Smaller gatherings, more tickets and outdoor venues will be popular this fall; Be creative ‘or you don’t survive’

by Tony Mecia

With Charlotte slowly emerging from a two-month lockdown, heading to a big event might be hard to fathom at the moment. But organized gatherings will return at some point — and local event planners have been busy devising outings that are more in tune with the times.

Say goodbye to flashy fundraising buffet dinners held in cavernous hotel ballrooms.

In their place, look for small events held outdoors that require tickets and masks as conditions of entry.

“Events will definitely be back, and they’ll be back stronger than ever, because people will want to go out again,” says Casey Wilson, owner of Carben Events + Marketing, which plans events including music festivals, bike rides and Charlotte Wine & Food festival. “They’re probably going to look a little bit different for the fall.”

Hoping for a comeback: Like many sectors of the economy, the events industry has largely ground to a halt. Some events have migrated online. For the most part, though, there have been no in-person festivals, charity fundraisers, wedding receptions or corporate meetings since mid-March. Many businesses and nonprofits rely on events for large portions of their revenue.

It’s unclear when they might resume. In a new order this week, Gov. Roy Cooper raised the limit on outdoor gatherings to 25 people. Indoor gatherings are still capped at 10. The state has said that in future phases of reopening the economy, it will raise limits on venue capacity and gathering size, but nobody knows what those new figures might be or when they will take effect.

That’s troublesome in planning events, which often require months of legwork. Event planners pride themselves on being graceful problem-solvers, like dealing with the unexpected guests who show up at your wedding reception or improvising when the festival’s sound system conks out. Now, the coronavirus is forcing them to tap into new levels of creativity to navigate restrictions on gathering sizes, rules for food service and public fears of leaving the house.

Erin Santos, executive director of the Isabella Santos Foundation, typically counts on fall events for 2/3 of the foundation’s revenue. The organization raises money for pediatric cancer research.

This year, it’s planning to replace its traditional 5K/10K/fun run at Ballantyne Corporate Park — which draws as many as 3,000 people — with smaller running groups of 25-50 people on different routes. Each participant would pay an entry fee and raise money from friends. The small running groups would each assemble for brunch afterward. It will be cheaper to put on, with no expenses for security, portable toilets or bounce-house rentals.

Putting off the Ritz: Changes are also underway for another fall event, the foundation’s October gala at the Ritz-Carlton, which usually draws 350 and is expensive to organize, Santos says. This year, the foundation might be able to raise the same $100,000 or even more by convening groups of 25 or fewer in somebody’s home, assuming the limits on gathering sizes are raised by then.

“You have to be creative, or you don’t survive this year,” she says.

Charlotte event planners say they’re seeing lots of similar examples of improvising with the times. According to Cassie Brown, owner of TCG Events, other trends include:

• Moving outdoors. People feel safer outdoors, as evidence suggests the virus doesn’t spread there as easily. Right now, “it’s scary to be in a room of 500 people who you don’t know,” she says.
• Crowded fall. Many spring events were postposed until September or October, which was already a busy time for events. Expect many social possibilities when the weather turns nice.
• Spread-out tables. Just like restaurants, event venues will have to maintain social distancing and separate tables, which will have the effect of reducing capacity. Planners will also place fewer people at a table, so a round table that usually seats 10-12 might now be appropriate for only four.
• Controlled access. Expect to see more events requiring tickets or becoming invitation-only, so that people don’t just show up and create crowds. A drop in corporate sponsorships also means that attendees will have to shoulder more of the costs, which could mean higher ticket prices.
• No buffets. Because of concern about spreading germs, don’t expect to be standing in buffet lines anytime soon. Instead, look for food kiosks with disposable containers and cutlery. “Food will be much more in the realm of a concession stand with Plexiglas,” Brown says.
• Subdued themes. With so many people out of work, flashy, whimsical and extravagant events will seem out of place. “If you’re an ice carver, right now is probably not the best time,” she says.
• Mask attire. On invitations, where you might expect to see “black-tie optional,” look to see more saying “face coverings required.” Some events could hand out personalized masks as swag.
• Smaller events. Many people will not feel comfortable attending large events, even if those are legally allowed. Instead, events with just 25-50 people will become more common. “They will be much more intimate experiences,” Brown says. “You can create a really great experience for 25 to 50 people.”

Shawn Cosner, owner of festival production company Third Rock Events, which has put on wine festivals in South End and University City, says he foresees some events stretching over several days to allow more people to participate: “Probably events that were typically one day might be extended over several days and have time slots.”

Clean hands: And of course there will be more of a focus on hand sanitizer, hand-washing stations and perhaps temperature checks for those attending.

Dan Hooks, owner of event-rental company Party Reflections, says many clients are hoping plans can proceed this summer — like wedding receptions and other smaller gatherings.

“I’ve still got a whole lot on the books for June that hasn’t been cancelled or moved,” he said this week. “They’re still waiting for the word ‘go.’”

Many event planners, though, remain skeptical that events are going to be resuming anytime soon. North Carolina’s existing restrictions run until at least June 26, and the state’s Health and Human Services secretary said Thursday that mass gatherings will be a “very big challenge” if coronavirus cases keep increasing.

Planners are hopeful for fall events, but like everybody else, they don’t know what will happen. Many feel better about events in 2021.

Hooks says: “The psychology of it right now, people are still nervous about getting arm-to-arm with somebody.”

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