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Conference Cancelled? Here’s How to Change Up Your Event Content

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Among other things, 2020 definitely changed the way we present content. For many of us, virtual events are not going away. In place of our typical annual in-person conference are a multitude of exciting options for us to choose to engage our members.

Many of us are used to planning for one annual conference packed full of presenters and break-out sessions. Now, we are often seeing these large-scale events turn into several bite-sized events spread throughout the year.

Here are ways you can change up your content for your new virtual audience:

  1. Feature your biggest stars: Take your keynote speaker and give them their own dedicated webinar and/or Q&A session. Rather than having a days-long virtual conference, make them the event. Forbes suggests even reaching out to some guest stars you thought might have been too high a grasp for your in-person events. You are likely saving money by not having an in-person event so you may be able to splurge on a high-profile speaker. The worst they can do is say no!
  2. Present smaller sessions year-round: Try shifting your focus from one central annual event to having several smaller-scale events throughout the year. Because your members will be able to take in the content from anywhere rather than needing to be in one place to consume content, take your sessions and spread them out. This not only keeps the attention of your audience, but it keeps them engaged with the organization all year.
  3. Network: While members may not be able to connect in person, you can help them by connecting them to each other. Cvent suggests creating networking events where you group members with similar interests. Send out an interest survey and get some networking sessions going for your members!
  4. Get interactive: In the new age of Zoom and Microsoft Teams, you have to do everything you can to pull in your audience and make it as personal as possible. Forbes suggests things like quick polls and surveys throughout your sessions to engage your audience. You could also consider having small sessions or roundtables to connect with small groups of members. Remember, you are now competing with devices, at-home chores, pets, kids and more. Be with your audience as much as possible.
  5. Listen to your audience: Send out some surveys. What do your members want and need right now? Take the guesswork out of event planning and learn what your members would like to see from their organization.

Conferences may never be the same, but you can use this opportunity to meet your members where they are.

Video conference meeting

Creative Hybrid Event Ideas

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Let’s face it. Zoom fatigue is real. We are all eager to get back out into the real work and reconnect with our peers, but we are not in the clear yet. While the pandemic continues, many are thinking creatively about how we can connect from afar, distanced in-person, or both!

Hybrid events are in-person with options for virtual attendance as well. These events will serve as a great way to ease back into in-person life once it is safe enough to do so, but they are also becoming the best option for many organizations because they are able to make attendance much more accessible. It’s the best of both worlds; those who want to be in person can do so, and those who cannot travel are still able to take part in the events.

Logistically, hybrid events are tricky. It may feel like you are planning two simultaneous events. Still, these events have the ability to be fun and creative.

Here are some ways you can make your hybrid event awesome:

  1. Get some great entertainment. The Bizzabo blog recommends booking a comedian, magician or band because all these acts could work over livestream as well as in person. Providing a break in the content with some fun entertainment will shake up your event and keep everyone engaged—whether they are in-person or remote.
  2. Gamification. Creative Tix explains that gamification is a great way to drive up engagement for your event. For example, you can assign points to sessions, asking questions, and more. A staff member can keep track of attendees’ points and give out prizes to the top participants at the end of the conference. Some apps automatically track certain actions and tally points.
  3. Outdoor events. Being in person will be tricky for a while yet. The Grub Street Author suggests planning outdoor sessions when possible and livestreaming them to your online attendees. For those in person, you’ll need more space to spread out and distance to prevent the spread of COVID-19.
  4. Organize session tracks. The Bizzabo blog says that content organization is especially important with hybrid events. Consider organizing your conference content into several tracks. This way, attendees can tailor their interest to get the most out of their time at your event.
  5. Branding. Encompass Event Group suggests sending out branded Zoom backgrounds to your virtual attendees as well as stepping up your swag game by offering branded clothing to attendees.

Hybrid events may not be the easiest to plan, but when executed well, they extend your reach and will likely provide better ROI than just in-person or just virtual events during COVID-19.

Orange chairs

Logistical Considerations for Conferences in 2021

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2020 saw an unprecedented number of cancelled events. While we may be starting the new year with some hope of in-person events later in the year, many associations will want to approach their conferences cautiously.

Conferences are a large source of income as well as a space to build community, so it is understandable that many associations are eager to get their members back together. Still, navigating logistics with venues, vendors, attendees and more when things are uncertain may be tricky.

