Bridging the gap from virtual to live events

Like other sectors, the impact of the pandemic on the events industry has been extensive. While it has fought back with a virtual offering, the easing of restrictions allows organisers to finally imagine a return to live events. Olivia Alsop (pictured), director at Derby-based audio visual services company TecLive Ltd, explains why they remain important and how to make them happen again.

In-person events were, at the time of the first national

lockdown, effectively written off and replaced with virtual meetings on platforms such as Zoom, Portal and Teams. It was clear as the crisis developed that virtual was to be the way forward and the use of 3D modelling software and virtualisation platforms allowed for some incredible virtual events to be created. These impressive creations provide attendees with an interactive and visually dynamic exhibition or trade show.

BENEFITS OF VIRTUAL EVENTS

The use of production studios has permitted presenters to host from a staged area with full branded backgrounds, flying titles and picture-in-picture. These technologies have allowed businesses to continue hosting events, promoting products and delivering national team meetings otherwise impossible due to the national restrictions.

Virtual events offer a cost-effective solution while also being mostly sustainable, offering powerful marketing and brand presence for what can be a large audience, especially if you are also live streaming the event.

They will have a positive effect onthe environment, resulting in fewer people travelling to various destinations across the country, and this can easily be incorporated into a live event by using a live streaming solution.

PITFALLS OF A PURELY VIRTUAL WORLD

On the other hand, reducing the size of events means people are not arranging accommodation within the hospitality sector and fewer people will use public transport In time, this may negatively impact on these industries’ contribution to the economy.

A recent poll showed more than 60% of people would prefer the return of live events, with 25% preferring hybrid events and only 15% wishing for virtual events to continue with no physical contact.

This may be so low because people are excited to get out of lockdown and engage with more people, but also many users have reported the so called “Zoom fatigue” when going from one video call to another, and many admit they surf the web in the background rather than watch a presentation.

PREPARING FOR A LIVE RETURN

If live events are to move forward, we all need to ensure the correct Covid-19 procedures are followed as it will be these regulations that instrumental to the survival of live and hybrid events.

The question is whether virtual platforms will lead the way for the whole industry in the future.

In-person events are vital – while they do present a higher cost, the full experience and interaction benefits for attendees, as well as organisers, will always give them an advantage.

These are the experiences that drive businesses forward, connecting them to potential future clients and colleagues, making friends and learning from other people’s own stories.

They enable you to read the audience, from body language to general feedback.

Live events are exciting and many people look forward to travelling to an event – getting out the office, collecting the merchandise, and talking face-to-face over a fresh coffee and iced bun.

The experience of the sound and lighting all excites the senses and empowers us as humans. It’s why we attend the theatre, festivals and cinema screenings, and why we’ll ultimately want to return to live business events too.

‘In-person events are vital – while they do present a higher cost, the full experience and interaction benefits for attendees, as well as organisers’