By Jessica Beckmann

As I scroll through my LinkedIn newsfeed, I am devastated to see the amount of industry colleagues who are experiencing layoffs and furloughs. I have been fortunate to remain working as COVID-19 has continued to wreak havoc on the events industry, but was recently asked, “How in the world are you still open and hosting events?” I attribute our current building status to our survival methods. We dabbled in cancelling and postponing events, but found the most success in flexing and pivoting to remain open.

Every year, event industry professionals are pitched new trends that are anticipated to completely change the industry. We have all witnessed significant changes that have revolutionized approaches to event production and venue management, but none quite like we had experienced in 2020. Not every trend proves to have quite the impact promised, but COVID-19 sure did force new processes to emerge. Staying ahead of the curve in the events industry is essential if you want to remain competitive, or in this case simply open.

Initially my venue cancelled events and hunkered down hoping for a brief pause. When the temporary eluded to more permanent closures, we chose to pivot. When government mandated shutdowns were extended, we pivoted from event production to physical improvements. Anticipating that we were trending towards months of dark days followed by a crammed and consolidated event season, we prepared to adapt and evolve in order to succeed in a post-pandemic world. Beginning in the summer of COVID-19, we demolished a 72-year-old stage, expanded and resurfaced the parking lot, transitioned the entire arena to LED lighting, remodeled restrooms, refinished the basketball court, and finished a fresh layer of paint throughout the interior. While we had to shift all of these projects forward to the months of closures, it prevented scheduling complications in the months immediately following.

As summer wound down, the Governor of Kentucky approved socially distanced limited capacities. The facility wrapped up the physical building improvements and pivoted to sanitizing, safety, and executing socially distanced ticketing strategies to accommodate guests. As event professionals, we chose to adopt a flexible mindset. We discovered that even our “same as last year” clients were ready to adapt and adjust to new event strategies in order to keep their events on the books. Our clients are relying on our expertise and guidance more than ever before to adjust event strategies and adopt new ways of thinking.

Advancements in technology have shaped all aspects of our lives and have had a profound effect on the events industry. We are all familiar with technology advancements in ticketing, security screening, production, and continued development of automated services. The pandemic has radically changed the way we do things in terms of contact free interactions and pivoting from in-person events to virtual ones. Events that have survived our new norm are providing attendees with virtual options for presentations, streaming, contact free interactions, and mobile communications.

Like many other venues that have remained open or are currently in the process, we took this opportunity to implement building policies and infrastructure that, had we not experienced the pandemic, may have taken another decade to implement. In the fall and winter of COVID-19, we physically marked off 3,500 seats, and built walls of plexiglass at every in-person point of contact. We’ve transitioned our tenants and new bookings to offering a fully mobile ticketing experience. Pivoting to limited capacities and eliminating physical tickets has encouraged a new trend in our guests’ behavior. Advance mobile ticketing has provided guests with a much smoother welcome as well as provided an avenue for communicating updates and managing event attendee requirements. With quarantines from both our tenants and their opponents and varying mandates from the state, KHSAA, and NCAA, schedules have altered nearly daily. Staying in constant contact with our tenants, guests, and clients at this time has been key in reopening to the public.

We have had our share of difficulties. We hoped to see our first indoor socially distanced concert in December with Chase Rice. The on-sale was going well when the state decided to restrict capacities again for two weeks. We were unable to reschedule, but utilized our Chase Rice plans to pull a plan together quickly for Travis Tritt in February. We have experienced some temporary and permanent staff vacancies. With projections to miss our gross revenues, we are attempting to cut cost at every corner. Even with a concert on the horizon and both basketball tenants allowing fans up to 15% last month, we were unfortunately not able to bring all of our staff back at this time. Our current full-time staff has pivoted their roles to not only cover their standard responsibilities, but also participate in the daily event operations such as ticket sales, guest services, and housekeeping.

As many of us are taking our first steps towards recovering, we are finding we are forced to adapt and evolve in order to survive this dreadful time for our industry. If there is one thing that is certain that I have learned from all of this is that you have to be open to change and ready to pivot.