Here are a few things to keep in mind:

  1. Force Majeure

    The French phrase for “superior force” is a claim that associations can make in trying to get out of contracts when factors beyond their control, such as COVID-19 or natural disasters, affect their ability to hold the event. According to Bloomberg Law, the wording around force majeure varies widely, with some contracts spelling out specific events that qualify and others using more catch-all language. As the article points out, even if your contract does not include provisions for a pandemic, you may be able to claim other events such as unforeseen government action, for example, because of stay-at-home orders.

    When proceeding with in-person event planning, make sure you look closely at force majeure protections. Some venues have recently made it more difficult to invoke this claim. An article from the American Society of Association Executives offers additional strategies and options.

  2. Refunds

    As conferences are an important source of revenue for associations, handling refunds for entry fees can be a hard line to walk. In a blog post for The Professional Convention Management Association, association leaders explained how they handled refunds last year. The Texas Travel Industry Association kept their funds by alerting attendees that the conference would be postponed, The Association for Asian Studies asked attendees to consider donating their attendance fees, and the Virginia Military Institute offered sponsors, attendees and exhibitors the opportunity to roll over their registration to the next conference or get refunded.

    Associations must also consider costs taken on by attendees. While associations may be able to get out of contracts, attendees may not be able to get refunds for flights, hotels or other expenses. Being transparent with your members will help—no matter how you choose to approach refunds.

  3. Budget

    Consider your budget. Going back to your traditional annual conference may not make as much sense financially now, even if it has been your main source of income in the past. Virtual events are much more budget-friendly and may be safer, particularly after a year where many associations were hit hard.

As much as we all hoped 2021 would see a return to complete normalcy, that is doubtful. Associations need to remain flexible and creative, yet cautious, as we continue throughout the year.

2021 calendar

What’s the Deal with Events this Year?

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Just about every major event was cancelled in 2020. From the Olympics to nonprofit board meetings, very few were able to meet in person. After nearly a year of social distancing, working from home and endless Zoom calls, we are rounding a corner. With vaccines being deployed around the world, what can we expect in terms of events this year?

On the most recent episode of our podcast, Associations Next, several members of our events team gave us some insight into what we can expect in 2021.

First and foremost, do not expect to go back to exclusively in-person events any time soon, or potentially, ever. A central theme we discussed on the podcast was how much things changed in 2020. Many of us were told one day not to come back to the office and adapted quickly to remote work. This immediacy also applied to switching events to a virtual format. Now that we have put in the hard work to learn and execute these virtual events, many associations may continue to use them.

Further, some have found virtual conferences to be more effective. Previously, members would fly in from various locations and pay for hotels, transportation and other activities. Now, members from all over the world have the opportunity to participate in conferences from anywhere, and at a much lower cost.

We certainly cannot predict the situation for later this year—but with vaccines being deployed around the world, there is a possibility of in-person or hybrid events in the second half of 2021. On the podcast, we discussed what this might look like. Even with vaccines, the in-person events that do take place may still require masks, have an increased presence of sanitation stations or require testing for the virus.

As the pandemic continues, we know we must remain flexible. Our events department recommends listening to your members and your board about their feelings on in-person events. If you are planning to schedule in-person events, consider preparing your team to have a virtual back-up in case you cannot meet in person.

It is a new year, but things are not back to normal. Still, we have the knowledge and ability from 2020 to prepare us well for the coming year.

 

Empty Chairs

Five Things to Consider Before Cancelling Your Conference

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As a result of COVID-19, we are seeing retail stores and restaurants close, artists postpone concerts, and large events such as festivals cancelling. What should you do about a conference you may have scheduled for next month, or even three months from now? Vicki Thein, Director of Events at Ewald Consulting, has a few thoughts on what to consider before cancelling your conference:

1.     What does the venue contract say?
Carefully review the terms of your contract with the venue. Check to see if force majeure applies and what it covers. If it does not apply, determine the costs of cancelling and if those funds could be applied toward a future event. Additionally, closely monitor the conditions of the venue location and try to get a sense of how many attendees may cancel in order to help you state your case to the venue if needed.

2.     What do your vendor contracts say?
Like venue contracts, review contracts with your vendors. See if force majeure applies, the costs if it does not and if they could give you credit in the event of a cancellation. The flexibility on cancellations with vendors will vary, so be sure to look at each contract closely.

