As part of our interview series "Live Communication: which type are you?", we talked to André Strebel, Team Leader Project Management at Habegger, and wanted to hear his opinion on this topic. He and his team of six are responsible for complex, international projects where Habegger acts as a general contractor, and supplies competencies such as construction, creation and technology from a single source.
Which live communication type are you personally?
André Strebel: Live! Someone who works in the live communications industry and doesn’t love live magic is in the wrong place. The applause, the emotions, the stage show – you only get this level of emotion at physical events.
Your opinion on digital & hybrid?
In my opinion, digital and hybrid formats are important for corporate events, and are indispensable in view of sustainability. Hybrid is especially strong because it includes both forms and is also very economical. Hybrid events are actually nothing new either, they have been implemented for years: the Oscars or the Vienna Philharmonic New Year’s Concert – both events enjoy success and offer two different experiences for the audience.
What are your favourite types of events?
Public and corporate – both are fun: Public events, because you can immediately see the emotions of the guests, the joy and enthusiasm.
Corporate events with an incentive background, like a gala or a staff-and-anniversary party, are among my favourite projects because they are always associated with many experiences and emotions. In general, the corporate event framework is very diverse, and the implementation options are also very creative. Within our team, we always come up with new ideas and we can also experiment. We notice that clients are becoming more and more courageous and are daring to try out new technical innovations. I have worked with some clients for many years, which has generated a wonderful history and partnership.
Virtual GMs have been permitted since this year. How do you see this development?
When it comes to a general meeting, you can look at it from different angles. In the end, however, it also depends on the shareholders’ meeting, what the shareholders’ requirements are and what makes more sense for the respective company. The hybrid GM is certainly an excellent solution for an international audience.
We are aware that a GM in hybrid format also involves a portion of courage and risk for the client. If the legal coordination of a hybrid AGM is not complete, the entire hybrid event has to be repeated – everything is needed again: Infrastructure, location, etc.. Also, from a “political” point of view, a hybrid AGM needs to be well thought out in terms of who attends live and who attends digitally, because for the digital attendees, the get-together and the aperitif are omitted. Nevertheless, I am convinced that a digital or hybrid AGM is the future, because the scope is immense.
What are the main client needs for events?
Certainly technical safety, high quality standards and that everything goes according to plan. Every client also wants to get the best possible experience out of their budget and processes. Moreover, the issue of sustainability is and remains a very important criterion, and we must always come up with new approaches, e.g. with alternative heating methods.
Live communication 2024: what are the prospects for the future?
One big issue is certainly that budgets are getting smaller and prices are going up. The word “immersive” continues to be in vogue: the holistic experience. A stage must not just be a stage, it must merge with the space. Like on big tours, Helene Fischer for example – here the stage merges with the space and the audience. The experience then no longer takes place only on stage.
But also new technologies like augmented (AR), virtual (VR) or mixed (MR), augmented realities are already an integral part of our daily project life. That’s why we have been working on the development and implementation of XR applications in live events for more than two years now, adapting the needs of each project individually. We see immense potential in XR technologies to create a new level of engagement in live events.
Furthermore, we also explicitly deal with the topic of sustainability in the event industry. In order to be able to drive this important topic forward, a working group was set up over a year ago to work on the 20121 “Sustainable Event Management” certification for Habegger AG. We are confident that the certification will be completed by the beginning of 2024.
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