Immersive Strategies relies on a vast network of communications strategists and event producers to bring our clients diverse and up-to-date expertise. We sourced insights from our network to dig into how clients who have previously held large-scale, high-density events are transitioning to reach their audiences.
We sat down virtually with one of our consultants who worked on transforming the Democratic National Convention into a COVID-safe, virtual, and in-person hybrid event. The conversation was insightful and added perspective on how the way we envision and produce large-scale events must change. Apart from a shared commitment to hand sanitizer, hygiene, and social distance, we discovered less obvious ingredients for success for large-scale events in the COVID era include a bit of flexibility, a positive disposition, and the honor system. Here are some key take-aways from our conversation:
What was it like working on the 2020 Democratic National Convention during the pandemic?
I’ve worked on the past several DNCs and other large-scale events. The main difference this year is COVID as an equalizer. You can’t get away with one badge or being on one list. Your identity is tied to your health, which is tied to your credentials. Everyone has to play by the same rules to keep large events safe. No special treatment.
I spent much of the [2020] DNC stationed at the vehicle access point, tracking temperature and credential verifications onto the primary site at the Wisconsin Center, in Milwaukee. This is definitely not something I’ve had to do before. In the past, I’ve worked more dynamically with crowd control. Now, there are no crowds, but instead, we need to ensure that everyone receiving credentials has also been screened for COVID. We also required credentialled attendees to complete questionnaires, which relied on the honor system.
We’ve learned what we could from the NBA “bubbles” they’ve created. But with law enforcement and security, journalists and staff entering events for just a couple days, we have less control over what they do outside of the event — which is why testing, hygiene, and masks are so important.
What are your main tips for anyone planning large-scale events?
- You can’t police everyone’s behavior, but you can make expectations clear. Individuals must adopt proper hygiene, social distancing, mask-wearing, etc.
- Double down on everything, and redundancies are essential. Check temperatures, deploy rapid-testing, AND require questionnaires. The more levels of screening you have, the safer your event will be.
- Keep it as virtual as possible to keep the event dynamic and engaging for those who stay at home.
Most of this is taking common sense and scientifically-backed recommendations seriously and ensuring that others do the same through the policies and procedures put in place.
How will COVID change the way we think about events in the long term?
For all the obvious negative impacts of switching to virtual events as a result of the pandemic, there are some upsides. For example, putting more effort into virtual events means that more events are accessible to more people who otherwise would not have been able to attend an event like the DNC. These events are also more accessible to people with different abilities, like those who are hearing and visually impaired.
Unfortunately, a major downside is that in-person, live events will become more of a luxury. Because of the extra costs of keeping a COVID-safe space, like testing and hygiene stations, fewer people will be able to afford to attend, which is why it is especially important that virtual events are well-produced.
Another major change is the importance of picking a highly-skilled, scaled-down team. Because we must work with smaller teams, picking the right people for the job is essential. But the best people to manage events whether before or after COVID share the same qualities: They are flexible, resourceful, scrappy, have a positive disposition, are team players, and prepared for anything.
