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What are event professionals prioritizing?
- What’s in store for event budgets?
- How do my peers determine if event goals were met?
- What are the most popular engagement tools?
- What technologies are event professionals excited to try?
Empower your event planning strategies. Don’t miss peer insights on optimizing your budget, evaluating success, enhancing engagement and more!
Download the Planner Pulse & Infographic for full insights
Reporting on the intangible moments that added to an event’s magic can feel daunting. What’s the best way to showcase impact to stakeholders who missed the electric buzz, participant excitement and quality connections? Enter ROI and ROE — your dynamic duo for capturing event milestones that impress your C-suite beyond spreadsheets and attendee counts.
Together, these insights can:
- Demonstrate the financial success of an event and set you up for that “show me the money moment.”
- Provide stakeholders and sponsors transparency, delivering a measurable look at the value your experiences bring to the organization.
- Demonstrate the financial success of an event and set you up for that “show me the money moment.”
- Serve as a cheat sheet on what worked and what to focus on to improve outcomes at future events.
- Help drive attendee engagement and satisfaction — the single most important key performance indicator (KPI) in whether an event was successful or not, according to the latest Planner Pulse.
- Serve as a cheat sheet on what worked and what to focus on to improve outcomes at future events.
ROI (Return on Investment) measures the amount of money gained or lost from an event.
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ROE (Return on Experience) measures an event’s value from the perspective of participants, sponsors, and organizers. ROE tracks outcomes related to thoughts, feelings and behaviors.
ROI & ROE For Events: Master The Metrics
To accurately measure ROI and ROE, you’ll need to consider both tangible and intangible metrics. From financial returns to qualitative aspects, like attendee satisfaction, knowing what to track — and how — can bring the many facets of your event experience into focus.
Here are some common metrics your peers track for each category.
ROI Metrics
Financial Metrics
- Revenue generated from the event.
- Cost of organizing the event.
- Profit margins.
Lead Generation
- Number of leads generated during the event.
- Conversion rates of leads into customers.
Sponsorship Value
- Number of leads generated for sponsors.
- Estimated impressions of display advertising, considering foot traffic in the venue, visibility of the displays, and duration of exposure.
Cost per Attendee
- Calculating the cost incurred per participant.
Sales Metrics
- Increase in sales resulting from the event.
- Customer acquisition costs.
Marketing Reach
- Measure the event’s impact on brand awareness.
- Social media impressions and engagement.
ROE Metrics
Attendee Experience
- Satisfaction levels of participants.
- Feedback on event activities and content.
Networking Success
- Number of new connections made.
- Quality of networking opportunities.
Educational Impact
- Effectiveness of educational sessions.
- Knowledge gained by attendees.
Participant Engagement
- Interaction levels during the event.
- Attendee participation in discussions and activities.
Message Retention
- Surveys/post-event evaluations.
- Interaction levels during sessions.
Brand Perception
- How the event enhances the brand’s image.
- Perception of the organization’s values.
Community Building
- Growth and engagement of the event community.
- Long-term relationships fostered.
PRO TIP: New to capturing ROE? Most planners measure ROE through attendee surveys and attendance, according to the
latest Planner Pulse.
Show Me the Returns:
ROI- and ROE-Boosting Strategies
Asking the right questions during the event planning process can help you identify opportunities where you can increase returns in each area.
Essential questions
- What are the goals/objectives of the event?
- Who is the target audience?
- What is my budget?
- What are my event KPI’s?
These questions will guide you in defining your event “goal posts,” so you can set an effective strategy. Let’s dive into best practices for your next steps.
Tips for delivering a high ROI
Set clear objectives
Define specific and measurable goals for the event. Align objectives with the overall business strategy.
Target the right audience
Identify and target the audience that aligns with the event’s purpose. Tailor marketing efforts to reach potential high-value participants.
Effective budgeting
Create a comprehensive budget considering all aspects of the event. Allocate resources wisely, focusing on areas with the highest potential ROI.
Sponsorship optimization
Forge strategic partnerships with sponsors aligned with the target audience. Maximize sponsor exposure through various channels.
Maximize technology
Leverage event technology to track key metrics and set yourself up for stellar execution. This is a popular best practice: 83% of planners believe using technology that delivers immersive experiences enhances event ROI.
