ASSOCIATIONS: CONNECTION & PURPOSE

Connection & purpose

What do association events look like in the changed world and how can we organise meetings that establish connections, encourage learning and create a legacy? Angela Thompson finds out.

In 2020, we adapted to the virtual event. In 2021, we embraced the hybrid event. In 2022, we return to in-person events, but a global mind shift is dictating a new generation of events that seek deeper connections and purpose.

Value of connections

Events and conferences are a prized offering for associations. Most associations run at least one conference, trade show, or major event on an annual basis and it’s a key drawcard for members.

While virtual and online events served their purpose in keeping people connected and providing services to members, Melbourne Associations Forum representative and association advisor, Dr. Andrew Gosbell says it’s clear there is a strong desire for people to return to in-person events.

“What the virtual environment lacks is that connection, that network, that peer-to-peer interaction. You can’t do that as effectively online – it was tried and there were some things that kind of worked and kind of didn’t work, but it was a little contrived in a way,” Dr. Gosbell says.

He believes events are an important factor in how an association is perceived and how it engages with its members.

“Events are a valued service to members and provide an important platform for the association to engage and connect. Members are looking for the opportunity to experience and learn with their colleagues.

“The limited ability to hold in-person events triggered strategic considerations for many associations on the purpose-value proposition and delivery of the broad range of events that associations offer their members.

“Of course, there’s a bottom line too, through registration, exhibition and sponsorship. The conference is a major revenue source for the vast majority of associations, so it’s a very important component of the association space and will continue to be.”

Future of associations

So, what are the best practice tips for event professionals working in this space moving forward?

Hybrid

On the roadmap to recovery, the hybrid event provided event planners the opportunity for an inclusive event experience, for those who could attend in-person and for those impacted by COVID restrictions or health concerns.

The 2022 Association Membership and Services Survey, conducted by the Associations Forum, found 40 percent of respondents were delivering hybrid events that allowed both face-to-face and online attendance. But is the format sustainable? “A strong theme coming out of our conference [Associations Forum National Conference, held 11-12 April in Melbourne], is that 2022 is a bit of a litmus test for hybrid events – to some extent, event managers are trying to find a middle ground,” says Dr Gosbell.

“The view is that organising a hybrid event is really organising two events in one and that’s a significant increase in workload and cost.”

Flexibility

Flexibility and agility remains a key priority for event planners, as scheduling issues and cancellations continue to impact speaker programs and delegate registrations.

According to the Association Forum’s survey, 56.6 percent of respondents had cancelled an event and 57.6 percent had postponed an event.

“You need a whole bunch of contingencies in place because speakers, delegates and staff are potentially all going to be impacted by COVID-19 and may, at the very last minute, not be able to come, which adds another layer of complexity to planning an event,” says Dr Gosbell.

The pattern of late registrations is set to continue, with uncertainty around attendance, airlines and border restrictions still a top consideration for delegates. A flexible approach to managing cancellations is paramount.

Event Experience

Previously, the education components of an event program were a major focus and Dr. Gosbell believes that whilst this is still an important factor, how associations leverage the experience of it is important moving forward.

“We’ve seen through the pandemic that education and program content can be delivered reasonably successfully online. I think it’s re-emphasised the need to balance the program with the conference experience to give delegates that ‘wow’ factor and make them feel like they gained multiple takeaways,” he says.

“Event planners should consider how best their destination, venue and program can facilitate these key aspects of the in-person event experience.”

Association of Australian Convention Bureaux chief executive officer, Andrew Hiebl thinks there will be a lot more consideration around the purpose of the event.

“The concept of a cookie-cutter approach will be challenged and therefore the offering will provide a much more specialised ROI back to the delegate and organisation. I think there will be a bit more scrutiny on what activities businesses will send their staff to,” Hiebl says.

Location considerations

What are the important factors to consider when deciding on a destination and venue in 2022?

Hiebl believes there is a mutual obligation between associations and destination bureaus to grow industries and strive for legacy.

“Depending on the industry sector of the association, their purpose of having conferences is to share education and enable growth in their industry sector. Likewise, the key interest of destination bureaus is to grow those industries in their backyard.”

Hiebl says challenges around delegate numbers will open the door for regional destinations, as some of the larger conferences can expect to be smaller this year. The added appeal for regional locations is the perception of health benefits and access to the outdoors.

If membership is primarily located in the city, he predicts hotels will benefit in the recovery process.

“We did a review of the big wins in 2019 and just over half went to hotel venues. On average, the scale of events that went into hotels was about 150 people, whereas the average size of association business events in general that bureaus facilitated both international and domestic was around about 350 people.”

As association events continue to find their feet over the next 12 months, Hiebl says the potential for some to be slightly smaller will favour hotel venues, which will provide a springboard in the hotels’ recovery.

Membership recovery

Hiebl believes associations are created and established out of passion rather than purely a business standpoint. Whilst the pandemic bolstered some associations as members sought security and support, other industry associations have been crippled.

“The challenge with the visitor economy associations is that the businesses, whether large or small, were absolutely smashed or closed down over lockdown periods, so being able to afford or consider memberships as a priority wasn’t really there,” he says.

“From a business events perspective, while we’re in recovery, I certainly think that the cashflow of businesses has been so significantly hit that it will take at least the next financial year for membership recovery to start coming to pre-pandemic numbers. This also depends on what the membership is targeting and what the association is offering.” Dr. Gosbell thinks that ultimately, events must be something that association members value and want to attend.

“Understanding your association’s membership, meeting their needs, and communicating and marketing appropriately will always be important elements to successful association events.”