10
SPOTLIGHT
www.theevent.co.za
OUTSIDE THE
MEETING ROOM
The impact of social spaces on your event has far-reaching effects, according to the team at Hyatt Regency Johannesburg.
T
he physical aspects of meeting spaces are changing, and with this, the expectations of what a meeting or event is meant to achieve. Beyond perfect execution and playful finger foods, events are expected to deliver enriching and meaningful connections – to the space, the people, and the content. Despite shrinking budgets across the industry, the bar has been raised, and planners are feeling the pressure to adapt in order to stay relevant. This shift is driven by advances in technology and the evolving needs and motivations of younger generations, according to US-based event management company Eventbrite. In response, event professionals are embracing new tools, techniques and trends to create social spaces and memorable experiences.
An Enabling Environment Understandably, the first consideration often concerns the physical space and meeting environment. “No longer is it enough to offer simply a well-dressed room and adequate AV – the space must represent the intended objective of the meeting itself. It must enable education, collaboration and communication – often achieved through layout, design or interactive elements,” says Raylene de Wet, Director of Event Sales at Hyatt Regency Johannesburg. In order to stay competitive, many of the branded venues are adopting a flexible approach to room design. This, along with location and accessibility, are some of the key elements that planners must consider when arranging a meeting space. Simple solutions such as high tables, couches, standing
meetings, or even providing fewer chairs than participants can encourage more productive engagement, explains de Wet. Social spaces outside of the meeting room serve as extensions of the environment and should be leveraged to encourage ‘the linger effect’ – where discussions, networking and the sharing of insights can continue after the planned event concludes.
Interactive Tech Access to interactive technology is cited as one of the most important elements. Intended to facilitate audience participation and collaborative communication, tech tools such as an event app, mixed reality (e.g. virtual or augmented reality), or customised social media content (e.g. a smart photo booth or Snapchat geo-filter) are becoming popular.
Through live streaming and 360-degree video, events can now attract remote participants, adding a new dimension to the experience. De Wet explains how tech has revolutionised the industry by increasing the reach and access of an event: “South African event organisers can invite a speaker who is based in China without having to fly him or her in. With Internet connectivity constantly evolving and 5G on the horizon, we can expect to see more of a blurring of the lines between visual events and physical events.” And Internet. Guaranteed, highquality, and free Internet is a must.
Let’s Talk Sustainability In recent years, ethical and sustainable practices have begun to influence venue selection greatly. In this time of
