How is COVID-19 changing the business events industry? - COVID-19 SURVEY - Survey and analysis by PCMA Convene editors Charts and design by Point Five
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pcma convene
COVID-19 SURVEY
How is COVID-19
changing the
business events
industry?
Survey and analysis by PCMA Convene editors
Charts and design by Point Five
P C M A .O RGpcma convene
COVID-19 SURVEY
What best describes your profession?
4+12+13147 35
35++15
69% Business events professional
31% Supplier serving business
events professionals
What is your age?
The COVID-19 pandemic has, as we all know, hit the business
events industry with unprecedented force. To get a sense of 8% 20-29
how business events professionals are responding, PCMA 25% 30-39
sent out an email invitation on April 1 to its database of event 26%
28%
40-49
50-59
planners and suppliers to participate in a survey on the 13% 60 or older
coronavirus’ effect on them, their organizations, and their
events. The link to participate was also included in PCMA
newsletters and on social media.
A total of 1,776 people responded to the survey over five What is your preferred gender identity?
days; 69 percent (1,230 individuals) identified as business event
professionals. Their results can be found on pp. 2–8 of this
report. Thirty-one percent of respondents (546 individuals)
FEMALE
74%
identified as suppliers serving business events professionals.
You’ll find supplier track responses on pp. 9–11.
MALE
24%
While the survey results provide critical insights about the
2%
OTHER
impact of the coronavirus on the business events industry, we /PREFER NOT
TO ANSWER
are mindful that it doesn’t accurately represent the ensuing
heavy job loss. Since the email invitation to participate in the
survey was sent to work email addresses PCMA has on file, it
makes sense that the vast majority of those who responded said How many years of business event
management experience do you have?
that they were still employed.
While there is no denying the toll COVID-19 has already
6+9+1520
taken on the industry, it is a testament to the resilience of the
professionals who make up the business events industry that
so many who responded to this survey were using this time as
an opportunity to reset — to rethink a future in which digital 11% 1-5
events are an important part of the knowledge-sharing and 17% 6-10
connection-making mix, to plan for how in-person events can 31% 11-20
41% More than 20
assuage concerns about the spread of germs in a post-pandemic
world, and to redraw their value proposition.
P C M A .O RG PAG E 1pcma convene
COVID-19 SURVEY PL ANNER TRAC K
What best describes your current role? Independent and Third-
Party Planners: Short-
6+7+32+22+2+5+10+5+10
President/CEO
Association executive
Association meeting professional
Corporate meeting professional
6%
7%
32%
23%
Term Expectations
Three months: Planners reported
that events for the next three
months are canceled or postponed,
Government meeting professional 2% with the exception of a handful
of events scheduled for late June
Medical meeting professional 5% or in July. And a majority of plan-
ners who were working were busy,
Independent meeting professional 10% juggling cancellations, insur-
ance questions, and rebooking,
Business owner 5%
and many were actively moving
Other 10% planned events online.
Other responses include nonprofit event and engagement manager,
higher education professional, event marketing professional, business Six months: There was much less
development, project manager, incentive house, intermediary (site consensus about whether meet-
selection and contract negotiation), creative director, experiential
agency, innovation strategy consultant, sponsorship and exhibitor sales. ings would be canceled the further
out planners looked. Some were
optimistic that face-to-face events
would begin picking up again, par-
ticularly in September and into the
57++3412618M 43
If you work for an organization, how has your fall — many respondents reported
57
employment been affected by the COVID-19 plans to switch meetings to virtual
pandemic? formats. Estimates of the loss in
business ranged widely, from near-
total loss to predictions that busi-
ness would rebound by 50 percent.
