Why an All-Digital CES 2021 is the Right Thing to Do

On Tuesday, the Consumer Technology Association (CTA)?, owner and producer of CES?, announced CES 2021 will be a global digital event without a physical Las Vegas presence.

Why would the world's most important business and innovation event make its January 2021 event all-digital? 

It certainly wasn't due to a lack of interest or success in our annual physical event in Las Vegas. CES 2020 attracted over 170,000 attendees, 6000 media and 4000 exhibitors. Thousands of exhibitors have already signed up for and committed to CES 2021.

It wasn't to make money. Canceling the physical presence, investing in an all-digital presence for 2021 and creating a fair refund policy was the costliest option on the table.

It wasn't because we don't love the incredible hospitality and trade show friendliness of Las Vegas. The city is wonderful for business events with great convention centers and hotels, an amazing workforce, a world class airport and an attitude of appreciation and service. We are so sad to disappoint our partners and the Las Vegas community, hotel and restaurant workers, skilled union workers, professional drivers and others who not only rely on our physical event for their livelihood but extend their hospitality to our exhibitors and attendees. We value them and know our all-digital approach in 2021 affects them. But we will be back in town for CES 2022!

It wasn't because we no longer believe in the power of live, face-to-face events. People still need people – in-person, human interaction. Trade shows provide a five-sense experience that allows relationships to be formed, new products to be launched and discovery and serendipity to occur. As the world remains in various stages of re-opening, the desire to meet face-to-face is even stronger than before.

It’s not because we don’t want and love to promote innovation and the power of technology to solve problems. Our mission is to enable innovation to solve human problems – and an all-digital event will not only help mitigate transmission of the virus, it will highlight technology that improves virtual engagement when in-person meetings aren’t an option. More, it will allow hundreds of thousands of people involved in innovation anywhere in the world to access CES, see new products, hear hundreds of CEOs, experts and visionaries and interact with thousands of industry executives and leaders.

We are not going all-digital for any of those reasons.

When our executive board met last week and discussed this issue, we were driven by one mandate – to do the right thing. This mandate is right not only for our industry and its people, but for our nation and the world. We did not make our decision on financial or legal grounds, but on what is right.

We concluded it is simply not possible to safely gather over 100,000 people indoors with a raging COVID-19 virus and no real hope for a tested and widely available vaccine by January. The world does not need more COVID-19 cases, and we decided we would do our part by ensuring we are not helping spread the disease.

Instead, we commit to producing the best possible global digital innovation event. We will spread the gospel of 5G, artificial intelligence, self-driving vehicles and new forms of mobility, digital and telehealth, resilience, robotics, drones, new forms of entertainment, 8K Ultra HD screens and smart TVs to the curious, entrepreneurs, investors, business and media who can access the best of CES from their homes and offices.

Our CES 2021 attendees will hear and see the future. They will also learn first-hand from global policy leaders about big policy issues involving privacy, competition and the regulation of new technologies and media platforms. 

CES 2021 will digitally gather those who have come to rely on CES for inspiration, business and knowledge about innovation and possibilities. We will provide a first-class experience for the thousands of journalists, investors, retailers, entrepreneurs and innovators who rely on, benefit from, love and feel ownership of CES.

CES 2021 will be different. It will be all-digital. It is the right way to focus on the cause of innovation in this unique moment in our shared global history.

Mark your calendars for Jan. 6-9, 2021 and stay tuned for some amazing announcements!