Data analytics
Use data analytics to measure and track ROI metrics. Gather insights to refine strategies for future events.
Tips for delivering a high ROE
Attendee-centric approach
Understand the needs and preferences of attendees. Customize the event experience to cater to diverse participant interests.
Engaging content
Curate relevant and engaging content. Incorporate interactive elements, workshops, and networking opportunities.
Networking facilitation
Provide structured networking sessions. Implement tools, like the Chime Live℠ networking features, to facilitate attendee connections.
Tech-powered innovation
Introduce unique and memorable experiences. Consider incorporating technology and experiential elements that engage the senses to make your event unforgettable.
Educational value
Ensure high-quality educational sessions and speakers. Encourage Q&A sessions and discussions.
Post-event engagement
Continue engagement post-event through follow-up emails and surveys. Create a community platform for ongoing discussions and networking.
Experience feedback
Gather feedback during and after the event. Use feedback to make continuous improvements for future events.
Community-building
Foster a sense of community among attendees. Encourage collaboration and shared experiences.
Combining these strategies can help ensure your event becomes a catalyst for long-term relationships, brand loyalty and continued success in the dynamic world of event planning.
Choosing a full-service event production partner, like Encore, can be an invaluable part of this journey. Leverage the experts to help set your event strategy and deliver the end-to-end creative, production and technology solutions that support your ROI and ROE goals.
We’d love to partner on delivering an event that resonates with both your audience and your bottom line.
Click here to schedule a free consultation!
Internet service is the thread that weaves together various event elements to help deliver a seamless experience, ensure attendee satisfaction, and manage costs. This is why it’s important to hire a partner to provide dedicated internet services.
Just like insurance protects you from loss in the case of a mishap, a dedicated internet services partner can prevent attendee dissatisfaction from:
- Internet outages and slowdowns
- Technical gaffes
- Ordering too much or too little broadband
- Tech-based participant frustration
- Wi-Fi identity theft
Customers often request digital solutions such as apps, agendas, and handouts to enhance the attendee experience. Attendees may try to access these tools on multiple devices; each person may have 3.6 devices/connections. Having a dedicated internet partner for your event helps bring peace of mind to any connection concerns that may arise.
“[Encore] is one of the only network services companies out there that focus exclusively on events,” shared Alex Wedesky, Encore Director of Internet Services. “We know that events don’t only happen from 9 a.m. to 5 p.m., Monday through Friday.” This means customers benefit from always-on customer service.
The benefits of partnership
Having dedicated onsite tech support allows you to have proactive internet solutions for participants.
“[Often times] people will opt to turn their phone into a hotspot or bring a hotspot,” Wedesky says “Even though you can’t see Wi-Fi, it’s like molecules in the air. You can only have so many in one space before they begin colliding.” When multiple networks collide, web pages fail to load, and people have difficulty getting online.
Because Encore monitors network health and bandwidth speed, onsite techs can detect a problem before it happens. Before the trade show begins, Encore technicians will work with exhibitors to ensure personal networks are set up correctly and are contained so interference doesn’t occur.
Internet partners provide tools, strategies and tech support
How do we know the amount of bandwidth required for your event? Encore offers a bandwidth calculator to ensure customers always have the right amount for their needs. Then the Encore team develops a strategy for each event component that needs network access to prevent tech hiccups.
For example, if the internet is ordered as a shared pool for the conference, participant devices, live-streamed content, and presenter videos will be pulled from the same source. The results can be video hiccups that won’t play, polls won’t load, and participants may get impatient.
To solve this, Encore consults with clients to determine which event elements must be prioritized and partitioned off bandwidth accordingly. This prevents participant usage from interfering with things like streaming video or live stream feeds.
Internet service partners provide additional value and audience insights
Internet is an investment. When you purchase 500 MB, you want to know whether you used it. This is another way in which dedicated providers deliver value: by delivering insights about internet usage and audience behavior.
While the price of Internet is decreasing, the means of reporting and processing that data is becoming more expensive. This is why Encore helps meeting and event professionals analyze data to help manage costs.
“We deliver insightful analytics so [you] know what [customers] need to do to see success going forward,” Wedesky says. “They learn things about the attendee base they otherwise wouldn’t know.”
