8 Trends from PCMA Survey of COVID-19 Impact on Event Professionals  

April 16, 2020

A few weeks ago, PCMA sent out an email invitation to event planners and suppliers asking for participation in a survey on how they were reacting to the COVID-19 pandemic and their expectations moving forward. More than 1,200 responses came in within a day’s time. 

This week, the organization released the results of the open-ended survey, which provide fresh insights into the industry’s resilience—and what the next few months and rest of the year may have in store.

Here are the highlights from PCMA’s report, which included responses from 1,776 total participants, with nearly 70 percent identifying as business events professionals (and 30 percent as suppliers):

57 percent said their employment been affected by COVID-19.

Yet, 12 percent experienced a salary reduction. Only 2 and 4 percent, respectively, were furloughed or laid off.

87 percent have canceled events as a result of the pandemic.

While event cancellations were minimal in February, they exploded in March. The largest number of event cancellations have been for events planned in March, April, May and June; however, it’s encouraging to see that after June, cancellations (so far) drop off.

81 percent are reconsidering how they handle contracts and insurance.

Talk about a wake-up call. Going forward, the vast majority of event professionals report that they will be more specific with wording of contract language, specifically surrounding cancellations and what unforeseen circumstances the force majeure clause covers. Some respondents also indicate they will consider reducing room blocks in the future to prevent losses.

There’s a lot of uncertainty about rescheduling.

While 66 percent say they’ve postponed events as a result of the pandemic, 61 percent are still in the midst of deciding whether to cancel or postpone an upcoming event. Many events still hang in the balance for August, September and even October, and some respondents were even unsure about events in November and December. May looks to be the month when decisions will be made. For those who’ve already decided to postpone, fall was the most often-reported new event time frame, with 25 percent of respondents rescheduling for September or later. 

Virtual isn’t mainstream—yet.

Only 18 percent said they plan to move their face-to-face event entirely to a virtual platform; about half said parts of their content will be migrated to a digital format. The most common form of this was a virtual exhibit or expo, in addition to peer coaching, private Facebook groups, virtual networking lounges and podcasts. However, one major missed opportunity: Only about half of respondents anticipate being able to collect data from virtual attendees that they’re not able to collect on-site.

Budgets are taking a hit.

When asked if they’ve revised event budgets or revenue projections for this year, 43 percent reported a decrease in these areas. Nearly half have not yet made changes to their budgets or revenue yet, but do plan to do so.

Skills are critical.

The majority of planners said they have considered or have started re-skilling as a result of this business disruption, starting with mastering virtual meetings and digital technologies, as well as online engagement strategies. Some worry about leaving the events industry altogether, while independent business owners are feeling the most stress around their career right now.

Recovery will take time.

About a quarter of respondents believe there will be a pent-up demand to meet, yet 48 percent think that an overall hesitation to travel will have an impact on event attendance. One planner remarked that they had received emails from members saying they would not be traveling for a long time, as well as emails saying they’ve never had a stronger desire to connect face-to-face with fellow industry members.

View the full PDF of the survey results here.

 

Add new comment

Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.