Is There Still Value in Producing Hybrid Events?

By Mark Sternberg

Even from this single sentence you may be thinking, “The pandemic is over... I have enough Zoom calls... why would anybody WANT to do ANYTHING virtually??? Can you give me one reason why I should consider it?” That’s a fair question, and I’m so glad you asked... A hybrid event, by definition, is just the combination of virtual online components with a live in-person event. With a bit of creative thinking, many of your live events can still offer worthwhile benefits to you and your potential remote audience. And there is no need for fear... implementing a hybrid component does not necessarily mean complicated setups or expensive equipment.

Let’s Start with Five Ideas That Can Make a Hybrid Layer Appealing for Your Events…

Adding hybrid components to your events allows for remote individuals to be a part of a traditional in-person event. While this may be obvious, the reasons to not attend in-person can be varied. Mobility or health issues may be a limiting factor for many people, not just the elderly. Your potential attendees might be separated geographically or have scheduling challenges with family or work. Alternatively, they may just have a lower level of interest right now, and do not want to commit the time and effort to attend in-person. No matter the reason, creating a virtual option lowers the barrier to attend, and opens your programing to a wider audience.

You do not need to limit your hybrid planning to virtual spectators. Remote presenters can help raise the quality of your educational or experiential programming, without burning through your (limited) budget. Skipping the travel, housing, and meal costs for a few presenters, as well as shortening the time commitments for your non-local presenters, might allow you to include higher-profile presenters. Also, the lower financial investment can allow you to include more diverse offerings and “fringe” areas of interest, leading to further growth in programming. A few examples:

• A Community Fair that includes booths might offer hybrid sessions teaching basics of woodcarving, DIY crafting, needlepoint, or other educational sessions.

• A Bluegrass and Country Music Festival might add a panel discussion featuring in-person and remote artists. Imagine connecting your audience with well-known musicians, artists, actors, or other figures.

• A municipality could provide hybrid access to town hall meetings, bring in remote consultants to assist in planning projects, or connect with sister cities.

The recorded audio and video you capture from the event is ready to be crafted into assets for future event marketing. No matter the type of event, that trite adage remains true… “a picture is worth a thousand words…” and when marketing your experiences to prospective attendees (and sponsors) they are priceless. Depending on your desired outcome, and type of event, you can also utilize the recorded content to build a video on demand library that will grow over time.

Also, if you struggle to receive media coverage, you can now provide content to media outlets and more easily join television stations for interviews or spots (either in real-time or recorded). Making a local news producer’s job easier will almost certainly increase your coverage.

A hybrid layer can be used to craft a unique virtual experience, that takes advantage of a digital medium. Your programing does not need to be limited to merely “broadcasting” the in-person programing. If you can provide an emcee or host for your remote participants, they can act as a guide and ambassador for your brand. Imagine the possibilities of cross promoting your other events, directing people to your website and social media, and connecting different activities that you are offering. If things are starting to sound complicated, remember that everything does not need to happen live and in realtime. Sim-live (prerecorded content that feels like it is happening in the moment) is a fantastic way to provide high-quality content without the variable of speakers “going off script” or streaming unexpected problems. It can also allow for better integration of graphics, visual aids, pre-packaged videos, and more... but we can talk about all the tech stuff later...

If you require registration for remote participants, you can utilize the provided contact information for future marketing and communications use. If you ask for the right information, it can help provide a clearer picture of your current market segment and reveal what target groups you may be missing. Likewise, this data can assist with sponsor retention and finding new sponsor matches for your future events.

Let’s Look at Some Examples of Use Cases:

How can my virtual participants be more than just spectators?

1. Virtual breakout rooms are a fantastic way to allow two-way communication (if you have enough participants). You only need to create video conferencing links for individual sessions and invite remote participants. It may be helpful to include some “plants” in the remote audience to help spark discussion and make remote participants feel more comfortable to engage.

2. Chat functionality can be used to feed panel questions with a YouTube Live or Facebook Live event. Or you could use texting for in-person and remote audiences to use the same system for panel questions (this is an effective way for a moderator to also screen and streamline questions).

3. Gamification – use Kahoot or online polling systems to get feedback from everyone. This is a fantastic way to check for comprehension in educational settings or allow the audience to make requests and feel involved.

4. Add a “virtual phone booth” to an expo hall booth to remotely connect anyone from your staff to the event. This lowers the travel and time commitments for your team, but still allows for people to interact with those onsite.

How could I create a virtual layer with my events?