Encore’s Aptilo Access Control System provides real-time monitoring of customer event bandwidth utilization. Through the tool, Encore can provide customers with impactful post-event bandwidth reporting to provide insights such as:
- How much bandwidth was utilized
- Timeframes where spikes occurred
- Where most of the traffic was going (event resources, social media, etc.)
From user insights to full internet installations to onsite emergency troubleshooting, dedicated internet service providers offer end-to-end solutions that provide essential support and peace of mind.
“Things change,” Wedesky says. “Having a partner who can navigate those changes with you is important.”
Illuminating Insights Into LED Walls
Looking to rejuvenate your event space? Vibrant LED walls offer the perfect solution for captivating content that brings the ‘WOW’ to your messaging. Whether your event is indoors or outdoors, bright or dim, deliver attention-grabbing content across screens of versatile shapes and sizes. Expand your knowledge of this popular scenic solution in our FREE LED Wall Technology Resource Guide!
Explore how to:
- Elevate visual content with innovative LED screen shapes
- Select the right LED screen size for your objectives
- Ensure optimal seating distance from your LED wall for readability
- Determine the ideal LED brightness for your space, whether indoors or outdoors
Seeking personalized guidance on impressing participants with LED walls at your next event? Request a FREE consultation! We’d love to transform your vision into an unforgettable event that sparks connections and inspiration.
From sound effects to targeted audio, learn how to amplify participant experiences
Sounds provoke powerful emotions. The sound effects in a movie make us lean forward with anticipation or jump in surprise. A song on the radio has the power to transport us to another time and place instantly. Conversely, when you can’t hear what’s going on, you tune out. And when sound quality is degraded, it negatively affects people’s ability to communicate, learn and focus. That’s why sonic engagement is a powerful tool in any meeting or event professional’s arsenal.
According to the National Institutes of Health, when people hear sound, it ‘lights’ up brain areas involved in emotion, memory and even physical movement. That’s why intentionally chosen music, video stingers and well-produced high-quality audio amplifies the emotional impact of a conference program and makes it more memorable. Let’s examine how integrating sound and engaging participants’ hearing can enrich onsite events.
Want an in-depth look at audio strategies that improve the attendee experience? Download our free guide for more pro tips and smart insights.
One in eight people in the United States over the age of 12 has hearing loss in both ears. Nearly ten percent of adults between the ages of 55 and 64 have disabling hearing loss. That’s why it’s important not to cut corners on how you employ traditional event audio tools. It’s important that the correct type of amplification is used throughout your event spaces to deliver high-quality audio.
Traditional sonic tools and technologies include:
- Speakers
- Microphones
- Monitors
- Audio mixers
- Closed captioning
- Simultaneous translation
To aid comprehension, consider close-captioning event audio for the in-person audience. This not only helps the hearing disabled, but also for non-native English speakers. Simultaneous translation, whether AI-generated or using a live translator, is a must for international meetings.
Setting the mood with music
Music sets audience expectations and influences their mood. For example, playing ambient jazz can help participants relax before you discuss difficult topics. If you’ve had people sitting in meetings all day, dance music can boost their mood and get them excited for evening activities.
For any public event, music played needs to be properly licensed. Your pro subscription to a streaming service won’t protect you or your organization from liability if you’re caught playing a personal playlist.
One solution is Encore Music. It offers more than 1,000 curated and properly licensed music playlists for commercial background music use. It also offers a royalty-free music solution with more than 100,000 tracks, sound effects and loops for virtual/hybrid events and stingers that you can edit and use for videos, motion graphics and walk-in/walk-out music.
Combining sound with other senses to create more inclusive events
Some audio technologies engage the sense of touch as well as hearing. One such tech tool is a throwable microphone, called a Catchbox. It’s a fun way to keep your audience engaged. Audience members can toss the Catchbox to each other instead of waiting for mic runners to reach them. Because people don’t have to move from their seat to be heard, it also makes it easier for people with physical disabilities or more introverted dispositions to join in the conversation.
Examples of using sound to create
multisensory experiences
When you’re creating an immersive experience, pay attention to the sound design. Sound effects and cues provide subtle information about our environments and can reinforce the illusion you’re creating. For example, the sound of waves and seagulls transport us to the beach; crickets remind us of relaxing summer evenings.