Jessica Beckmann is Assistant General Manager of Owensboro (KY) Sportscenter and a member of the Young Professionals Committee.

Therese Spaseff is the Director of Entertainment and Programming at the Charleston Gaillard Center in Charleston, SC. She joined the team in May 2014 prior to the Gaillard Center’s reopening and now leads the Programming Department. In her tenure, she has worked to secure artists and events for the Charleston community; her most memorable events include Little Big Town, Reese Witherspoon’s Whiskey in a Teacup book tour, Tony Bennett, and CBS News 2020 Democratic Debate.

I was ecstatic to be named a recipient of the 30 Under 30 Award this year. While I was grateful that my boss, Steve Bedard, had the confidence in my abilities to nominate me for this honor, I was also grateful to IAVM for announcing the awards and injecting a small slice of normalcy in the midst of the current pandemic. These are trying times for our industry with many organizations in turmoil due to cancellations and associated cutbacks that could serve to reduce the opportunities available to young managers in the short-term future. I look forward to a time when the Class of 2020 can together grow the skills needed to help our industry weather these times and thrive in the future.

Join your Foundation in congratulating Therese on being honored as one of the 30|UNDER|30 Class of 2020 and don’t forget to come back each Thursday as we spotlight another honoree!

Elliott Ferguson, Chairman of the Board for Tourism Diversity Matters (TDM) and President and CEO, Destination DC, and Mike Gamble, TDM’s Founder and President and CEO of SearchWide Global announced the collective impact model to inspire authenticity and inclusive leadership throughout the tourism and events industry. TDM’s mission is to be a resource to foster diversity, equity and inclusion practices that will educate, advocate, engage and empower in collaboration and cooperation with all industry initiatives.

Founding partners include ConferenceDirect Foundation, Philadelphia Convention & Visitors Bureau (PHLCVB), and SearchWide Global.

Ferguson, one of the few Black leaders in destination marketing, has been a long-time advocate for repairing diversity deficiencies and misrepresentations in the corporate environment.

“Addressing racism should impact how you lead – it’s an American issue,” said Ferguson. “As many are confronting these issues for the first time, we can’t turn a blind eye and we can’t turn back. The pandemic has forced us to slow down and focus on being human. We need to be comfortable with uncomfortable conversations and having these discussions not only at home, but also in the workplace.”

TDM’s four guiding pillars include Apprenticeship Programs; Workforce Development; Diversity, Equity, and Inclusion (DEI), and Research and Data. The goal is to sustain and expand the platform by collaborating with associated organizations and industries and notable research institutions to develop impactful solutions for all involved.

“Tourism Diversity Matters is a dedicated resource focused solely on creating long-term solutions through complete industry engagement and participation,” said Gamble. “The intention is to not replace existing good work happening in this area, but rather to shine a light on it, and add value and insight where needed.”

Greg DeShields, CDE, CHE, a respected leader on behalf of DEI and regarded for initiatives to raise Philadelphia’s image as a multicultural visitor destination, has been named Executive Director. In addition to this new leadership role, he will continue to lead PHL Diversity, a division of PHLCVB.

The inaugural Board of Directors includes:
• Dr. Brandi Baldwin, CEO, Millennial Ventures Holdings
• Debra Blair, Director of Organizational Diversity, Equity & Inclusion, Temple University School of
Sport, Tourism and Hospitality Management
• Ray Bloom, Chairman, IMEX
• Cathy Breden, CAE, CMP, CEM, EVP & COO, International Association of Exhibitions & Events
(IAEE); Chair-Elect, Events Industry Council (EIC)
• Amy Calvert, CEO, Events Industry Council (EIC)
• Gregg Caren, President and CEO, PHLCVB
• Mark Cooper, CEO, International Association of Conference Centers (IACC); Chairman, Events
Industry Council (EIC)
• Melissa Cherry, COO, Destinations International
• Roger Dow, President and CEO, US Travel Association
• Christine Duffy, President, Carnival Cruise Line
• Mike Gamble, President and CEO, SearchWide Global
• Al Hutchinson, President and CEO, Visit Baltimore
• Sherrif Karamat, President and CEO, PCMA
• Michelle Mason, FASAE, CAE, CQIA, President and CEO, Association Forum
• Brad Mayne, President and CEO, International Association of Venue Managers (IAVM)
• Lynette Montoya, President and CEO, Latino Hotel Association
• Carrie Freeman Parsons, Chair, Freeman
• Leah Smiley, President, Society for Diversity, Inc.
• Brian Stevens, CEO, ConferenceDirect
• Paul M. VanDeventer, President and CEO, Meeting Professionals International (MPI)
• Telesa Via, VP, Sales, Kimpton Hotels and Restaurants
• Carl Winston, Director of the L. Robert Payne School of Hospitality & Tourism Management, San
Diego State University

