How do we then stay relevant?
By evolving with technology, becoming competent in learning the technical aspects and related tech providing the backbone to our own events. The physically intensive limitation of eventing now falls away during the new technological world. If we equip ourselves with the relevant knowledge, resources and mentors, there is no longer a need to outsource this facet of events to a third party, and thereby, allowing us to add another service offering to our basket of solutions, while adding value to our clients.
How have we repurposed ourselves in lieu of managing events, and physically producing events?
Yes the eventing industry took a visceral blow with Covid-19 and social distancing restrictions, but the show must go on. Literally. We have taken our time and attention to the virtual domain and how to make virtual events doable, scalable, impactful and engaging. In order to do so, we have had to repurpose our energy in going beyond our comfort zone and embracing the various software solutions available and learning the skills to personally use the tech as a service to traditional clients.
How do we start incorporating when live events come again?
While virtual events are a fantastic solution and are sure to last long after Covid, the events industry is founded on meeting face-to-face, which we hope will be back sooner rather than later. What these new-found AV and virtual tech skills will allow us to do once traditional events start easing into our world again, is to deliver a much richer tapestry of content across face-to-face, on-screen, live feeds, virtual experiences coupled with the essential element of physical engagement. I believe that the skills we acquire now will enable us to deliver live events on an incredible level. Contextual, rich and engaging on all the senses – from before event, during and after.
How do we take AV tech and maximise it by keeping it inhouse and not outsourcing to 3rd party?
Being a successful event manager now more than ever requires a multifaceted skillset – from people and project management to contract negotiation and technology prowess. Competence with event technologies are crucial - but technologies are constantly changing.
By not underestimating the complexity of virtual events, and equipping ourselves to learn how to (as we did when upskilling to do traditional events) learn to successfully deal with multiple online sessions, multiple speakers, on-demand content, pre-recorded content, live broadcast and a whole host of skills needed to ensure a seamless virtual event.
If we’re able to harness these new skills and technologies, we can future-proof our female owned and managed businesses by housing the necessary skills to deliver virtual and hybrid events without needing to outsource part of the potential profits to a 3rd party.
During this last year of exploration, I’ve discovered that there isn’t just one or two platforms that own the entire event space. By necessity, we need a varied toolbox of event software and tech to ensure our events are to be unique and compelling enough to attend. If we master this – we master the ability to keep our revenue inhouse, for women.
Why has Event Cast taken the initiative to empower women in this regard?
Marius van Rooyen of Event Cast explains, “From a personal and business perspective, we have always been driven to enable and empower people. However, we were restricted to do so in our sector in the past due to the physical nature of working with and having to move heavy rigging. Now with the majority of our working world being in the studio environment, we have the opportunity to train women into this historically male dominated industry.
For me, the opportunity in having women in the AV, production and broadcast space is being able to tap into their innate ability to multi-task – a quality which is vital in staying on top of multiple technical aspects happening during a live broadcast. In addition, I believe that women would be particularly good at operating technical equipment, as they have the ability to maintain a sharp and prolonged attention span.
There has always been huge disconnect between the event organisers and technical supply companies – event managers would manage the physical event and typically completely hand all tech elements over to a third party. Thanks to today’s new normal, everyone has been forced to become IT literate, and given this increased IT skills, the majority of women in the space can host the various online platforms that are available, creating a gateway for them to further expand into the tech space.
Based on the fact that live events will remain limited for the imminent future, broadcast requirements and expertise will increase, leading to a shortage of traditional technicians. This shift will create a gap in the market for women to take advantage of. We want to equip and enable women to completely physically and autonomously run all aspects of their own broadcast studios.
Why Phoenix Ice?
Manisha is an absolute go-getter and I’ve always loved the synergy between us, and our shared work ethos. We are very much focussed on client satisfaction and project success – first and foremost. We’re both in the business because of a passion for it – that’s the fuel that fires us. We deliver solutions to clients, sometimes solutions that clients didn’t even know they needed. Hence transferring skills to the Phoenix Ice business, it’s women and as a result it’s clients, was hence a natural progression for us.”