3.     Is there cancellation insurance?
If you have cancellation insurance, get in contact with your insurance agent as soon as you can as they are very likely becoming overloaded with similar requests.

4.     Are you able to distribute the content virtually?
Are there opportunities for your conference material to be put into a virtual conference, podcasts, or other forms of content? Brainstorm what this might look like and if you think it could be successful.

5.     Financial considerations
Can your organization afford to go without a conference this year? This will be a major factor in your decision. Considering alternative conference options like the ones mentioned above could provide potential sources of revenue.

Additional Resources:

·      Event Industry Council – https://www.eventscouncil.org/
·      Meeting Professionals International – https://www.mpi.org/
·      AMC Institute – https://amci.memberclicks.net/

Outside Event

Creating Memorable Conference Experiences

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It takes a team effort to make conference experiences memorable for attendees, presenters and exhibitors/sponsors. All parties play an important role in the success and value of attending in person events.

Our Event Management and Marketing & Communications departments formed a Conference Success Team to help our clients improve the conference experience for speakers, sponsors/exhibitors and attendees by creating a resource landing page with all the resources to ensure a positive conference experience before, during and after an event.

The number-one priority is creating relevant content for each audience. So, it’s important to research trends in the profession, conduct a professional development assessment, review membership surveys and past conference surveys to use feedback to improve and enhance the conference experience. Doing it “the way we’ve always done it” won’t cut it.

When you understand what your audience wants, you can then create the framework and tracks that will be the basis for your call for presenters. In addition to contact information, make sure you collect the following session information:

  • Presentation/Session Title (15-word limit)
  • Presentation/Session Description or Presentation (150-word limit)
  • Learning Objectives (require at least three)
  • Select Audience (for example: experience level, society type, organization size)
  • What keywords relate to your presentation topic? This is for search engine optimization as we promote the conference.
  • Provide a two-sentence promotion of your presentation for social media postings.

Getting this information at the beginning will provide the structure for the conference marketing plan.
Exhibitors and sponsors help keep the cost of conferences down for attendees and they also offer a way to make connections on business resources available to attendees. Creating value and ROI for exhibitors and sponsors creates value for the attendees.

The Hotel Electronic Distribution Network Association (HEDNA) offers unique sponsorship opportunities that enhance the value for both the sponsor and the attendee. They also utilize cool technology at their conference such as a full LED wall with movable graphics, a Gobo light with logo sponsors and video. They also have a dedicated HEDNA TV Channel on YouTube that features conference sessions and helps promote future conferences, giving attendees access to the quality content that is delivered at the event.

HEDNA doesn’t have exhibitors but rather offers different types sponsorship opportunities to show unique value to the sponsors while enhancing the conference attendee experience. They have Nooks/Event pods branded with sponsor logos, offering the attendees a soundproof space with white boards, television monitors, videos and allowing for attendee conversations.

Example of nook/event pod with gobo lights (left) and coffee logo (right) at HEDNA LA 2019

Gobo lights make it possible to project sponsor logos on the walls. It’s a simple and effective way to enhance the conference experience at a reasonable price. In addition, they set up a HEDNA café with existing furniture in the hotel and a barista, featuring specialty coffees with the sponsor logo on top of the coffee froth.

Event app gamification example from Eventmobi

The Product Development and Management Association (PDMA) offers a variety of hotel signage and walls/door clings and gobos for conference sponsors as well. This year, PDMA will use gamification in their mobile app to engage attendees.
For the Qualitative Research Consultants Association and Recognition Professionals International, we launched a “Reporter on the Scene” program; members volunteered to fill out an online form for each session and these were developed into blog posts and other content.

At the conferences, we encourage attendees to use hashtags and provide social media tip sheets to get conversations going and keep them going year-round after the conference experience is over. A strong conference and in-person connections foster loyalty and year-round connections.

For attendees, we offer ways to connect with other attendees at the conference in meet-ups, connecting in the mobile app and offering interactive sessions. It’s also important to create time between sessions to allow for conversations, sharing and networking so that learning sticks and new connections are created.

Half of the population are introverts — so it’s important to offer a variety of ways to connect in the manner attendees want. We will share tips on how to get the most out of conferences in a future post.

Mindfulness and wellness activities — both in the workplace and at conferences — are also becoming more popular. Organized walks and runs, yoga or other exercises, healthy snacks and meditation tips are a great way to add new value for attendees that they can take home.

