Majority of Attendees Surveyed Are Open to Returning to Live Events, Says GES Study
September 2, 2020
If events are held responsibly through strict implementation of health and safety guidelines, will people feel safe to attend in-person trade shows and events during a pandemic? That’s the question event organizers continue to struggle with, yet new data from event marketing and planning company GES sheds some light on the answer.
In a survey of more than 1,300 attendees in June and July, GES research uncovered five distinct groups of show attendees based on their COVID-19 perception of risk assessment and mitigation requirements, including temperature checks, mandatory face masks, sanitation practices and more. Respondents in these segments ranged from having no concerns returning to live events to being highly concerned about COVID-19 and having strong doubts about mitigation efficacy.
According to the findings, 88 percent of respondents are open to attending trade shows in person, with 65 percent demanding some form of mitigation to attend and 23 preferring no mitigation tactics. From the study, five core segments with varying priorities for returning to live events emerged and were classified by their distinct perception of COVID-19 risk assessment and mitigation requirements. These groups are as follows:
· Won’t attend: 12% were highly concerned by the health risks of attending live events and don’t believe in mitigation.
· Might attend: 24% were concerned about COVID-19 risk, but open to attending an event if it provided high value to them.
· Moderately concerned: 24% had only moderate concerns about COVID-19, expressed willingness to follow personal restrictions but are against set meetings or limited meeting times.
· Mildly concerned: 17% expressed only mild COVID-19 concerns. While this group expressed faith in personal mitigation procedures, they support structural changes to shows to promote safety.
· Not worried at all: 23% had low COVID-19 concerns and would like shows to proceed as they did before the pandemic.
Besides the importance of following federal and local health guidelines, the GES study highlights how essential it is for event planners to design their shows to accommodate different client segments while also balancing the differing views of acceptable event practices among constituents. For example, planners can avoid possible friction by proactively designing show schedules according to attendee risk tolerance and separating education activities by in-person and digital learning.
“[These] findings provide great insight to event organizers and underscore how critical it is to understand the attendee base and their risk perceptions to plan event design and mitigation strategies to attendee needs,” said Wendy Gibson, GES Global CMO. “It is our duty to proactively take action to understand all measures necessary and partner with all parties to safely and successfully reopen live events.”
Find more insights from this GES research 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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