources. However, 2. If you decide to host a hybrid event, ensure you
done well, the payoff can be significant due to the deliver a program and networking experiences
combination of an extended virtual audience and that cater to each audience type — “one event,
deep engagement for your in-person attendees. two experiences.”
3. For your virtual audience, the technology is the
As health concerns remain and travel budgets and venue — content is the primary lens through
policies remain in flux, we see the hybrid format which they will experience your event.
remaining for the foreseeable future. The most popular 4. Speaking of content, don’t underpower content
hybrid model consists of an in-person audience at a production, delivery, or interactivity.
single location and content available through live- 5. Most importantly, your hybrid events likely have
stream and on-demand for a virtual audience. an event program consisting of virtual and in-
person formats. Your event technology must
Our user conference, Cvent CONNECT, was held in handle all three event formats.
this format in 2021. Based on the event’s success,
Page 41

SUCCESSFUL HYBRID EVENTS MEET

PARTICIPANTS WHERE THEY ARE

Peter Micciche Technology can play an integral role in bringing engagement easier — leading to memorable
CEO, Certain, Inc. people together by providing engaging moments events and highly productive, long-term customer
in comfortable environments. relationships.
Peter is CEO of Certain and has led the
Company’s drive to deliver measurable These online experiences can happen through Using tech, the event, the event interactions,
results to enterprise marketers from events. highly configurable templates, which reflect participant interests, and engagement become
Peter provides motivation, inspiration, and host and event branding and can be maintained data points. Sponsors and hosts can gain insights
leadership to the employees at Certain. across a series of events, providing a consistent and understanding into participant needs and
He ensures strong, productive and long look and feel and forming the basis for participant interests that can shape future experiences,
lasting relationships with industry leading communications. Landing pages and other longer-lasting connections and provide greater
companies. Prior to Certain, Peter was CEO online assets, give rich opportunities for easily levels of return to each sponsor through
of Native Minds; CEO of Kinecta; President, identifiable sponsor messaging and branding. accumulated participant knowledge.
Cognos Corp; Sales Executive at GE Software.
Additionally, we can personalize all aspects of these Further, the rise in self-service products and
Peter is on a never ending journey to play jazz events to meet participants’ interests, passions, the changing state of travel have created new
piano and create music through improvisation. skill sets, and roles — like matched sessions, opportunities and challenges for event planners.
He earned a Bachelor of Science degree in dialogues, interactive activities, and more, through Therefore, event technology must be familiar
accounting and finance from Boston College various platforms (phones, apps, and laptops). and easy to use, comprehensive (encompassing
and an MBA degree from Suffolk University in all aspects of an event), seamlessly integrated,
Boston, MA. A simple, well-integrated system adds to participant, resilient and flexible, and rewarding for everyone.
presenter, and sponsor comfort while making
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Peter Micciche Event tech that translates into successful hybrid ĵĵ A template-based approach that has
CEO, Certain, Inc. events of the future will meet participants wherever multiple event uses and is available across
they are, using whatever media or channel they many geographical regions.
wish. Future approaches should operate in a ĵĵ A platform that is comprehensive, flexible,
scalable plug-and-play mode while seamlessly personalized, and seamlessly integrated.
integrating with the most appropriate end-points. ĵĵ Support for whatever media or approach event
participants are responding to at present.
Using this integrated approach, each participant
ĵĵ The ability to “connect the dots” and engage
and stakeholder will have a recognizable and
with all event stakeholders.
smooth integrated front end delivered in a hub
ĵĵ An experienced support and service team.
and spoke fashion to engage with others, and
data collected can be used to provide an ever-
These ingredients set all stakeholders up for
improving event experience.
success by creating memorable, engaging, and
well-executed participant experiences and
Event planners should pick their technology
delivering a high ROI.
partners carefully by looking for firms that have
the following characteristics:

