One of the facets of pre-pandemic life we’ve missed most is IRL events, which we’ve already seen start trickling back into play. The best in the events biz have been strategically navigating this space for a few months now, abiding by regulations and finding creative ways to foster safe but fun consumer engagement. With the start of summer upon us, we asked event pros for their POV on what events will look like over the next six months or so, plus a peek at what some brands have already found success doing.
Precautions are inspiring creative activations
“With a gradual ‘return to normal’ people are enthusiastic about attending IRL events again. Our Experience team has already produced a few live events in recent months from which there are elements that will continue to be important key considerations through the summer, and likely into the fall. Even though most events will be outdoors, following safety protocols set forth by both the client and venue is still top of mind. Events need to be designed accordingly and while these procedures need to be factored in, they can be done in a fun way. Think about the specific audience and tailor your event accordingly. Activities like outdoor roller skating and mini golf present entertaining and enjoyable ways of showcasing a brand or product while still maintaining an element of social distancing as people ease back into attending events. Some guests will want to know what to expect in advance so be sure to include relevant information on invites and / or websites. For example, encouraging pre-registration to allow the number of guests to be spaced out, thus avoiding overcrowding can be helpful.
Freeform’s Cruel Summer Season 1 Event, BMF
Digital components are also very important. Coming out of 1 year+ of virtual-only events there is a heightened focus on shareable content that also presents a chance to reach a broader audience. Whether through a brand’s website, social channels or influencer content and UGC, brands and event planners should really think through what the opportunities for digital elements of events can look like.” -Brian Feit | Founding Partner, BMF
The hybrid model is here to stay
“Over the last year our in-person events have consisted of small socially distant gatherings with extensive safety protocols and reluctant attendees. While brands were still eager to connect with their consumers face to face, capacity restrictions and safety concerns limited the scope of these interactions.
In recent weeks, we have seen a massive uptick in inquiries for upcoming in-person events. We can feel the excitement and energy from clients who have been limited to mostly virtual interactions with their consumers for the past year and expect these inquiries to keep coming. Many of our clients who were forced to postpone events in 2020 have set their sights on September and October, and with the recently loosened guidelines and swift vaccine rollout in the New York area, we are also seeing some requests for smaller events this summer as brands are eager to reconnect with their consumers in-person.
Ferrari Roma showcase produced by RISE & SET September 2020
One common trend we are seeing with many of these requests is the inclusion of a virtual component as a way of reaching a wider audience and catering to those individuals who might not be able to attend in-person. Far from the Zoom events we have all come to know so well, many brands are looking to up their game with TV quality production to reach these extended audiences. Overall there is a trend towards in-person events returning in a big way over the next six months.” -Jed Weinstein | Founder, RISE & SET
Virtual means more than just streaming
Secret Deodorant event in Paris, France for the Women's Soccer World Cup produced by Dera Lee Productions, June 2019
We are definitely seeing interest from brands on returning to live events this Fall and Winter 2021 although we are also experiencing hesitation because they don't want to be the first. Conversations are about developing ideas for hosting a live or virtual only or a simultaneous live and virtual event aka "hybrid" although many brands are realizing that a "hybrid" event means they need to set aside more funds. We have been doing hybrid events for a long time – aka live streaming from live events – but we need to do them differently to keep guests connected and engaged. That is why we are suggesting simultaneous live and virtual events that can each live on their own creating experiences for guests who are ready to attend a live event and those who are not. There is no right path and it really depends on who your audience is, why you are having the event, what message you need to get across, and your budget. -Dera Lee | Founder & CEO, Dera Lee Productions
Friends first, brands later
"Social events will precede brand-led events, and naturally so. Folks need to acclimate within their own communities through weddings, birthdays, and summer traditions to see how that all goes before brands make the big investments – which we see (and are heavily scheduled for) in the Fall. And while there has been a lot of talk about how ‘things we learned during Covid’ are going to impact the way we do events in the future, the trend we see within our client base is to return as quickly and safely as possible to how things were done in The Before.
Party by Numbers
That said, things like virtual editions of conferences and trade shows have served the purpose to help folks who can’t afford to attend IRL through digital access. The endless amount of press and influencer mailers we have created will continue to be a tool in our toolbox to reach beyond whichever coast we are doing activations and events on. Content has always played a critical role in amplifying our work, and we see that getting more and more sophisticated as an experiential-amplifier. And, most interestingly, we see a tremendous amount of desire to entertain at home – with our new product Party by Numbers – we are seeing an appetite to elevate special occasions beyond what they were before (perhaps to make up for lost time!).” -Nicky Balestrieri, Luigi Tadini | Co-founders, The Gathery & Party by Numbers
A renewed purpose
“We are already seeing events coming back full steam ahead but with more purpose and intention of connecting with the audience and attendees. After a year of isolation, consumers and brands are ready to unite in a genuine and live capacity. Virtual amplification and integration via social media and live streaming will also play a significant role in inclusion and connectivity amongst audience members both in person and at home. Although vaccinations are available and guidelines are loosening across the US, as event producers safety will still be our main priority for guests with social spacing, proper sanitizing and adherence to current guidelines of the city we are occupying. We want to make sure all attendees participating feel welcome, safe and valued. It’s been incredible to watch our industry persevere and we couldn't be more excited for ‘doors open’.” -David Manning, Madison Chelminski, Jacquie Romano | A-list Communications
Locals-only & the gamified experience
“As we venture outside again, we’ll bring our new found values, nascent optimism and our social anxieties along with us. In an effort to make up for lost time we’ll gravitate towards experiences that are both therapeutic and stimulating. Here are two insights that were developed from our cultural report ‘The (Near) Future of Experience’ that I believe speak to what’s ahead of us.
As our bubbles have barely extended past our block for this last year, our neighbors became our community. Pandemic pods were the new families, bringing us a new appreciation for those geographically closest to us. Experiences that tie-in and invest back to local businesses and historic venues who struggled during the pandemic will be prioritized, close-knit community ventures will come first and micro-initiatives will matter more. Nightlife initiatives like LA’s ‘Sustain The Scene’ speak to how going out will become a community strategy. Think less about events around the world, instead it’s about events around the corner.
15 years ago the internet was an escape from the real world. Today the real world is an escape from the internet. In the new paradigm we’re now stepping into, devices are not about distraction but about enhancing our realities. The intersection where IRL and URL meets, and where we take it next, should be top of mind for all experiential and event designers. Festivals and interactive brand experiences will be looking at ways to dial up gamification through digital ‘easter eggs’ that unlock exclusive micro experiences and rewards.” -Jack Bedwani | Founder, New Moon
