How a Socially Distanced Expo More Than Doubled its Usual Attendance

As face-to-face events are gradually returning, meeting planners have to abide by strict restrictions with respect to maximum attendance and social-distancing requirements. In most cases, this has translated to a significantly lower turnout than for previous, pre-COVID iterations of the events. However, for one gathering held last month in British Columbia, Canada, the unusual circumstances and particular theme of the event actually led to nearly triple the attendance its organizers would have expected in a "normal" year. 

The annual Hot Tub Swim Spa Blowout Expo has traditionally offered attendees the chance to view dozens of hot tubs on the show floor. It has been held for several years running at Fraser Valley Trade & Exhibition Centre (better known as Tradex), located about an hour's drive southeast of Vancouver. The show, which typically draws a few hundred attendees, had to be postponed from its original March dates and appeared as though it might not happen at all. 

But restrictions on events were loosened in British Columbia at the beginning of June and live gatherings of up to 50 people were permitted, making it possible for the venue to accommodate the group.

"We realized we could make that work, because with this particular show it's a very specific market and it entails the large tubs; with that 50-person guideline we could hold the event in a safe way," said Bradley Styba, CEM, director of business development for Tradex. 

Styba and the Expo's organizers placed markings and one-way arrows on the floors to encourage distance between visitors. They also ensured sanitation stations and signage reminding attendees to socially distance were set up throughout the venue. Rather than the usual 25,000 square feet of space allotted for the event, the organizers were allowed to use one of the venue's two exhibit halls (covering 60,000 square feet) — creating plenty of space for exhibitors and attendees.

"Every time somebody got into a hot tub to test it out, a facility staff member was waiting right behind them to wipe it down for the next person," recounted Styba. 

To remind visitors to maintain space between each other in the rest rooms, Styba and his team planted grass in every other sink — turning a limitation into an opportunity for creative décor. They followed a strict one-in, one-out policy at the convention center's main entrance, ensuring that there were never more than 50 people inside the venue at a time. 

"What we didn't expect was the line of people waiting to get in," Styba added. 

The organizers were astonished to see the queue — marked to encourage six-foot spacing between each attendee — stretching back around the building. Styba attributed the enthusiasm to a couple of factors: First, as more people are working from home and investing in improvements, interest in hot tubs has grown. But equally important was the fact that the event itself was an entertaining diversion, as it was one of the first public gatherings to occur since the lockdown was put in place.

Still, that wouldn't have made a difference if Tradex hadn't reassured visitors by promoting all of the safety measures that had been put into place at the facility. 

The event was held over two consecutive weekends, and the line to get in remained the entire time. The show drew more than 1,000 attendees in total — though there were never more than 50 people inside at once — and a record 80 hot tubs were sold. As one of the country's first face-to-face events since the pandemic arrived, it was a definite success.

"The timing was right and the precautions gave visitors the confidence that this would be a safe show," said Styba. "There was really a hunger for an in-person gathering."

Mixing and Mingling

A few days later, Tradex hosted a gathering of the Fraser Valley Event Planning Association, an organization for meeting professionals in the region. The group had been holding its membership check-ins and "Mix & Mingle" networking events on Zoom since the pandemic hit. 

"But Zoom fatigue got very real amongst members," said Stephen Melville, sales manager for Sun Peaks Grand Hotel & Conference Centre and president of the Fraser Valley Event Planning Association. "A lot of our members are using Zoom in their own businesses, and looking at computer screens for that long, it was just a matter of time before there was eagerness to meet in person again."

Since June typically brings the FVEPA's annual June Social event, it seemed an opportune time to take advantage of British Columbia's newly relaxed event guidelines. The fact that Tradex had taken the steps necessary to host events — and that Styba is an FVEPA board member — made it that much more feasible. 

The event conformed to provincial guidelines as outlined by safety organization WorkSafeBC. Many of the measures put in place for the Hot Tub Expo remained for the June Social, including the signage, touchless entry and sanitation stations. The A/V equipment was set up so that announcers could stand six feet apart, and each had their own dedicated microphone.

Each FVEPA member could sign up in advance to get their own 6-by-6-foot floor space. To add some fun to the safety measure, attendees were encouraged to decorate their areas with their choice of furniture or décor, and the most creative was awarded a prize. Personalized spaces were set up to look like a living room, a miniature golf course and even a camping tent with faux campfire — with the last example taking home the creativity prize. There were also banquet rounds that could typically seat eight that were set up for just four people, as well as high tops set for two — complete with Plexiglas barriers between people. Attendees brought their own food.

Thirty-six people took part — a strong showing for the event, according to Melville, considering the current challenges.

"It seems like the way to market an event today is to put your safety measures up there front and center," noted Melville. "We had to keep reminding ourselves to think about safety," he said, "and remember that this is a privilege and a chance to show others that we can hold a live event and be safe.

"There are so many senses that get triggered at a live event that can't be replaced in a virtual environment," Melville added.

More to Come

More events are on the calendar at Tradex. The venue has secured a liquor license that applies to its front lawn as well, creating the opportunity to host outdoor "mini music festivals" of no more than 50 people at a time. It will also be announcing a "drive-through airplane show," where attendees will drive cars through the two exhibit halls — one of which will hold classic cars and the other vintage aircraft.

"And then we're going to finish that off with food trucks out in the parking lot," explained Styba, "where you can drive through, pick up your food and call it a day."