57% Unaffected
2% Been placed on furlough
4% Laid off Rest of 2020: There was more
12% Salary has been reduced optimism that events face-to-face
6% Have had to lay off other events might be held in Q4, par-
team members ticularly small, domestic meetings,
18% Other while others were looking toward
2021. There was a strong expecta-
tion from many that virtual ele-
Since the email survey invitation was sent primarily to work addresses, ments would be part of planning
the percentage of “laid off” responses skews very low. Most who going forward.
answered “other” said that they are now working remotely, and a number
mentioned financial impact in the form of pay cuts, reduced hours, and
loss of commissions/annual salary increase/bonus/401K match. Others
said that their job duties have changed.
P C M A .O RG PAG E 2pcma convene
COVID-19 SURVEY PL ANNER TRAC K
Have you canceled any events as a result of the Has this pandemic changed the
81++19M
81
COVID-19 pandemic? way you will handle contracts and
insurance going forward?
44
44++6 87% Yes
13% N o
81% Yes
19% No
Timing of Cancellations
When canceled events still been hesitant to cancel or The vast majority of those who answered “yes”
were scheduled: Event postpone. indicated that they will be more specific with the
wording of their contract language in the future
cancellations as reported by
— specifically, surrounding cancellations and what
respondents were minimal in Reasons for canceling unforeseen circumstances the force majeure
February, but then exploded include: Travel and gathering clause covers. One respondent noted that they will
the following month, with bans, social-distancing make sure the force majeure clause considers not
events planned for March, requirements, heavy attendee only where the event takes place, but also where
attendees are coming from to attend the event.
April, May, and June seeing cancellations, attendee worry
the largest numbers of and fear, fear of putting “Everything will be read with the COVID-19
cancellations. Through the rest employees at risk, hotel pandemic in mind. I’ll remember that things can
of the year, cancellations — so pressure about the room block, change quickly,” one respondent said.
far — drop off. However, several leadership directives, hotel
A few respondents mentioned that they will
respondents said that their closings, the decision by the
consider reducing room blocks in the future to
events — sometimes dozens Centers for Disease Control prevent losses. “Either lower room blocks or more
of them — have been canceled and Prevention, force majeure allowable slippage being offered — at least 30-per-
through 2020, and some going into effect, employees cent allowable or I won’t book the hotel,” one
reported already canceling 2021 being laid off, and the World respondent said.
events. Health Organization’s
pandemic declaration. For
When canceled and why: an event canceled on March
Again, March was the pivotal 12, the respondent said: “100
month, with respondents people dropped out of the
saying it was when they meeting in one day.”
decided to cancel. Some
respondents indicated that
early in the month, clients had
P C M A .O RG PAG E 3pcma convene
COVID-19 SURVEY PL ANNER TRAC K
Have you postponed any events as a result of the
COVID-19 pandemic?
30+33
33+
+20 +17 66% Yes
34% N o
Timing of Postponed
Events
When postponed events were
scheduled: Most of the events post-
poned were scheduled in March, April,
and May — 75 percent of postponed
events were to be held during those
months. Far fewer June events — less
Are you in the midst of deciding whether to cancel or than 10 percent — were postponed.
postpone an upcoming event? Fifteen percent of respondents post-
poned events scheduled from June
30
through the end of the year.
When events were postponed:
Most survey respondents who
postponed events did so in of March,
61% Yes with a large number making the
39% N o decision in mid-March.
Timing for rescheduled events:
More than 25 percent have yet to
What is the date it is scheduled to be held and when determine dates for scheduled
are you planning to make a final decision? meetings. “We are waiting to see
when things will come back to
Most of the respondents who were in the midst of deciding had normal,” one respondent said.
an event scheduled in June, followed by July. There were 53
events still in the balance for May, and dozens were deciding Of those who had rebooked, fall was
about events in August, September, and even October. Twenty- the most-often reported new meeting
five respondents were unsure about their events in November timeframe — more than 25 percent of
and December. respondents have rescheduled their
events in September or later. Fifteen
The majority of respondents said they would be deciding the respondents reported rebooking
fate of those events this month, and more than a dozen said events in 2021.
“ASAP.” Respondents were almost evenly split between not
knowing when they would be making a
decision and calling it in May. Some
said they were waiting until they
could find new workable dates to
announce postponing the event.
