Event Success

CHAPTER 22Taking on the Future of Experiences

At the time of this writing, it's hard to blame anyone for feeling uncertain about the future, both within the events industry and beyond. Some venues have begun reopening—most under some health and safety restrictions—and there is both excitement and hesitation to return to in-person events.

Many people are eagerly anticipating attending their next major in-person event; however, a sizable proportion of the population isn't as ready to return to in-person venues just yet, if ever. Whether for health and safety reasons, disability, social anxiety, limited budgets, or limited schedule availability, there will remain a significant number of attendees who prefer the virtual format in the months and years ahead.

That is why, despite the regular use of the word hybrid throughout this book, we believe the term hybrid events will gradually fade into history. Moving forward, most event playbooks will need to include some virtual elements in order to maximize their potential, to remain inclusive, and to provide attendees with options that suit their needs. Much in the same way that we no longer refer to using our phones to make purchases and transactions as online banking, hybrid events won't need their own moniker because they will quickly become the standard. To that same end, hybrid strategy will just become the default way to view, and plan for, the ongoing hybrid spectrum of events.

We've spent much of this book talking about the more ...