Virtual learning offers real-world solutions to the event industry crisis during the COVID-19 pandemic

Thousands of events worldwide have been canceled, the Summer Olympics have been postponed and sporting events are looking to the future. Students of ASU’s special event management program have no shortage of lessons to be learned from the COVID-19 pandemic.

Like many industries, special events have been hit hard. It started with recommendations to not gather in groups, which forced event organizers to begin making tough decisions based on tough questions: Should events be canceled? Should they be postponed? Do we have the proper insurance? Next, it was about customer service. Are we offering refunds? What are we telling our stakeholders? Currently, organizations are evaluating their ability to retain staff and look to the future.

Professional associations are supporting their members by teaching online workshops with various topics, including evaluating the proper event insurance and how to convert an in-person event to a virtual experience.

ASU’s special event management program at the School of Community Resources and Community Development (SCRD) at the Watts College of Public Service and Community Solutions, prides itself on being experiential.

In a typical semester, students are placed at various event organizations and venues throughout the Valley to complete micro-internships and are treated to behind-the-scenes tours of some of the Phoenix’s most exciting events and frequently welcome visitors to the classroom. In an effort to keep a sense of normalcy, but not lose sight of the opportunity to learn from the current situation, students are embracing the new virtual format.

Learning about relocated debate

Last week, Will Curran, an ASU alumnus who has the title of “Chief Event Einstein” at Endless Events, taught a Zoom workshop for students, focusing on the rationale of hosting live, virtual events and the technology that will ensure success. Event representatives from Arizona Federal Theatre guided students through the logistics of booking, building out and eventually canceling CNN’s Democratic presidential candidates’ debate, which was to be held March 15 at the downtown Phoenix venue, but was relocated to Washington, D.C.

Bree Hickey, operations supervisor at the Arizona Federal Theatre, also spoke online with the students. Hickey, a May 2019 SCRD graduate, has a bachelor’s degree in hospitality and tourism management with a certificate in special event management and meetings and convention planning.

Hickey said she told the students of her work with the venue’s ushers as well as its security team. She described the setup for the debate, which involved an initial walk-through with about 20 CNN representatives, as “a ton of moving parts.”

Then, as the event neared, the venue got two phone calls. The first informed staff that the debate was to have no audience, in deference to the coronavirus pandemic. The second, days later, told them the entire debate was being moved to Washington. D.C., for the same reason.

“Just to see everything come to fruition just to be taken down, we were pretty bummed overall, but it had to be done,” Hickey said.

Hickey said the students were shocked about how one change in plans has bigger ramifications on an entire event. For example, while it was still to be in Phoenix, the debate start time was moved from 5 p.m. to 6 p.m., requiring contacting employees to make sure all would come to work the later time.

Despite the disappointment of the debate relocation, those at Endless Events and Arizona Federal Theatre made sure the students learned about what they do.

“The event community really came through for our students,” said Erin Schneiderman, an SCRD clinical assistant professor. “Even when they were at their lowest, event organizers took the time to film videos and submit them to help our classes understand the strategies and implementation that went into their affected events.”

Class will host virtual graduation celebration

The true test will come at the end of the semester, when the Introduction to Special Event Management class will host the SCRD’s 15th Anniversary Graduates and Alumni Virtual Celebration, an event that was set to be in-person but moved online due to current events. Students have taken on various roles, such as learning about closed captioning to ensure an inclusive event for all attendees, creating a guide to design a virtual background, writing poll questions, publishing an electronic program and working with the featured speakers.

According to Schneiderman, the pandemic presents opportunities for students and faculty to create new solutions. ASU has provided ample tools and resources and it is up to students to understand that when a strong team comes together, anything is possible.

The special event management program offers students with an interest in working in the special event industry an opportunity to learn fundamental principals of producing a wide range of events including concerts, festivals, weddings, conventions, sporting events and more. Students can pursue a minor that ties their degree into event management or the six-credit certificate to add to their degree, which will put them at a competitive advantage entering the workforce.

Hickey said she told the students how grateful she was that her ASU studies and internships helped her prepare for her chosen career.

“Especially special events – live entertainment – I’ve always been passionate about music and wanted to put those two together. I actually landed the perfect internship, which is where I now work permanently,” she said. “I made sure my resume was built up. Now I’m managing a team of 60 ushers, which I never thought I would do at graduation. It was a great way for me to grow into a leader.”

For more information on this program, please click here. 

In the photo above, Bree Hickey, a 2019 SCRD graduate and operations manager of the Arizona Federal Theatre in Phoenix, displays a CNN bag she received while helping organize the eventually relocated March 15 Democratic presidential candidates' debate that was to have been held at the theatre.