Image: HOST Event and Association Management.
Despite the Maritimes possibly returning to a total sense of normalcy by the end of this summer, the head of a Moncton-based events management company says there’s still a future for virtual events.
Sara Robinson, president and CEO of HOST Event and Association Management, said when the pandemic first hit in March 2020, everybody at her organization realized there would be some challenges with event planning.
There was a lot of back and forth conversation, especially with businesses that network outside of New Brunswick, to determine how to help them out. HOST Management knew about technologies like Zoom but had never explored the options before the pandemic.
But because employees knew the tools were out there, it allowed the company to pivot quickly. Workers took virtual event management courses, and each event required a lot of trial and error.
But even with the initial learning curve, it paid off.
“With every event that we’ve hosted virtually, we’ve debriefed and made changes … to make sure that it was more seamless and that it was more inclusive or gave additional opportunities,” said Robinson.
Technology can be tricky, and that’s why Robinson said organizers work with guest speakers and exhibitors to make sure everything goes off without a hitch. Because of that, HOST Management has essentially had to expand its services to include marketing.
“It’s not as easy as sending your most charming sales guy to a tradeshow floor,” she said. “We have to work very closely with our exhibitors to make sure they think about what they’re putting in their virtual booth.”
With more than one year of experience, Robinson said the events feel almost similar to attending in-person. There is still networking with colleagues, audience engagement, live Q&As, interactive breaks and even prize packs.
Even though the company is based in New Brunswick, Robinson said many clients across Atlantic Canada are planning virtual events for members around the region. The pandemic has made it easy to embrace a wide range of local companies to deliver content virtually.
“It’s no longer just a New Brunswick event or a Nova Scotia event,” said Robinson. “A lot of the events have been under the theme of Atlantic Canada.”
In addition to an Atlantic Canadian theme, many companies are holding events related to trade work so businesses across the region can showcase products and services to international markets. Some even include continents like Europe, Asia and South America.
HOST Management’s success during the pandemic allowed it to open an office in Charlottetown, P.E.I. The company announced the expansion with the hiring of event manager Kevin Spragg through its website.
“We had the opportunity to expand,” said Robinson. “We felt it was a good time since this year has been full of new services and new learnings for us … and it made sense to bring them into the fold and expand our footprint to another province.”
Instead of expanding to a busy Maritime sector like Halifax, Robinson said the island is active for hosting meetings and events virtually. Plus, the Moncton office already has a steady clientele there, giving HOST Management more opportunities.
With reopening plans now announced across the Maritimes, Robinson says companies will see the benefits of holding virtual or even hybrid events. Organizations can save money on travel and accommodations — there’s also no worry about jetlag.
“There is some value there in doing things virtually,” said Robinson. “I think depending on the event, I do think that [virtual events] are here to stay in some capacity.”
Virtual Events Are Here To Stay Says Moncton Event Planning Company
Aaron Sousa is a Reporter with Huddle Today, a content sharing partner of Acadia Broadcasting.
