WTF is going on with IRL Events

I wanted to get your attention for a reason. This will be a bit of a long article, but I felt like it's worth the time. In the last 2 weeks, I have attended 2 in-person events for events people. Yes, meta, I know. The fact of the matter is, we are an industry that lives and dies by the adage of "The Show MUST Go On." So HOW do we get the live events industry back up and running? How many people is too many? Are the numbers that government officials are deciding upon just random? The intention of the write up isn't to pat anyone on the back excessively or to throw anyone under the bus, but simply to share my personal takeaways and insights. My dad taught me 2 important lessons in life. "It's not a mistake if you learned from it." and "If you're just complaining without offering a solution, you're just whining"

So, if you're ready to go on this adventure with me, settle in cuz here we go.

Air Travel

Let's start here as it's an easy one. Most people are compliant on the plane and both IATA and the Department of Defense have put out studies this month on the safety of air travel. I have linked to both of them. The TLDR is Air Travel overall is still really quite safe. Be polite and considerate of others and wear your mask. You know, basically, be a decent human being.

What events did I attend?

I went to Smart Meetings Experiences at The Broadmoor in Colorado Springs and I attended Connect at the Orlando World Marriott. Smart Meetings was a group of about (50) - (60) people. Connect was in the neighborhood of (750). These were very different events. While Smart Meetings did a recap that you can read here and their Facebook page has all the pictures. But I am going to share my thoughts as well. As far as Connect, this one nailed it. It was written by Christina Lewellen, MBA, CAE and was titled "I Attended an In-Person Conference During COVID: What Went Well and What Did NOT" I'm also going to borrow her comment about masks here:

"FIRST A NOTE: I’m making comments about masks because consistent mask-wearing was a clearly outlined expectation for this event. Do what you like in your personal life, but the group expectations and social contract with each other is that everyone attending would, indeed, prioritize mask-wearing. Don’t bother with your mask comments; I’m not interested in litigating that here. I’m just sharing that mask-wearing was a clearly stated rule for this particular event."

Let's get our hands dirty! Then we will wash them for 20 seconds.

In the next few tedious sections, I am going to compare the (2) events side by side from pre-arrival to departure. Ugh, really? Yes, this post is about how we can think through the attendee experiences to help them not just feel safe, but start re-building their trust in attending live events.

Registration, Pre Event, and Arrival

While registration felt similar for both with increased questions and liability releases. Connect even sent everyone a DocuSign as a release in liability. Would it hold up in court...I dunno, but it sure felt like they were taking things seriously which instilled confidence in me as an attendee. Both shows did Know Before You Go calls where they were very good about answering everyone's questions as thoroughly as possible.

Connect also sent out arrival kits with your badge, KN95, a cotton mask, your lanyard, a small travel pack of wipes, agenda at a glance, and of course some collateral for me to throw away. This helped avoid crowds and people bunching up at registration check-in. It was basically already done.

While Smart Meetings may not have sent things out in advance, they really nailed it on arrival experience. Upon arrival at the registration area, there were tables with plenty of space and plexiglass up. The first thing I received was an Axis bracelet by PC Nametag that would vibrate when it came within 6' of another bracelet, or at 3' it would not only vibrate but continuously beep as well. The bracelet was a bit "dumb" as it didn't offer any contract tracing, but if you're interested in this and want them in nametags, check out Proxfinity. Tell Lisa I said hi!

Now you're on-site, so time for a reception?

Here is where things get interesting. The Smart Meetings event did have an opening reception that was outdoors and all beverages were tray passed. They also did have a couple of stations but they had them spread out over a very large area outside that kept people from crowding. Also, everyone was wearing their bracelets which helped remind people if they were getting too close to each other. We are hospitality people so hugs are our instinct. Was very odd to see people you haven't seen in months and not embrace them. People were having conversations without their masks on, but those bracelets really did a great job of people distancing.

The Connect opening reception...made me reconsider attending the entire event. It was originally supposed to be outside, but due to the weather was moved inside. Prior to the reception, VisitOakland did an in-room Mai Tai Class that included a room drop and instructions on the TV via pre-recorded video. Was super fun. Once again, my hopes were REALLY high this was going to be flawless. After having your beverage we were invited to head downstairs for the rest of the reception. Before I arrived I had to fill out an online questionnaire with InHouse Physicians. After I got my "pass" I made my way down to be greeted with a temperature check and a brightly colored sticker for my badge. I arrived a few minutes early to get a lay of the land. Everything was pretty much set up for a traditional reception. There were signs asking people to wear masks. But there was limited seating, highboys, and 100% of the F&B was done via stations where people had to wait in line to obtain a drink or food item. They also had a DJ to play some music. Unfortunately, there were multiple failure points in this event that compounded upon each other to make it really bad.

