Event Trend Study Switzerland 2022 shows mood of the event industry
After the pandemic, the event industry continues to be driven by a drop in sales and a shortage of skilled workers: This is shown by the Event Trend Study Switzerland 2022, which was conducted on behalf of the Expo Event Swiss LiveCom Association, among others.
The Event Trend Study Switzerland 2022 paints the first comprehensive mood picture of the event and live communications industry after the pandemic. "Our industry has changed significantly over the past two years as a result of the crisis. The effects are still great, but the majority of our members are meanwhile looking ahead with confidence for the live format," sums up Daniel Wyss, board member of Expo Event Swiss LiveCom Association. Expressed in figures, the consequences of the pandemic are as follows: In 2020, the revenues of the companies surveyed plummeted by more than half. A large number of orders were not carried out during the past two years - for projects under 50,000 Swiss francs, there were an average of 50 projects per company, and for projects over 200,000 Swiss francs, four.
Live remains the favorite - hybrid formats catch up
Hybrid formats in particular have gained strongly in importance according to the survey. At 47% of the companies surveyed, this form of event showed the strongest growth rate in the last two years. Many companies have added various online technologies to their business model: live streaming was the most popular. Other technologies included audio and video production, and image and video portals. Although the share of digital and hybrid events increased sharply, offline events still generated 56% of revenue. Virtual, hybrid and other event formats, such as pop-up events or Corona-compliant micro events with certificate requirements, accounted for between 13 and 16%. Regardless of execution mode, public and employee events generated the majority of revenue. To a lesser extent, special trade fairs or specialist congresses as well as public trade fairs or general meetings were to be found in the sales portfolio of the last two years. For the next few years, however, companies are again counting on the live format: 61% predict that the immediate encounter will see the greatest growth. Again, the live experience is closely followed by hybrid solutions with 55%.
Training and recruitment get a boost
For half of the respondents, the number of employees has decreased by an average of three people over the last two years. Only 12% recorded an increase in employees. However, most are now expecting growth again. In addition, apprenticeships and internships are an integral part of the HR strategy of the companies surveyed. Thus, 88% stated that they generally have offers for interns or apprentices. Around one-third are currently training apprentices. The shortage of labor was identified as the greatest challenge in the coming years. To actively counteract the brain drain, most respondents are focusing on their attractiveness as an employer and investing in training and work culture.
Success through diversification and partnership
Numerous survey participants - 43 % - have used the last two years to open up new business areas. The spectrum of diversification is wide: among other things, there has been an increased focus on streaming and consulting. It has also become apparent that challenges can be better overcome together - which is why two-thirds of respondents were working with a partner or actively seeking cooperation. Overall, nearly half of the companies were also actively engaged in promoting sustainable events. In this regard, 46% made their clients aware of sustainable events and offered the corresponding services. In addition, there were a number of other measures to improve sustainability such as internal projects, use of sustainable materials or investment in sustainable infrastructure.
Good report for the associations
The Event Trend Study Switzerland was conducted as a member survey by Expo Event Swiss LiveCom Association, by the Swiss Association of Technical Stage and Event Professionals svtb and by the Association of Swiss Stadium and Arena Operators VSSA. A total of 179 companies took part in the survey period from January 17 to February 11, 2022. The work of the associations themselves was also well received by members, with 84% of all companies expressing satisfaction to very satisfaction with the work of Expo Event, svtb and VSSA. Crisis management during the pandemic also came off well: 91 % of respondents said the association had done a good to very good job.
Source and further information: Expo Event