P C M A .O RG PAG E 4pcma convene
COVID-19 SURVEY PL ANNER TRAC K
Making Meetings Virtual
18+5252++3030==
Did you or will you move your face-to-face event to a
virtual platform?
Twenty-two percent of respondents
added or planned elements to their
virtual events that were not listed in
the survey. Most common was a virtual
expo or exhibit — dozens of respondents
18% Yes, completely
reported already incorporating that
52% Yes, portions of
feature or actively looking for a virtual
the content
expo platform. 30% No
Other additions included:
• Peer coaching — enabling attendees
to chat in small groups over a number
of weeks. For this virtual event, did you or will you:
• Sending gift bags to all registrants — (check all that apply)
including a dessert to be consumed
62+69+62+25+75+22 13+46+39+21+44
en masse to end an event Livestream speakers 62%
• Creating a closed Facebook group —
to create a sense of community Use a webinar format 69%
• Virtual networking lounge — as well
Present an abbreviated program 62%
as happy hours and round tables.
• Podcasts featuring speakers Have an emcee 25%
• A virtual poster library on the event
website — including the Kubify Include Q&A and chat and 75%
interactive features
ePoster platform
• KUDO for simultaneous translation, Other 22%
and adding language subtitles on
existing online education
• Spreading event content out over a
longer period of time How did you or will you monetize the virtual event?
• Combining different platforms for (check all that apply)
different types of educational content
• A virtual awards ceremony Registration was/will be the same 13%
• A quiz with instant results for cost as in-person
certification Registration was/will be lower cost 46%
Sponsorship 39%
Virtual exhibit hall and/or pre-arranged 21%
“meetings” with buyers and sellers
It was not/will not be 44%
revenue-generating
P C M A .O RG PAG E 5pcma convene
COVID-19 SURVEY PL ANNER TRAC K
51++49M
51
Were you or will you be able to collect data from
your virtual attendees that you’re not able to collect
on site?
Will Virtual Events
Cannibalize F2F?
It’s Complicated.
51% Yes Respondents said no, by a wide
margin, when asked if virtual
49% No events would cannibalize face to
face. But 14 percent saw it as some-
thing other than a yes-or-no ques-
tion. Here’s what they had to say:
“We know historically digital
events do not, but in 2020, we
are worried our digital event
will cannibalize our October
F2F citywide, because of
lingering fear and doubt.”
“F2F will return, but with a
need to better incorporate
digital in what were previously
F2F only events.”
24+62+14M
Do you worry that digital events will cannibalize
face-to-face events in the future? “I think the explosion of online
events will make associations
think about what other types
of education they might offer
in this format, or how they may
supplement their in-person
events with online content.”
24% Yes
62% No “Virtual conferences are here
to stay. Expos no. The tech isn’t
14%
Other
there yet.”
P C M A .O RG PAG E 6pcma convene
COVID-19 SURVEY PL ANNER TRAC K
Have you revised your event
budget/revenue projections for ‘This May Allow/Force Me to Reconsider My
2020? Career Choices’
22
22++244
9%
No, we do not plan to change our
budget/revenue projections.
The majority of planners
answered “yes” to this ques-
tion: Have you considered or
have you started re-skilling
as a result of this unprece-
dented business disruption?
Nearly 300 of 490 respondents
respondents expressed con-
cerns about their long-term
prospects. Worries about when
a return to meetings will hap-
pen have some considering
leaving the events industry
altogether. Independent busi-
ness owners are feeling the
48%
No, we have not yet made changes to said that relevance starts with most stress right now, with one
our budget/revenue projections but mastering virtual meetings writing in: “I will have to find
plan to do so.
and digital technologies and a way to make some income,
43%
Yes, we have decreased our budget/
they are currently re-skilling and I don’t think there will be
revenue projections by X percent.
by studying digital events and much work available in 2020.”
online engagement strategies.
