Study: Event Attendees to Return Sooner Rather Than Later

May 10, 2021
Study: Event Attendees to Return Sooner Rather Than Later

Optimism about the events industry is transforming from anecdotal to data-driven. A new report from Freeman, which has been tracking attendees’ temperatures about returning to face-to-face gatherings for the better part of a year, shows the strongest signs yet that the great recovery may happen sooner than later.

While virtual aspects of shows won’t disappear with COVID-19, the eighth iteration of Freeman’s research since the pandemic began shows the highest willingness yet to attend live events. Key findings include:

  • 85% of attendees and 86% of exhibitors are expecting to return to in-person events by winter 2021. When surveyed in February, only 74% of attendees and 78% of exhibitors expected to return by the end of year.
  • Overall positive sentiment towards attending in-person events increased from 30% to 45% and negative sentiment decreased from 51% to 36%.
  • The Confidence Index continues to trend up – 0.81 compared to 0.75 in February
  • The total number of people who plan to be vaccinated or already have been is 79% percent; 48% of those respondents were already vaccinated. Both are well above national averages.

The last bullet is particularly noteworthy, said Ken Holsinger, Freeman’s senior vice president of strategy-data solutions. Freeman’s initial wave of research indicated that 92% of respondents would not return to face-to-face without a vaccine. The speedy delivery of the vaccines has had the desired effect, giving a shot in the arm to an industry decimated by a disease that forced nearly everyone to stay in their homes and on a computer for 14 months.

“The patience of virtual attendees is wearing thin,” said Holsinger. “They want better experiences.”

The study tracked responses from a pool of about 1 million event professionals and has a margin of error of just over 1%. In other words, there is reason for optimism “unless God forbid, something changes our course,” Holsinger said.

Other data backs up Holsinger’s assertion. The latest of monthly studies conducted by Knowland shows average attendance numbers are rising closer to 2019 levels than at any other time during the pandemic. Knowland’s numbers reveal that April U.S. group meetings volume increased 58.5% from March. Additionally, its study found:

  • The average number of attendees in April 2021 rose to 63, moving to within shouting distance of 74 in April 2019, a reflection that small meetings still represent the bulk of events.
  • The top five growth markets in April were Anaheim, Chicago, Los Angeles, Minneapolis and San Antonio.
  • Corporate meetings continue to represent the largest market segment, with healthcare, training/education, technology, manufacturing and entertainment and media as the biggest producers in the segment. 

Freeman survey results show a best-case scenario in which attendees are planning to attend eight in-person events in 2021, compared with the pre-pandemic average of about six. Other patterns will change, too. What is considered driving distance has dramatically risen from 300 miles to 900 miles, Holsinger said

Education will be presented differently, too. Holsinger points to a Chicago event that Freeman is producing this fall. There will be some live sessions but fewer than normal. After the show, a greater amount of programming will be available online to give the hybrid part of the event its just do.

“We’re making it the best of both worlds,” he noted.

Holsinger is the first to point out that the behavior Freeman is tracking does not necessarily represent a seismic shift in the events industry. He described 2021 as a “bridge year” and that trends Freeman has tracked represent the first stage of the recovery.

That said, he sides with the group who believes in-person and virtual audiences should not only be treated separately but also communicated with at different times. He used sports as an example, adding in April Walsh, senior manager of industry relations at Freeman, for good measure. 

“If April and I were to get courtside tickets to see the Lakers play and our friends were watching at home, how much interaction would we have with them during the game?” he asked rhetorically. “We need to design events for the audience experience that is unique to each medium.”

Holsinger predicted the boom in attendance to begin later this year, once would-be attendees have made up for last year’s lost family vacations. With confidence in travel returning, that summer buffer zone bodes well for the second half of 2021.

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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.