The Learning Never Stops!

In March 2020, a high-profile GES Events client began to consider switching their in-person event to a virtual event format for their annual meeting, which historically brings approximately 14,000 attendees together in person. By May, our client inevitably decided to move to a virtual format and, if I’m completely honest, my heart filled with dread.

Many of us in the events industry have had similar feelings during the pandemic. I’ve been producing live events for a while and I was not too crazy about learning a whole new way of doing things, under pressure, and with one of our most valuable clients.

Duties call, clients ask, and we do our best to continue to deliver. In about eight weeks, we had created a fully virtual three-day event, complete with dozens of pre-recorded sessions, live keynotes, special events and a 3D immersive recognition activation – all delivered via a heavily customized web platform.

We retooled and built a virtual event production and execution team of over 50 people. We enrolled specialists to help guide us through this change. And in the end, we were successful. In a pinch, that’s what matters. We quickly began to provide these same virtual event creative and execution services to other clients, and we all got pretty darned good at producing virtual programs. Just like that, we learned a new way of doing things.

We are now working with many of our clients to plan their hybrid events in 2022, and we begin inventing again. The challenge for GES Events is to continue learning all we can about building effective (and exciting) hybrid events. Our focus is on making the in-person and virtual components still feel like just one event where attendees can experience a holistic event through multiple channels.

So, what does a hybrid event look like?

The trick is to find the right mix for each client and offer strategic, creative, and relevant solutions that truly work for them and their attendees alike.

At GES Events, we have learned to create truly hybrid events that meet and exceed attendees – in-person AND virtual needs – wherever they are.

Hybrid events can help:

• Reach more attendees/customers
• Engage attendees/employees more easily
• Create richer and more connected communities
• And, so much more!

I should know by now that I never stop learning (or want to stop learning). The thing I dreaded back in early 2020 became one of the most gratifying times in my career. So, we keep learning, keep serving our clients and most importantly, keep adapting to our ever-changing reality.