Revised event budget and revenue projections for One respondent wrote: “This
2020 go from less than 10 percent to 100 percent, Other respondents mentioned may allow/force me to recon-
with the biggest number of reported cuts in the crisis management, legal sider my career choices.”
20- to 50-percent range.
expertise with contracts, and Another was further along that
marketing skills are areas path, “trying to see what other
where they would like to industries my skill set can be
Have you considered or have you expand their knowledge. Some applied to.”
started reskilling (developing
62++38M
62
other skill sets) as a result of
this unprecedented business
disruption?
Uncertain Territory
Answers to the question What has been your biggest challenge
professionally and at your organization during the pandemic?
62% Yes fell into the following main buckets: dealing with the loss of income or
revenue; uncertainty preventing their ability to plan “intelligently”;
38% N o communication issues; difficulty convincing leadership of the need
to pivot to digital; canceling events and managing contracts, damages,
and payments; getting a handle on producing a virtual event; managing
their teams, particularly during this time of stress and uncertainty;
and navigating the possibility of having to change their own roles in
the wake of event cancellations.
Eleven percent more planners than suppliers
said that they were thinking or had already begun
developing other skills (see p. 10).
P C M A .O RG PAG E 7pcma convene
COVID-19 SURVEY PL ANNER TRAC K
Time to Reset Do you anticipate that there
will be a pent-up demand to
We asked event organizers: contracts, and room block meet face-to-face once the
If you were to think of this agreements, as well as their crisis, pandemic is behind us, or
pause-on-events period as a contingency, and risk-assessment do you worry that people
chance to reset/rethink/reboot plans. will still be concerned
your next event, what would about close contact and the
you do differently or how Another repeated response was spread of germs and opt not
would you start fresh? that they were using this time to to travel?
focus on internal improvements,
14
14++2412
Not surprisingly, an overwhelm- specifically on collaborating
ing majority of respondents said with other teams and making
they would be focusing more processes more efficient and
on virtual events. That included streamlining expenses.
online-only events going forward
and planning a virtual component For future events, a good number
or hybrid program at their face- of respondents said they would
to-face events. As one respondent be more stringent about sanitary 27%
There will be a pent-up demand
said: “I’d incorporate a virtual practices at venues, especially to meet.
48% People will be hesitant to travel.
component from the beginning. for F&B. Others said that they
25%
Other
Don’t play catch up — refocus would be looking at how to make
energy to something you’ve attending their events more On this, planners and suppliers share
already built rather than scram- affordable. very similar expectations — 28 percent
ble to reinvent the wheel.” of suppliers believe there will be
The sentiment of using this as a a pent-up demand to meet and 44
The next most-popular response time to reset resonated. “This will percent think people will be hesitant
went in the opposite direction: to force our organization to limit to travel (p. 11).
start from scratch and really dig and prioritize the most needed
in to the in-person event to make content and do away with the idea The vast majority of those who marked
it more interactive, experiential, that attendees just ‘have to come’ “other” said “both.” They cited economic
issues impacting whether people could
relevant, and to provide stronger to our conference. It will reorient
attend events, that it depended on if/
content and rethink the format. us all to the needs of attendees when there is a vaccine, and that people
One respondent shared that they and to deliver content and create would only feel comfortable if major
were starting to think in terms of community and networking in changes were made to venues in terms
“If I were to create a brand-new new ways.” of sanitary practices. “I have received
emails from members saying they will
event to compete against my event,
not travel for a long time,” said one
what would that event look like?” Said another: “A silver lining respondent, “and I have received emails
to all of this is that it forced my literally saying they have never wanted
Considering how respondents whole organization to rethink to connect face-to-face with follow
were reeling from recent world our event design. I didn’t have industry members more in their lives.”
events, a large number said to sell anyone on a new tool,
that it was too soon for them because everyone is open to tech
to figure out what comes next. now. Professionally, I’m going
Many, however, dealing with to position myself as a project
the ramifications of canceled manager who can pull together
and postponed events, said in-person, hybrid, and virtual
they would be revisiting their events because the principles are
organization’s event insurance, the same.”
