Upsizing Event Attendance: How to Take a Small, Local In-Person Event and Expand It to a Larger Audience as a Hybrid Event

September 21, 2021

Lauren Weatherly

Lauren Weatherly is the Senior Vice President of Marketing at global virtual events and meetings company PGi, dedicated to making online events and meetings simple to join and secure to use so people connect wherever they are. She is responsible for developing and leading a results-focused global marketing strategy to drive growth and build brand recognition for the company.

There’s an interesting debate raging at the moment. It’s focused on whether hybrid events are here to stay or if the world will merely return to business as usual and resume in-person events.

It’s an important conversation as the “return to normal” continues running up against new COVID variants, but the decision doesn’t need to be a binary one. 

Even as in-person events make a comeback, companies can and should include a virtual component in their events. It’s a relatively easy—and cost-effective—way to “upsize” smaller events into larger ones that reach more people. 

There is a sense in the industry that in-person events will return to pre-pandemic levels, possibly as soon as next year. It’s clear that more people are traveling and returning to their routines. 

However, considering people have different comfort levels with the state of the world, we cannot say when in-person gatherings will fully return. 

Additionally, some international attendees may not be able to travel, given some of the restrictions still in place. But that doesn’t mean these attendees shouldn’t have the opportunity to participate.

The good news is that we don’t need to set a timeline for the return or limit the prospective audience. Hybrid events allow companies and organizations to stage events and empower connections while allowing attendees to engage within their comfort levels. 

There is more than one path forward. 

The beauty of hybrid events is that there is no one singular approach that works best. Organizers can stage them in a way so that the offering matches their brands—from the overall aesthetics to individual visuals.

However, the basics of event planning remain of utmost importance. That means a focus on the content, the attendee experience and what participants should take away. 

Many organizations initially transitioned to virtual events in a bid to salvage their plans for the year. As people have grown more accustomed to interacting virtually, their expectations for event quality have changed.

But the critical point to keep in mind is that the technology for the event is less the centerpiece and more the facilitator for connection. Event organizers should use technology to bring their vision to life; they shouldn’t build a vision around using technology for the sake of it. 

At their most basic level, hybrid events can feature a stream of in-person elements. But hybrid events work best when they include some elements geared solely toward virtual attendees. 

It could be as simple as offering exclusive content or sessions for virtual attendees. 

Hybrid events are inherently more inclusive.

The added benefit of virtual components is they are essentially more inclusive. Consider would-be attendees who have issues ranging from physical limitations to family obligations.

Even if they cannot travel for a gathering, they can participate by the organization extending a virtual offering. 

Additionally, some people mistakenly believe hybrid events are exponentially more challenging to stage. While they do require thinking about the event differently, they do not need to be more complicated. 

At the moment, hybrid events remain a strategic imperative. But needlessly removing them from the list of event options is short-sighted.

We cannot stop looking forward and looking for opportunities to hold events. Life and business must continue, and “upsizing” an event to include a hybrid component is a powerful way to safely maintain connections. 

While we cannot predict the future, keeping a hybrid option also serves as an insurance policy should the world see another shift that makes traveling and hosting an in-person event impossible.


Don’t miss any event-related news: Sign up for our weekly e-newsletter HERE and engage with us on Twitter, Facebook, LinkedIn and Instagram!

Add new comment

Partner Voices
Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact