HERITAGE
Event Horizon
Attendee expectations, when it comes to social-professional gatherings, are changing rapidly. We meet a dynamic duo who are rising to the challenge.
For some, they’re an excuse for well lubricated revelry with professional peers, freed of the shackles imposed by the daytime corporate environment. For others, they’re an infringement on family time but a necessary evil. All of us can surely agree, though, that work events are invaluable occasions when it comes to forging more fruitful relationships with colleagues, contacts and industry power-players.
ner, Strategy Director at Smyle – a creative experience agency which devises digital and physical virtual and hybrid live experiences for a range of brand, business and consumer audiences.
By Nick Scott www.nickscottpublishing.com
“Covid has forced the industry to adapt and innovate in new ways, and opened up possibilities as attendee expectations and ways
of living and working have changed. We’re at a very exciting and possibly scary moment in time when no one can say what the future of events will be. We see that as an opportunity to experiment and learn. What better time than during an industry crisis?”
Dax Callner, Strategy Director, Smyle
Matt Margetson, Founder, Smyle
And yet, even before Covid struck, the average work event was becoming as stale as the dried-out vol-au-vents that invariably did the rounds, as flat as the budget Prosecco that washed them down and as disappointing as that first peek into the goodie bag on the way home. “The events scene has been in need of innovation for decades,” agrees Dax Call-
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