Article introduction
The article discusses the developing and expected event trends of 2020. The beginning of the article tells about the rise of remote meetings and events, and how these will be organized in the future, reducing unnecessary flights, so companies can help in the green transition, because the event industry is the second biggest polluter, right after the construction industry. The article continues by explaining different ways to bring interactivity and interest to the event itself, although these innovations are cautioned against overuse, lest the participants lose sight of the subject or purpose of the event. Between the introductions of different trends, there are short interviews from experts related to the previous trend.
In my opinion, what makes the text interesting is that in my work we host a lot of events and meetings, some of the ideas that the article brings up I could use in my own work, however, some emerging “innovations” seem far-fetched.
Virtual events and data collection
It’s nice to participate in virtual meetings from home, as long as you have working connections. The actual interactivity can be difficult to achieve remotely, because few people, including me, do not own virtual glasses or other necessary setups to experience the event from home in the same way as they could at location.
The article also highlights the possible benefits of virtual events and meetings in data collection, it is true that data can be collected from participants in a virtual event in a completely different way than from a physically participating visitor, but on the other hand, feedback will only be received from those who want to give it the most, and not as naturally as at the time of the event from being there during the event.
On-site events
In my opinion, the ¨trends¨ brought up in the article are not really even trends, at least in Finland. The trends in the article are interesting and fun-sounding, but taken to extremes.
For example, the “Hollywoodization” of events seems far-fetched. At least I wouldn’t be interested in some unrelated story if I’m attending a trade fair. My purpose in attending events is to meet suppliers and see their product innovations and new developments.
On the other hand, the idea of trade fairs or events organized in a transport vehicle, e.g. a train or an airplane, sounds interesting, but since the vehicle transports you somewhere, I would be worried about returning from the event. The question is whether the trip was completely useless, whether an interesting fair or event environment could not be created with various interior elements or props. I don’t want to travel somewhere else, only to end up having to travel again to get back.
We offer a meeting package at our workplace. I work in a hotel with 4 restaurants. Versatile and unique meeting facilities in one place is, in my opinion, an event asset. Accommodation, a spa, beauty treatments, various meeting rooms, a smoke sauna and many activities such as archery and bowling are available for conference clients. At my workplace, the meeting group can enjoy themselves for several days, because there are different meeting rooms, activities and restaurants, which means that every day there is not only the same meeting room or restaurant available.
Such a versatile offering would not necessarily be available if the event were organized around transport. Trains and airplanes do not have any large lounge areas and are cramped. Using technology, such spaces can be simulated, but in the end this would only be the same solution for virtual meetings and events as more pleasant decoration or props at an on-site meeting or trade fair.
Augmented reality
The article’s presentation of technology utilizing augmented reality is interesting, and it could be a good way to keep the interior neater without eye-watering advertising that competes with other products. But the implementation seems not only expensive, but also complicated, using different consulting firms and specialized installers. After all, is it too difficult to build “micro mapping” for an event, when a less aggressive graphic design can produce the same effect for presenting the product?
Conclusion
In conclusion, I would say that the article has some interesting, and even funny innovations for the meeting and event industry. But I myself have no experience with these so-called trends, and I don’t see how their large-scale implementation could significantly increase interest in events other than “high-tech” focused trade fairs.
I work in the event industry, so all the trends and other events in the event industry are interesting. I believe the article will also be useful in further studying, because when we do different projects and writing essays, it is good for all of us to know what kind of innovation in the event and meeting industry is coming. I believe that other people are interested in reading what kind of trends have been seen in 2020 compared to what we see today.
Sources
10 event trends for 2020.pdf Viitattu 24.1.2023
