Phil McMichael, managing director at JLLive, on why accredited suppliers can help associations play their part in meeting the Government’s net zero target.
Research from the management consultants McKinsey’s show that the climate hazards are a near-term humanitarian challenge with threats such as heat, flooding and water stress likely to impact one in two people globally by 2030.
So 2021 is likely to prove a tipping point when doing the right thing for the planet and business becomes inseparable, driven by external pressure as well as massive advances in green options, from renewable energy to waste reduction.
With COP26 in November 2021, the focus on climate change has sharpened and many associations are now setting out their own pathways towards the goal of net zero carbon emissions by 2050.
Representing hundreds of organisations and their employees, associations have a number of advantages over business in meeting this target. As they develop their event programmes, their ability to influence the wider agenda and increase the value they bring to their members grows.
Members look to their associations for leadership and to tackle the larger, existential challenges than many companies cannot address alone. Associations can think longer-term than businesses that are driven by quarterly reports, and so develop wider strategies, identify resources and evaluate innovations across their industries.
Many associations also find themselves being asked to both predict and shape emerging trends in order to steer their industry towards a positive future vision that resonates across society.
As live events return, members are increasing the pressure they put on their associations to deliver events using suppliers who hold strong sustainable credentials.
At the Meeting Show in October 2021, sustainability was high on the agenda with event organisers recognising the centrality of including sustainability practices within any event. And ESSA, the association representing suppliers of goods and services to the events industry, has recently added a sustainability module to its ESSA Accredited scheme, designed to complement the industry’s cross-association sustainability commitment. So for trade associations, ensuing they are working with suppliers who reflect their values is becoming business critical.
CASE STUDY
One association who has recently made its commitment to only working with suppliers with strong sustainability credentials is RenewableUK, the trade association for the UK wind, wave and tidal power industry. In September 2021 it held its annual flagship event, Global Offshore Wind (GOW) at ExCEL in London.
The challenge
RenewableUK is the UK’s leading renewable energy trade association, representing the interests of over 400 companies. Its members are business leaders and expert thinkers across the industry, building future energy systems, powered by clean electricity.
Its annual Global Offshore Wind event combines a multi-streamed conference and exhibition format and generates 80 per cent of the association’s event income.
In 2021, like many associations, RenewableUK was keen to return to a live event. It wanted to create a slick TV-style hybrid event with high production values for both live and digital audiences and needed a technical production partner with expertise in both TV and events.
However, it was business critical that the association embedded sustainability across the broad spectrum of its delivery. To that end it hired production company JLLive, which has ESSA Accreditation.
The approach
All the backdrops for the presentation environments used sustainable beMatrix frames with LEDskin LED panels built into the reusable aluminium frames, Immersive digital canvasses were used throughout the main conference rooms and the exhibition theatres.
The event was both live, in-person and digital, reducing the need for all attendees to travel.
All the sessions were filmed and streamed for in-person and well as digital attendees, so the viewed content had to be of the same quality that the audience would expect from its favourite TV show. Set and stages were designed as TV studios, allowing the focus to move from stage to stage during different sessions throughout the day. These sessions were filmed using multiple cameras and angles in a similar style to News Night or The Graham Norton Show.
As not all presenters attended in person, again reducing travel, zoom rooms were set-up for each conference room, where they would be displayed with their presentation or, during the panel sessions, multiple presenters would be displayed on the LED wall above onstage presenters.
For the multiple breakout sessions, breakfast meetings and side meetings, perfect sound, light and vision were supplied. The events were filmed, edited and encoded before being uploaded onto the event platform at the end of each day.
Two key sponsor theatres were designed for the exhibition floor, again using the super lightweight and sustainable beMatrix aluminium frame system. For the set back wall a stunning reusable full graphics wrap with silicone edge and LEDskin panels was used, forming the screens for content.
An easy-to-use online portal was created for the exhibitors to choose all their audio visual needs, full technical support for the onsite installation and continued support to ensure every stand was up and running at the start of each day.
The outcome
The event was an incredible success, with record numbers of attendees across the whole exhibition, the exhibition showcase theatres and all conference rooms and side meetings. The show received over 3,800 in-person attendees across the two live days.
A post-event email from RenewableUK, read: “Wow – what an event to break through the covid fog and it felt great to return to in-person events. We have had record numbers through the door. I have not seen a GOW that busy in all areas and the feedback has been 100% unrelentingly super positive.”
The use of sustainable beMatrix frames with LEDskin LED panels built into the reusable aluminium frames was an essential element of RenewableUK choosing to work with a sustainable supplier. The fact that the show was a success for live attendees as well as a digital audience meant less pressure to travel, again reducing the carbon footprint of the overall event.
Written By
James Lancaster
AMI editor James
Lancaster is a familiar face in the meetings industry and international
association community. Since joining AMI in 2010, he has gained a reputation
for asking difficult questions and getting lost in convention centres. Proofer, podcaster, and panellist - in his spare time, James likes to walk,
read, listen to music, and drink beer.
