By: Amanda Drum

The Internet is abuzz with individuals and companies itching to cut loose and network to their heart’s content, but remember: remnants of the coronavirus may stick around long-term. Many potential attendees are not yet vaccinated. Not to mention, some of us experienced more hardships. Over 2.5M people have died worldwide of COVID-19. Millions more were left behind to pick up the pieces for their lost friends and loved ones. We can’t expect our peers tragically affected by the virus to be raring to go right away, even if they are vaccinated. Industries of all stripes should move forward into the next year with a degree of caution and a giant dose of empathy.

So: how early is too early to host and attend in-person conferences, activations, and other events? Naturally, ‘too early’ for some won’t be nearly early enough for others. And some might want–gasp–some pandemic-era safety adjustments to stick around.

The “Crucial Event”

There may be science to back attending “crucial events,” according to Fast Company. Think, Thanksgiving for Americans, or Oktoberfest abroad. These are gatherings individuals can plan or attend at their own leisure, and with their own family and friends. They can guard these more closely and control necessary precautions.

For events-heavy industries, which in my scope include business, advertising, film, tech and beyond, caution is key. For instance, some in entertainment and advertising might want to dip their toes in the sand on la Croisette, but it would be naive to assume everyone is willing to risk a lack of assurance from Dr. Fauci for sunshine. The pandemic numbers may be very different by summer, but no one really knows exactly what the scenario will be in 3-4 months. Neither side of the coin should be shamed: the ones who become vaccinated and are ready to go, nor the ones who become vaccinated and foresee a slower reopening schedule.

Note I mentioned ‘vaccinated.’ Easily, a majority of individuals who attend your event should be vaccinated. To that end, when planning an event, consider your audience as you would normally. It’s more likely, given CDC and similar regulatory group guidelines, that the annual Power of Young Hollywood party may be delayed longer than other engagements. Or, if your attendance is limited, individuals may feel more comfortable scooping up in-person tickets than proceeding as if the last year and a half didn’t just happen.

That said, we already have an easy bridge between our digital norm and networking with the best and brightest, complete with virtual options for those choosing to stay home this summer:

Go Hybrid!

Hybrid events, if you haven’t heard, are a mix of live activations with virtual panels, in some capacity. I expect the definition of ‘hybrid’ to morph in creative ways as attendees start to bore of that format, too.

But should we expect them to phase out completely? It may not be wise. Hybrid events allow for more ticket tiers, potentially, and increased sales for attendees who want to watch a panel without booking a plane ticket. Sundance, for example, sold more tickets during its virtual iteration than it ever has. The pandemic, for its ills, told industries talent and information access needn’t be limited by country borders. International collaboration is even higher, even for the advertising, film and tech industries that already did so more frequently than others. Sure, Zoom fatigue is a thing, but also a boon for the exchange of rapid ideas, a way forward for every industry’s growth. That is, if you don’t plan on migrating to Clubhouse (kidding. Please).

No one is clairvoyant, and hard and fast answers from non-medical professionals should be considered with a grain of salt. If we’ve learned anything ‘for sure,’ it’s that ‘for sure’ doesn’t exist, and the future can present untold changes. Ignoring other possibilities can cause alarm; announcing a live event with “normal,” 2019-era messaging and no nod to the pandemic can turn off audiences rather than bolster them up. The best bet is flexibility and preparedness, addressing the problem head-on, and considering all perspectives, when planning any event following strict self-isolation practices. But really, those tenants have been, and will continue to be, crucial to any event planning.