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Get ready for 2022 in the event industry

Make Your Own Adventure in 2022!

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There’s something about the end of the year, closing the books and clearing the last tasks that tend to put many of us in a reflective mood. But for some key event industry insiders, rather than looking back, they’re fully focused on what’s ahead. And for some, it comes with a high degree of confidence in their ability to predict the future. Despite the rollercoaster of a year we’ve had, and the new variant many didn’t see coming – it hasn’t shaken the certainty of some event industry insiders to advocate their visions of what’s to come in 2022. I enjoy reading them, but the last 20 months have made it abundantly clear that ours is an industry where we must be increasingly careful of reading too far into the future.

This year, the team and company have been through so many shifts and changes, some we could predict, some, and maybe less so, as we adjusted to the market, to meet our clients where their needs were, always focused on anticipating where we would need to go next. I’m thankful through this process we’ve developed an agile team, who are nimble and can adapt readily. 

When I think back to this time last year, the things that were forecasted back then, some definitely came true, but others, decidedly less so (remember Clubhouse?). Looking back at the result, it’s encouraged us to do things a bit differently in 2022. Rather than advancing ahead of all the trends, buzzwords and assumptions, we’ve spent the last weeks developing a more pointed strategy and focus.

We’re not alone:  

“So, while we have absolutely no clue what the world will look like in 2023, what the ‘next norm’ is – no one does – we can make decisions now to ensure our lives and businesses are what we want going forward.” 

Our 2022 will be the future we build, and the one we wish to pursue.

One of the key themes that came out of our strategic activities was just how much love we all have for events, and for building, experiences that delight and excite people. It’s what makes us come together, and keep moving forward when it is hard. We’re here for the long haul. And we’re going to invest in shaping the direction we want.

A big part of this is developing further and deeper into technical skills and capacities. If you too are looking to build yourself better next year, we’ve launched a new resource hub to share some of the best content we’ve found. The PIRATEx Event Resources Hub is your one-stop-shop for some of the best content we’ve found for building and delivering exceptional events. You will find pieces by some of the most inspiring practitioners in the business, with plenty of how-to’s case studies and practical examples, in a sortable view. We hope you find it useful, and if there is something you think we should add, just let us know! 

In the meantime, here’s what I’ve been catching up on this week:

 

According to some, 2022 will be in the metaverse (and bought with an NFT):

  • The metaverse – future reality? [Dmexco] TAs new restrictions begin to set in, the metaverse is becoming impossible to ignore. Based on a recent Linkedin poll, it was clear that many of us are not ready to jump entirely into the Metaverse. But with the changes that have taken place over the last weeks and months, this transition is going to be inevitable. You don’t want to be left behind. Imagine an event that cannot be paused or ended, with its own economy, persistent and reshaping itself. 
  • Nike just bought a virtual shoe company that makes NFTs and sneakers ‘for the metaverse’ [The Verge] The entirely digital economy now has its own sneakers. The explosion and development of the NFT economy and the millions of people trading, buying, and holding them is proving to have some staying power. We’ve seen some of the world’s biggest events happening in the metaverse, and I don’t think it will be slowing down anytime soon. Some events are already getting on board with NFTs– issuing official ledgers. Maybe something to add to your next event? Just imagine what it would do for sign-ups… 
  • Companies bringing virtual items in via AR and hologram technology [Digiday] One of the most disruptive aspects of “the metaverse” that’s often discounted is the opportunities afforded by AR to enhance the world around you– no headset or gaming console required. I think AR will be incredibly disruptive for events, especially hybrid and in-person experiences– just consider how useful a hologram navigation app would have been in the last convention or expo you visited. There’s so much more than event organizers can do to help make these technologies more accessible to their participants– especially considering that each one of your participants already has all the tech they need for most AR experiences– it runs right on your smartphone.

