Making events happen?

As the impact of coronavirus continues to take its toll, let's look ahead to brighter times and business recovery…

The UK events industry believes that September 2020 is expected to be the most significant month when it comes to post COVID-19 recovery, as it forecasts a rise in both enquiry and booking levels, according to a new survey.

The Business Events Sentiment Survey, devised by Davies Tanner, a PR agency, in partnership with the Business Visits and Events Partnership (BVEP), an umbrella organisation for event trade associations, was created to assist key event sector suppliers in planning recovery activity post the COVID-19 pandemic.

Event professionals broadly agree that September is expected to be the most significant month when it comes to recovery in both enquiry and booking levels, with 38 per cent of respondents believing this is when they expect to be re-opening diaries or to begin making firm enquiries. Some believe this will happen sooner, with 12 per cent indicating July as the beginning of the recovery period. A further 10 per cent believe this will be August, with 13 per cent indicating the period will begin in October.

In terms of industry-wide recovery, respondents believe that the impact of COVID-19 on the business events industry will be longer lasting. Fifty per cent of respondents believe that the industry as a whole will not return to any form of normality for at least 12 months, with only 27 per cent believing that this could be achieved within nine to 12 months.

Distancing and differentiation 

The survey provides the industry with interesting data and insight. It is particularly useful because event suppliers are eager to get back to work. But it is believed that certain events will be allowed to take place before others.

This week, Conference News revealed that the BVEP would advise the Department for Culture, Media and Sport (DCMS) to differentiate “organised” events from the term “mass gatherings”.

The BVEP believes that there should be a distinction between organised events – such as conferences, exhibitions and cultural events – and mass public gatherings. The term “mass gatherings” is considered ambiguous and will prevent the events industry from being able to begin its recovery. And with so many businesses struggling during these unprecedented times, organisations are desperate to pull revenue in.

Like many experienced professionals, the BVEP thinks that “organised” events can be managed with social distancing measures in place. Operations teams, assisted by experienced contractors and health and safety experts, could deploy practical solutions to ensure public health measures are met.

For example, several companies have used the lockdown to either adapt equipment or think creatively about how existing stock can be used. Sanitation stations have been created and display panels have been repurposed as partitions in hospitality settings. Also, production companies are using lighting stock, such as pixel tubes as markers. These not only add colour and light but they also enable artists and speakers to observe social distancing measures on stage. 

Digital v live

Currently, some event organisers have turned to digital platforms to “produce” events because it was not physically possible for their event to take place. These events have taken place with mixed results. Whilst meaningful, in terms of messaging and brand awareness, digital/virtual events cannot replace the power of live.

Naturally, Rentuu is a big advocate of tech. Technology can play a massive part in the smooth and efficient delivery of services and solutions. But savvy professionals recognise when it is appropriate to utilise technology, and when it’s not.

Tech should be seen as a hugely positive tool that can help businesses to focus and be more productive. Investing in technology can also help a business to grow, streamlining processes. This is particularly beneficial if a business has to run on reduced staffing levels.

The next few weeks and months are certainly uncertain. But we can be sure that events will return. There will be a time when business resumes. We’ll just be playing on a different pitch. So are you ready to score?