“Tourism Diversity Matters offers the opportunity to reset and heal from a year filled with the most challenging moments in modern history,” said Carrie Freeman Parsons. “I am honored to be part of this
important collaboration moving all toward an inclusive environment with equitable access and participation.”

The Las Vegas live events industry is hosting a pop-up food drive distribution site for free boxes of assorted food items on Saturday, February 13th, and they need your help to serve industry workers hardest hit by the pandemic.

The food drive will be for trade show and event marketing industry people by trade show and event marketing industry people.

“The COVID-19 pandemic has brought the challenge of food insecurity to many in our industry,” says EDPA Las Vegas Chapter President Jen LaBruzza. “Our EDPA chapter is well versed in the importance of food security with our annual food drive, and we are extremely grateful for the opportunity to partner with other generous people in live events to help our industry family here in Las Vegas. It’s about being able to show some love for those in our industry and say, ‘We haven’t forgotten about you.’”

There are a number of ways you can assist in helping industry members in need through this event. You may donate money to help purchase additional food items at https://www.123signup.com/register?id=kxtnh. EDPA Las Vegas is a 501(c)3 organization, and donations are eligible for charitable deductions. Or if you are in the Las Vegas area and able help pack food boxes on Friday, Feb. 12, please email Martha Donato at m.donato@madeventmanagement.com.

If you need help, the Las Vegas Live Events Industry Food Drive will be held Saturday, Feb. 13, 2021, from 9 a.m. – 4 p.m. in Las Vegas. To confidentially reserve a spot for curbside pick-up, please register at https://www.123signup.com/register?id=kxtdh. You will be provided with the pick-up location after registering. Please be prepared to show your ESCA or union badge or an industry business card when picking up your food box.

About EDPA Las Vegas
The Experiential Designers and Producers Association (EDPA), founded in 1954, is an internationally recognized national trade association with more than 300 corporate members from 18 countries that are engaged in the design, manufacture, transport, installation and service of displays and exhibits primarily for the exhibition and event industry. The EDPA Las Vegas chapter was formed in the early 1990s and holds regular meetings, including a charity golf tournament in conjunction with EDPA Foundation in June. www.edpalv.com

GUESTX 2021 Session Spotlight
Inclusive Inclusion – How To Be Inclusive With Social Isolation & Making Your Venue Inclusive For All
Thursday, February 11 – 12:45 PM – 1:45 PM CST 

Join KultureCity, Charleston Gaillard Center, and Prudential Center for a conversation about social isolation, sensory diversity and how to get our venues ready to reopen to promote sensory inclusion, diversity and also enhance guest satisfaction and venue revenue post pandemic.

PANEL OVERVIEW

Moderator: Uma Srivastava, Chief Operating Officer at KultureCity

Panelists:

• Julian Maha, Founder KultureCity
• Dominique Wilkins, Vice President Of Basketball & Special Advisor To The Ceo, Atlanta Hawks, & Board Chairman Of Kulturecity
• Brandi Rhodes, Chief Brand Officer of All Elite Wrestling, KultureCity Advocate, Actor & Television Personality
• Daniel Malandruccolo, Director, Guest Services New Jersey Devils/Prudential Center
• Kiana Z. Kim, Director of Production at The Charleston Gaillard Center & IAVM Foundation 30|UNDER|30 Class of 2019

If you have not already registered for GuestX 2021, there’s still time! Simply click here to register now! We hope to “see” you at virtual GuestX 2021!