Is two better than one? In the world of meetings and events, the answer seems to be yes. Although less prevalent than they were even five years ago, hybrid events remain a desirable option for associations that want to reach the broadest audience possible. Events have largely shifted back to in-person gatherings, but for certain industries, hybrid events are very much alive — even expected.

According to meeting and event planners, planning and executing a hybrid event comes with its own set of unique challenges. At the top of the list? Cost considerations and a general lack of understanding of what exactly a “hybrid” event is, and what’s needed to execute one successfully.

The virtual side of hybrid events relies heavily on technology, but not all planners have the capability to familiarize themselves with the latest and greatest AV equipment. Not every planner can be an AV expert, and there is a lot of resistance to learning the technology. Many misperceptions surrounding AV can lead to pushback against hybrid events overall.

Determining the right technology to fit your needs is essential, and it is important to consider those choices when figuring out the event budget.

Secret to Hybrid Event Success

Other challenges to creating a hybrid event are having the right content and the right technology. Remember, it is essentially two separate events that you are creating and each has its own requirements.

For a hybrid meeting, it is important to understand your audience. You’re creating content for both audiences, and you have to match it to both. You also have to think about having moderators to fit both formats.

Besides changing up the content, technology itself is used differently for each audience. For live events, microphones, speakers, computer hardware and software are needed to convey information and set the tone for the day.

Having technology that works well is essential. Poor connectivity means attendees are missing out on what is being said. Even if they can get back online, it’s too late. When they miss out on the information, they may be less inclined to engage further. This is why choosing the right platform is essential.

Figuring out the best way to manage the platform comes down to your goals and objectives. The best resources are usually the most expensive. Although many have become educated as to how to use technology in the last few years, many still are new to it. For those who have a more basic knowledge, they will find Zoom to be the most simple. For something more sophisticated, Webex is a different option. It comes down to knowing your audience and what will work best for them and still be cost effective and manageable for you.

Technology plays an invaluable role in the hybrid event process. It is important to put it as a key budgetary element. Some planners prioritize F&B and the venue over AV needs, but having the best technology for the task at hand leads to the most successful event possible.

The importance of seamless AV definitely should not be overlooked. Planners would do well to work closely with the AV vendor, as their role in the event’s overall success is just as critical as any other member of the event team.

Virtual events are perfect for those who are unable to attend in-person, but they also allow for better integration of the material as people can rewatch recorded sessions and get additional content.

Importance of User Experience

Many organizations are going back to fully in-person and not even offering a hybrid option. But this leaves some attendees out. Those who are unable to attend in person may be able to tune in virtually. Also, adding tidbits of information teasing upcoming events is sure to capture the audience in a unique way and lead to an increase in engagement.

Hybrid events require striking just the right balance of offering enough previews of presenters and content to entice attendees, but not so much that they wouldn’t find it valuable to attend.

For digital attendees, “companion content,” such as downloadable resources, interactive polls, breakout chat rooms and the all-important post-event survey, are becoming standard. Many industries may be pulling back from hybrid events, but when your organization has “technology” right in its name, forward-thinking initiatives are expected.

“In the tech world, from my perspective, hybrid events are very much expected,” says Alexis Gosik, president and CEO of the Technology Council of Central Pennsylvania (TCCP), a membership association that champions technology companies for business development opportunities. “We say we have local needs for local solutions, and do a variety of in-person and virtual programming and events around education and information sharing,” she explains.

TCCP teams up with Harrisburg University to co-sponsor TechCon, the largest tech conference in Pennsylvania, which typically draws approximately 700 attendees. “TechCon is what we do as far as a hybrid conference. Because it’s the largest governmental conference, we want to make sure it’s accessible to folks, not just those locally [in Harrisburg] but in Erie, Pittsburgh and other areas. Making sure it’s accessible while calling it ‘the largest tech conference in Pennsylvania’ is really a no-brainer,” Gosik says.

For the team staging TechCon, it’s all about user experience. “Making sure we do both sides equally well is really important,” Gosik says, adding they never want to “just livestream a lecture. Our goal is to make it educational. We want virtual attendees to engage, interact, ask questions. We want all attendees to make sure they’re engaged and not just listening.”

TechCon’s digital attendees are top of mind from the moment they register. “First, we make sure they are set up and ready to go before the day of the conference. We make sure they have everything well in advance so they are prepared,” Gosik explains. This includes session materials. “We make sure the chat feature is activated because it’s imperative for them to ask and respond to questions.” Dedicated room hosts are assigned to address any issues that may arise while the event is underway. “We run four session tracks at the same time, and we have someone from our AV company stationed in each room to man the station, so if there are any problems, someone is right there to ensure the person is helped.”

All of the sessions are recorded for the attendees’ convenience. With four tracks running, attendees can’t attend them all. Recordings are available on demand so attendees can go back and listen to a session they missed.

