Navigating the Return to In-Person Events

As the meetings industry returns to hosting in-person events in greater numbers, one of the main obstacles planners are facing is how to operate best in the new environment. Event strategy, marketing and design agency 360 Live Media hosted a webinar on June 23, "First Person Accounts of In-Person," with panelists who have both planned and attended face-to-face meetings in recent months. 

One of the main takeaways: Don't overschedule. As people return to in-person events — many for the first time in more than a year — they want time to network. "If this is your first meeting back, you just really are happy to be there. And you're maybe less focused on the education part of it and more so just on the fact that you're able to get business done." said Melinda Burdette, director of events for Meeting Professionals International, which just held its World Education Congress June 15-17 in Las Vegas. "We definitely over-scheduled WEC and really didn't give enough networking time." 

Beth Surmont, the webinar host and vice president of event business strategy and design for 360 Live Media, confirmed that she too is seeing networking time valued above all else. "All of the attendees that we're talking to right now are prioritizing connections over content," she said. 

Attendee Comfort and Safety

Another key factor for the success of an in-person event is ensuring that the attendees feel comfortable. Give them options, suggested panelist Angela Cox, senior director of meetings and events for Northstar Meetings Group, because comfort levels vary. "We try to do as many meal functions outside as we can," said Cox. "Some people just want to go to the back of the room and not be around anybody else; some people want to sit at a table of 10. So have a variety of options, a variety of seating arrangements."

One option that has been offered at events is a to-go box, so attendees can grab their food and take it back to their room if they don't feel comfortable being mask-less around others. Buffets have returned, but with staff members serving the food to minimize contact. 

Safety protocols must also align with local restrictions. "For us, it starts with communicating with the venue to find out what their protocols are, and then also the area to figure out what's happening there," said Cox. "And for planners, that's a moving target."

Catering to varying comfort levels might also mean offering the option to attend remotely. Hybrid events are a big expense, both Cox and Burdette noted, because they're like planning two events at the same time. "You can't just put a camera in the back of the room and stream it out and call yourself hybrid," said Burdette. "You've got to be able to engage your digital attendees as you do your in-person attendees."

MPI's recent WEC catered to both in-person and virtual audiences, drawing 1,200 to Las Vegas and about 550 remote participants.

Ultimately, the event's success depends on transparency and communication. "Be transparent with your vendors, be transparent with your venue, be transparent with your attendees," advised Burdette. "We need to pull back the curtain on what's happening and make sure that everyone has the information that keeps them feeling as though you are creating a safer environment for them."