Live events are back —and here to stay

AAXO NEWS

The nervous energy, the smell of the raw concrete floor, the hustle and bustle, the noise of build-up, the big smiles of long-lost industry friends all symbolise the excitement of the return of live events after what has felt like a lifetime.

By Sandra Barrow, AAXO board member and portfolio director: design, décor & retail – RX Africa.

The absolute thrill of running your first live event post Covid is something that I truly believe you will not forget. The landscape has forced the industry to change, to adapt and survive, if you will, but, I believe, for the better. Industries are talking more to each other, collocating, partnering, helping each other in ways that would never have come about before. We have had to do some serious soul searching and deep diving into the heart of our exhibitions, asking tough but relevant questions, which has turned the industry on its head.

As hard a road as this has been to walk, we have learnt a lot, taught ourselves new skills and showcased these at our exhibitions. The world has become a smaller place, knowledge is even closer to our fingertips, but we have had to use this wisely and showcase it to our visitors in a manner that will still appeal to all senses. Our visitors are ready to be out and about, to be present, to learn and engage; they are hungry for content, but they are far savvier, which we will need to cater to.

Live events are back and ready to stay, to grow, and over the last two years have proven that they are a necessary marketing tool for brands… sometimes being missed is not a bad thing.

All in all, the passion for the live event industry is so evident, and with fire burning in our souls to bring back the best live events we can, the industry is only but going to grow from strength to strength.