Table for One: Is This Our Future Event?
We collectively have NO idea what events of the future will look like. We can speculate it will be like the image above posted by SITE China member Ping, a gala set in ‘tables for one’. There has been much discussion over the past weeks with suggestions coming from CVB’s and DMOs to their member hotels they will need to rethink space use and what is available to sell, with no more rounds of 8 or 10, bur rather 4 or 6; theatre seating with space between each seat and classroom tables set for 1, and reception space with more than 10sf/1m2 to nearly double this; stadiums using every second seat; registration lines without stanchions but with physical distance guidelines in place. What is viable – physically, economically, practically as we increase space between travelers and event participants?
For meetings, we have used a traditional booking model of “Dates, Rates and Space” and when we find we are all vying for the same (to be determined) dates with clients seeking rates similar to 2020 and venues and hotels seek to recoup lost revenue with higher rates, while battling the reality space that used to fit 500 now can host 200 and your food and beverage minimums are also impacted, it is a new conversation. When our planes are forced to leave empty seats, how will we get everyone there and at what cost? The meeting and event world will require maximum cooperation between buyers and sellers to navigate, and to prove value to the organizations and associations that will decide when, and how, to meet again.
There has been debate about who should be directing these guidelines, from the US Travel Association to the Centres for Disease Control, hotels and venues, airlines and cruise ships to caterers and restaurant owners. I do not have the answer but would suggest we work collectively using the expertise of health professionals and event professional to identify what social protocols, health standards and sanitation guidelines will make sense when we begin to meet again. Whether the government decreed limit is 10, 50, 100 or 10,000 plus when we again attend meetings, concerts, trade shows, festivals, conferences, galas, fundraisers, weddings and incentive travel events will need a re-design. (To name a few). Food and beverage service is another key area that will require a deep look at and possible adaptations to food service standards and methods. Have we seen the end of flying/passed food in crowded receptions and open buffets? Again, we don’t know the final response but we do know that thousands around the world are working on ideas and solutions.
Ultimately, business events and trade shows happen to build business. Face-to-face events build trust between humans as we meet and look into each other’s eyes, and engage in dialogue that allows us to get to know each other, our values and come to an understanding of how we will work together for mutual benefit. Conferences are designed to inspire ideas and incite collaborations – either within one organizaton or across an industry. Virtual and hybrid events are excellent options to deliver information, but they inherently limit dialogue. Without these meetings we will slow progress – we do NOT gain the same traction in e-mails, or on conference calls or even in video meetings and we know this based on history – past and current. Meetings do mean business – ultimately because planned and serendipitous meetings mean business is done more efficiently, and with the all important human touch.
Incentive travel has proven itself for more than one hundred years as the most effective tool for building loyalty, creating engagement, retention and recruitment among top and up-and-coming performers, the key to growing a business. During this time, using recognition systems including cash and merchandise is a natural way to go, and it will be important in the interim to continue a recognition program. As we return to work, we are seeing incentive travel programs range, and many are being rebooked for future because they offer something intangible and irreplaceable – from local and authentic, memorable experiences in an attractive destination, access to senior leadership for conversations you cannot have in an office typically, and peer recogntion in a setting that is unparalleled.When will we return to travel? To travel as a reward? We also don’t have a clear answer to this, as travel itself and both our individual and organizational comfort will need time to be nudged back into place as new protocols are defined. We do know smart organizations recognize the value, and while they are rethinking and adjusting programs and qualifications – naturally during this time of deep economic adjustments – its importance is still on the radar and we are seeing future programs being booked.
We know one thing, we look forward to seeing the world reopen and seeing our families, friends, colleagues and peers as we learn, connect and discover the many wonderful places and people that exist around the world as we begin meeting again.
Other thoughtful articles I have enjoyed on this come from Padraic Gilligan and Julius Solaris.
