his article is part of our new Future of Events 2021 Series which will interview a mix of event organizers, consultants, thought leaders, and other event professionals responsible for overseeing events put on by their organization. Our goal with this series is to help event organizers best prepare for the future of events.
The following is an interview we had recently with Dave Green, Chief Mysterious Officer, Mystery Trip.
What are the top trends that will shape the events space in 2021?
DG : With companies having slashed budgets and people wary to travel, it’s all about the hybrid event for this year and 2022 (at least). Managing this duality – and how to give both in-person and online attendees a satisfying and engaging experience – will be key. Live attendees will have a pent-up demand for (safe) human connection, and planners should look to provide them with a unique way to scratch that itch, while those attending virtually should be rewarded with fun and interactive events that provide the opportunity to engage with others.
What are the top mistakes you see organizations make with events?
DG: A lack of customization for the attendees. Each event has its own unique needs and goals to accomplish (even if it’s simply to have fun), and it can never be a one-size-fits-all solution. What works for a team of Type-A salespeople might not have the same results with a group of engineers (and vice-versa) which can cause frustration and friction, and leave a bad taste in attendees’ mouths.
What are the keys to a successful event?
DG: As an outsider to an organization, we inherently aren’t as intimate with the attendees, so it is vital to have solid and constant communication with the client throughout the process. As previously mentioned, their needs and goals are paramount. Conversely, their trust in you is key. As an event professional, your experience is knowing how to build an event, and they must believe in your abilities to create an experience that will have maximum impact and ROI.
What makes events such an important channel?
DG: Events are a great way for people to connect with each other in a more unstructured manner, allowing them to be themselves more than in a formal meeting setting.
In your own words, what will the future of events look like?
DG : While more people are getting vaccinated every day, and the world is slowly starting to opening up again, I believe there will continue to be a residual effect of the collective trauma we’ve all experienced, a sort of PTSD. Things will never get “back to normal,” and as mentioned previously, I believe we’ll be in “hybrid mode” for the next 18-24 months. Slowly, those reluctant people will again attend conferences, work from the office, etc., but events will have to evolve in order to accept a new reality.