COVID-19 & Attending Future Live Events
There is no doubt that the COVID-19 pandemic has had a devastating impact on all aspects of the live events industry, and as we begin to slowly come out of lockdown and hopefully back to some kind of normality over the coming months, everyone is looking forward to once again being able to attend live events.
Months of isolation have increased our appetite for connection, and we’ve been hearing from many companies who are keen to reestablish their relationships with their clients by booking corporate hospitality or tickets for an event as soon – and as safely – as possible. Thankfully there now seems to be some light at the end of the tunnel, with many sectors beginning to open, while abiding to the government guidelines on social distancing, reduced capacities, and cleanliness.
As the hospitality industry begins to get back to some normality after months of lockdown, what lies ahead for the corporate hospitality sector and the future as far as attending major events is concerned? Although its early days following the lockdown all around the world, there are some indications of how things might be over the coming months and possibly into next year.
To ensure venues, promoters and governing bodies can attract back punters in reasonable numbers to help make up for lost income, they will obviously need to be on top of their game with regards to safety, catering, cleanliness and staff training, and that is where organisations such as UK Hospitality, who have been advising the Government, come in with guidance and recommendations for new regulations where necessary in light of the pandemic.
Obviously, the way that we attend live events in the foreseeable future will be somewhat different with emphasis on the safety of venue personal, artists and participants and of course attendees.
In the short term, we will all have to get used to reduce numbers at hospitality events to keep within the guidelines set, but gradually these should be relaxed as things improve for us all. Currently the UK Government guideline is for no more than 30 people to attend any event. Hopefully, this will change soon if the current test events prove to be a success.
“Technology will play an even more important
role at major events going forward”
Undoubtably new protocols will need to be put in to place at venues such as temperature screening of guests, social distancing measures and health declarations will become the norm. Technology will have a more important role to play going forward with contactless check-in, ordering, ticketing, and tracing systems in place just in case of another outbreak.
The following are just some of the other requirements that are already in place at certain venues and that you and your invited guests should expect to adhere to when attending future live events:
Face masks should be worn upon entry and once inside the venue. It would be each guest’s responsibility to bring their own face masks. If you are denied entry due to not having a face mask, then the venue and/or your booking agent will not accept responsibility for this. If you remove your face mask inside the stadium and are requested to leave, then again, the venue and/or your booking agent will not accept responsibility for this.
Social Distancing will apply at all venues and fans will only be able to sit next to others within their social bubble.
Photo ID will be required to be taken to the venues.
At certain venues, the name of the guest may be printed on the ticket. ID may be cross checked to your ticket. If you are refused entry because the name on the ticket is incorrect, then the venue and/or your booking agent will not accept any responsibility.
Venues and/or your booking agent should be provided with all hosts and guests names at the time of booking. They should also be provided with any other requested details that match what is being requested by individual organisers and venues.
If you have COVID-19 and cannot attend the event, then the venue and/or your booking agent may not accept any responsibility or liability for this and may not refund the price of the package.
If guests’ temperature is checked on entry to the venue and they are denied access, the venue and/or your booking agent may not accept any responsibility or liability for this and may not refund the price of the package.
Guests enter the venue at their own risk. Venues and/or your booking agent will not accept any responsibility or liability if after an event, a host or guest becomes ill and believed this to have been caused by attendance to an event for which the venue and/or your booking agent has arranged.
Guests should inform the venue and/or the booking agent if they believe they have COVID-19 or are showing symptoms in the 14 days prior to the event that they have booked.
Ordering and payments at venues will be contactless.
Each venue, promoter or event organiser will always have their own requirements in making your visit to an event as safe and as enjoyable as possible by adhering to and implementing Government guidelines .
Over the next few months, and possibly into next year, many venues will be looking to open but with much reduced numbers to fall in line with social distancing. This presents its own problems. For example, with a stadium usually mostly full of season ticket holders, how do you choose which of them can attend when capacity is reduced to say only 50% or even less? How do you decide which of the long-standing members can attend a reduced-capacity event say at the Royal Albert Hall?
Restricting numbers at popular events will undoubtedly increase the prices of tickets on the secondary market and possibly impact on the cost of in- demand corporate hospitality packages with much reduced capacities.
“There is nothing quite like attending a major
live event with your best customers”
Although the advent of Zoom, Google Hangout, Cisco Webex and others has made business meetings convenient while many of us work from home, there is nothing to compare with physical interaction that face to face contact with customers and employees will give you, especially at a live event that you have organised to attend with your best clients. This is where proven business does get done and in an informal and relaxed environment whilst enjoying the unique atmosphere provided when attending a major sporting or musical event.
Once corporate hospitality bookers feel assured of these areas, and the lockdown and social distancing are relaxed or even removed completely, then we should begin to see companies wanting to attend events and again invite important customers and contacts to have that B2B, face-to-face interaction that has been so missing for a very long time. Nothing quite beats attending a live event with your existing best customers, or new potential clients.