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Study suggests July is the magic month for live events

A new report has revealed event planners are confident about returning to live events in July 2021.

The report conducted by Leeds-based AYRE Event Solutions polled a mix of event attendees and event organisers to explore the sentiment towards the return of live events.

The majority (35 per cent) of event organisers anticipate getting back to live events from July 2021 and an optimistic 17 per cent said they expected events to return in June 2021.

A further 27 per cent said they believed events would make a comeback in October 2021 and just 2.6 per cent anticipate a longer wait until 2022.

The study also delved into what type of events business leaders and event professionals were likely to attend first when they are able to.

Business conferences ranked top with 43 per cent of event organisers likely to attend this type of event first. Business awards and networking events closely followed, with tradeshows ranking in seventh place.

“We are pleasantly surprised to see that nearly a quarter (23 per cent) are keen to get back to networking events and workshops (20 per cent). This is a really positive sign for businesses and event organisers looking to get their postponed events back in the calendar for 2021,” said AYRE Event Solutions MD Chris Ayre.

40 per cent of event planners indicated they would be keen to attend hybrid events, while 29 per cent said they would only be interested in attending in-person events. A further 84 per cent of business leaders and event planners said they would feel comfortable asking their employees to attend in-person events in 2021.

Event organisers were also asked about how their budget had been affected during the pandemic. Almost half (46 per cent) of respondents said their budgets had reduced over the past 12 months which reflected the reduced amount of events they had organised.

“Our insight indicates that event organisers should maybe hold off any larger-scale events until the summer or even from September in order to achieve higher numbers. They should also opt for a hybrid format to avoid deterring any delegates from attending.

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