Flying speakers from rigging gives you better sonic coverage of large spaces than floor-based speakers do. But did you know it also gives you the ability to create directional audio? When sounds ‘move’ from one speaker to another in sequence, it immerses the audience in a sonic bath that moves from one side of the room to the other. This can emphasize motion graphics, key presentation points and complete the feeling of being in a dynamic environment.
Targeted audio can create sonic zones. Museums often use this to educate people as they look at a specific item. Targeted audio can only be heard within a tight radius. Once you move outside that cone of sound, the audio disappears. It’s a fantastic solution for trade shows when you don’t want sound to bleed over from one booth to another.
Next-generation event audio engagement
Wireless technology allows you to create ‘silent conferences,’ where speakers can only be heard by audience members wearing headphones. Presenter mics transmit sound wirelessly only to the headphones in that vicinity. This allows for several activations or presentations to happen in a shared space. When participants want to move on, they can change the frequency on their receiver or remove their headphones.
Audio also can be used to create synchronized individual experiences. A fun example of this is Improv Everywhere’s MP3 Experiments. Participants download an MP3 and are asked to bring a short list of items to a specific location. At the designated start time, individuals play the MP3, which leads them through a series of prompts and activities. The result is a playful group experience that each individual feels they helped create.
The benefits of partnering with experienced
audio partners
High quality sound is a basic building block of any event. People need to hear what’s going on, otherwise they’ll disengage with the content. High quality sounds help people pay attention, connect and enjoy themselves. It’s an essential tool for crafting memorable events.
An experienced audio partner will ensure all your presenters and participants can be heard. They also can recommend fun and unexpected ways to engage audiences sonically, such as through directional sound or attention-grabbing music cues. Best of all, if your audio partner is on the same team as your event technology provider, you can breathe easy, knowing all the elements of your event will be seamlessly integrated with your vision and goals. That makes designing multisensory experiences more seamless and successful.
Want to learn more about leveraging audio solutions to design immersive, unforgettable events? Download our guide Symphony of Sound: Orchestrating Emotional Connections.
How to leverage color psychology to
Unlock the Unforgettable
Colors play a vital role in helping us navigate the world around us. Certain hues can influence how we feel, behave and even respond in various settings, giving them an intriguing role in human psychology and fueling our long-held fascination with them.
This year, Pantone, the industry leader in color forecasting, declared the vibrant Viva Magenta as the Color of 2023. Described by the institute as “bold” and “unapologetic,” this shade was chosen to evoke a sense of confidence and optimism in the post-pandemic world.
*Photo caption: Courtesy of ARTECHOUSE
Each year’s color is carefully selected based on current trends, social and political events and global attitudes. Once announced, it becomes a symbol of the times, evoking emotions and memories specific to that moment.
In our industry, for example, we’re seeing the sense of optimism that Viva Magenta is meant to signify with the surge of in-person events — which are expected to continue increasing. This hopeful sentiment is reflected by audiences who have shown their desire for the return of face-to-face interactions.
In a number of other business sectors, ranging from fashion to marketing, the color of the year is used to forecast trends in branding and design, product development and purchasing decisions. It’s become so influential that the 2024 color of the year has already been selected (Apricot Crush), and there are predictions for which hue will hold the glory in 2025 (Future Dusk)! But what grants a singular shade such power?
Read on to explore the impact of color psychology and how to leverage it to promote certain mindsets, further engagement and participant learning, and deliver an inspiring attendee experience at your next meeting or event.
Color psychology: Why certain hues affect
our moods
Colors are not just a matter of aesthetics; they can have a profound impact on our mental state. Research in this area has confirmed what we have long suspected: that colors can influence our internal physiology and create unconscious reactions.
Consider the neurological effects of warm versus cool tones. Bright and warm colors, like red, orange and yellow, stimulate our senses and can evoke feelings of happiness, optimism and energy. Contrastingly, cool and calm tones like blues and greens are typically internalized as soothing.
“When people are in an environment that has a fair amount of red accent light, their pulse rate increases slightly and they tend to breathe a little bit faster, which actually equates to them being able to think more analytically. This means that they are able to crunch numerical data better than in say a blue room which has the converse effect.”
The sway color has on our mindset and behavior has become so renowned, in fact, that prisons have even used a specific shade of pink, known as “drunk tank pink,” in efforts to calm violent prisoners.
