Hybrid events are new territory for many associations. The good news is that many destinations have been working very hard to develop formats and infrastructures to host such events. In this process, destinations’ new role is becoming very important: both as trailblazers for the industry and advisors for organizers of association events.

So, how can a city assist you in achieving your goals and how can you have your virtual delegates interact with the destination?

We thought it would be a good idea to ask several destinations to share their experience and give advice to association event organizers. So we have asked Katrine Brems Olsen at Convention Bureau Copenhagen, Olga Maliko at Vilnius Convention Bureau, Malin Hollgren at Helsingborg Convention and Event Bureau, Kristien Mandervelt and Isa Dilworth at Genk and Hasselt Convention Bureau, Made Pandis-Raie at Tallinn City Tourist Office & Convention Bureau and Rodolphe Garcia at Convention Bureau Toulouse to tell us more about how they help out associations.

Destinations must offer a reliable digital infrastructure

"Even though hybrid events existed long before COVID-19, during the pandemic they became more complex. They now must accommodate a new group of virtual attendees who have high expectations regarding content, networking and flow during the event," according to Katrine. "As a result, this requires a thought-through event strategy for both the physical and the digital delegates experience, strong tech support and overall reliable digital infrastructure to secure a seamless flow for all participants," she explains.

Because of these considerations, it might not be that easy to reduce budgets. Olga explains that "the budget of hybrid events is comparable to fully in-person events – and in some cases might even be higher. The reason for this is that hybrid events are planned differently while staying true to basic event execution best practices, which may require additional investment, at least initially."

“You need to plan the budget differently” says Malin, “it’s a good starting point to consider it as two separate meetings and then deciding on your delegate fee, which will be different for live and hybrid events.

Adding a new dimension

According to Rodolphe the traditional assessment regarding destination selection such as capacity, location, accessibility and scientific ecosystem remain as important as usual. Nevertheless, with hybrid events there are extra factors that have become increasingly important such as the right infrastructure and technical partners, he says. Olga adds that the ability of a host destination to remain visible during a hybrid event is also of added value.

Made even sees it as a new opportunity. Hybrid events can be very successfully held in new and smaller destinations, that have been previously overlooked due to their lack of capacity or flight connections. These destinations can now be approached as the need for on-site capacities have fallen. In addition, the destination can offer different storylines with a variety of venues, which the organizers can use for the benefit of their event.

"Many delegates may be disappointed that a live event couldn't happen. Enjoying a city's cultural life in combination with a professional experience is often the highlight of their trip. So, this means that the aim of a destination is to still bring delegates 'a piece of the museum' and get them excited to plan another visit for the future, whenever the conference can return in person, Olga explains. "In addition, the program of the hybrid event has to involve so the delegates could participate in and feel connected to it, while also gaining new insights. That's the component that keeps delegates from unloading the dishwasher during the break!” she adds.

According to Malin it is possible to explore a city even if you not are there physical. With all digital solutions today, Helsingborg can offer a lot of digital experiences which brings added value to the meeting. For an example, virtual cooking lessons, city walks or even meet a “typical” inhabitant of Helsingborg.

Listening and co-creating

Katrine explains that Copenhagen Convention Bureau supports associations by listening to what they want to achieve with the event, hearing their concerns, and identifying the challenges and opportunities they see. “Copenhagen has a business model where close collaboration with all suppliers in delivering state-of-the-art services and products is in place. We have a strong engagement from a broad stakeholder group to activate whether it is to provide remarkable live or virtual experiences, input to content, advanced tech support or other services,” she explains.

Vilnius has a different approach, but also focuses on co-creation. “The aim of Vilnius Convention Bureau is to contribute to the creation of even more value by collaborating with each hybrid/virtual association event. And here we are talking about conference legacy and its huge importance to all parties: the association, the local and international communities and the city in general. We believe that the most important benefit of a conference legacy is the positive impact on development it can bring our city. Moreover, having the local communities and associations working in close partnership, can help deliver an association its mission and vision. Our aim is to understand the value and needs of each association and offer opportunities to engage with local industries and academic institutions to broaden the reach of the association at a local level. So, associations now have the opportunity to clearly articulate what their needs are when it comes to the future of their events."

Toulouse also embraces a close partnership with each association, underlining that it has become more important than ever. The uncertainty of the situation makes it necessary to reassure and meet each congress organizer’s needs. There is no room for technical hindrances or unreliable service and assistance during a hybrid event. A clear process and consultancy certainly helps here – during which associations get the necessary information, demonstration, and a clear and consistent follow-up. “Since we have become hybrid ourselves, our promotional agenda has changed as well. We needed to think out-of-the-box while sending the right message in the right format. Furthermore, we also needed to organize hybrid events reuniting our local partners and staying connected. As a result, we were able to test our infrastructure widely and are confident to offer the support associations will need!”

Genk and Hasselt connects the association with local knowledge institutes, young talent, politicians & stakeholders and gives advice on interesting locations in the region, hotspots, must-do’s, must-sees. The Convention Bureau makes offers by liaising with local suppliers and gives inspirational content that is related to the subject of the conference. Furthermore they give advice on locations, social programs, technical suppliers, transport, restaurants and dinner locations and connects the association with a local PCO if necessary. They even promote the conference by using the website and social media channels.

The evolving role of the CVB in the hybrid event world

In general all participants of this article don’t see that the overall role of a Convention Bureau has changed.

"The pandemic has been a challenge for many, and everyone has dealt with it differently," according to Rodolphe. "One of the most important tasks was to remain in close contact with our partners while also searching for solutions on how to stay connected with each other in the 'new normal'.

"In Copenhagen, the convention bureau focused on upgrading their virtual tech skills, improving and investing in digital infrastructure, and transforming facilities into hybrid-friendly spaces.

Tallin is a constant for meeting planners by providing critical information on safety guidelines, updated capacities and capabilities of venues, virtual event service providers, virtual site visits and more. Since the wider implementation of hybrid events, there are several new service providers and the Convention Bureau can help an association to navigate towards their perfect match. In addition, the needs for a venue have shifted from needing a big hall towards needing a well-equipped venue with character.

Last minute thoughts

Toulouse Convention Bureau: There are many aspects that are new. The to-do list can get longer, and it encompasses dealing with new issues such as online security, streaming capacity, keeping participants connected. Making events go digital is a trade in itself. It is therefore extremely important to have experts in the field dealing with these issues in order to stay concentrated on the content and program.

Vilnius Convention Bureau: Think about cancellation policy, back-up venues, deposit dates: organizers do not want to put any money down until 5-6 months before the event. Keep track of the general situation in the country regarding COVID-19, such as the number of cases and how the situation is managed.

Copenhagen Convention Bureau: You need a thought-through event strategy for both the live and the virtual delegates experience, strong tech support and overall reliable digital infrastructure to secure a seamless flow for all.

Genk and Hasselt Convention Bureau: You can have a strong need for independent professional advice in technical support related to the location. Rely on the expertise of the host/venue.

Tallinn City Tourist Office & Convention Bureau: Hybrid events need to be appealing for two separate audiences, so that they both get an equal, but different experience. While planning an event an organizer needs to acknowledge that they are rather producing an event than holding one. Meaning that they should approach the event as if it was a live TV show with audience on both side of the screen, and the audiences also need a platform to communicate with each other. Hiring qualified and experienced help is essential.

Helsingborg Convention and Event Bureau: It is important that the physical and digital delegates can interact with each other. That you think of the meeting as two meetings, one digital and one live, and that you need to combine them. It´s also important that you do not have too long sessions, and that all meeting delegates can meet during coffee breaks.