ĵĵ A long and successful track record as a tech

partner during the entire event life cycle.
Page 43

HYBRID EVENT SUCCESS DEPENDS

ON CREATING THREE DISTINCT EVENT
EXPERIENCES

Lauren Sommers Even when we can’t physically be together, we should and facilitate shared experiences.
Vice President of Corporate Marketing, Hopin still be able to partake in experiences that make us feel
inspired, energized, and emotionally engaged. When It is important to note there is no one-size-fits-all model
Lauren Sommers is the Vice President of used thoughtfully and with empathy, the internet and for hybrid events. The most successful approaches
Corporate Marketing at Hopin and is responsible technology can be excellent enablers of innovation, we’ve seen with Hopin customers are community-led.
for Experiential Events, Partner Marketing and inclusivity, social mobility, and human progress.
Community-led events are sometimes a hybrid
Customer Marketing. She has spent the majority
Event technology that opens the door for more experience that people can attend simultaneously
of her career in the B2B SaaS industry with her
meaningful attendee engagement will inherently in-person or online. Other times, community-led
tenure at companies like JDA Software, Marketo,
create more sponsorship opportunities. From there, events could be a large virtual event augmented by
App Annie and Gainsight. Sommers’ passion is
it’s up to event organizers to unlock value. a series of smaller in-person events.
building human first connections through scaling
large events, customer engagement and curating
And although technology has evolved rapidly over What we have learned from event organizers that
unique experiences in the field. Her superpower is
the last decade, it shows no signs of slowing down. have hosted successful hybrid events is: We need to
intuition. Her intuition coupled with deep market
In the wake of a global pandemic, we can expect approach this type of event format as three distinct
insight and obsession with audience experiences
event technologies that are unfathomable today to event experiences — in-person, virtual, and an area
have influenced her approach to building
emerge over the next five to ten years. where the two audiences will overlap.
incredible brand awareness and engagement
through live experiences.
But while reskilling is inevitable, companies driving A hybrid event strategy that takes this approach will
innovation should be investing in the creation of have two separate budgets and staff responsible
resources. These resources should enable event for each (e.g., in-person attendee support and online
professionals to do what they do best — create attendee support).
Page 44

HYBRID EVENTS SUPPORT GREATER

INCLUSION AND ACCESS

Andrew Pearson Creating a community before, during, and after At the same time, there is tremendous value in
CMO, Socio an event, whether in-person or virtual, is key to incorporating sponsors throughout the event
increasing engagement and networking. The without being intrusive. This type of involvement
Andrew Pearson is a seasoned technology possibilities are almost endless when we use event can take many formats, such as weaving sponsors
marketing leader, investor and entrepreneur tech correctly. into sessions, enabling chat functionality within
with 20 years experience and passion for booths, creating polls that help identify potential
events! With event tech, planners create a variety of leads, and creating multiple ways for participants
interactive activities for attendees to partake in, to connect with the sponsor team.
Andrew is Socio’s chief marketing officer and like content exploration, gamification, custom-
has served as CMO or head-of-marketing built schedules, networking opportunities, and pre- For planners to create these experiences, ease-of-
for six other software companies over his event polls and roundtable discussions. Post-event, use regarding event tech is vital — having a platform
career. Andrew has an MBA from UNC Kenan- you can continue to host user group meetings and that makes sense when building an event goes a long
Flagler Business School with a focus on online dialogues and add additional on-demand way while incorporating a straightforward training
entrepreneurship and marketing. Andrew content to drive continuous engagement in the plan. Often when a planner purchases an event
has been an event organizer, sponsor, host, event app and virtual venue. platform, they need to start using it immediately.
exhibitor or speaker at over 1000 live and
virtual events. Some of his favorites are SxSW Gone are the days of rigid sponsorship packages! The best way for planners to learn is by building
(South by Southwest), Hubspot Inbound, and With brand reach and lead generation typically the an event from the back-end and having the
partner dancing events, where he practices two biggest goals for sponsors and exhibitors, brands experience of what it feels like to be an attendee.
his favorite hobby. are looking to shine through by leveraging event tech The on-demand experience Socio provides allows
to create more immersive online experiences. attendees to continue interacting with the event
Page 45

Andrew Pearson for months after it’s over, inside the platform. Giving While not all events should be hybrid, your hybrid
CMO, Socio planners access to select on-demand experiences events should be the events that will benefit
helps them see how other events came together. from different audience types. For these events,
your focus must be on the different attendee
Virtual and hybrid events add value for the above experiences.
and many other reasons. By taking a step back
and examining your objectives for each event, Creating a successful hybrid event should consider
ask yourself if you can accomplish all your goals the following:
virtually? Or if you (and your audience) need the in- 1. Choose the right tech partners to power your
person experience? And if you can add more value hybrid event.
by providing a combination of both — a mixture of 2. Develop an attendee strategy that connects with
in-person and online attendees? virtual and in-person audiences and provides
experiences for both.
In the future, in-person events will need to level 3. Create agendas that work for both audiences.
up quality or programming, onsite experiences, 4. Strong event technology partner — this is worth
and digital engagement elements to justify travel stating twice!
and time away from home — not a bad thing! As
for virtual events, their use will be for continuing
conversations and delivering messages when you
can’t be in-person and help reach a larger audience
and enable greater inclusion and access.
Page 46