This fascinating field of research shows us that, not only does the presence of color affect our cognition and mood, certain hues affect how we internalize information and interact.
How color enhances participant learning and the event experience
Humans are more sensitive to the impact of color than you may expect, something that grants you a unique capability to strategically influence audiences. How? By leveraging this aspect of your meeting or event design, you can boost engagement and participant learning to strengthen the power of your programming.
“There has been a lot of research dedicated towards neuroscience recently and one really neat finding as it relates to our business is that when the right colors are added to a meeting, attendees are more engaged, message retention increases and the overall atmosphere is improved.
“What this means in layman’s terms is that by using certain colors within the meeting space, we can adjust an audience’s mood to best match the content being presented,” explains Drozd.
Combine these findings with research that demonstrates 80-85 percent of our perception, learning and cognition is mediated through vision, and it’s clear to see how being purposeful about color use can work in your favor.
Amplify your impact with vibrant
technology solutions
Having the optimal technology solutions and expertise on your side can ensure you’re showcasing the right colors, and at the right moments, to shape the participant journey and reach new levels of success in achieving your meeting objectives.
Here are a few of our top recommendations:
LED technology and scenic elements
LED technology is a perfect way to incorporate greater use of color at indoor or outdoor gatherings. This solution enables you to cast screens or even full walls in color, delivering striking visual content in high resolution, regardless of surface or image size.
If you’re planning a gala where you want to promote interaction, for example, you could incorporate sweeping use of yellow visual content with LED walls. The attention-grabbing technology and brilliant hue would serve to encourage these connections and even boost participants’ moods.
Focused on long-range planning during a critical small meeting? Add a dynamic aspect to your space with LED table lamps set to cast purple tones. This hue can support goal setting to support your desired outcomes.
No matter your program’s aims, LED technology provides you with a rich palette to play with. Using this lighting in place of a traditional incandescent fixture allows for endless color mixing, including saturation and intensity. Change the ambiance of your event space at any time — color mixing is executed seamlessly.
Another way to dazzle audiences with chromaticity? Reinforce the effects of your intentionally chosen tones through the use of scenic elements, such as spandex soft sets or backdrops, like BackDrop Pro. These can serve as palettes for your lighting fixtures and amplify their presence in your space.
Whether you’re planning a large-scale event or small meeting, our experts can help you choose the right color-creating tech to captivate and impress audiences. Plus, by partnering with a full-service provider like Encore, you’ll have an industry-leading team on your side to provide guidance on enhancing your meeting or event design, creating stunning content, and managing technology before, during and after the production.
Want to discuss your personalized meeting or event needs? We’d love to provide a free consultation on how we can help deliver a memorable experience that leaves audiences amazed.
Interested in learning more about one of our popular colorful technology solutions? Click the button below to explore our experts’ guidance on how to reimagine the possibilities of creating transformative events with vivid LED technology!
What’s in store for the events industry
Meeting and event professionals are heading into the summer months feeling positive about the strength of the industry. According to the Encore latest Planner Pulse report, 74 percent are actively planning, sourcing or rescheduling events — a five percent increase over the Fall 2022 Planner Pulse report.
Budgets also appear to be holding firm. Only nine percent of respondents expect their budgets to decrease this year. Seventy-seven percent say that budgets will increase or remain flat. Meeting and event professionals also shared information about budget items they consider ‘nice to haves’ rather than ‘must haves.’
Another key finding shed light on attitudes about event professional continuing education. According to the Encore Planner Pulse report, 56 percent of event professionals attend educational sessions, with 25 percent attending educational sessions regularly. Individuals with more than 20 years of industry experience were more likely to value education and attend sessions often or very often than those with less experience.
Want a snapshot of these results? Download an infographic of the Encore Spring 2023 Planner Pulse report.
Objective
The Canadian Conference of Catholic Bishops, Office of the Papal Visit (OPV) asked our experts to design, produce and execute five events within three days for up to 200,000 attendees. The gatherings would mark a hugely historic moment for many and needed to be handled with the utmost professionalism and sensitivity.
With just 30 days to develop the event strategy and design, and then build and manage all production and event technology components, the Encore team got to work.
