Saying "Aloha" to the Future of Events

As I prepared for my first in-person event in more than a year, I made sure to pack a few special items: an open mind, a renewed sense of adventure…and my favorite Hawaiian shirt.

Earlier this month, I traveled to our Atlanta experience center to host our "Untap Barco" customer technology showcase. A gathering historically known for driving plenty of questions, interaction and energy, "Untap" also marked Barco's first in-person event since the start of the pandemic

While health regulations limited on-site attendance to fewer than 20, the event was more refreshing and inspiring than I ever would have imagined – and a long overdue "start" to my Barco career.

I joined Barco on April 1, 2020, just as many global restrictions took hold. And yes, it did at times feel like the start of a cruel April Fools joke as the events space that's become my professional home came to a screeching halt (though I still appreciate the irony that a year without events was incredibly eventful!) "Untap" was my first real opportunity to get back into the routine and represent Barco. While we've all become incredibly comfortable with virtual, nothing replaces the feeling of shaking hands and giving "bro hugs" to old friends and new colleagues – many of whom I met for the first time at the event.

The next day, we hosted a second "Untap" event for 75 virtual participants. We delivered a fun, successful luau-themed event that generated similar great discussion. As I flew back home though, another reality dawned on me – I was now very much a part of the hybrid work and event model that Barco had envisioned and championed, and one that likely will become (wait for it…) the new norm.

For the last year, everyone has wondered how live events (across both business and entertainment) would take shape post-pandemic. "Untap" felt like the first taste of what's to come – an environment that won't be an "either or" and instead include both on-site and virtual components. While it will take some adjustment and refinement, the new event model also creates ample opportunity for the organizations and leaders willing to view the hybrid component as a potential strength instead of an obstacle.

Even if your organization is not ready to resume live events or travel just yet, now's the time to begin envisioning what they will look like when you are. Based on my recent experience, these four initial learnings can serve as a starting point:

Think Creatively

Imagine being able to see your favorite musician in concert – from your couch. Sure, you'd miss the energy of the crowd and the feeling when the lights go down, but you could take part in something happening time zones away without worrying about costs or logistics. For the artist, this format would create additional revenue and visibility beyond the limits of a physical building, and open the door for unique, technology-powered fan engagement (such as backstage tours or virtual meet-and-greets).

In a similar vein, the hybrid event space is a blank canvas that empowers businesses and leaders to think creatively about what they can offer their colleagues and partners. Virtual and live will have to co-exist, and it's up to us to push the envelope in streamlining and synchronizing these components. For instance, one single event can serve as a happy hour for one part of the world and a breakfast gathering for another, with the moderators acknowledging both.

Avoid Favoritism

I still believe that there's no substitute for what live interaction offers. And while I was truly in my element during the on-site "Untap" event, I had to be mindful to deliver the same energy on camera the next day.

In the hybrid environment, organizations and facilitators must maintain a true balance and not offer a "less than" experience to virtual attendees. It's possible that those joining remotely may want to join live, but cannot for personal or professional reasons. With that said, they are still very much potential customers and brand allies interested in your time and knowledge, and worthy of the same attention and "wow" factor they would receive on-site.

Keep it Light

The last year has shown the strength of authenticity and ingenuity in all facets of life. By staying true to your professional and personal brands, you and your organization can build that same emotional connection with remote audiences as you would with those right in front of you.

There are plenty of ways to enliven and inject culture into the virtual event. Even in a hybrid setting, engagement is the root of a powerful experience, and presenters still must own the room – even if that "room" actually is a set of widespread "rooms." That's why we offered the Hawaiian theme for "Untap" to set a light-hearted tone loaded with polls, contests and interactive content.

Embrace Technology

Given the shifting dynamics, flexible, hybrid-enabling technology is now a "must have" rather than a "nice to have." As my time at Barco has reinforced, hybrid event success will require facilitators to leverage the right technologies to deliver upon their strategies. Expanded digital capabilities will better prepare your organization to align live and virtual components while meeting your key audiences where they are.

The meetings and events of the future now are a modern reality. My recent experience not only proved that the appetite for face-to-face events is returning (even if progressively), but that it's possible to meet this interest while still serving the needs of virtual stakeholders. We're excited to host a similar technology walk-through in September at our Washington, D.C. demo center, and continue building our hybrid event approach.

Whether on camera or on-site, I'm excited to engage further in the coming months. If you see a tall guy in a bright blue, flower-adorned shirt, be sure to say hello!