Some of the most interesting and/or valuable outcomes of events and engagement during the pandemic relate to the effective use of virtual meetings. More precisely, the effective incorporation of virtual experiences into your organization’s overall events lineup.
Meeting professionals and attendees have learned the hard way that while in-person events cannot be fully replicated in virtual platforms, there are some instances of meetings and events that can be incredibly effective in a virtual setting. Networking and team-building purposes, however, have tended to lag in this regard—and, in fact, those are two of the main reasons people seek to meet face to face as in-person participation goals such as education can often be achieved virtually.
With that in mind, at the end of 2022, I R.S.V.P.’d for two virtual experiences after receiving press invitations, curious to see what’s on offer for groups and participants with such events. The first experience was cooking; the second experience was beer tasting along with virtual reality views of the associated breweries and their event space.
FOOD & BEVERAGE
When the ingredients kit arrived from HUNGRY, I was in awe. The package arrived like a high-end, home-cooking meal delivery service—think Blue Apron or Hello Fresh, but with additions that pushed the experience into “special” and “exclusive” territory, such as the inclusion of a branded wood cutting board, custom apron and visually appealing garnishes that the average person would never think to incorporate.
The virtual cooking event was fairly well done and clearly enjoyed by the participants, based on their smiles and engagement while learning from Chef Kai Chase—a private chef who has cooked for celebrities such as comedian and actor Kevin Hart—and watching the other attendees crafting filet mignon (with a delicious Warm Chicory Rub) and parsnip truffle fries.
After a different virtual experience from HUNGRY—one in which I was a lurker—I reached out to Madison DuPuis, Chief Xperience Officer, HUNGRY, to learn more about their offerings.
When did you begin offering these virtual cooking/mixology experiences?
DuPuis: We began offering our Xperiences in March 2020.
What’s the largest group you’ve had online for a virtual cooking or mixology event?
DuPuis: We've hosted groups as large as 1,000 participants!
What’s the sweet spot as far as the number of participants for one of these experiences?
DuPuis: The beauty of our Xperiences is they are perfect for intimate groups of five or large teams of 100 or more.
What about the cost of these experiences—in general, how much do these experiences cost your clients, per participant?
DuPuis: Our Xperiences have a flat rate of $1,000 for the celebrity talent and our luxe Xperience kits start at $75/person, inclusive of shipping.
Can you share any notable lessons you learned early on as far as how to do virtual cooking/mixology events right?
DuPuis: Engagement is the name of the game! We strive to create an Xperience with our events that leave guests wondering, “When can I do that again?”
What are some of the greatest challenges for planners of virtual events like these?
DuPuis: Attendance is the biggest challenge for planners. They put in all this work on registration and sometimes guests do not show. We help planners combat that by sending automated email notifications and reminders inside the kit itself. Our celebrity talent really helps with the excitement level and make sure that guests join the event live.
BEERS & TOURS
The next virtual outing, despite still F&B focused, offered a completely different experience: Virtual tours of several breweries, via MeetVirtually, while tasting some of their most exciting new beers.
The accessories kit for this experience included three cans of beer—all quite clearly microbrews—along with branded koozies and a Google Cardboard-style VR headset.
Approximately 50 participants online. About half of those with cameras on. Additionally, there were dedicated Zoom breakout rooms for tech support, as necessary, during the live experience.
Hal Mooney, from Your Beer Friend, is the host—and he says he’s done countless virtual beer tastings.
Following introductions of the speakers/hosts as well as the VR headset (it’s the kind in which you download an app and use your phone as the screen), representatives of each showcased brewery shared, one by one, the basic details of their facility and then specific info about the beer they provided which was to be tasted.
Hearing these beer professionals talk shop—down to flavors associated with certain molecules—was a blast. The feel of this experience was like a relaxed panel session (plus beer). Virtual events with attendance beyond a handful of people are, understandably, more like a conference so there are limits on your audience-engagement opportunities. That said, the host and various brewery reps took questions from attendees throughout.
The virtual reality aspect of this experience involved 360-degree video shot at each of the breweries involved. Some just outside of the building to show off the area, others actually took you into various parts of their facilities, which was cool to see in VR. The tech component worked seamlessly, but it didn’t add a great deal to the experience. I was hoping the VR aspect would involve a live VR tour rather than pre-recorded videos and photos. Still, it’s important to underscore that the conversation with and among the brewers was outstanding. The content really drove this experience.
With these two adventures in virtual F&B-related team building and engagement, I’m left with a clearer picture of what these types of experiences can deliver—both were better than any comparable virtual event I’ve encountered—and how these offerings won’t (or at least shouldn’t) be forgotten as in-person events return. After all, one lesson of the pandemic has been that there is a very real place for virtual meetings and events.
