The COVID-19 pandemic had a profound impact on the event space. We found creative ways and new technologies to connect virtually – and we gained an appreciation for how efficient it is to avoid daily commutes to the office or flights to various global destinations for industry conferences. As a result, organizations took a closer look at the ROI from participating in events – and innovative entrepreneurs developed software that facilitated virtual networking. Traditional sprawling convention center expo halls could be replaced by hyper-efficient, software-driven ways to connect buyers and sellers. Was this the beginning of the end for large in-person events? Would software indeed “eat” the events industry?
Now here we are in the post-COVID era of events – and my observations are as follows. Events were ripe for reinvention in a number of ways. Software and smart design can accelerate the effectiveness and enhance the efficiency of large-scale industry marketplaces. Several leading events – including the Hyve Group’s Shoptalk and Fintech Meetup – have built hugely successful meetings programs facilitated by custom-developed software that helps the event organizers deliver strong ROI for sponsors and attendees. Whether the curated meetings are held virtually or in-person, the design is brilliant. But there remains something magical about inspiring content and shared cultural experiences that simply cannot be replaced by these programs. Thus, the best events are both transactional and transformational.
Over the past two years, I have helped launch the Fintech Islands event series. Our mission is to serve as a catalyst for a more inclusive and efficient financial system in the Caribbean and globally. To achieve this objective, we have built the first truly global fintech event in the Caribbean. Just like many industry events, to be successful our event must be an effective marketplace – and we have used technology to help connect attendees via the event’s mobile app and arrange meetings with other attendees. But we’ve also learned that when our attendees share experiences together – everything from an insightful keynote presentation to live musical performances to exploring Barbados on an “Island Safari” – that the relationships formed with other attendees are much deeper and business-building flows naturally from those connections. Further, the sense of community is stronger as we work together to educate, inspire, and achieve our mission.
Great events are a wonderful mix of efficiency and creativity, science and art, ROI and inspiration – and the organizer’s task is to find the right balance. Maybe that’s why I’ve fallen in love with the magical process of building platforms and experiences to serve each unique context and community.