Solution
- Temporary power and site infrastructure for 5 physical event locations (4 locations in Alberta and 1 location in Iqaluit)
- Infrastructure work to accommodate the expected crowds at three of the five locations
- Full turn-key production leadership, including producers and stage managers
- Audio, video and lighting technology solutions
- Custom scenic designs and stage builds
- Audio, video and lighting services
- 270+ Encore team members satisfying the needs of different clients and stakeholders, from the Canadian Council of Catholic Bishops to local tribal leaders
Outcome
“It was very clear to us that what Encore brought to the table was not just technical support or equipment, but we wanted to work with a company that really understood the complexity of something like this, and I’m working with people [at Encore] that is exactly what they do.” - The Canadian Conference of Catholic Bishops, office of the Papal Visit (OPV)
- The Canadian Conference of Catholic Bishops, Office of the Papal Visit (OPV)
Event Video
Event Images
Encore values the power of inclusion. That’s why we’re proud to create spaces of belonging and work to proactively diversify our team. In honor of Women’s History Month, we’re excited to share a new way we’re putting our commitment to equity into practice with our Women in Audio Visual Technology (WAVE) program. We’re also delighted to also shine a spotlight on some of the trailblazing women of Encore and reflections from our leadership on why Women’s History Month matters to our organization.
Generating career opportunities for women at Encore
The WAVE initiative is part of our ongoing efforts to create career opportunities for women in the event production industry. The program features a pre-hire training certification, called Introduction to Event Technology, which is carefully designed to provide an overview of processes and best practices in the technology field. Anyone can take the course. The initiative also offers continuing education, a mentorship program and career mapping — all focusing on elevating women and identifying clear career paths to leadership and management positions.
Fostering community for women and allies
Knowing the role community support and knowledge-sharing can play in career and life empowerment. Encore offers seven business resource groups that enable members to develop deeper connections with colleagues. The Women of Encore business resource group serves as an inclusive community for women and their allies, providing an opportunity for conversation, mentorship, development and advocacy.
Honoring Encore award-winners and nominees
Diversity in our leadership helps push our industry forward in new ways. In fact, two of our award-winning teammates Donna Hubley, Encore Vice President of Field Sales, and Alyssa Freire, Encore Project Manager of Production, were recently honored in the 2023 Smart Women in Meetings Awards program for doing just that.
Because Encore had so many women nominated for the 2023 Smart Women in Meetings Awards, Smart Meetings also released a companion article, ‘Think Event Technology Is Still a Man’s World? Think Again,’ which features 15 additional women of Encore working in technology, sales, operations, production, human resources and management. Check out the article for an introduction to these pioneers, learn their approaches to life, advice for readers, and goals they’re working toward.
Reflections on Women’s History Month from
Encore Leadership
While we take a moment to celebrate the incredible women who propel our organization, industry and communities forward, our leadership is reflecting on what this month means to Encore. Here’s what they had to share:
Becky Sheehan, Chief Financial Officer
“I am thrilled to recognize and celebrate International Women’s History Month and continue to be both proud of and inspired by the women of the past and present. One particular highlight for us today is my observation that the goals of Encore are closely aligned to those of the UN Women organization as it pertains to gender equality.
The UN Women’s International Women’s Day theme — “DigitALL: Innovation and technology for gender equality” — aligns well with the efforts Encore is making to encourage more women to enter the event production industry. For example, WAVE, or Women in Audio Visual Events, is an Encore program that focuses on generating career opportunities for women in our industry. More specifically, it’s a community where we can provide women with educational, training, and mentorship resources to be successful and ultimately become the next generation of leaders at Encore. This relates closely to another goal we have established to double representation of women in leadership positions at Encore.”
Toni Williams, Sr. Manager, Diversity, Equity and Inclusion
“At Encore, we recognize that diversity is critically important, equity is a choice, inclusion is an action and belonging is the outcome we desire. Creating equitable spaces and opportunities for women isn’t just a matter of ethics or corporate responsibility. We have seen tangible results time and time again on how more diverse companies lure better talent and improve their decision making, customer orientation and employee satisfaction. All areas of diversity are important to our inclusive culture, and gender, racial and ethnic diversity are certainly competitive differentiators for companies in the same industry and country. As we honor Women’s History Month, we would be remiss not to acknowledge the broader impacts that creating equity for women, and other underrepresented and marginalized groups, has on the way we live and work.”
