Carrie Long: When live events resume, how do you expect exhibitors' budgets will change versus their pre-COVID budgets?
Travis Stanton: That's going to depend a lot on the industry sector, as certain sectors are likely to be much harder hit than others, and therefor may have a more difficult time recouping their budgets in the near term. What I'm hearing, and what the data seems to support, is that one of two things are happening in most companies. Either they're freezing spending wherever possible because of what COVID is doing to their bottom lines, or their redirecting funds away from face-to-face marketing to invest in other channels that are actually viable in the here and now. As previously mentioned, most expect their budgets will rebound once live events are up and running again. But considering that – at the moment – exhibitors are anticipating a 50-percent decrease in the number of shows they plan to participate in next year, it's not realistic to think many will be working with the same exact budgets they were initially given for 2020 when they were anticipating twice as many events. So my suspicion is that we'll see most 2021 budgets at roughly 50 percent of their 2020 allocations, but that those funds will continue to be replenished at a rate that matches the pace at which live events actually resume.

Otto Long: Do you see trade shows using a policy to reduce excessive crowds whereby an appointment is needed to interact with exhibitors?
TS: Possibly. We're already seeing that in a number of establishments across the country. I know our local pool requires people to reserve times in order to maintain social distancing. And a number of smaller businesses are requiring appointments rather than allowing walk ins. I don't think this is something where trade shows will lead the way. I suspect they'll follow what seems to work best in other settings. Another possibility is pulsed attendance, whereby attendees would each have specific hours or days when they can (and cannot) enter the trade show floor. Show organizers might also simply limit the number of attendees who can be on the show floor at any given time. To date, there's not a ton of support for this, for obvious reasons, but about a quarter of exhibit managers and one-third of suppliers expect to see some sort of approach, whether it be appointments or whatnot, to limit crowds on the trade show floor.

Alex Woodhull: Do you anticipate any trade shows moving to outdoor venues?
TS: If you had asked me this a few months ago, I would have said no. But since then, I've seen some very interesting outdoor models that just might work. Furthermore, our own survey indicates that about a quarter of exhibit managers and roughly four out of ten suppliers expect to see shows doing exactly that. Having said that, when we surveyed exhibit managers in June, we asked whether they would be more or less likely to participate in an outdoor trade show versus one in a traditional convention center, and only 10 percent said they would be more likely. Another 45 percent said they would be less likely. So, I think before show organizers start adopting that approach en masse, they'll need to make the case to convince stakeholders doing so significantly contributes to the safety of all involved. We can also look to education, as I know several communities are working to develop outdoor classrooms to accommodate students who may not have the resources required for distance learning. If those are successful, I think it will help organizers make the case for taking events outdoors, too.

James Cunningham: Should venues consider proof of vaccination for entrance?
TS: Well, first we need a vaccine – as well as empirical proof that it works. Without either one of those things, that method would be as flawed as thinking temperature screenings are a fool-proof solution. The question becomes who makes this call: venues, show organizers, or state and local governments? Personally, I do think there's merit to this practice, but I also think we're a long way off from being able to cross that bridge. Seeing how masks have become such a point of contention around the country – and given that there's already debate about whether existing vaccinations for more common illnesses should be mandatory – I suspect it could be a source of serious friction as we move forward and (hopefully) leave COVID-19 behind us.