Meetings, Conventions, Conferences are natural fits for considering a virtual layer. There is a reason we have an entire industry of video conferencing software, convention management apps, and remote learning systems. When you implement this type of use on a smaller scale in your city or organization, you could:

• Produce stronger educational sessions for the public.

• Do professional development for your staff, consider how you could improve the quality by joining forces with other organizations. You can share presenters (and costs), discuss ideas/issues/best practices, or allow your constituents to connect with like-minded people from other areas.

Festivals and Fairs may take a bit of creative thinking to implement, but can use for promotional efforts but also to give access to more people – better exposure to quality events = more likely prospective attendees will come:

• Produce your own media coverage either pre-event or during the event through streaming a few select booths.

• Do interviews with concert acts or share a sample of live performances to entice people to join live.

• If you have auctions, include a way for virtual participants to bid on items.

• Highlight unique sponsorship activations by streaming from their locations.

What Investment is Needed?

Hopefully by now, the possibilities and payoffs are clear. But you may be asking yourself what resources you need to be successful... and doubt that you even HAVE them. The short answer is you DO… You only need to determine the appropriate scale to being with.

First, some basic resources to consider:

Equipment – the technology hardware required to capture the event (cameras, microphones, etc.), to compose and construct a cohesive production (camera switcher, audio mixer, laptop with production software), and a way to cast it to your viewers (software or hardware encoder).

Production Staff – You need people to operate the equipment and do the tasks above. Typically, 1-2 people can handle mixing audio, video, and monitoring the stream. Depending on the number, type, and placement of cameras, you may also need operators for them.

Marketing Staff – Just like the live portion of your event, you need people to make us aware that it is happening, and how to access. This is almost entirely pre-event work, but they can also provide photos and other content of your event as happens.

Time – You will need the hours dedicated to planning and creating something worthy of your audience’s attention.

Additional Logistics – You will need to supply sufficient power, a reliable internet connection with enough bandwidth/ speed to transmit your stream, equipment, and desirable locations for cameras/ mics/presenters (try to find spots that look good and places without excessive background noise).

Virtual Host or Emcee – Depending on the production level, having a host can help guide your remote audience through different sessions or activities and create a cohesive experience. This person can also be in front of the in-person audience but can be far more effective if they are only focused on the remote audience (picture the in-studio desk that anchors the coverage from multiple Olympic venue and provides interviews and information).

Here are some free software resources that can produce quality results:

OBS – “Open Broadcast Software” (https://obsproject.com/) can be used to assemble your audio, video, text, graphics, recorded content, websites, and other sources into “scenes” that you design ahead of time. OBS Studio is the original (more powerful but a bit more intimidating) and OBS Streamlabs (https://streamlabs. com/) is a modified version that many find to be less powerful, but a bit easier to learn. Since OBS Studio is open source, there are many plug-ins, and it has an ever-growing pool of features. You can create some surprisingly sophisticated results with this tool through a small investment of time learning the software, and a bit of equipment. There are MANY YouTube tutorials on how to start using OBS, and how to utilize the more sophisticated features.

VDO Ninja – is a free video conferencing solution to bring remote presenters into OBS. It is more powerful than Zoom (you can adjust audio and video of each person independently and can add/remove them from the screen into a virtual “Green Room.” With this added functionality, it has a bit of a learning curve to implement.

Here are some reliable hardware solutions that are widely used:

ATEM Mini Switchers from Blackmagic Design – If you have multiple cameras, you will need a way of switching between them. This is a line of video switchers (7-8 different models) that allow you to change between multiple video and audio inputs, and most can also stream directly to YouTube, Facebook, Twitch, and other platforms. Basic use is straightforward (and there are many learning resources to assist). More advanced features take some time to learn but allow you to do some high-end production when you are ready (use of green screens, up/down keys, picture in picture, etc.). Cameras can connect via HDMI ports (some models also have professional level SDI connectors as well). Cost ranges from $300 to over $1300 USD.

Focusrite Scarlet Audio Interfaces –Audio Interfaces are devices that connect an audio mixer or microphones to your laptop (normally via a USB-C input). Some audio mixers have a built-in audio interface (look for a USB-B port). If you know how to connect a basic audio mixer for live events, adding this will allow you to send sound into the computer (without overtaxing your laptop) and deliver audio to your hybrid participants. Entry level models are $100-200 USD.

HDMI Video Capture Devices/ Cards – These allow you to forego other hardware (like the ATEM) and connect HDMI cameras or other computers to your laptop (via a USB port). These are typically $20-$300 USD.

Great… So How Do I Do This?

