Have we forgotten the serendipitous nature of face-to-face events?

Serendipitous (Adj.)

1. 1. come upon or found by accident; fortuitous
2. 2. of, relating to, or suggesting serendipity
3. 3. good; beneficial; favourable

True story… two delegates talking in a bar at the conclusion of a conference gala dinner decide to start a business together. It’s still going strong over 10 years later.

Or this one… academics from different universities in different countries meet at an international scientific meeting, share findings and agree to collaborate on the next phase of their research.

And how about this… a business events conference a few years back, two delegates meet, continue seeing each other after its conclusion, are now married, have a couple of kids and are living happily ever after.

As we’ve been stuck behind our computer screens for over a year now, it’s sometimes hard to remember the power face-to-face events have and particularly, how those chance meetings at live events can come about so unexpectedly and yet be so profound.

These are the chance meetings or conversations between delegates, event sponsors, exhibiting companies or even organisers, that lead to everything from business collaborations, knowledge sharing and ongoing relationships, business or otherwise.

Face-to-face events really are what make the world go round.

In 2020 and early 2021, we’ve all missed face-to-face events and business – and we are worse for it.

One of the most comprehensive studies of the power of face-to-face meetings was conducted by the University of Technology Sydney, for Business Events Sydney back in 2011. Called Beyond Tourism Benefits: Measuring the social legacies of business events , the study of over 1,000 attendees at five international meetings found they provided delegates with, among other benefits:

• The opportunity to create long-term relationships
• A platform for knowledge expansion, research development and opportunities for research collaborations

Other benefits were new business and investment opportunities, greater product exposure, new business leads, greater sales, stronger branding profile, and greater access to government and private sector funding sources.

We argue that those outcomes are just not possible in the virtual realm.

There are few, if any, serendipitous moments when you are said to be part of an “event” and you are sitting in front of your computer screen in your office or at home.

Certainly, Zoom and Microsoft Teams and other platforms have assisted us over the past 12 months, however, as an ongoing method to achieve effective meetings outcomes, as is possible in a live environment, they just don’t cut the mustard.

Australia and New Zealand are in a strong position in terms of management of COVID, and the rollout of the vaccine will see us in an even stronger position in the coming months.

Live events practiced in a COVID-safe manner will see stronger event outcomes than what we have had over the past year. Those unexpected, serendipitous moments form the fabric of well-executed live events, and they will return bigger and better which, as history has demonstrated, will benefit us all in whatever area we work in.

Don’t miss Get Local, 18-19 October 2021 at ICC Sydney, to experience your next serendipitous moment. See you there: https://getlocalexpo.com.au/local.php

Guest post by Donna Kessler and Gary Bender of Get Local Expo

Get Local is a national business events exhibition being held at the ICC Sydney on 18-19 October 2021. It will bring the business events industry together in a flexible and engaging format, showcasing suppliers, destinations and product for meetings, events, conferences, incentives and group business travel across Australia, New Zealand and the Pacific. Get Local will give buyers and exhibitors the opportunity to meeting with the right contacts, identify business opportunities, drive lead generation, build relationships and grow their network. Register to attend by visiting https://getlocalexpo.com.au/local.php