Holding an in-person event during a pandemic (is not really that big of a deal)

Modifying any event to a situation or a new reality is not a new concept to an Event Manager. We already have to be creative in many seen and unforeseen aspects of planning so the final product comes off as a success. But when you work with a group that prides itself on building close face-to-face relationships with their customers in order to better serve them, the ‘close’ aspect became very dicey beginning on March 17, 2020, the start of the Covid-19 pandemic.

After a few months went by, we decided to hold an in-person event when most people were working from home. There were multiple considerations to make, and of course the normal considerations were no longer ‘normal’.

The first item was the venue – we knew not all restaurants were open, and of those that might be open, we didn’t know if they could accommodate the type of experience we were looking to have. I made a list of potential venues we might hold our event at and reached out to each. I found most were being flexible with their F&B requirements, which was great as we were not certain how our event would be received. It was great to hear some venues promoting others when they were not able to assist us! I found that to be a real positive reflection of the restaurant industry. (Since then, I feel the industry has really transformed to include health safety as a main consideration for guests, and done so without it being an overwhelming thumb sticking out.)

Our event date and time were the next consideration, as the schedules of many had changed tremendously. We decided to have a business lunch presentation event, to help people get out of their homes, enjoy a lunch, and experience life like they formerly knew as normal, and opted for a Thursday to hold our event. Mondays are too busy, mornings are too busy, and end of day is too busy for those juggling families or pressing job responsibilities. Thursday is really the ideal day to hold a business event.

Next was the messaging. Before that could be delivered, how could we ensure the confidence of our guests to step out of their comfort zones during a pandemic? The venue we chose provided us with a seating chart reflecting the 6-foot safety guideline – this we clearly and regularly communicated to our guests would be adhered to, but without making a big deal of it. Providing this information upfront helped to avoid any concerns by our guests as to whether or not they should attend - in the end only one did not show, but that was because of an unexpected business emergency.

Regular communications to all attendees were made, to keep the momentum and confidence rolling. On the day of the event, guests began to arrive and were seated where they felt comfortable. Lunch was served while the presentations started, and discussions and questions ensued. We did not experience any issues and all came off without a hitch. It was a great event during the pandemic!

Planning an in-person event just takes a little more careful consideration. When you are focused on customer satisfaction, regular communication is key, pandemic or not, so that your guests know what to expect. Remember, they are giving you their most precious gift – their time. All the other metrics fall into place when you place the needs and wants of your customers first, in line with your services. Work closely with your chosen venue and ensure you have your T’s crossed and your I’s dotted. Use what knowledge you have of your customers to bring them the best experience you can deliver, and deliver it.