December Newsletter
EDPA ACCESS 2020 Explores the New Rules of Engagement
EDPA ACCESS 2020 was held at the La Cantera Resort in San Antonio Texas, Dec. 1-2, 2020. In the words of Derse Chairman Bill Haney, "the most valuable EDPA conference that I have attended as it pertains to my business and related decision making…picking up valuable content during trying times made it a great ROI. This info could only have been maximized thru a face to face setting." Dasher Lowe, EDPA Executive Director, said that although the meeting followed strict safety measures, there was an intimacy to this meeting that fostered great conversations about the state of the industry—and about the new rules of engagement.
The content was at once enlightening and sobering, as data showed the devastation to the live events industry caused by COVID-19. A collaborative presentation by Dan Greene (Nolan Advisory), Cathy Breden (CCEIR), and Randy Acker (Exhibitor Magazine Group) gave a 360 view of the state of the industry, particularly the segment represented by the EDPA membership.
Dan Greene pointed out that this is not the first pandemic the industry has overcome, reaching back to the Spanish Flu epidemic of 1918-1919. Hospitality industries that thrive on event attendance, such as the airlines and hotels, have been similarly affected. Cathy Breden addressed the cancellations that have taken place, the rise of virtual events, and the return that is likely to rely on regional events as a starting point.
Randy Acker brought customer and show organizer relationships to the forefront, citing budget uncertainty, travel bans, and individual safety concerns. He also called out the disparity in results between face-to-face and virtual trade shows. While the investment in virtual shows is significant, the return on investment when it comes to sales leads is, frankly, dismal. On the other hand, there is, he said, a growing appreciation for the effectiveness of trade shows in the b-to-b marketing mix.
The Wednesday Deep Dive
Don Neal (360 Live Media) asked what the new event reality will look like—and how the audience had to see things as they are, not as "we" are. He urged attendees to adapt to change and to reimagine events as an omnichannel marketing opportunity. He talked about the efficiencies vs. the inefficiencies of trade shows and the need for better metrics if events are to take their place among other marketing initiatives. Neal reaffirmed what most of us have been thinking: virtual trade shows aren't very compelling, and audiences have other demands on their time that provide more in-depth engagement. He encouraged the face-to-face industry to adopt artificial intelligence (AI) to connect people in new and meaningful ways throughout his remarks
Following Neal's presentation, Jim Gilmore, author of the seminal work, The Experience Economy, put EDPA's mission into a time-focused context, telling the audience that experiential marketing 'designs time,' and that should be time well spent. As marketers, exhibitors can move from a fixed time and place approach to one that is 24/7, year-round, providing customers with satisfaction (vs. sacrifice).
The Association Perspective
Wednesday afternoon, ACCESS attendees heard from important industry constituents when Randy Acker hosted a panel that reviewed the current state of associations. Panel speakers included Cathy Breden (IAEE), Brad Mayne (International Association of Venue Managers), and Necoya Tyson (Texas Bankers Association). The most important takeaway was that associations, for the most part, were not eligible for the Payroll Protection Plan (PPP), and, since the cancellation of live shows, they saw a drastic drop in revenue. Most associations dipped into their reserves or sold assets that didn't enhance their cash flow; many entered partnerships, laying off staff members, and renegotiating their leases.
The phrase "we're all in this together" became especially meaningful during this session.
Legacy sessions at EDPA such as the CFO Insights with Dan Serebin (Derse), the Management Issues Forum, led by EDPA President Amy Sondrup (president, Access TCA), and the design issues Forum (Stephen Ross, Access TCA) were enhanced with a session led by Chris Griffin on safety protocols. The Solutions Showcase provided networking opportunities and the chance for exhibiting members to talk to potential customers.
EDPA Looks to 2021
The State of the Association Address was unusual in that it described EDPA's activities throughout the year in service of the plight of live events—and the people who make them happen--to government and the rest of the world.
The chapters' work in keeping the conversations going was critical, and the association is instituting new measures to help members pay their dues for 2021. Socially distanced, both the annual Gala and the Chapter Challenge allowed attendees to celebrate the end of a daunting year. At the Gala, Dasher Lowe handed awards to the winners in several categories.
