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We often talk about the speed of change, particularly with technology. The events industry is not immune to change. Adaptation is necessary for survival in all industries. I think there are areas we, in this industry, need to evaluate for change. Some of these changes I have seen work, some are just my thoughts. I would be interested to know your thoughts.

Rules, rights and protectionism are a thing which has or is being eroded by a new generation, seeking a new experience. Many of us still have signs adorning our venues, or make housekeeping announcements prior to the show saying no photography or videos are to be taken. How often are these instructions simply ignored by our guests? Technology and social media have molded a new generation who have a strong desire to tell the world where they are and what they are doing at all times. Facebook, Instagram, Twitter and Snapchat are here, are real and are an integral part of the modern event-goer’s experience. We should find ways to facilitate that experience, rather than try to prevent patrons from taking a photo of a star that could be sold. These people are not taking photos of stars, they’re taking photos of themselves and friends enjoying an experience. The buzz words of this era will be ‘flexibility and safety’.

This brings me to the next point: being famous or a star is not what it used to be. Stars now come from YouTube channels, Vines and Instagram; they are gamers, bloggers and vloggers. They are a breed who are young and engaging with their fans. My 14-year-old daughter was in tears of joy because a famous YouTube sensation retweeted something she had tweeted about her. She bought tickets to go and see someone who is famous for offering make-up advice on YouTube. Our stars and talent need to learn the lesson of connection. I have often traveled to training centres where the talent is protected and not to be bothered by the fans. The time has come where the new fan won’t stand for that. They want to be connected, they crave engagement and we need to train our sports stars to do this. I often read of sports stars getting into trouble for saying what they think on social media. I wonder if the training they receive is on being politically correct or how to market their brand?

Charging a fee for WiFi is a diminishing return on investment. Unless you can find a sponsor willing to pay for it, the returns will continue to diminish. Access to the internet is a necessity to the modern fan, and with expanding data offerings from mobile businesses with faster downloads, the only way to ensure fan engagement is to offer super-fast, high-density WiFi which costs nothing but collects a great deal and gives one the opportunity to engage with the guest and encourage spend. I walked into a hotel lobby the other day to find at least 30 people sitting on their laptops or iPads. The chap I spoke with was not willing to pay the charge of $30 in his room for something he could get free in the lobby. He was also going to score the hotel lower on TripAdvisor because he didn’t like sitting in the lobby. Food for thought? Social Media has turned us into what I term instant complainers. Before if one had a write a letter to complain, one had to be seriously upset. Most times it was just too much trouble, now its instant, but so too are compliments.

Safety is an issue which keeps every venue manager awake at night, and getting the balance between TSA-type security without ruining the experience is the challenge of every venue throughout the world. It is a fine balance – ensuring guest’s feel safe and secure and making the entry to venues so arduous that people stop attending. Security is as much about theater as it is about reality, and much work will need to go into the theater aspect to ensure a great customer experience.

I recently received a newsletter from the airline I fly with most often with talking about a dress code in the airport lounge and how singlets and flip flops would no longer be allowed in the lounge. Being the conservative businessman I am, I thought “quite right!” Being the social warrior I wanted to be, I thought “how silly?” Does a person’s clothes make the person? I have also read much research on power dressing, how what you wear influences behaviour and how you feel about yourself, but does it really? Does wearing a suit make you a professional, or does wearing a suit make you think you’re professional? Is perception really more important than reality? The suit is imperial, dead, impartible and unbrandable (not sure that is a word). It has long astounded me that we still wear suits to entertainment events such as sport. Formal attire has often been adopted by people trying to make a certain statement that perhaps their positions or professions don’t. I have no doubt that wearing a suit means people treat you differently. A while back I had come to work pre-game wearing my branded top and shorts, meaning to change into my game-day suit later. I happened to walk past an altercation between a man who wanted to block off an entire entrance for a game because he was too lazy to park 500m away, and our gate staff. As CEO’s are inclined to do, I interfered and told him he could not park where he wanted to. He got quite heated and eventually asked me for the name of my superior as he was going to complain. He was quite upset to discover I was the person he could complain to. I still await his threatened e-mail. I admire two venue managers who attend the IAVM every year. They run amazing venue businesses, with a number of venues and both wear Hawaiian shirts and shorts to conference. Gents, you are my heroes. Gone are the days where we don’t employ people with tattoo’s or are concerned because a CEO dresses in jeans and a T-shirt. We are in the entrainment business. Our venues are supposed to be a fun, cool and exciting places. We need to look no further than the CEOs of the future who are jean-wearing, tattooed geniuses; and they are the future. The twenty-year-old is the new fan and we need to embrace them and not their dress sense.

So, what is in is a flexible, engaging, enthralling, casual experience. What is out are rules, policies and dress standards in 90 degree heat which we keep simply because they have always being there.