Outside the Meeting Room

The impact of social spaces on your event has far-reaching effects, according to the team at Hyatt Regency Johannesburg.

The 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

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.

Raylene de Wet

environmental consciousness, both planners and attendees are calling for reducing the footprint of events. This has a big influence on catering options, with planners sourcing local and more sustainable food, as well as ensuring minimal food waste.

It is also becoming best practise to evaluate the social impact an event has on the local community. Larger, well-funded events are well-positioned to partner with local non-profits and even help stimulate growth in the area, but there are plenty of opportunities for smaller events to also engage with and give back to local communities.

Personalised Experiences Event professionals are striving to craft bespoke events to which attendees build a personal connection. This can be achieved through the presentation of content in an engaging and immersive fashion and the adoption of more flexibility.

De Wet explains that flexibility is a cross-cutting theme – from room layout, to dietary preferences and requirements, to something as seemingly straightforward as the scheduling of break times. “Essentially this is about responding to the diversity of people in attendance and recognising individuals rather than a static consumer segment.”

Bridging the Generational Gap It is a primary focus for the industry to maintain relevance with incoming generations, while not alienating other demographics. The overall experience of an event is the most important aspect for younger generations. Keeping sessions concise, personalising content, and introducing interactive, sensory and tech elements are some ways in which both younger attendees and planners themselves have influenced meeting formats, says de Wet. There is also more demand for aspects of wellness such as mindfulness, movement and healthy meal options.

According to Jessie States, CMP, CMM, Director of the MPI Academy at Meeting Professionals International, “We’ll continue to see millennials drive the demand for educational and networking experiences as opposed to traditional conferences and meetings. It’s probably past time for us to begin discussing the impact of digital native Gen Z, as well.”

States highlights how important it is for the industry to stay current on emerging trends and be proactive about responding to the needs of incoming generations.

Meeting and event organisers have a considerable task. They must create an enabling environment where a community of people come together, connect, and depart having had a transformative experience of both personal and professional development.

If you would like more inspiration to design the perfect experience inside and outside the meeting room, check out Hyatt Regency Johannesburg on www.hyatt.com.