At a most extraordinary meeting in a most extraordinary year, EDPA members left San Antonio committed to industry advocacy and a belief in the future of live events.
EDPA would like to thank all those who were able to attend ACCESS 2020. A special thank you to ACCESS 2020 sponsors who helped make our face to face event possible.
See ACCESS 2020 EDPA Sponsors here.
Experience ACCESS 2020 for yourself –register for ACCESS 2020 On-Demand Now!
Did you miss ACCESS 2020? It's not too late to experience ACCESS 2020 on your desktop. Register for ACCESS 2020 On-Demand today to access on-demand videos and presentations from this year's sessions. Register now for as little $100!
EDPA is proud to announce the 2020 EDPA Annual Award Winners. This year's winners were recognized at the President's Gala on Wednesday, December 2nd during ACCESS 2020. Congratulations to all!
Hazel Hayes Award
Dan Cantor, Hamilton Exhibits
Ambassador of the Year Award
Chris Griffin, Crew XP
Designer of the Year
Katina Rigall Zipay, Classic Exhibits
Large Chapter of the Year Award
EDPA Midwest Chapter
Best Large Exhibit
beMatrix
Best Pivot Award
MSM
International Collaboration Award
Idea International and Group Delphi
Best Multimedia Campaign
Deckel & Moneypenny
Future Leaders Award - Class of 2020:
Matthew R. Beck
Creative Director Exhibitus
Luke Brown,
Managing Director, Bray Leino Events
Ashley Campbell,
Director of Sales, Apple Rock NY/NJ
Sarah Mainhart,
Strategic Account Manager, CORT Events
Katie McTammany,
Creative Director, MSM Inc.
Kyle Miguel,
Sr. Project Manager, Hamilton Exhibits
Katina Rigall Zipay,
Creative Director, Classic Exhibits
Sarah Simon,
Executive Producer, Live Marketing
Michael Vallone,
Asst. Creative Dir., Sr. Exhibit Designer, Hill & Partners
Noelle Webster,
Account Manager,Willwork, Inc.
Midwest
Event Title: Exhibit 4 Smiles
Event Date: December 2020 - Accepting Sponsorship Now
Event Location: Delivery to the children from UIC Children's Hospital
Event Description: This year we will be shipping the gifts right to the child’s door! You still can participate by sponsoring a child with a $50 donation per child. If you are interested, please contact Rick Pierson rick@brumark.com to discuss donation options.
Visit our FB Page:https://www.facebook.com/groups/211736935527101/to see the results of this incredible program!
Midwest
Event Title: Zoom Tiki Bar Social
Event Date: January 14, 2021
Event Location: Zoom Link to be sent out ahead of time on our website
Time: 4:00 - 5:30PM CST
Event Description: The EDPA Midwest kicks off every year thawing out with friends at the Tiki Bar. Why should 2021 be any different? We will have a Tiki themed Zoom party in the comfort of our homes.
Great Lakes
Event Title: Personal Survival During a Pandemic
Event Date: January 12, January 26, and February 9, 2021
Event Location: Zoom
Time: 3:00PM CST
Event Description: Join us for our 3-part Zoom series in January/February. More details to come!
Session #1: Financial Strategies (speaker)
Session #2: Job Transition Resources (speaker)
Session #3: Mental Wellness & Health Support (speaker TBD)
Texas
Event Title: Weekly Happy Hour
Event Date: Every Wednesday
Event Location: Virtual via Zoom
Time: 5:00 – 6:00PM CST
Event Description: Wellness check and socialization with the EDPA Texas chapter team
Registration link: By Invitation – if interested in joining contact Texas Chapter President, Matthew Little @ mlittle@nuvistaonline.com
Women in Exhibitions
Event Title: Bi-weekly Zoom Share
Event Date: Starting again July 22, 2020, and continuing bi-weekly on Wednesday through the end of the year.
Event Location: Zoom
Time: 1:00 – 2:00PM PDT
Event Description: If you are a woman in the exhibitions industry please join us for our bi-weekly Zoom calls. Topics are timely to our current events and are always highly informative and insightful. Registration and details can be found on the Women in Exhibitions LinkedIn Group. Please request to join for access to the Zoom registration link.
Registration link: https://www.linkedin.com/groups/1512357/