Event organisers are all too familiar with having to move events outside, having been faced with ever-changing COVID restrictions in 2020. The great outdoors saved many events, and it could be another olive branch for the industry this year. With flexibility often buoyed by the space available, organisers could be choosing from a plethora of spaces coming available alongside the traditional venues.
Tom Critchley, MD of pop-up accommodation specialists Caboose & Co believes moving events outdoors will have a direct impact on the confidence of bookers and attendees: “People are craving live events, so the demand will be massive. The worry is changing regulations might force an indoor event to be cancelled at the last minute. No event planner wants to fork out significant funds to confirm an event without knowing they will be able to proceed, and many will be worried they won’t sell tickets or attract the delegates. “
Like many event suppliers, Tom has had plenty of experience over the past year of moving events into an outdoor setting to circumnavigate the limitations imposed on indoor venues: “In four days, we installed a 60-bedroom COVID-secure bubble for a production company making a Channel 4 series in the foothills of the Brecon Beacons. They needed the entire crew onsite for 10 weeks so moved the whole production accommodation block outside into the field next to where they were filming. It was still very tricky to control but allowed something to be made that otherwise would have been postponed.”
With another summer of staycations on the cards, hospitality venues may well look towards leveraging temporary structures as a COVID-secure form of outdoor accommodation: “Adding ‘rooms’ to a hotel can create new temporary avenues of revenue during these difficult times,” maintains Tom. “They could even become a permanent addition to a business if they are done right, giving venues more diversity to ride out any future bumps in the road if restrictions tighten once more.”
Luigi Pannozzo, Managing Director at event specialists Gazeboshop suggests consumer confidence will be highest in settings where they believe social distancing measures can be maintained: “In previous lockdowns, if visitors wanted to mix with people from outside their household, they had to sit outside. Therefore, many venues that had outdoor structures in place held a huge advantage over those that didn’t – in particular, outdoor shelters that provided heating for guests on days when the cold and the rain was in full force. An event where guests feel confident can ultimately result in a much more relaxed atmosphere, contributing to the overall success of the event.”
Luigi offers advice to those organisers looking to make use of temporary structures to create a safe, comfortable outdoor event to impress: “Choosing a customisable marquee or gazebo that shows off your brand to passers-by gives you an opportunity to fly your corporate colours and logo to keep the event on-brand. While making use of lighting and heaters creates a welcoming ambience, illuminating your space in a way that helps you stand out from the crowd and entice visitors.”
For entertainment events, such as gala dinners or award ceremonies, Tom suggests event professionals could easily recreate the cabaret lounge externally on a grand scale: “Everyone has their own area with a good view of the stage, food and drink is brought to you by friendly and engaging staff (with fun, inventive PPE), and most importantly creating a comfortable atmosphere where guests enjoy being in the bubble as much as the entertainment on offer.”
With local suppliers chomping at the bit to provide creative and flexible ideas to get events moving, there are no shortage of great outdoor solutions on the market.
