Forecast­Shows­Event Technology­is­Driving Meetings­Success


When­properly­managed,­event­technologies­can­ decrease­costs,­increase­productivity­and­boost­attendance


By­Jeff­Loether


It’s­a­great­time­to­be­in­the­meetings­business.­According­to the­American­Express­2019­Global­Meetings­&­Events­Forecast, the­meetings­industry­is­“settling­into­a­new­normal.”­More meetings­will­be­planned­for­2019,­and­they­will­be­longer­in duration­and­will­attract­more­attendees.­Of­importance­to­hote- liers­is­this­excerpt:­“We­need­to­create­within­a­meetings­and events­environment­the­same­experience­that­meeting­atten- dees­and­owners­are­able­to­achieve­within­their­personal­lives. We­need­to­continue­to­drive­for­a­more­seamless­and­con- sumer-type­experience­for­the­meeting­attendee­and­owner.”


Welcome­to­the­“consumerization­of­technology.”­For­years­the industry­has­been­working­towards­creating­home-like­environ- ments­in­their­hotel­guest­rooms­so­that­guests’­experiences are­at­least­as­good­as­–­but­preferably­better­than­–­those­at home.­The­Global­Meetings­&­Events­Forecast­shows­us­that it’s­time­this­same­philosophy­is­carried­into­the­meetings space.­Outside­production­partners­will­always­be­valuable­to create­customized,­large-scale­events­in­ballrooms­and­flexible spaces.­But­is­it­still­necessary­to­have­portable­equipment­and cables­taped­all­over­the­floors­just­to­provide­basic­presenta- tion­support?


One­way­that­planners­will­judge­their­event’s­success­is­by “measuring­the­level­of­attendee­engagement.”­They­will­be demanding­newer,­sexier­technologies­to­gain­a­competitive advantage­in­this­increasingly­consolidated­environment.­Mobile apps,­facial­recognition,­virtual­reality,­artificial­intelligence­and robotics­are­just­a­few­of­tools­that­will­be­used­in­2019­to­stim- ulate­attendee­interaction,­according­to­the­report.­But­here­is the­problem.­For­smaller­properties­that­self-manage­event technologies­and­those­that­rely­solely­on­portable­equipment and­temporary­setups,­meeting­these­advanced­technology demands­will­be­nearly­impossible.­Yes,­the­hotel­can­certainly bring­in­an­outside­vendor­to­assist­but­making­sure­the­overall event­is­flawless­can­place­a­lot­pressure­on­an­employee whose­has­a­limited­understanding­of­audiovisual­equipment and­event­technology.


If­technology­continues­to­transform­the­meetings­and­events industry­by­making­functions­more­immersive­and­exciting,­then hoteliers­need­to­do­whatever­it­takes­to­improve­the­processes for­how­audiovisual­equipment­and­event­technologies­are being­bought­and­sold­to­planners­and­how­they­are­being maintained­in­house.­­This­means­training­staff­how­to­select, sell­and­implement­technology.­It­means­knowing­how­to­meas- ure­revenues­and­costs.­It­also­means­evaluating­revenues­and expenses­on­a­regular­basis­and­reacting­as­needed.­Planners’ reliance­on­technology­to­enhance­their­events­will­only­contin- ue­to­grow,­as­attendees­continue­to­demand­it­to­keep­them engaged.


So,­what’s­a­hotel­to­do­if­it­doesn’t­have­the­physical­space­or financial­resources­to­hire­a­full-time,­onsite­AV­technical­crew? The­answer­may­be­found­in­technology­itself.­AudioVisual technology­that­is­built­into­the­event­spaces­is­more­reliable, easier­to­use,­and­much­more­cost-effective­than­portable equipment.­New­tools­are­available­that­enable­meetings­ven- ues­to­self-manage­basic­AV­services­that­require­less­labor­and are­easy­for­in-house­staff­to­operate.­They­provide­the­frame- work­to­guide­and­support­the­planning­and­event­phases,­as well­as­provide­responsible­management­of­assets­and­invento- ry.­Moreover,­providers­now­have­access­to­funding­that­allows the­shift­of­CapEx­to­OpEx­and­enables­hotel­management­to increase­return­to­ownership­while­driving­more­revenues­to­the bottom­line.


As­the­meetings­business­continues­to­ramp­up­across­the globe,­it’s­time­to­invest­in­technology­designed­specifically­to help­hotels­and­facility­operators­better­manage­the­audiovisual equipment­and­event­technology­process.­Not­only­will­they discover­new­sources­of­revenues,­but­they­will­become­more competitive­in­the­market­and­begin­capturing­new­meetings business­that­they­didn’t­have­before.­And,­meeting­attendees and­planners­will­have­the­elegant,­integrated,­technology­expe- rience­they­are­asking­for.


Jeff Loether is president of ELECTRO-MEDIA DESIGN Ltd., an audiovisual systems design and acoustical consultation group focusing on audio, video, control, and related presentation,


entertainment, and communications technologies. Loether is the IACC 2018 Mel Hosansky Award recipient for Distinguished Service. www.electro-media.com


Article courtesy: PRpro public relations, consulting and services 7­ 2 January z February­2019


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