The Business Impact of Immersive Design for Events

Summary

In this immersive design session, Phil, the creative director at New Horizons, interviews Melissa Lawson, Chief Content Officer at cell GP, and Candice Davis, Director of Event Programming at vfares. They discuss how their companies utilize augmented reality, 3D design, and live content strategies to enhance audience engagement and create unforgettable experiences in the sailing and event tech industries. The conversation delves into the challenges of making niche sports accessible, the integration of AI in event design, and the potential of immersive technologies like AR and VR to revolutionize the future of live events and virtual experiences.

Takeaways

• 🌟 Phil introduces the session on immersive design with experts Melissa Lawson and Candice Davis, highlighting their roles in content strategy and event programming.
• 🏄‍♀️ Melissa explains cell GP's innovative approach to sailing, transforming it into a fast-paced, spectator-friendly sport with global appeal and teams from various nations.
• 📊 The importance of live line graphics in cell GP's broadcasts is emphasized, providing meaning and understanding to the races for viewers at home.
• 🚀 Melissa discusses the technical aspects of cell GP's broadcasts, including the use of GPS, helicopters, and specialist cameras to create the augmented reality graphics.
• 🌐 Candice talks about vfairs, an all-in-one event platform that offers hybrid, virtual, and in-person event solutions, emphasizing the company's global reach and customizable offerings.
• 💡 The session highlights the power of 3D design and virtual environments in creating immersive experiences for events, enhancing audience engagement and providing unique value propositions.
• 🔄 The conversation touches on the potential of immersive technologies like AR and VR in the future of sports broadcasting and event planning, suggesting new ways to enhance audience experiences.
• 🌱 Sustainability is a key theme in cell GP's operations, with a focus on reducing environmental impact through the use of technology and eliminating single-use plastics.
• 📈 Candice shares success stories of early adopters of virtual events, showcasing the benefits of virtual environments in reaching a global audience and generating sponsorship revenue.
• 🎮 The importance of gamification in virtual events is discussed, with vfairs creating in-house solutions to keep attendees engaged and to measure the success of these elements.
• 🔮 Looking ahead, the speakers contemplate the future of immersive design, with possibilities ranging from headsets for athletes to AI integration in event content and design strategies.

Q & A

What is the role of Phil in the discussion?

Phil is the Creative Director of New Horizons and is leading the discussion on immersive design.

What is Melissa Lawson's position at Cell GP?

Melissa Lawson is the Chief Content Officer at Cell GP.

How does Cell GP differentiate sailing from other sports like the America's Cup and the Olympics?

Cell GP focuses on a fast-paced version of sailing that is more like an extreme sport, with races held in stadium-like atmospheres making it accessible to fans. Unlike the America's Cup, which involves elite teams with expensive boats, or the Olympics, which is more amateur, Cell GP uses one-design boats to ensure the competition is about the athletes' skills rather than the boats' design.

What is the significance of the Live Line Graphics in Cell GP's broadcasts?

Live Line Graphics create a stadium on the water, giving meaning to the racing by allowing viewers to understand the course and competition. Without these graphics, the race would appear as organized chaos, making it difficult for casual viewers to follow.

How does V Fairs integrate technology like AI and 3D design into their event platform?

V Fairs uses AI and 3D design to create customizable event experiences for their clients. They work with technologies like meta and integrate AI to adapt to new advancements, offering solutions for virtual, hybrid, and in-person events.

What is the main challenge that Melissa and her team face in making sailing more understandable to a broader audience?

The main challenge is to explain the intricacies of sailing, which is a niche sport, in a way that is accessible to casual viewers. This involves using technologies like augmented reality graphics to visually represent the race dynamics and make the sport engaging for spectators.

How does V Fairs ensure that their event platform remains relevant and engaging for attendees?

V Fairs focuses on creating immersive and interactive experiences through the use of virtual environments and gamification elements. They also prioritize sustainability and offer global reach, allowing for a diverse attendee base.

What is the environmental approach that Cell GP takes in their events?

Cell GP uses a remote production approach, which reduces carbon footprints by minimizing the need for physical presence at the event location. They also avoid single-use plastics and use virtual sponsorship graphics instead of physical signs.

How does Candace Davis's role as Director of Event Programming and Creative Services at V Fairs contribute to the success of virtual events?

Candace Davis oversees event programming and creative services, ensuring that V Fairs' customers achieve success with their virtual, hybrid, and in-person events. She also hosts a podcast called Epic Events, where she discusses trends in event technology and the industry.

What potential future applications of immersive technologies do Melissa and Candace see for their respective industries?

Melissa sees potential for immersive technologies like VR to assist sailors by providing real-time data without disrupting the boat's aerodynamics. Candace envisions a future where virtual events in the metaverse offer more interactive and personalized experiences for attendees.