Start with something that is achievable and will help provide easy engagement...

1. Small implementation - DIY and start today:

• Grab your cell phone and use the camera and mic on YouTube, Facebook Live, or a Zoom call... it if helps you get the job done, it counts :)

• Record a few sessions and play them back with a presenter or staff member answering questions in a chat to provide a “sim-live” feel. YouTube, Facebook Live, Zoom, or any other method you have that allows for video playback and chatting can do this. Two-way interaction is more engaging, but ANY involvement makes more people connect with your event.

• Have a handful of in-person participants do short testimonials or video diary posts (perhaps give them free tickets or access to special events for being an influencer/promoter) and post to your social media. Be sure to help promulgate crowd interaction with quality discussion in the comment threads.

• Do a podcast or video podcast series on-site. If you build a decent setup, it is easy to get participants, friends of your organization, local officials, etc. to come record. Remember to ask your sponsors!

2. Step-Up – spend some time and DIY with a bit of learning:

• Have a virtual host on Zoom/ YouTube/Facebook to do interviews, share b-roll footage, prerecorded videos, etc.

• Have one space or session room dedicated to hybrid presentations so you do not need to set up and tear down equipment (this makes setup much easier).

• Implement a basic streaming setup (OBS) and consumer-level inputs (HDMI capture cards, webcams, and virtual audio controls). You can send this back into Zoom or stream it to YouTube, Facebook Live, etc.

• Add basic graphics (full-screen slides, static bugs, scrolling text, and lower 3rds).

• Focus on content from a “studio” and use sim-live pre-recorded content to avoid more complicated or stressful connections and switching situations.

• Utilize conference software with builtin “streaming” functionality – makes it easier for multiple simultaneous streams. Many utilize Zoom inside their platforms, or simply create a Zoom Event (a relatively new feature) where you can link multiple Zoom meetings into one larger event.

3. Intermediate - DIY for the tech savvy or with your “AV guy” to help:

• Create a home base for streams to live - embed on your event website with a low-budget platform (WP plugin, etc.) or purchase a video platform package (gov and large orgs could utilize this for a wide variety of use cases).

• Implement multiple camera shoots (and media inputs) for individual sessions with a physical video switcher (ATEM).

• Implement NDI cameras (wireless devices on your network) or remote connections to switch between multiple sessions or locations.

• Utilize remote panel members and presenters through Zoom or VDO Ninja.

• Include performances (live music, entertainers, etc.) that require higher-end audio capturing.

4. Advanced – You can hire a contracted professional crew:

• Add motion graphics, stingers, etc.

• Add real-time data (scoreboards for games, gift counter, donor scroll, countdown clock, etc.).

• Utilize green screen assets and upstream/downstream keys for layered video.

• Multiple simultaneous streaming locations to choose from.

What Can Go Wrong?

Everything… just like other aspects of planning your event, you will need to learn, plan, test, do it, and repeat. It will improve, and you will figure out what applications make sense for your events. A few basic areas that are often the cause of issues:

• Copyright – When using YouTube, Facebook Live, Vimeo, and other popular platforms, you need to ensure you are not streaming prerecorded music that is under copyright. Many video platforms have audio scanning that can detect music and will shut down your livestream. Avoiding noisy areas with prerecorded music playing in the background will help avoid this issue and will give you better sound going into your stream.

• Internet connection – sufficient bandwidth speed, and a consistent connection is your friend. This applies to the stream producer as well as those watching and listening at home. Do a quick speed test to check your upload and download speeds (just Google “speed test”) and then run a few tests and tune in to watch on a few devices. Ideally you can find a consistent speed of at least 15mbps-20mbps (both uploading and downloading). As always, a hardwired internet connection is typically more reliable than Wi-Fi.

• Electricity – if temporary power is questionable on-site, try to have a battery backup or alternative power source.

• Schedules – inevitably, presenters will be late, weather will cause delays, and crowds can slow the start of activities. Stay calm and have some prerecorded video loops ready (this is also a terrific way to highlight sponsors and share information with the viewers) and try to have a way to communicate with viewers (chats, on-screen messaging, etc.).

From a macro view, including hybrid components in our programing is not just about more marketing, developing programing, and increasing attendance. It can assist us in connecting people with each other and providing unique shared experiences... you CAN do it!

Mark Sternberg is currently the Director of Technology at Music for All and was previously the Events Manager. He has been a part of event production and operation at Music for All & Bands of America since 2011. In addition, Mark earned a Master of Music in Music Education from Butler University and has over a decade of experience in the classroom.