Throughout the years, the United Arab Emirates has established itself as a vital hub for show-stopping events and concerts. But the impact of the coronavirus has wholly transformed events in the UAE.
From K-pop concerts to Art Dubai and even Expo 2020, upcoming concerts, festivals, and events have either been postponed to a later date or canceled altogether. But, despite all these uncertainties, the UAE’s live events industry remains extremely resilient.
Already, event organizers are working to adapt to these new challenges. Flash Entertainment, a leading events company in the Middle East, examines the innovations and trends that will help the events industry bounce back.
1. Intimate Concerts Become the New Norm
In recent years, the commercialization of music festivals has transformed the concert-going experience into an arena spectacle. For example, the Abu Dhabi Festival, a 10-day festival experience, was set to feature over a dozen shows and concerts throughout the emirate.
But in a post-pandemic world, such mass gatherings may be the exception rather than the norm. The social-distancing regulations and extra-selective public will see the commercial presentation scaled down into bespoke, more targeted experiences.
In immediate post-pandemic events, expect to see event spaces with limited capacities to ensure an added layer of security and where event-goers feel safe. Such circumstances, though, do not automatically mean that events will feel clinical, but that event organizers must lean into creative solutions.
This requires venues and organizers alike to embrace technology.
2. The Rise of Alternative Event Formats
A dynamic event, one that creates a significant human connection while still promoting health and safety, will heavily rely on streaming and videoconferencing technology.
Virtual events are an adaptable event format that can be deployed by any brand, irrespective of health and safety regulations or travel restrictions. But, as the quarantine has endured, the appeal of face-to-face connections has increased in demand.
This has given the hybrid events model, plenty of opportunities to take center stage. Combining the live event experience with the option to participate virtually, a hybrid event will allow brands and event organizers to limit physical contact while still drawing a mass audience.
Both event formats expand a brand’s reach and provide audiences with the opportunity to participate and engage despite geographic restrictions.
3. Mobile Event Apps Maintain Momentum
Making full use of mobile apps will be another requirement of post-pandemic events. App usage was already becoming a norm for events pre-COVID, with more than 80 percent of all events making use of mobile apps.
The use of mobile apps post-COVID will expand the range of what’s possible during the live event experience.
Whether it’s concerts, corporate conferences, or festivals, mobile apps can be used to enhance the live event experience, developing deeper interaction between brands and attendees while limiting physical contact. They can also be incredible data collection tools.
This increased measurability provides brands with easily accessible information and analytics. Information that can be used to improve event feedback, inform marketing strategies, and support business objectives.
Mobile apps can also be an incredible platform to increase the interactivity of an event. Discussions, conversations, and social sharing can be performed through a mobile app, encouraging active engagement.
By enhancing the interactive sessions, attendees are transformed from passive participants into partners in experience creation.
4. A Reimagining of Attendees
Despite many borders lifting travel restrictions once again, don’t immediately expect to see attendees from around the world converge to the UAE. Even with restrictions softening and events resuming, the new travel norm may see more regional travel, rather than international travel.
The shift away from arena spectacles to more intimate connections will also change the demographics of speakers and attendees alike. For brands and event organizers, this presents an excellent opportunity to connect with local entrepreneurs, local talent, and local sponsors.
Networking among such local, intimate groups will result in more value-driven experiences. The valuable connections made between like-minded attendees can result in greater reinvestments back to local economies.
While this shift in demographics won’t be permanent, locally sourcing vendors allow brands to pivot current business procedures and expand their event’s ROI potential while strengthening their presence within their communities.
5. Greater Attention to Logistics Planning
While this trend of small VIP gatherings will eventually evolve back to mid- and large-sized events, prioritizing health and safety will be the norm for the foreseeable future.
One cost-effective method of creating an engaging event experience while maintaining safe distance practices is to rethink the layout of the show floor. For conferences, establishing one-way aisles ensure traffic continues to flow smoothly while exhibitors can interact safely with attendees.
Concerts can conduct similar practices as a pre-event precaution.
Events should also plan scheduled breaks for cleaning. Increased frequency cleanings throughout the event is a proactive health and safety measure that keeps a high degree of cleanliness for attendees and exhibitors.
Other risk mitigation tools that events can implement in today’s physically distanced world include:
- Staggering check-in times to avoid mass gatherings at registration
- Applying a “No Handshake” policy and making use of other greeting mechanisms (fist bumps, virtual hugs, etc.)
- Displaying health advisories where the flow of traffic congregates
- Providing hand sanitizing dispensers conveniently located throughout the venue
- Utilizing transparent barriers where necessary (service or information desk, food serving, etc.)
- Implementing temperature checks for all attendees, exhibitors, and venue employees
- Providing onsite medical diagnoses via medical personnel
- Increasing security onsite to enforce health and safety practices
These health and safety practices can be implemented regardless of the event, from conferences to concerts. As an extra security measure, event organizers should also conduct post-event health surveys.
Communicating concerns reminds attendees that you care about their wellbeing.
Final thoughts
Once face-to-face events begin to resume, expect to see a far different reality from the traditional norm. The experiences delivered by events and live performances post-pandemic will require careful consideration for health, hygiene, and safety.
Event professionals must begin to reimagine event processes and protocols. Even though attendees are dispersed throughout the globe, there are still plenty of opportunities for event organizers to host traditional events digitally in ways that enhance the attendee experience.
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