Create memorable conference experiences for your members before, during and after each event!

People at event

Must-Have Event Formulas

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Planning an event? Here are some MUST-HAVE event formulas from functional room set-ups to food and beverage formulas that will help you plan the perfect event!

I. Function Room Setups

Reception

  • 9-10 sq. ft. per person (standard bar/hors d’oeuvres)
  • Rule of Thumb:  10 feet

Theatre

  • Less than 60 people = 12-13 sq. ft. per person
  • 60-300 people = 11-12 sq. ft. per person
  • 300+ people = 10-11 sq. ft. per person
  • Rule of Thumb:  10 feet

Theatre Notes:

  • Allow at least 24 inches of space between rows
  • If room is rectangular, set presenter to the long side
  • First row no closer than 2x screen height (2×8 rule)
  • Center section of seating no more than 14 chairs
  • 2 side aisles should be at least 4 feet wide

Schoolroom

  • General = 17-22 sq. ft. per person (18″ tables – add 1 sq. ft. per person for 30″)
  • Less than 60 people = 22-23 sq. ft. per person
  • 60-300 people = 20-21 sq. ft. per person
  • 300+ people = 17-18 sq. ft. per person
  • Allow 3.5′ between rows
  • Rule of Thumb:  20 feet

Conference

  • 2-3 feet of table length per person

Banquet

  • 60 inch = 8-9 people (12.5-13.5 sq. ft. per person)
  • 66 inch = 9-10 people (12.5-13.5 sq. ft. per person)
  • 72 inch = 10-11 people (12.5-13.5 sq. ft. per person)
  • Rule of Thumb:  13 feet

Platforms (a.k.a. Risers)

  • Can be 6, 12, 16, 24 or 32 inches high
  • Usually 4×8 or 6×8 dimensions

General Function Room Set-Up Notes

  • All schoolroom and banquet tables are 30″ high
  • Rectangular tables that are 6 or 8 feet long by 30″ wide are used for U-Shape, Conference, etc.
  • Rectangular tables that are 6 or 8 feet long by 18″ wide are used for schoolroom set-ups

II. Contracts and Registration

  • Standard Comp. Room formula = 1 per 50
  • One (1) registration personnel per 100 attendees

III. Exhibits

Square Footage

  • Apply 2x rule to determine total sq. ft. needed (two times total square feet of exhibit space)
  • 10×10 = 100 sq. ft. per booth
  • 8×10 = 80 sq. ft. per booth
  • Net square feet (needed for booths) x 2 (for aisles) = total sq. ft. needed for booth and aisles + square footage for ancillary services = total square footage needed

Standard (In-Line) Booth

  • 10′ deep by 10′ long or 8′ deep by 10′ long
  • Faces one aisle
  • 8′ 3″ maximum back wall height

Perimeter (Wall) Booth

  • 10′ deep by 10′ long or 8′ deep by 10′ long
  • Faces one aisle
  • 12′ maximum back wall height

Peninsula Booth

  • Minimum of two standard booths, usually 4 or more
  • Faces three aisles
  • Usually 16′ maximum wall height but depends on show rules

Island Booth

  • Bordered on all four sides by aisles
  • Faces four aisles
  • Usually 16′ maximum wall height but depends on show rules
  • Rule of Thumb:  20’x20′ (40 sq. ft.)

Exhibit Lighting

  • 70-110 foot candles to light an exhibit hall

Floor Load

  • 300 pounds per sq. ft. on ground floors
  • 50 pounds per sq. ft. on upper floors

IV. Budgeting

BEU = Break Even Units = Number of Attendees
BEP = Break Even Price = Cost Per Attendee
VC = Variable Costs
TFC = Total Fixed Costs
CF = Contribution Margin (Registration Fee-VC)

ROI = (Gross Revenue − Gross Expenses) ÷ Gross Expenses × 100

BEU = TFC ÷ CF

BEP = (TFC ÷ # of people) + VC Per Person

TFC = # Attendees × $ Per Attendee

** To make a dollar profit, add the desired profit dollar amount to the TFC in the above equation.
*** To make a percentage profit, add $ per attendee to VC and multiply by desired percentage profit

V.  Audio Visual

Formula One – First row of seats and last row of seats (2×8 rule)

  • No one should be seated closer than 2x screen height
  • No one should be seated farther than 8x screen height