 

The events industry:

  • Bizzabo acquires two new companies and launches Video Production Suite [Trade Show News] A trend I think will continue at speed in 2022 will be the consolidation of event tech companies as they muscle for features and customer base. Eventtech company Bizzabo has acquired Klik, a wearables company and TeeVid, a video production suite, to help extend their offering for hybrid and virtual event organizers and participants. 
  • How Cvent Going Public (Again) Will Impact the Meetings Industry [Meetings Today] After a rollercoaster of a year, eventtech giant Cvent goes public once again, capitalizing on their pivot to virtual and hybrid meeting solutions. Cvent is heavily invested in digital events and is developing more and more features for their participants. The company announced enhanced language support for their platform to coincide with the public offering to signal an even greater focus on non-US markets in 2022. 
  • IBTM 2021 brings event industry together just in time [Trade Show News] Earlier this month over 1,200 exhibitors and 7,000 attendees came together in Barcelona to renew ties and connect to examine the future of the event industry. 
  • 5 Trends to watch in 2022 [UFI] How do you forecast the future after a “catastrophic” 2020 followed by a 2021 with many ups and downs and a lot of unpredictability? The UFI’s Kai Hattendorf reassures the global exhibition industry with a hard focus on the measures you can take now to be prepared for what’s next. While you can’t necessarily predict the next pandemic, you can follow public opinion. Here, a majority are looking for low carbon solutions and some real change when it comes to the environmental impact of large events. There’s more to it than just signing a pledge to reduce impact. There is more that needs to be done here. Other things to watch out for– the loss of skills during the pandemic as talent leaves the event industry. Preparation is key, as well as training and upskilling new team members to be flexible for whatever 2022 throws our way.

 

How to do it:

 

Omicron continues to hit European trade fair circuit:

 

Don’t Miss it:

  • Messe – Analoge Intelligenz für die Zukunft [AUMA]  New research on the success and benefits of “analog” trade fairs by the industry representative finds, unsurprisingly that survey participants largely have been disappointed by the lack of face to face trade fairs since the start of the pandemic. Respondents indicate the benefits in reach and execution of online fairs over the last year, with a majority citing the importance of hybrid fairs going forward. 
  • Digitalevents – 10 Gründe, warum sie bleiben [Micestens Digital] Online events are finding greater resonance and it’s not just because of the new covid variant. The explosion of new tools and investment in platforms has contributed significantly to user experience, and buyers are beginning to change habits. 
  • “Flexibility, good adaptability and further development are now more important than ever” [Düsseldorf Congress] Representatives from Düsseldorf Congress recently traveled abroad to IMEX and IBTM fairs and have returned with some compelling conclusions: in-person events can definitely work with adequate hygiene concepts, but no matter what, virtual and hybrid events will be an important cornerstone for the future.
  • What’s Going to Happen With Events Next Year? [PCMA] A big question was set to some of the event industry’s top marketing pros, and the responses might surprise you. There’s a call from many sides to really examine the value offering from your events and to consider how omnichannel events and 365 models can be built into your overall strategy plan. 
  • 2022 Predictions for the Event Industry [Event Manager Blog] Not too many surprises here, but one big one highlighted that should be on everyone’s roadmap for next year: DEI, Accessibility, Ethical Sourcing and Intentional Planning (If the acronym DEI is unfamiliar to you – let it be a sign to you to develop this understanding fast). Events are fundamentally about the human experience. More care needs to be taken when it comes to making our events accessible, responsible and sustainable– to people and the planet – and those actions must be intentional. 

 

Closing thoughts

That’s all for this week’s edition of The Lookout! The year is quickly coming to a close. But next week I promise I have something pretty special for you. In the meantime, I wish you a very relaxing week ahead. 

If you haven’t already, let’s stay connected if we’re not already on Linkedin or follow the PIRATEx team on Twitter. If there’s anything you would like to read about when it comes to online, or digital events, let me know! I’d love to hear your comments and suggestions.

If you know someone who might be interested in reading The Lookout, please share it with them!

Make Your Own Adventure in 2022!

The Lookout Newsletter #52

Written by:
Felix Josephi
PIRATEx Managing Director