Ben Erwin, President and CEO
“We know our ability to best solve challenges comes from our team’s individual experiences — a capacity that grows with the diversity of the talent around the table. When women are invited to these conversations, we win. When women are given opportunities to sharpen their skillsets, we win. When women are empowered as leaders, we win. Our customers win. Our industry wins.
Women’s History Month reminds us of the role inclusion can play in progress . . . for women, people of color, or anyone marginalized or underrepresented. We know our team members are the key differentiator in the marketplace. This belief powers a culture of diversity, inclusion and motivates investments to grow opportunity with programs like WAVE and our Women of Encore business resource group, to promote brighter futures for women.”
In the events world, sometimes we’re caught by an ask so big, it feels unimaginable. Just ask Encore Regional Director Chris Baker, who oversees the Alberta Branches in Canada.
It all began with an unexpected RFP from the Canadian Council of Catholic Bishops (CCB). They queried Encore Canada for a proposal related to a visit by Pope Francis. The ask: create five papal events in five unique and complex locations. All five events would happen within a three-day time frame. The CCB projected that the events would attract more than 200,000 people during that time.
By the time CCB awarded Encore the project, there were 45 days before the first event. Then by the time the contract was signed, the Encore team had only 30 days to officially design, produce and execute the events. Here’s Chris’s unbelievable story. Read on or click here to watch the video.
The ultimate challenge
Papal tours rarely occur, so expectations for this tour were high. Because this tour intended to deliver an important message, Pope Francis intentionally wanted to visit out-of-the-way locations where people might not have had the occasion to attend a papal event. Baker’s team was tasked with the event strategy and design, building and managing all production and event technology components for distinctly different and complex locations and events. Most of the events were concentrated around the Canadian city of Edmonton. Some of the facilities selected were not event venues, and few were built to handle the number of participants expected—meaning limited to no infrastructure. The final event location was so remote that no roads existed. On top of all the logistical, strategic, creative and production challenges, Baker’s team needed to figure out how to transport heavy equipment into 10 perfectly packed and weighted pallets for an eight-hour flight with a total of 12- to 16 hours for the crew.
Besides, none of the events in the five locations being remotely the same, on some days, there was more than one event taking place. For example, on Day One, Baker’s team needed to produce a morning event for 23,000 attendees in Maskwacis and a 1,250-person event at the Sacred Heart Church in Edmonton, 60 miles away, on the same day. On Day Two, Edmonton’s Commonwealth Stadium would welcome 75,000 attendees in the morning. That afternoon, there would be an event for 100,000 people at Lac Ste. Anne in Stony Plain. In the tiny, remote indigenous village of Iqaluit, Nunavit, the final event of the three-day papal visit was expected to attract 5,000 people.
This is where decades of experience producing world-class events and a global team well-versed in developing and executing end-to-end event solutions help Encore to deliver on the requests. Baker, and North American location-specific teams, began with the total papal visit and journey with the end goals and location in mind. They collectively set out to meet this once-in-a-lifetime opportunity with thoughtful understanding and enthusiasm.
Extraordinary results
Juggling the logistical demands, short booking window and staffing requirements to make all five events happen required teamwork and careful coordination between over 270 Encore team members from across Canada and the U.S. Additionally, Baker’s team had to work with and satisfy the needs of a different set of clients and stakeholders in each location from the CCB to local tribal leaders.
Baker and team decided that the best way to manage the demands of the consecutive events on Day One and Day Two was to use separate crews for each event location. Thankfully, Encore has access to a vast network of hundreds of experienced and skilled people. Crews were bussed in daily to provide dedicated support for various papal events.
Three of the five sites required infrastructure work to accommodate the expected crowds. Because of the high-profile nature of the event, it was necessary to construct media facilities and green rooms at most sites. Three sites required the creation of overflow spaces for up to 10,000 people. Baker’s team even constructed roads and supplied the power so gear and people could reach some of the unique, non-traditional event locations requested.
Most of the events required Baker’s team to set up large LED walls with delayed audio, staging, lighting and audio coverage. In addition to the state-of-the-art staging and different event technologies, Baker and teams also managed broadcast and live stream feeds and related internet network needs.
All five stakeholder groups were pleased with the outcome of Encore’s work, which enabled the Pope to present his important message to more than 200,000 people. This was because Baker and his North America Encore teams saw solutions instead of challenges.