If there is any aspect of the meetings and special events industry that is forever changing and evolving, it is in the realm of technology.
Whether it is software, intelligent lighting, web streaming, videoconferencing capabilities or smartphone applications, there is always some new emerging technology that impacts the profession.
Just ask Jason Cataldi, CTS, director of sales and marketing for IMS Audio-Visual. "We are living in exciting times. New tech- nologies are being discovered and applied at exponential rates, changing the meetings and events industry in profound ways,” he observes.
Cataldi furthers that technology is a key element in event and meeting produc- tion. "Without question,” he notes, "the use of technology is of the utmost importance in the meetings and events industry. It is a catalyst used to deliver messages or a common theme from a presenter or host to a targeted audience.”
According to Steve Wildemann, president of Advanced Staging Productions, "The word 'technology' can mean many differ- ent things in the event world, but one thing is for sure - technology in some form is part of every meeting or event that takes place today. The importance of that tech- nology lies in the goal of the event or the intended experience of the guest.”
The goal of technology in an event, Wildemann says, is to make it a pleasant, memorable experience for the attendee. It also is used as a way to make sure that the audience gets the intended 'take away' message from their event experience.
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Cataldi agrees, saying, "As industry meet- ing and event professionals, it is our responsibility to provide our clients with the most effective and efficient way to communicate with attendees and guests to help ensure a successful return on their investment.”
"More than ever,” he continues, "our part- ners are focused on the audience experi- ence and the content being presented. When working with an organization, we start at the end result or desired outcome. By determining what the expressed expectations are, we can then provide the most appropriate means for engaging their audience.”
"Production technology can be most ben- eficial in creating the feeling an attendee may get as they encounter your message,” notes Wildemann. Again, he says, it all depends on the goal. "If you want to moti- vate, try high energy sound and dramatic lights with carefully crafted video imagery - a veritable assault on the senses. This may be the way to create energy and cap- tivate the audience.”
In contrast, Wildemann says that an ele- gant awards dinner may be a little more muted, using soft background music, understated lighting and more static,
graphical video, if any at all. For something like a training session, the setting may be 'all business' and use only a clear and simple sound system along with large video screens for easy viewing and just enough light to highlight the presenter. "The benefit of any of this technology is to make your message more impactful and memorable,” asserts Wildemann.
Cataldi also says that, through the use of technology, attendees can be encouraged to participate in the session - whether they are physically at the meeting or connect- ing from a remote location. "The virtual meeting, or maybe better named 'hybrid meeting,í is quickly becoming the norm. The ability to interact in real time with col- leagues, clients and family members with- out the limitations of being geocentric is attractive. When considering the current state of our economy, the hybrid meeting provides a healthy green alternative while cutting overall travel expenses and simul- taneously affording the participant the ability to attend without lost time in tran- sit.”
The word technology really covers a wide area, notes Wildemann. After all, he says, it can run the gamut from "registration and check-in software to interactive digital devices for scheduling and communicat-
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