Formula Two – Minimum Ceiling Height

  • Screen height + 4 or 5 feet (minimum distance floor to screen bottom)
  • Rule of Thumb:  5 feet

Formula Three – Screen Width

  • Overhead = 1:1 (8×8, 10×10)
  • Multi Image = 1:3 (6×18, 8×24, 10×30)
  • Slide = 2:3 (6×9, 8×12, 10×15)
  • Video = 3:4 (6×8, 9×12, 10.5×14)

VI.  Americans with Disabilities (ADA) Compliance

General

  • Hallways and Corridors = 36″ clearance and occasional spaces for turning/passes

Hotel Rooms

  • At least 2% barrier free; at least 1% of these having roll-in showers
  • Doors and hallways inside rooms have 32″ clear openings
  • 32″ clearance on at least one side of the bed
  • Sink mounted at least 29″ above floor with toe clearance under drainpipe
  • Toilets no higher than 29″

Meeting Rooms

  • Doors have at least 32″ clearance

Entrances, Corridors, Stairs

  • Approaches to building entrances at least 5′ wide
  • Single door entrances minimum of 32″ wide.
  • Double door entrances minimum of 48″ wide

Elevators

  • Doors have 32″ wide clearance
  • Space no greater than 1.25″ between the floor and platform

Restaurants and Lounges

  • Self-service counters no more than 34″ high
  • Aisle for buffets 36″ wide

Public Restrooms

  • Flush controls no more than 44″ from floor

Parking

  • Designated parking space within 200′ of building
  • One designated space per 25 total spaces

Ramps, Curbs and Walks

  • Slope of all ramps is 1″ of rise to every 12″ of run
  • Ramps have 5′ wide level landing at top and bottom

ADA Budget

  • 5-7 percent of overall accommodations budget

VII.  Food and Beverage

Continental Breakfast

  • One attendant and separate buffet table per 100 attendees
  • Breakpoint for second buffet = 120 attendees
  • Usually run 30 minutes to one hour

Full Breakfast Buffet

  • Usually runs about one hour

Refreshment Breaks

  • 30 minutes = minimum amount of time
  • One attendant per 100 attendees
  • Morning = 65% Hot/35% Cold
  • Afternoon = 35% Hot/65% Cold
  • 50-75% regular soft drinks
  • 25% diet soft drinks
  • Coffee = 20 cups per gallon
  • Coffee = 60% regular/40% decaf

Luncheons

  • Typical time = 1 hour 15 minutes to serve
  • Schedule 90 minutes

Banquets

  • Two hours per dinner service
  • Three bottles of wine per table of 8 (2 white and 1 red)
  • 1/2 bottle per person + 10% buffer
  • Every 10 bottles white=two red (opposite for red meat)
  • Wine Stewards = 1 for every 5 tables
  • Servers = 1 per 20 people (optimal), 1 per 32 (standard), 1 per 16 for upscale or with wine service
  • Rule of Thumb:  1 per 20

Receptions

  • One attendant per 50 guests
  • One bartender per 100 people if arriving in intervals
  • One bartender per 50 people if arriving as a group
  • Immediately following meeting – food consumption is less
  • Less food/more drinks if reception is prior to dinner

Type of Reception

Type of Eaters

# Hors d’Oeuvres
per person

2 hours or less (dinner following)

Light

3-4 pieces

Moderate

5-7 pieces

Heavy

8+ pieces

2 hours or less (no dinner)

Light

6-8 pieces

Moderate

10-12 pieces

Heavy

12+ pieces

2-3 hours
(no dinner)

Light

8-10 pieces

Moderate

10-12 pieces

Heavy

16+ pieces

Beverages

  • 21-25 drinks per bottle of liquor
  • 32 ounces to a quart
  • 50/50 soft/hard liquor consumption
  • Wine consumption = 3 glasses during a 2 hour reception
  • Women consume more wine than liquor
  • Cash bar will consume less than host bar
  • Cash Bar – before lunch – 30% will have 1 drink
  • Cash Bar – after meeting – 50% will stay and have 1.5 drinks (1 hour reception)
  • Hosted Bar – Cocktail Hour – 80% will stay and have 2-2.5 drinks in 1 hour
  • Hosted Bar – Cocktail Hour – 80% will stay and have 3-3.5 drinks in 1 1/2 hours

Source: Pam Soules, CMP Director of Events, Mid-States Distributing

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