With meetings derailed during the pandemic, meeting planners are trying to figure out how to rethink their events for today’s environment. A new white paper, “Reimagining Business Events–Through COVID-19 and Beyond,” suggests that three areas will be key to creating events that thrive in our changing world: business models, delegate experience, and talent and capabilities.
Created by PCMA, the Singapore Tourism Board and UFI—The Global Association of the Exhibition Industry, the paper offers real-world examples of how events reshaped and innovated to survive—and sometimes thrive—during the pandemic.
Business models. The paper noted that events have to get creative, think like a startup, focus on core elements attendees want, and improvise. “In the most fundamental sense, innovation is about adapting to customer needs and recognizing what aspects of the business are relevant to current requirements –and what are not,” the paper said. As an example, the white paper showcased Unexpected Atlanta, a tour company that shows the history of cuisine in the American South. During the pandemic, Unexpected Atlanta transitioned to virtual tours and sent gift boxes filled with Southern goodies to participants.
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