• The Event Space: For some reason, they selected an area that had low ceilings. So chatter was bouncing off the ceiling making a noisier and noisier environment. Given it's already tougher to hear each other at distance AND with a mask, people naturally closed their distance, and then once they were close, but still couldn't hear, would remove their masks if they were still wearing one.
• Food and Beverage: The "rule" and or CDC Guidelines are that you don't need to wear a mask when you are eating or drinking. What I saw happening is people walking to a bar with their mask on, receiving a beverage, taking the mask off to begin consumption, and then just leaving it off as they walked around mingling. Or I would see 4 complete strangers standing at a traditional cocktail round all with masks off just eating and drinking and talking to each other. Those rounds are all of 24" across. Then as the event got more and more crowded, people would leave their mask off with their drink, go get in line at the bar, which there were no markers on the ground or indicators to show people what 6' was, and chitter-chatter away with each other, drink in hand while waiting through the line for their next beverage.
• Ventilation: This was something that I noticed even as I sat by myself at a distance from everyone. I started to get warm. Might have been a lil bit of the beverage, but it immediately indicated to me there was not enough airflow in the space. If you read either of the above articles about air travel, airflow is KEY. If people are getting warm in space, there isn't enough airflow.
• "Enforcement" of the rules: This is NOT a debate about the effectiveness of masks. This is echoing what Christina said earlier. All of us entered into a social contract with each other. The expectations were communicated, there was signage to remind people of said contract, and people failed to comply. On a frighteningly large scale at that. All I thought to myself watching this unfold, is "oh dear Gawd, we all have hyped this event up to showcase how we can get our industry back to work and if this turns into a 'super spreader' event we are done for." Was there anyone walking around, asking people to put their masks on? Or 'over the nose please', or anything...nope. It broke my heart as I knew what a PR nightmare this had the potential for.

So if you're so smart, how would you have done it?

Like I said before if you complain without offering a solution, you're just whining. So here are my ideas.

• Event Space: This really takes a great partnership with you and your venue. Know the spaces inside and out almost as well as you CSM. The right answer may not always be an easy answer. This venue, in particular, has some exhibit hall space, where we had our appointments, why not use that? They also have really tall ceilings in the foyer in front of the area the trade show was going to be in, why not there? Weather will happen, so you HAVE to have a well thought out backup. You can't throw the baby out with the bathwater here. You CAN do this safely and make sure you have figured it out before you contract so the hotel doesn't book someone else in your space.
• Food and Beverage: The fact of the matter is, we can't do what we used to do. We just aren't there yet. People crowd, people will gather, and if people are hangry, the "rules" are out the window. Connect attempted to alleviate this with a "Build Your Own Bag" lunch and having it take place over a 2 hour period of time. I waited in my room until about 45 minutes into the first hour before I ventured downstairs only to find only 2 stations that had ANYTHING and they were at the far end of the exhibit hall floor and were thoroughly picked over. F&B is still in a place where people are stationary in order to keep people safe. Because what did I see but people walking along eating out of their bag, mask off and fancy-free. At the Smart Meetings event when we went to lunch they used 10' tables w (4) chairs per table. You picked your seat, they brought you a beverage and then a bento box. It not only felt safe but also upscale.
• Ventilation: I honestly think this falls on the planner more than anyone else. While your CSM can only do so much, given what their property has, we as planners need to think through these things. We need to select destinations and properties that allow us to meet in safe environments regardless of the weather. Meaning, your event is in Feb...might want to pick AZ, or Vegas, or New Mexico so you know the odds are in your favor of being able to use outdoor spaces. If you can't, find the largest space the property will give you and crank up the fans. It doesn't have to be cold air or hot air but keep the air moving. It's what's making the difference in airplanes nowadays.
• "Enforcement" of the rules: Overall between the (2) events it was probably about 10% that didn't want to necessarily comply or just forgot from time to time. But when there are (50) people...that's (5). When there are (750) people that's a WHOLE lot more that makes it much tougher to manage. I have heard 2 really fun ways of reminding people about the rules without being fun killers or police.

1. Have staff or hire people dressed as referees with whistles and yellow cards to call out violations in a fun, but very public fashion. This will help reinforce to everyone that we are in this together.
2. Someone else mentioned having them dressed up as lifeguards with the same idea.

Overall Cleanliness and Seating Arrangements

6 months ago you couldn't get a bottle of purell to save your life. It would appear times have changed. Both events did a phenomenal job of having hand sanitizer, wipes, and mask reminder signage everywhere. Clearly, the shortage of hand sanitizer and bleach-based wipes has been resolved for the time being. They also made it very obvious they were cleaning. They also ensured chairs weren't grouped up and that people were able to sit comfortably distanced from each other. I quite frankly prefer sitting like this and the chairs were WAY more comfortable than typical ballroom chairs.

Lastly, 1-1 Appointments:

These were done quite differently between the 2 organizations but effectively at each. Connect had them in a large conference space with 8' tables and each party met at the opposing ends of each table. The planners were able to stay stationary and the suppliers rotated out. They were a mix of in-person and online. Smart Meetings offered the same mix of in-person and online meetings, however, the planners moved from station to station and the online meetings happened at designated tables with laptops that were wiped down between each appointment. The in-person meetings at Smart Meetings were held outside but in closer proximity. All in all, this portion was done quite well by both parties. These meetings are usually SO rapid fire, they become a blur. However, the team at #INBirmingham totally nailed it. It was SO good and creative I had to record it.

IMHO:

I want us to start meeting again. I want to get the heck out of my house and get back to traveling. I miss bringing people together to change the world. The fact of the matter is, we aren't ready for large groups yet. But we can start small and play nicely with each other to help get the industry started again. It's OK to crawl before we walk. Given how hard we all collectively got knocked down, progress is progress. So let's take it one step at a time and we can get there eventually. It may not be at the speed we WANT it to be, but we as event professionals can not be reckless with the health and well being of our guests and attendees.