How COVID-19 Has Disrupted the Events Industry and How to Rise Above the Challenges

The events industry, both in Kenya and across the world, is facing challenging times ever since the start of the COVID-19 pandemic. Everyone in this sector has a coronavirus-caused cancelation or postponement episode. From government restrictions to a general apprehensive mood among the public, many factors have contributed to widespread postponement and cancelation of events.

It is, therefore, understandable why many event planners continue struggling with both long-term and short-term decisions about their businesses when confronting future uncertainties. Below, we try to explain how COVID-19 has disrupted the events industry and offer suggestions for rising above the challenges. These may be difficult times, but they aren’t permanent.

Impact of Covid-19 on the Events Industry in Kenya

Cancellation of Events

After the first case of coronavirus was discovered in Kenya back in March, the Ministry of Health quickly banned all public events within the country. Everything from political and religious meetings to other types of events was canceled. Some of the notable cancellations included a live recording of the Churchill Show at MoW Sports Club along with the Kenya Open golf tournament.

Cycles of Event Postponement

Many festivals and events have had to push their event dates to “later this year.” Most notably, the Kalasha International Film Festival and Khanga Festival have both been postponed. Ticket holders for such events have the option of either getting refunds or maintaining their tickets until new festival dates are announced.

Too much Uncertainty around Events

When most people comment on the economic recovery of Kenya, they are mainly referring to the essential services and manufacturing being affected by the epidemic. Despite the significance of events and meetings to individuals and businesses, they are also a huge vehicle for further coronavirus transmission. Hence, if things remain uncertain as to the safety and health of attendees, then we will not likely risk attending that event.

Huge Losses

Most event industry companies have suffered substantial financial losses due to COVID-19. The cancellations, refunds, and many other challenges have meant that some companies have had to scale down their operations. While hiring everyone back once the pandemic is over sounds idyllic, realistically, it will not happen instantly for most of these businesses. Some may take a while to recover, which could even lead to lots of outsourcing opportunities for freelance event professionals.

Digital Events

Covid-19 has also forced event planners to pivot toward virtual meetings and events. While there is value in hosting virtual meetings, nothing can compare to face-to-face live connections. Many artists across the world, and also here in Kenya, including Nyashinski, Jua Kali, and Sauti Sol, have live-streamed their concerts online.

How to Rise Above the Challenges

Consider Hybrid Events

Even once social restrictions ease in Kenya, a hybrid strategy might be a crucial part of event planning. While many are eager to get out of lockdown and curfews, most won’t be too agreeable about being in large, crowded events so soon. However, you can tailor your event offerings to smaller VIP guests while broadcasting virtually to some remote attendees. Return to the previous norm is going to be gradual.

Plan Ahead

It is evident that once the coronavirus pandemic is over, there will inevitably be a spike in interest within the events sector. From fully booked events to all the previous postponements, people will be eager to get out and connect. So, take this downtime to plan for that expected influx along with the related expectations. 

Set Clear Guidelines for Your Clients

If the crisis has impacted your client’s event, be clear about the decision to either cancel or postpone. While it is an emotional and hard choice to make, it is what must happen. However, reassure your clients that they can still reschedule the event to a later date. Encourage your employees to spend this period growing their client relationships and ensuring that they feel safe doing business with you.

Plan for Smaller Events Initially

Travel and size will likely be the crucial risk factors that both attendees and health experts consider when evaluating the risk of coronavirus transmission at events. Larger events are linked to a higher risk of transmission, along with international and long-distance travel. That leaves space for local, smaller events to persist.

Prioritize on Safety

Providing a safe, healthy environment for attendees will be an integral part of future events. You should have two questions on your event planning list: How do I make this event safe for visitors? And how can I help my attendees to keep themselves sanitized? That means providing more sanitizing stations, cleaning conference, and hotel rooms more often, and generally building sanitizing and prevention policies into your events.

Watch your Budget

Some estimates show that the economic impacts of this epidemic could last for several years. It means that businesses should be more realistic in their expectations for recovery. Events in Kenya have been steadily building momentum over the last couple of years, but we must temper our expectations. It may require scaling back on premium offerings for a while during this time of financial rebuilding. Even though you may have some profit targets, don’t just revert to your 2019 prices. Instead, be smart and flexible, and especially conscious of the audiences as well.

Conclusion

Live events will undoubtedly need to change after COVID-19. Not necessarily negatively, though: respecting boundaries, being aware of personal space, and overall being kinder and friendly to each other. People will be much more aware of their surroundings, along with everyone’s well-being and health, which only acts as a benefit to all of us.

Also, while virtual meetings will still play a role in the recovery, in-person live events, seeing, experiencing, learning, and meetings will be crucial. There will undoubtedly be a considerable thirst for in-person events after this pandemic is over. Once again, the events industry will have to meet new demands and deliver more diverse, vibrant, and exciting events.