My assessment of multi-touchpoint strategies for an immersiveive Brand Experience you could read in the blog post on the Trend #5 already read. On trend #6 is all about safety at events. What needs to be considered and what new challenges are we currently facing?
You can download the full report with all 10 trends HERE.
Climate activist concept instead of Covid concept
Imagine enjoying a cozy event in an art museum. Suddenly, without warning, a group of climate activists burst in to draw attention to themselves with a spectacular action. Banners are unfurled, slogans are chanted. The visitors are confused, the staff overwhelmed. A typical scenario that shows how important a well-thought-out safety concept is for events of all kinds – whether cultural events or sporting events such as the ski races in Sölden and Gurgl have seen.
The statistics behind the disruptive actions
According to a report by Global Security Magazine, such disruptive actions at events have increased by 30% in recent years. High-profile events are often used by groups to spread their messages in a media-effective way. This development is forcing event organizers to constantly adapt and expand their security concepts.
Identify and prepare risk points
A central aspect of event security is the identification of potential risk points. This means you need to analyze in advance which areas of your event could be susceptible to disruptive actions. A good example of this is the ski race in Kitzbühel, where security teams set up special zones for protests to ensure the safety of participants and spectators.
Countermeasures and preparation
Taking countermeasures is just as important. Creativity is required here, as the activists can be very imaginative. A study by the Event Safety Alliance found that prepared intervention teams that can react quickly and professionally to disruptions are crucial to keeping the situation under control. This also includes training staff to be able to react to different scenarios.
Practical tips for your events
Carry out a risk analysis
Analyze your event for potential risk points.
Train the safety team
: Make sure your team is prepared for different types of incidents.
Create a communication plan
In the event of a malfunction, fast and clear communication is crucial.
Develop emergency plans
Develop plans for different types of disruptions.
Cooperation with local authorities
Cooperate with the police and other authorities to respond to unforeseen events.
Conclusion
Security at events has reached a new dimension. It is no longer just about ensuring physical security, but also about being prepared for high-profile disruptive actions. By involving all relevant stakeholders and constantly adapting to new challenges, a safe and disruption-free event experience can be created.
If you want to know exactly which other trends we consider important for 2024 importantdownload the complete Event & Brand Experience Report here:
Sources
Global Security
Magazine
, Event Safety Alliance
Study