P C M A .O RG PAG E 8pcma convene
COVID-19 SURVEY SUPPLIER TRAC K
What best describes your sector? Suppliers’ Short-Term
Expectations
7+1022+ 4+ 17+ 10+ 7+ 2+ 22+ 1110+ 5+ 56+ 7+ 3+ 7+
Event design/brand experience
Destination organization (DMO/CVB)
Destination experience (DMC)
AV
Hotel
7%
10%
22%
4%
17%
Three months: The near-term
outlook is bleak. “All major
meetings will be canceled,” one
respondent wrote. Another
expected to “reschedule and
Convention Center 10% refund events and reduce
Event technology 7% marketing spend until market
confidence increases.”
Event transportation 2%
Other 22% Six months: Suppliers are hopeful
that business begins to return in
Respondents who checked “other” worked for non-hotel or non-convention this timeframe, but many remain
center event venues, as general service contractors, for photography and cautious about what the landscape
videography companies, as speakers or entertainers, and in F&B. will look like. Here’s a handful of
responses:
What best describes your role? “Events and exhibitions start tak-
ing place, but at a smaller scale
President/CEO 11%
with emphasis on health checks
Business owner 10% at entrance points and cleaning
General manager 5% hygiene.”
Sales and marketing 56%
“Slowly and respectfully starting
Operations 7%
soft conversations and inspiring
Development 3% content; no hard sales.”
Other 7%
“Hopeful for return to events,
assuming new distancing practices
Respondents who checked “other” worked at the C-suite level and in and food service standards will
managerial roles, or in event and client services. need to be implemented.”
“Fair amount of rebookings, but
25++84271521M 75
If you work for an organization, how has your still fear in early fall.”
25
employment been affected by the COVID-19 pandemic?
Rest of 2020: Mixed bag of
25% Unaffected predictions, but many respondents
8% Been placed on furlough indicated that they are focused
4% Laid off on the ability to begin to reengage
27% Salary has been reduced event clients by Q4. Some hope
15% Have had to lay off other that they can lay the groundwork
team members
for a successful 2021. There will be
21% Other
a “permanent change in contracts,
attrition,” wrote one supplier,
Since the email survey invitation “and a complete change for how
was sent primarily to work meetings are conducted.”
addresses, the percentage of “laid
off” responses skews very low.
P C M A .O RG PAG E 9pcma convene
COVID-19 SURVEY SUPPLIER TRAC K
Have you considered or Suppliers’ Biggest Challenges
$
have you started reskilling Professionally, and Organization-Wide —
(developing other skill sets) as
51++49M
51
a result of this unprecedented
business disruption? The overwhelming majority of the “Ensuring we will be able to
nearly 400 responses to this ques- reopen ... and grieving what was
tion pointed to the loss of revenue and the people no longer working
or income — and expressed with us.”
their concern for staff members,
clients, partners, and industry “Professionally, we have been
colleagues who also are facing trying to figure out the right mes-
51% Yes hard times. Two things stood out saging to support both our venue
49% N o as particularly tough: planning for partners and clients during this
the future when so much is uncer- difficult time in the events indus-
tain, and the difficulty in finding try. Finding the right way to pro-
ways to support struggling clients, vide value and content without
team members, and association adding any clutter to the inboxes
members. of our venue partners and clients.”
