Events Community Aligns to Set Standards on Data
May 5, 2021
Many of the same industry giants cooperating on safety standards for a return to live events have found common ground again with a new baseline format to collect and track data.
Virtual Standard Export Format (VSef), formally unveiled on Tuesday, has already won widespread adoption from leading event organizers and technology companies. Helming this standardization mission is Explori, which hopes that by creating a universal standard the industry can successfully integrate virtual and hybrid elements into traditional face-to-face gatherings.
The launch comes as trade shows and other large-scale events appear to be on the cusp of returning in relatively full force. But even as World of Concrete and other shows begin final preparations, there is an acknowledgment that technology advancements made in the past year will not simply be tossed into a virtual trash can.
Explained Explori CEO, Mark Brewster: “Our research suggests organizers use, on average, four different event technology platforms. The data produced by these platforms often looks very different from one provider to the next. Three quarters of organizers told us they found it challenging to integrate data from virtual platforms into other systems.”
He added: “These challenges are barriers to learning, progress and business intelligence. That is why we brought together a working group to create a universal data format that enables events to consume consistent data regardless of which platforms they are working with.”
Among the key data points at the heart of this initiative are attendance, registration and participation. VSef sets definitions for all involved parties to adopt, allowing for apples-to-apples comparisons of one event to another. It should, in theory, add value to sponsors seeking to properly measure their ROI when attempting to reach audiences across myriad channels.
UFI, the Global Association of the Exhibition Industry, has adopted the format and will advocate on its behalf. SISO; ICE, the international corporate events community and the Virtual Events Institute are listed as supporting organizations.
Tarsus Group, Clarion Events, Emerald, Informa Reed, already working together in the Events and Conferences Alliance, are continuing the all-for-one trend. Intrado, Grip and Swapcard are among the half-dozen tech companies on board at the start.
Dr. Barış Onay is chair of the VSef working group. He stressed the importance of this project as the events industry, which sometimes struggles to progress, has been forced to embrace many tools that have been around for years.
“The silver-lining in the pivot to digital has been the data-rich environment we organizers now find ourselves in,” Onay said. “But we have a huge standardization job at hand if we’re to benefit from this newly found trove of data. VSef has been designed to solve this problem; to provide an open source standard. I for one am looking forward to receiving data from different platforms in one format!”
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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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