As our industry rapidly returns to full activity, we’ve seen an increased demand among our customers for more bespoke solutions to their event designs – an industry adjustment to how we envision both our space and asset allocation. Having flexible space to provide unique solutions, designed specifically for customers’ event designs, will be the way venues win customers and keep them coming back for a fresh new look.
Across many parts of the Asia Pacific market, the traditional model has been to fully install permanent technology in meeting spaces to make them production-ready quickly, whereas globally, we see venues limiting fixed installations within main function spaces to allow for more flexible solutions, tailored to the customers’ needs.
At Encore, we’re adapting our strategy to accommodate the changing needs of the local market which is aligning with the standard globally. Having been in favour of permanently installed solutions for their many obvious benefits – convenience, repeatability and efficiency, since the disruption of COVID our client survey data reflects a shift in demand moving away from tried and true to more bespoke event design. Clients don’t want to be limited in space layout or constrained with technology built into function spaces.
Encore recently conducted a survey to delve into customer preferences for technology in hotels and the growth in demand for a more agile, flexible solution.
Insights from our venue technology survey
67% of event planners are willing to pay more for an event designed specific to their needs using mobile equipment that’s not installed with mobile projectors and LED walls the preferred over fixed LED and projectors.
43% stated that they typically use external technology recommend to deliver their vision by their preferred production company or the venue’s in-house team.
Technology and flexibility with its design plays a large role in venue selection. 67% of planners prefer a tailored technical solution based on specific needs of their event over standard installed technology. Half of the respondents revealed they’d specifically not chosen a venue because they didn’t like the installed equipment with 40% saying it was outdated.
60.94% would prefer to use a venue where some installed equipment has been removed in favour of offering a space that has more flexibility to add to walls, position the stage or change the lighting. This was reported even if this would require more decisions, more costs, but the end result is going to be new, unique and exactly what you want.
So how should we adjust our approach to satisfy this change in demand?
A carefully considered mix of installed and mobile equipment to optimise customisation and versatility, enhancing the event experience.
What do we mean by “mobile technology”?
There’s a vast range of mobile (audio visual) technology designed to fulfil a creative staging solution. At its core, mobile is any equipment that’s not permanently installed and can be easily added or removed. Mobile screens enable flexibility when configuring presentation stages.
Better still, mobile LED walls/screens provide super-bright vision while maximising customisation, with giant and/or curved options available to deliver immersive displays to delight audiences on a grand scale!
Flexibility is crucial within limited event spaces such as meeting/conference rooms, and they benefit most from mobile technology. For example, screens on stands can be added and removed for virtual presentations or conference calls.
Striking the right balance
Although there can be many benefits to mobile equipment, a venue with no installed technology is not necessarily the best solution. A balance of both offers flexibility, and also enables quick and efficient setups with essential, common items installed.
Many venues have installed technology that provides a quick and consistent solution for customers. This works well for environments that can only be set up in one form. Fully installed audio-visual (AV) equipment allows customers to get their lights on, content on screen and sound through the podium microphone quickly. When considering a space that will have the same setup daily, repeated for each customer, this is ideal. Furthermore, clients regularly using the venue also have the advantage of being familiar with the equipment and setup.
Benefits for venues
Save on installed AV costs, leaving room for cutting-edge technology to be brought in specific to the customers’ demands and budgets.
Increase venue bookings: Traditionally, hosting different event formats within the same space back-to-back was near impossible. Yet when we use mobile technology, our teams have been able to seamlessly go from a high-end, hybrid conference to a large gala dinner in under an hour. This means our venues can take on more bookings, and planners get the space and date they want. It’s a win-win for all.
Easy to maintain: All event technology requires regular servicing and repair. Mobile equipment can be quickly and easily replaced and there is no damage to the event space from removal, or downtime for repairing or replacing installed equipment.
Keep equipment up-to-date: Permanently installed assets may quickly go out of style or not be used often, which diminishes the return on investment. We all know the feeling of being stuck on an iPhone 6 when everyone’s using the iPhone 13, for example.
Outdated technology was the main reason event planners chose not to use a venue.
At Encore we use technology in creative ways to bring the event design to life.
Our mobile technology options are continuously upgraded and improved to provide the best option for our customers’ needs. As we partner with venues across the globe, providing the right solution for the right space is at the top of our minds. Our unique solutions for both installed and mobile assets work best when venues want to achieve the highest levels of flexibility and most effective space maximisation options for their customers. If you are interested in learning ways to strategically reimagine your event spaces and technology offering, feel free to contact me directly or reach out to one of our team members via our website.
Comments