This is one of the best pieces I have read around the current situation and the potential phases of recovery. It is US centric but still relevant to all regions.
His main points are There Isn’t Going to Be An ‘All Clear’ Signal
Recovery will come in 3 phases:
Phase 1: Pure Virtual
Phase 2: Local Events & Corona-Style Setups
Phase Three: Full Steam Ahead (With On-Site Instant Testing)
The full article is here: https://howardgivner.com/when-how-will-the-events-industry-get-out-of-this-3-phases-to-look-for/ and well worth a read.
There is certainly going to be a huge shift in the focus of live events in the next 12 to 24 months. For some sections of the market I genuinely believe that after an initial period of inertia while businesses re-calibrate and try and get back to simply doing their business there will be an enhanced focus on consistent messaging to teams that have become dispersed. As such live / corporate events will become increasingly important. Yesterday's announcement by Twitter regarding the potential shift away from formalised office environments to almost exclusive home working seems really telling, as such the need to bring these teams together in a live environment that brands can control where they can articulate and engage around the future business strategy. From this perspective there's some potential exciting times ahead.
One sector that's going to be massively hit and probably won't recover is the B2C / consumer exhibition market. Public confidence in mass gatherings will continue to be low for a significant period of time, and while a number of events with what could be described as "fan" audiences will most likely recover the traditional format of a day out in a exhibition hall environment is going to be very difficult sell to audiences and hence to brands themselves.
Happen to agree to be honest with the phases, I think phase two may see a blended approach at some events where physical and virtual combine in some capacity.
I don't think there is going to be a centrally provided slate of guidance from government, it will either be through forums like this that the industry will build one from, or people will make their own decisions based on risk appetite, and indeed the appetite of attendees to potentially put themselves into environments that they have been warned away from for so long.
Attendance capacities, registration, conference room environments, F&B stations (cant imagine people getting back to buffet style soon!), everything is going to need to be rebased in the new realities we face.