TCCP’s approach is customary for hybrid events. Thomas Samuels, president of Cardinal Expo, a full-service trade show and exhibit services company, says he’s seeing more nonprofits embrace the power of creating dual experiences that feel equally valuable. “We’re seeing meeting planners move away from just pointing a camera at the stage and calling it ‘hybrid.’ Instead, they’re designing content specifically for each audience type,” he says. For example, his company has built interactive demo stations with brandable walls that encourage hands-on participation for in-person attendees; meanwhile, virtual attendees get digital activations like trivia games, tournament-style competitions and spin wheels for prizes that make them active participants, not passive viewers. “The key is understanding your online audience isn’t watching a broadcast — they’re attending an event,” he explains.

According to Samuels, it’s important to remove any “friction points” to offer a seamless user experience and boost engagement. “For hybrid events, that means creating clear wayfinding for both physical and digital spaces. In-person, we use everything from directional walkway signage to oversized glow walls that define spaces and reduce that ‘getting lost in a hallway’ feeling. Virtually, it’s about intuitive navigation and multiple touchpoints,” he explains.

Additionally, it’s part of the planner’s job to add small touches that make the “flow” of the day easier and more comfortable for both virtual and in-person attendees. Adding “layers of engagement” can make this happen. Samuels suggests combining charging stations with networking lounges for live attendees and scheduled ‘connection breaks’ with interactive polls or quick games for virtual attendees. “The goal is making every attendee feel they got the VIP experience, regardless of how they attended,” he says.

Apps can include wayfinding information to help attendees determine the location of their next event, as well as schedules for more information about upcoming events.

Managing Expectations

Elizabeth Grenier is the meetings and events planner for the National Environmental Health Association (NEHA), responsible for overseeing and coordinating planning and logistics for NEHA’s Retail Program Standards Symposium (RPSS) and the NEHA-FDA RFFM Grant Program leadership, as well as supporting the Annual Educational Conference & Exhibition, managing presenter and moderator logistics and communications, along with overall conference planning and onsite support. “In our industry, in-person attendance remains the preferred option; however, maintaining a virtual component continues to be a necessity,” she says.

For hybrid events, Grenier says, her team prioritizes attendee readiness and engagement so all registrants are prepped and ready from the moment they log on. “Targeted communications highlight keynote speakers, must-see sessions and other conference offerings, which build excitement before the event begins,” she explains. NEHA also offers orientation sessions for speakers, moderators and attendees to ensure everyone is comfortable navigating the conference platform and app from Day One.

She explains they have the following structure for hybrid conferences:

• General/Plenary Sessions: In-person and livestreamed to the virtual audience
• Educational Sessions (Breakout Sessions):
• In-person: Traditional format with no virtual component
• Livestream: All presenters and audience in-person, livestreamed to the virtual audience (no virtual presenters)
• Virtual: Prerecorded sessions; presenters may be remote or in-person
• Social Events: In-person

Because the team is small, AV is outsourced to a third-party vendor. “With numerous conference rooms requiring AV support, this is an extensive process,” Grenier admits. “We schedule AV load-in and setup days ahead of the conference and build them into our timeline. We set a readiness deadline for all equipment and work closely with the AV team to ensure sufficient setup time.” Testing takes place the day before the conference begins and a soundcheck is conducted for the general and plenary sessions.

Grenier stays in direct contact with all onsite techs throughout the event. She reaches out immediately if any issues arise so the problem can be addressed as quickly as possible. “For our livestreamed rooms, which are more sensitive, a tech is stationed in the room to monitor and troubleshoot in real time,” she says.

Thanks to technology like apps and digital business cards — among other tools — virtual attendees can still build relationships and stay engaged before, during and after an event. Grenier calls their conference app the “hub” and is a valuable tool for both virtual and in-person attendees. “Attendees can connect with speakers, exhibitors, sponsors, staff and fellow attendees, fostering networking opportunities that extend well beyond the physical or virtual stage,” she explains.

Running the Show and Looking Ahead

TechCon’s sessions are kept to a lean 45 minutes. “From a virtual perspective, we keep it short and digestible, especially if the attendee has to sign off to go somewhere else,” Gosik says. “That’s how we balance it all to the best of our ability.”

Post-event surveys are still a top way for planners to gather feedback from both in-person and virtual attendees — what worked, what didn’t and suggestions for speakers and topics for future events. Input from virtual attendees is especially critical because of their unique positioning. Grenier said she and her team receive numerous requests from in-person attendees for livestreaming or recording live sessions. “Attendees find our virtual offerings valuable and they want more of them. Budget permitting, we expand our offerings each year, prioritizing hot topics and popular sessions to increase accessibility and reach,” she says.

Gosik says the post-event surveys from both digital and live attendees, and proposals they receive from potential speakers, guide the session tracks. “We then balance the speaker tracks that we’ve sourced from the post-event surveys and proposals we’ve received to make sure we are meeting the needs of attendees and topics that are relevant and timely,” she explains. Looking ahead, Gosik is hearing more discussion about increasing engagement through gamification, and this is something she and her team are looking at more closely.

By blending post-event insights, flexible virtual options and the connection of in-person experiences, hybrid remains an ideal choice for a well-rounded event. AC&F