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If Omicron does elude the (current) vaccines to a significant degree (even with booster shots), then we can expect spring event cancellations (or virtualizations), as we wait for a supply of Omicron-specific vaccines. Some event planners are already down this road, focused on smaller/regional events that are easier to maneuver.

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In times like these, learning from a hybrid and virtual event pioneer comes in handy. The person I've learned the most from is Paul Richards, Director of Marketing for HuddleCamHD. To date, the best virtual event I ever attended was designed and hosted by Richards and team (see: Can we find a business model for virtual events? Presence Summit provided some big clues - starting with exceptional interactivity).

Prior to the pandemic, Richards already made strides monetizing virtual events - a kryptonite topic for most event planners (check his book, The Virtual Ticket: How to Host Private Live Streams & Virtual Events). A couple months ago, I invited Richards onto my live video series. My challenge to Richards? Give us your best hybrid event tips, as well as pointers on improving video production values (LinkedIn Live replay is here; I also embedded the video replay below).

Hybrid events have so much untapped potential. But Richards is right - we must start by thinking beyond the streaming keynote. Event planners facing an uncertain spring should start here: it's much easier to convert a hybrid event to a strong virtual event.

Some event planners have riffed on these hybrid ideas - it's been exciting to see them give it a go. But many held off, wistfully hoping, perhaps, that the challenges of virtual event design would recede, and we'd return to on-the-ground normalcy in 2022.

No one wants the latest variant news, no matter how it turns out. But it's time to accept it: we're never coming back - not to how we were. For events, that could still be a good thing. But only if we push for better; only if we figure out that balance between those who want to be on the ground, and those who are virtual. Inclusion is the strength of great virtual events. The SAP TechEd team told me from their last two online events showed them the power of virtual to reach a broader demographic. It's a lesson they won't lose track of - and neither should we.

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