Well, our 2020 predictions may not have all come true—but that won't stop us from speculating about 2021! From vaccine distribution to the Biden administration to the rise of hybrid gatherings, event producers around the world discuss what will be most important in the new year.
“Quality, not quantity, in headcounts. Face-to-face events will be more important than ever after a full year of isolation, hindered creative conversation, lack of team bonding, and a void of strategic energy. … I think we will see a trickle-down effect within the industry, meaning that the guest list will be extremely curated at first, allowing for key individuals who attended to take what they learned at the event and bring it back to their teams in smaller, more intimate settings. This allows for event takeaways and learnings to be disseminated safely, and for inspiration to continue to happen within our industry as we adjust to whatever the new normal post-COVID may bring. [Also,] event professionals shifting to a hybrid strategy. … We can’t argue with the opportunity that virtual learning presents to our industry and the benefits that this new, connected environment has created. Conferences can now reach millions versus hundreds; information and experiences are available to more people that need it and want it than ever before. I can’t see that faucet being turned off.”
—Chelsea Sullivan, vice president of cultural development of Power Home Remodeling, Philadelphia
“Of course, the rollout and effective administration of the COVID-19 vaccine will play a critical role in the event and experiential industry in 2021. Most important is to provide the opportunity for brands to reemerge and reactivate supply chain and commerce operations, which will in turn allow them to implement marketing plans designed to not only reengage consumers and partners but also to drive commercial impact. Whether fully virtual (which we believe continues to be a viable and highly effective approach), safe and effective IRL delivery, or a hybrid solution, getting the population healthy, confident in collective experiences, and optimistic overall is paramount.”
—Zach Perles, director of business development, Industria Creative, New York
"Our new president-elect and vice president-elect. The new administration's ability to effectively distribute the vaccine and usher in a new stimulus plan for small businesses, nonprofits, and families will have the greatest impact on our ability to build back better and create a more equitable and sustainable industry."
—Ny Whitaker, executive director of Emerge America and president of Events by Ny, New York
"Safety is paramount. Gone are the days of buffet-style displays and bulk serving. Making guests feel that their food is being prepared and served in a safe way will be integral. That also applies to the event space itself. People will not want to be elbow-to-elbow at events like they used to, meaning they will either need to opt for a larger event space or a smaller number of guests. For restaurants with a limited amount of space, buyouts of entire restaurants will rise in popularity. This extends into every facet of event planning and preparation."
—Jonathan Morse, CEO and co-founder, Tripleseat, Boston
"Vaccinations across whole populations, plus cost-effective and easily accessible rapid testing, and international travel bans (or the removal of)."
—Lisa Marks, owner, Brand Alive, Calgary, Alberta
"The return of live, in-person events. Once we can gather safely, how we will return will depend on guests’ confidence levels, and how we as professionals create safe, well-run spaces that people can finally, once again, relax and enjoy. We see smaller gatherings accompanied by virtual campaigns and experiences for 2021, and a return to larger-scale in 2022."
—Cara Kleinhaut, founder and CEO, AGENC Experiential Marketing, Los Angeles
"The emergence of affordable and accessible virtual event platforms enables the democratization of running an event. This will spur a new wave of event entrepreneurs (e.g., online community builders) that had never thought about/planned on running an event before, partially because physical events are loaded with risk and the barrier to entry is too high. With virtual events, we will start seeing the equivalent that the hospitality industry saw with the advent of Airbnb. You can now be a hospitality entrepreneur, managing a small one-bedroom in a metropolitan area. We are at a pivotal phase for the industry, similar to what traditional retail or advertising experienced with the introduction of e-commerce and online advertising."
—Iraklis Alexopoulos, co-founder of Balloon, Dubai
"Hotel and venue flexibility, because clients are going to be more prone to contracting if they know they’ll have flexible options. [Also,] creative strategies in utilizing higher ceilings, much wider spaces, and outdoor meetings will be a preference when possible. I predict wellness, cleanliness, and open-air (outdoors) will be the preferred way to go for many of our clients in 2021.”
—Teresa Marie Guastella, owner and managing director at FiveStar Hospitality and Millie5 & Co., Orlando
"New permitting systems to mitigate risk. We already see this when we host events in city parks or spaces, but I can see this happening widespread on a smaller level. You will be required to submit your event [to city officials], and explain how you're still practicing COVID regulations and that your team is trained on current regulations, and you'll receive the proper certificate and permits in order to have your event safely. This will allow the city to approve or deny events that could be produced poorly or that push the limits on gathering safely. I don't necessarily think it would be a bad system to implement, but it just means more red tape for us to understand.”
—Jes Hudgins, director of events and creative services, LaCome Events, Denver
"Vaccine distribution and companies easing back to in-office work. … Event companies may need to prepare for a pendulum swing of hosting both live and virtual experiences, and have plans in place to properly service and execute both. We are planning for a significant period of time where we will need to offer both ends of the spectrum for our clients—which will be another major pivot for us (and the entire industry) that will require significant planning and strategy. In order for us to do so, we desperately need clear and concise guidelines from local and state governments so we can educate our clients and give them the facts needed to feel safe. All in all, I'll replace the word ‘pivot’ with ‘adjust’ for 2021.”
—Danielle Thieret, founder and CFO, We Crush Events, Los Angeles
Editor's note: Some of these comments were shared by readers on our social media networks. Join our discussions on LinkedIn, Twitter, and Facebook.
