Out of the fires, events will bounce back as we need a sense of belonging and community but it will require different skills

EP was delighted last week to announce a new partnership founded with Hattie Mauleverer to work with clients to organise events as we have a firm belief in the importance of events as we all rebuild.

The events sector will undoubtedly bounce back as one can see that there is a real desire for us to start coming together again and interacting. Report after report from venues are noting upsurges in interest from clients seeking to host events. Still some way to go but there is light at the end of the tunnel. The editor of Conference News posted on Linkedin that “Jackson Clark, MD at Patch, got in touch with me today to say his venue clients have reported a 294% increase in enquiries for events, which is great news.”

People crave physical interaction with others. We are tribal by nature, we need others close to us. There is good reason why localism and community have become far more important concepts over the last few years. It is part of our natural instincts and psychology. We want to feel we are connected to networks, traditions, experiences, and customs. It allows us to meet new people, find new experiences but feel connected to something which has substance.

Research shows that we are often better when we are around other people. It has been one of the issues at the centre of the productivity debates that productivity has fallen in direct correlation to a decline in face to face contact. Even during this period, seeing someone for ten minutes often recharges the batteries and raises the spirits. We need to come together once again and hospitality will be right at the centre.

However, it will be different too. Getting back to normal will take some time, and events will look very different in the interim. It will start will a hybrid of live and virtual events and a dual model will emerge. However, this will pose new questions on how to host, how to organise and manage good experiences. There will greater importance placed on how we do interact with others, even if virtually.
We are tribal by nature, we need others close to us. We want to feel we are connected to networks, traditions, experiences, and customs.

It has been said that mediums such as Zoom have not been good for developing relationships but this is being disproved more and more. We have learnt not just how to build new relationships but many talk of new strong friendships which have been founded during this time. Social networking is far harder but one can develop stronger personal relationships. As with most things, we have adapted and learnt new skills.

However, how to host an event is becoming an ever-important skill set. To keep attendees engaged is ever more difficult so experiences and the connection does need to stronger. It does require more thought and planning than many realise. Companies are starting to plan how to once again re-engage their clients again and they are seeking guidance. The view is that the market will see a genuine bounce in Q4 and into 2022. Some even forecast a return to a mood that is close to the roaring 1920’s. After this period, that would be a nice thought but even if over hopeful, there is no denying that people yearn to come together and celebrate that we can.

The events sector has faced a daunting challenge over the past year. It has seen some very dark days. Spring is in the air and there is hope again. We are all looking forward to coming together once again.

For more information please contact lauran.bush@epmagazine.co.uk