PARIS — Making people feel safe is key to success for returning trade shows, concluded a recent webinar, part of Swapcard’s two-day Evolve Homecoming online event, featuring Andy Johnston, strategic account manager at Swapcard, and Patty Olinger, executive director of the Global Biorisk Advisory Council.
Technology is an important piece of the puzzle — both the back-office technology that venues use and tech developments like Swapcard, the latter of which creates a contactless experience that gives attendees everything they need on one platform: registration, matchmaking, show appointments and more.
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Olinger cited professional sports as a successful example of hosting large live events with no touchpoints. “They’re using technology to make the experience seamless for everyone: how they order food, where they sit — even how they sit and sit in groups, if you’re three or four people. They’re also using contact tracing technology, in case a few days later someone tests positive.”
Sports stadiums and arenas were among the first buildings to achieve GBAC Star certification, including the Miami Dolphins’ Hard Rock Stadium and the Staples Center in Los Angeles. “We now have 23 of the 30 NBA teams and arenas on board as well as all the major convention centers,” Olinger said.
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It was a sports group, US Triathlon, that became the first event group to take the GBAC STAR training. “I’ve had other event groups tell me they want to show their clients that they’re paying attention to what’s required, so people who come to our events can feel comfortable,” she said.
Among the new technological developments, a U.S. company has just been granted an emergency exemption for antiviral air treatment, a first for the EPA. “We’re seeing surface protection products that are antiviral, not antimicrobial. And new spraying techniques are coming into play, even robotics, from a maintenance perspective. They’re letting you know that somewhere in your facility, certain materials are being consumed and sending an alert, for example, that the hand sanitizer on the second floor needs to be refilled,” Olinger said.
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GBAC Star is hosting a think tank that will discuss what trade shows will look like. “I know there was a show in Orlando recently that required everyone to get a COVID test within three days. What are those logistics like, how do people feel when they come into the facility, what is the cost? What are we doing to make people feel comfortable and safe when they come back to trade shows?” she said.
“Everyone has a role to play in ensuring a safe return. Who should be leading the planning: the venues or the organizer? Or is it a collaborative effort?” Olinger said. “It’s a team effort. Venues need to be prepared, service providers need to understand the requirements, show organizers need to communicate what they expect, and we as attendees also need to do our part by wearing our masks, social distancing, etc.”
Contact Patty Olinger at (847) 982-0800 or pattyo@issa.com;