Some comments: “Fear of coming to work, fear of
The need to develop other skill sets “It’s painful to see so many not working, the uncertainties.
was emphasized by one supplier, who economically vulnerable people Comforting staff and keeping
wrote: “We all need to be thinking about suffering doubly — being laid off/ them busy for as long as we can
this topic. Live events as we know it has
changed, indefinitely.” furloughed, unemployed, and while practicing CDC guidelines.”
being isolated and distanced
Many said that they were spending from their professional and social “Connecting with venues that
time learning about new technology, networks.” have been shuttered. No way to
particularly virtual and hybrid events. support clients you can’t connect
Some were using this time to study for “It’s been very hard to see an with.”
the CMP, to brush up on contract and
negotiation skills, and taking advantage industry I love and believe in
of many available webinars to help becoming non-existent in a mat- “Dealing with long-term clients
provide direction. Several said that ter of weeks.” that are also friends, that have paid
they are having to learn new jobs at deposits and their event canceled,
their organizations to cover for their “There’s obviously the complete and we are not in a position to
colleagues who have been laid off or
furloughed. One respondent was looking loss of revenue from live events. refund deposits already paid and
for jobs outside of the industry “as this But as we’ve pivoted, the big stay in business. All cash on hand
one takes the hardest hit always.” challenge (albeit an exciting one) has to be used to keep our doors
is managing the extremely fast open so we can get through this.”
development and rollout of our
new offerings.” “Instilling confidence in event
organizers that virtual events can
“Trying to keep afloat. Manage be as successful and meaningful
cash flow. [We] let almost 900 as physical events.”
people go to protect the assets of
the company.”
P C M A .O RG PAG E 1 0pcma convene
COVID-19 SURVEY SUPPLIER TRAC K
‘Now That Complacency Has Been Disturbed’
The answers to this question — they rather grow in digital partici-
If you were to think of this pants. Most important, let us all Based on what you know
pause-on-business period as a be human again, respect everyone, now, how do you foresee
chance to reset/rethink/reboot no one wants to harm anyone.” demand for face-to-face
your role or your organization’s business events evolving
strategy as it relates to the “Take an opportunity to sketch over the next nine months?
business events industry, what out the customer needs as they’ve
14
14++2214
would you do differently or evolved in the past five to 10 years,
how would you start fresh? — taking into account the changing
reflected the diversity of roles global landscape.”
that supplier respondents play,
ranging from event design to sus- “Improved environmental sus-
tainability services to technology tainability, in the process of pro-
to convention center staff. Some viding services.” 28% There will be a pent-up demand
suppliers said it was too early to to meet.
plot a strategy, but the majority “The hotel environment will 44% People will be hesitant to travel.
were adjusting their paths. change. It is time for organizers to 28% Other
understand there are actual costs
There was a common thread to the value of services provided Most responses said a mix or both;
in many of their answers — the to them by suppliers. For years, a good number said that most will
be hesitant initially but travel and
most often-cited place where supplier costs have been covered
attendance will pick up — some said
they planned to make a strategic by receipt of hotel commissions. in six to nine months, and others said
shift was in technology, adding By doing this, the organizers have 12-18 months. A handful said people will
or relying more heavily no true knowledge of the cost of not feel comfortable traveling to events
on digital tools, including these services.” until there is a vaccine for COVID-19.
Others said that while people may have
videoconferencing AV, social-
a desire to travel, economic realities
media marketing, and digital “We are constantly trying to will make that difficult. “I foresee/hope,”
presentation skills. Additionally, evolve as an industry, often big wrote one respondent, “that as the
many were planning to shift their ideas are only slowed by the fact pandemic subsides people (organizers
focus to maintaining only high- that we are operating daily. This is and attendees) will look forward to a
resumption of business as usual. I do not
quality personal and business a time to reevaluate big ideas and
think that there will be more meetings
relationships. if they are important, move fast as a result of pent-up demand but from
to be ready to launch when the a social behavior perspective, I think the
Here are some of their industry returns.” self-quarantine has reminded us that
comments: we are social animals and crave face-
to-face communication. Live meetings
“Double down on the importance
will continue just as they always have
of digital engagement now that alongside virtual meeting technology.”
complacency has been disturbed.”
“I hope it’s not so important
anymore that the congresses get
bigger and bigger with live partic-
ipants — most convention centers
have their limits anyway — but
P C M A .O RG PAG E 1 1P C M A .O RG
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