It’s been an exhausting two years for the events industry. In fact, let me be more specific; it’s been debilitating, terrifying, and tragic.

Event planners specifically lost their ability to do the one thing they live for—produce live events. However, as the problem solvers we are and in collaboration with all event service providers, it didn’t take long to find ways to connect hundreds and even thousands of people during a time when we were all ordered to stay in our homes.

Some of my colleagues are thrilled to put those days behind us and get back to strictly live events, but leaders in our industry realize that events have been changed forever. If we consider the needs of our audience, the current health climate, and options for adaptation, it’s narrow thinking to believe we can turn back the clock and go back to the way we used to host events. We are not the people we were heading into 2020, and the events industry needs to reflect a change in culture and beliefs.

As we head into a third year of uncertainty, I receive a lot of calls and emails asking me for advice about how to move forward with corporate events and fundraisers. I can hear a hesitancy in tone when people ask, “Do I have to consider a hybrid event?” My answer is typically the same, “Shouldn’t you consider a hybrid event?” I realize the hesitancy comes from fear that a hybrid event is too difficult, too expensive, and simply unnecessary. When we get past the fear, hybrid events are the clear answer for companies that want to embody our current culture and where we are heading.

So, I present to you the case for hybrid events.

In my opening argument, I’d like to address the typical objections to hybrid events. Cost, complexity, and the perception that “everyone has Zoom fatigue.” What I have learned is that having a digital extension of your live event doesn’t have to be grueling or costly. In fact, it can be every bit as exciting as a fully live experience.

Streaming your event doesn’t have to be expensive. Over the last two years, more platforms than I can count have emerged to help you host a digital extension of your live event. Pricing is widely varied based on the features and quality you need. Camera equipment, lighting, and techs also can be found at prices that can fit into any event budget.

Some people ask, “Isn’t hosting a hybrid event like planning two simultaneous events?” It is. It can be a daunting task. But every hybrid event I’ve done has been well worth the effort. Bringing together your audience through a medium that works best for them and allows them to participate fully in the experience is rewarding, exciting, and in many cases, quite profitable.

I favor data over opinion, and the widely regurgitated phrase, “everyone has Zoom fatigue” makes me cringe. It is an untrue statement about people’s relationship with online media and events. If people are so over screen time, please explain to me why gyms are open, but Peloton is thriving? Why is the eSports market valued at over $1 billion? Why do people love watching their favorite sporting events from home?

We aren’t over screen time, but we are over boring events. It’s your responsibility as the producer to make your event worth watching, and if it’s not exciting enough to draw and hold an online audience, I challenge you to reconsider your overall event strategy.

So why should you consider hosting a hybrid event? To me, the case is simple.

We hear the word inclusivity a lot these days. It applies to events and is specifically why I believe we should be offering hybrid experiences. There are many barriers to attendance that can be removed by hosting a hybrid event. I’d like to address cost, convenience, and social barriers.

Attending live events is expensive. Conferences and fundraisers cost a lot to produce, and if you’re seeking to make a profit from your event, those costs have to be underwritten by sponsors and attendees. That often puts ticket prices at over $100 per person. Conferences and trade shows are hundreds of dollars, if not over $1,000. 

In addition to the ticket cost, there are typically other expenses incurred: parking, transportation, drinks, etc. This is cost prohibitive for some guests and inconvenient for others. I consistently hear that donors are willing to forego the expense of a night out and will gladly shift those costs into their overall giving. Imagine if you gave folks a way to save money that could instantly be shared with your nonprofit organization instead. And your live event fans are happy, too. Everyone gets their needs met.

Whether it’s miles, time zones, inclement weather, or—heaven forbid—another health crisis, when you plan ahead for a hybrid event, you never have to cancel or lose connection with your constituents again. Out of convenience or need, your guests can always make it to your event when there is a digital option.

Additionally, there are social barriers that prevent people from coming to your events, like feeling uncomfortable or not knowing anyone else who is attending. This pandemic has brought out the introvert in many of us. Crowds and small talk aren’t appealing to some, but given an online option where they can wholly participate, and those who would rather join from home will thank you for the option. I have two years’ worth of evidence that show some of our community’s newest and largest donors contribute to fundraisers from the privacy of their living room and will continue to do so if given the option.

Lastly, a hybrid event allows you to draw from a larger audience. You’ll find more community support from those who can easily access your event, especially if it’s a free or low-cost option. I’ve witnessed organizations showing each other support as they “attend” each others’ events. This never would have happened if they had to step into the walls of yet another ballroom.

Let me make one thing clear though: There is a common misconception about how a hybrid event will expand your audience. I can’t tell you how many times I’ve heard organizations say, “We can have a nationwide audience now!” 

Unless you are built for that, virtual events are not the Field of Dreams. This is not a case of “If you build it, they will come.” While you’re likely to get a sister-in-law from Montana to join your event and a stakeholder who happens to be vacationing in Mexico, it’s unlikely that you’ll all of a sudden have people from out of the area wanting to support your local cause. So, focus on your target audience just as you would with a live event.

My hope during this pandemic was to emerge on the side of innovation. Virtual events saved my business and changed what I thought corporate events were capable of. There is no looking back for me, and I am excited to help businesses and nonprofit organizations continue to thrive with successful hybrid events. 

The nonprofit organizations I work with have seen an overall increase in revenue of over 20% thanks to the support of their hybrid audience, and the feedback from guests has been overwhelmingly positive. I’ve seen corporate trade shows and networking events with increased registrations of nearly 100% because they offered an online option. I have all the evidence I need that hybrid events are worth exploring, and with that, I rest my case.