When news of a possible vaccine broke this week, there was universal hope that 2021 could see some return to normality, and with that, a return to life for the decimated live events sector.
And whilst Boris is keen to stress that this is only the “distant bugle of the scientific cavalry coming over the brow of the hill” nonetheless, there is hope for the first time in a long time.
Whether or not this is the light at the end of the tunnel we don’t know. But what we do know is that people are desperate to get back to live events and face to face interactions.
And the question is – “when should I start planning my first live event in a post-COVID world?”
WELL SURPRISINGLY, IT IS NOW. OR EVEN A FEW MONTHS AGO.
Recently we have been doing a lot of quotes for live events from mid to late 2021 and we have been inspired (and surprised) at how busy venues were for Q3 & Q4 in 2021 and beyond.
Most recently, we were looking at venues for a series of award evenings around the UK. Each function had approximately 250 people in attendance. We asked for any Saturday evening in September or October. One London venue we were hoping to use could only offer us the 8th November as every other Saturday evening during September and October 2021 had a confirmed event (and yes, we checked and double checked this).
This has since become a reoccurring outcome during various venue searches. The reasons being, many of the bookings and events that were due to be held in 2020 have rebooked for late 2021 and 2022, and because people are keen to get their people together after this tumultuous period.
What we take from this are that people are desperate to get back to face to face meetings. Virtual has been amazing, and the advances that have taken place in 2020 have moved the industry forward 10 years in the space of a few short months. However, it cannot replace that person to person interaction and how people engage through social environments and real-life experience at an event. It seems people are preparing for their best life in 2021.
So we believe now is the time to start planning your event for 2021 and outline some of the reasons below.
BENEFITS OF BOOKING YOUR VENUE NOW.
1. You get your first choice!
For annual events, particularly important or large events, it has always been quite normal to be planning the venue search at least 18 – 24 months in advance. This is usually so you have options on venues rather than being stuck with a runner up due to lack of availability. And let’s face it, we all like choice!
2. You get the best value
Additionally, preparing well in advance provides more opportunity to maximise on negotiations. The more options available to offer the ‘perfect solution’ to host your event, can provide more sway and you benefit from a greater value for money product.
3. You get the best terms and conditions
As mentioned earlier, many events that were due to take place this year have already been moved to this time next year and early 2022, with our valued venue partners shifting on their standard booking terms and conditions. Given the changing landscape (day by day, week to week) of what can be done in line with COVID restrictions, many venues are offering extremely flexible and favourable terms where little money is needed upfront to secure the date. Often minimal or flexible monetary penalties are also in place should the event need to be rescheduled or cancelled due to COVID.
4. You still have time to pivot to virtual or hybrid if needed
If the worst happens and you can’t hold an in-person event then you still have time to pivot back to your best friend Zoom (other excellent platforms are available).
As Benjamin Disraeli said – “I am prepared for the worst, but hope for the best.” And by booking your venue now it means that you have the security and peace of mind that you have your favourite and most suitable venue without any major perilous financial implications. It really is a win-win.
Great, I have my venue, but do I need to organise everything now for my event?
As always, the key to a successful event is getting the venue and major suppliers locked in. Once you have this you can gradually start to consider the next steps such as:
- What other suppliers are likely to get booked up early? I.e. In-demand entertainment and keynotes and bespoke caterers. Separate dinner venues or activities should also be considered at this point
- Now is also a great time to start thinking about what content you want to cover at the event. If 2020 has highlighted anything, it is that virtual can work and can be a cheaper alternative. Therefore, if you are making the investment in a live event you need to make your money work for you. Think about the goals of the event, what do you want people to see, hear and feel. And most importantly what do you want them to do when they get home from your event?
- Don’t rule out a hybrid event; whilst there will be lots of people who are desperate to meet face to face – there are also going to be people who don’t feel confident and would still prefer to attend the event virtually
- Think about how you will keep your people safe. Another permanent outcome of this pandemic is that safety and risk are at the top of everyone’s list. Keep it that way, start your risk assessment now.
The event planning process is going to be trickier than normal but the key is going to be, lock in what you can, plan what you can but always be prepared to change plans at the last minute. Lemon Lane can help you every step of the way with detailed project plans and event planners who take last minute changes in their stride!
WHAT IF COVID RESTRICTIONS ARE STILL IN PLACE WHEN WE GET CLOSE TO MY EVENT?
Whilst the above provides some hope of normality and insight to why we can and should approach future conference and event bookings, we are not denying that COVID-19 restrictions may of course still have an impact. That is where your experienced agency partner will be seeking out the ‘what if’s’ and looking at options and alternative ways for the event to still proceed. Whether this is a COVID-19 safe live event space, as a hybrid set up or converted into a virtual experience.
And finally…
As event planners, we are always planning ahead, it’s what we do. We are forever working to a change of scope and anticipating the ‘what if’ scenarios to ensure our clients receive the best possible outcome and delivery of their events. COVID-19 has just highlighted these skillsets further.
We truly believe it is the right time to be planning for the return to live meetings for 2021 and into 2022. There has never been a better time to book your event than now, so what you are you waiting for?
