Businesses Are Eager For the Return of In-Person Events, Says Global Study
August 6, 2020
Feeling disheartened about the delayed return of face-to-face events? Findings of a new extensive global study focused on the recovery of the trade show industry should help spread some positive vibes about the value of shows when they do return. Conducted in July by live events research specialists Explori in partnership with UFI and SISO, the Global Recovery Insights study demonstrates the incredible value of face-to-face events by how strongly their absence has impacted the global business community.
Released on Aug. 3, the study comprises more than 9,000 survey responses from exhibiting companies and trade show attendees from 30 countries. The interim findings demonstrate that the cancellation of B2B events is having a strong negative impact on the companies that rely upon them.
“With trade shows running safely in more markets around the world, we are starting to feel more positive as an industry,” said Kai Hattendorf, CEO of UFI. “These results support that optimism, showing that the businesses who participate in our shows are missing the value that face-to-face brings and trade shows play a key role in driving economic recovery.”
For example, two-thirds of exhibiting companies surveyed reported that trade show cancellations have had a notable, detrimental impact on their businesses that have reduced their ability to build brand awareness with their target markets. Half of these businesses expressed this impact as being “very large,” according to the study. In addition, 50 percent of companies stated that the absence of live events was negatively affecting their ability to generate new business.
Of those who attend B2B events, 90 percent said they had been negatively impacted by not being able to attend in-person shows, while nine out of 10 stated that alternative solutions such as virtual events were not as effective as live events in meeting their professional needs.
“When we embarked on this project, most markets were in lockdown and the outlook for the industry was uncertain,” said Sophie Holt, global strategy director for Explori. “Some commentators felt that a shift away from live to virtual events would be a long-term outcome of the pandemic. However, these results suggest that whilst virtual events have an important role to play, especially in bringing events to new audiences, our customers are eager for the return of in-person events.”
Holt added that Explori and UFI will be conducting a further phase of research in the near future to further understand global event attendee and exhibitor sentiments as more markets open for business.
Further study results will be released in the coming weeks via the UFI Connects webinar series, with the full report to be available by mid-September. To request a copy of the full report, go here.
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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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