Amid the Hybrid Revolution, Confusion Muddles the Discussion
June 2, 2021
A large majority of events will have a blend of digital and in-person elements this year. Many event professionals expect this to be the case going forward. After that, there is a mix — or dare we say “hybrid?” — of opinions, confusion and certainty, according to a recent Swapcard survey studying hybrid events.
The biggest takeaway is that three-quarters of the 364 respondents say they are planning to have virtual components of their program, but 30% don’t know how to define hybrid events.
In part, that’s because there is not a one-size-fits-all solution to accommodating in-person attendees and remote audiences. The Events Industry Council boils a definition down to “a meeting that combines face-to-face and virtual aspects.”
That can mean keeping the attendees and experiences totally separate. Some planners are aiming to integrate the groups as much as possible. Then there is a middle ground, reliant on a planner’s instincts as to know when the audiences should share moments and when it makes sense to treat them as totally separate entities.
“Hybrid doesn’t have to be as complicated as you think!” said Barbara Moore, client relations account manager at Big Head Cartoon Caricature Art & Entertainment. “Approach the quality of your hybrid components from every angle — visualize every aspect of the experience and make each part great! Focus on easing the user experience — simplicity is key.”
That’s great advice, except what do you do if you are not certain what a hybrid event should look like? The Swapcard study noted such admissions of ignorance point to larger concerns, including the lack of understanding of the value of holding a split event, to say nothing of what potential pitfalls await them.
But for events large and small, new and established, technology-driven decisions are not going to put back in the box. Scott Craighead, vice president of exhibitions and events for IAEE, said Expo! Expo!, to be held in Philadelphia Dec. 7-9, will include a virtual piece to extend the event’s reach.
That will be the norm, Swapcard found. Close to 70% of planners are organizing hybrid events through the rest of the year. Nearly two-thirds of the 10,000 industry workers who attended Swapcard 2.0 in February go as far as to label themselves #Teamhybrid. Still, nearly 30% in the April study admit to being unconvinced the multi-pronged approach is here to stay.
In part, this could be that for all of the advantages of hybrid — overcoming low in-person crowds, lowering a carbon footprint and increasing profit potential — there are some challenges.
“Budget by far is the biggest challenge when going hybrid,” said Cindy Lo, CEO of the Austin, Texas-based RED VELVET. “Every company has a different risk-tolerance and that’s where we are right now with planning hybrid vs 100% digital events.”
It also should be noted a small minority of planners (5%) are going ahead with exclusively in-person events. But in the ever-evolving events industry, we may just be getting started with what’s next.
“Hybrid is the new virtual,” said Ivan Ferrari, senior director of telecom, media and technology at Informa Tech. “After a full year of virtual-only events and the fatigue that it generated, there is definitively more interest from our audiences when it comes to a hybrid framework.”
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Partner Voices
Overview:
The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality.
In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way.
“We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.”
Amenities:
The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.
The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience
The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need.
Gold Key Members
The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events.
OCCC Events:
This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.
The Center’s top five events during their 2022-2023 fiscal year included:
AAU Jr. National Volleyball Championships 2023
200,000 Attendees
$257 Million in Economic Impact
MEGACON 2023
160,000 Attendees
$205 Million in Economic Impact
Open Championship Series 2023
69,500 Attendees
$89 Million in Economic Impact
Sunshine Classic 2023
42,000 Attendees
$54 Million in Economic Impact
Premiere Orlando 2023
42,000 Attendees
$108 Million in Economic Impact
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