DIGITAL EVENT PLATFORMS CAN HELP

US FOSTER DEEP AND MEANINGFUL
CONNECTIONS

Allie Magyar Engagement is all about participation and getting and meaningful connections is enhanced when
Chief Product Officer, Notified value from participation. Our job is to create compared to in-person events.
environments where people can find both.
A successful risk-taker who has felt the sting Regarding sponsors, at the start of the pandemic, digital
of failure but refused to be defined by it, Allie But it is (only) when using digital event platforms sponsorships shoved sponsors in the virtual version of
Magyar is a compassionate leader who cares that we can measure value and translate that into a 10x10 booth — an approach that generated no value.
deeply about the people and technology tailoring event experiences. Now we can see if However, this initial mishap fueled the incredible
reinventing the events industry. participants watched a video, asked questions in the growth of sponsorship opportunities and ideas.
Q&A, or posted in the chat, and we can take all of that
After conceptualizing, building and scaling data and compile it into our engagement metrics. We took a different approach by asking our sponsors
two companies, she founded Hubb in 2015 to participate and shape the event experience. This
to deliver technology innovation and data- While we are still working on connecting digitally in approach works because sponsors are unrestricted
driven decision-making to the event industry. a meaningful way, we are simultaneously looking for in virtual platforms like they would be in a physical
As CEO of Hubb, Allie brings vision, heart and how we provide new and compelling opportunities venue. Planners can then position sponsors as
soul to the company’s strategic direction for engagement. active thought leaders across the event value
with an emphasis on integrating the mind chain and promote themselves to their ideal target
of the meeting planner into Hubb’s product, At in-person events, we tend to gravitate to people markets.
partnerships, integrations, and growth. we know. But for digital event connection, those
social barriers do not exist. So, we become more Planners do not usually feel comfortable with
open to connecting with new people. Because of event tech until they have hands-on experience
this, the potential for event tech to foster deep — we need to test it out, create a mock event, and
Page 47

Allie Magyar explore every aspect of the tech before we feel Each format has its strengths and should be
Chief Product Officer, Notified comfortable. Essentially, digital event platforms leveraged within your portfolio and tailored to meet
are just another venue that planners need to get to event needs.
know.
The first step to creating successful virtual and
And while physical venues rarely change, event hybrid events is to identify business goals and
tech platforms are constantly evolving. To support objectives. Doing this first ensures that a hybrid
planners in this space, we need to focus on training event strategy contributes to these goals and helps
and reskilling so planners can learn about best determine what experiences will land well for your
practices for the virtual event world. audience. Next, define what hybrid means to you
and your event. This step will help you plan your
The industry is moving towards an “always-on” engagement.
engagement model, an event portfolio with a
variety of different events that consistently engage And finally, you should always ask yourself the
your audience throughout the year. This model will following questions: What am I trying to achieve,
be the most successful hybrid format because and how do I achieve it?
it can be modified to fit each planner’s audience.
However, you also do not have to engage online and If you do that, then you’ve set yourself up for event
onsite audiences together all the time (a model success.
which may be better suited to a singular event).
Page 48

CMP CREDITS DISCLAIMER

EventMB is a CMP Preferred Provider accredited by the Events Industry This report is based on research carried out between October 2020 and
Council and provides Continuing Education credits for learning activities. November 2021.
This report is worth 2 CE Credits.
While this report has been sponsored, the analysis is completely unbiased.
To acquire CE credits through this or other reports, webinars and reading
material from EventMB, please refer to http://www.eventmanagerblog. If you wish to sponsor our future publications or receive sponsorship
com/cmp. opportunity notifications, get in touch with Angie Kimmel at [email protected].

For more information about the CMP credential or Preferred Provider

Program, please visit http://www.eventscouncil.org/.