the growing younger audience who live their lives online and that how we use technology to connect with these people. He said that events need to be ‘meaningful’, immersive’ and ‘fulfilling’ and that the audience should be involved on a ‘participa- tory not a passive basis’ offering them, ‘an engaging and content rich experience’. He concluded by saying that event planners need nowadays, ‘to be event designers and to think outside the box’.
ROBERT DUNSMORE, Independent Creative Director at Live Events, emphasised the need to offer a multi-sensory experience not just a visual one. He said that events should be, ‘touchy feely, tasty, smelly and noisy’. He stressed the impor- tance of making lasting memories and feelings towards the event whether it is by designing an exclu- sive scent for the event, a themed food with a memorable smell or creating a tailor-made sound track. He also talked at length about the exciting new technologies available to make events memorable such as using Holographic Augmented Reality (AR) that can immerse the audience into the virtual environ- ment to interact using digital ele- ments adding to the real experience. And it also cited using Virtual Reality (VR) handsets as an adaptable and more affordable way to customise and curate content for a specific audience. After the speeches, the delegates
need to make events more, ‘innova- tive and dramatic to stimulate the audience’. He pointed out that the average age of the global population is 35 and this new younger genera- tion is much more likely to value visual experiences and don’t want to be, ‘grouped together but treated as individuals’ and this has given rise to self- curated events where they can choose their own experi- ence. He added that the ubiquitous trends of, ‘sustainability, wellness and self-improvement’ are also embedded in society and need to be factored in when planning events. Next up was Kim Myhre, Manag-
ing Director of MCI Experience, a veteran events guru who spoke of the, ‘lines between visual and virtual reality becoming increas- ingly blurred’ and that we needed to look at events with a ‘fresh approach’ and offer experiential ways to engage with the audience and one that didn’t involve being, ‘trapped in a basement room and listening to a CEO present for way too long’. He also emphasised the need to address the expectations of
were divided up into groups and attended a series of speed-dating learning sessions where 12 leading event suppliers showcased their products in four zones: Event Tech- nology, Communications, Teming and Well Being. Shaking up the world of registra-
tion badges, Bill Munday, from Blendology explained how the e-registration networking tag, that he had provided for delegates dur- ing the event are, ‘perfect ice break- ers’ and a ‘cool networking tool’. For he explained when you tap your tag against another it lights up and buzzes and by tapping you exchange your personal contacts which you can download later and you can also use them to follow the event’s timetable. Another supplier, Graeme Craig
from Catalyst Events Productions, told how his company offers an, ‘innovative solution to the design, production and delivery of an event from the beginning to the end’. He said that the more unique things they’ve been asked to do is to make, ‘people fly at an event’ as well as
EVENTSBASE | SPRING 2020 | 61
What’s Trending in Events is the annual ‘speed-dating’ style forum for events professionals
‘projecting different country’s flags on the façade of Gleneagles hotel’. He also described how the company was able to create bespoke instal- lations and 3-D visuals and LED screens from their team of design- ers as well as build sets and audito- riums in their own workshop.
Judith Wilson, EventIt Director,
concluded by thanking all the key- note speakers for their insights into the future of the events industry as well as event sponsors – including AVD, Blendology, Evolve, Catalyst Productions, Bellfield Brewery and Eteaket. n
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