IN such a short time, the pandemic has completely changed the way associations have organized and conducted their events.
Running and delivering an event is a significant part of an association’s benefits portfolio in order to engage with their members, share knowledge, solutions and trends, and celebrate successes. Equally important, events are also a big source of revenue, e.g., registration fees, merchandising sales, and sponsorship.
In my January 31, 2018 column, I wrote about the five essential aspects to consider in event planning which I referred to as the “5 STARS” (for Site, Theme, Activities, Resource persons, and Secretariat). Due to the pandemic, there have been major shifts to the “5 STARS” and these are:
1. From site to screen: As most in-person events now have been converted into virtual or hybrid, the prepandemic event considerations as to the country destination, venue (e.g., hotel, conference center), and the facilities needed, have all switched to the selection of technologies for video conferencing, exhibition and networking platforms.
2. From thematic to time-effective: In the past, an event was built around a theme and the session topics were designed and developed to be spread over two to three days to allow for more discussions and peer learning. Merely converting this event design into today’s online environment will never work as it is impossible to keep attendees being glued to their computer screens for too long.
3. From activities to animated sessions: Usually, an in-person event has networking, social and leisure components aside from the learning sessions. Networking virtually has its limitations and certainly online socials and leisure activities are very much different from a face-to-face setting. Introducing interactive methodologies and gamification options have made virtual sessions more interesting.
4. From resource persons to riveting presenters: Whether it is an in-person, hybrid or virtual event, the choice of speakers has also changed. More than knowledge and content, there is now a demand for presenters capable of holding the event participants’ attention and capturing their imagination.
5. From secretariat to staff tech support: The event management team has also changed their skillset from that of an administrative secretariat team for an in-person event to a tech support staff cum production crew for a virtual event.
Event planning and implementation aspects have been transformed in many ways over the span of just more than a year. Associations which have yet to adopt these changes will be losing out in the event space, and consequently, even their members.
Moving forward, attendees of association events will be looking for more engaging and impactful experiences, more showcases for fresh content and solutions, and more opportunities for peer learning and business networking. The STARS have indeed shone a new light!
The column contributor, Octavio “Bobby” Peralta, is the founder and CEO of the Philippine Council of Associations and Association Executives. The purpose of PCAAE—the “association of associations”—is to advance the association management profession and to make associations well-governed and sustainable. E-mail: obp@adfiap.org