Event Marketer September 2021 - 18

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PLANNING
One challenge is bringing back a displaced
workforce. Experienced workers
who were furloughed or laid off may have
left the industry, so companies have to
recruit and train a new workforce, which
slows down operations. Another complicated
factor could be vaccines. So far,
hospitality companies have been wary of
requiring employees to get vaccinated,
Minges says, because employers are worried
about potentially alienating workers.
Workers who do return can expect
plenty of perks. Wages are at an all-time
high, Minges notes, and companies are
offering benefits including health insurance,
retirement plans, and signing
bonuses. One urban hotel told Minges it
started offering employees free parking,
while another is offering valet service for
gig workers.
" They want to make sure they are
servicing events, meetings and conventions
well during this interesting time, "
Minges says.
One company looking to fill the gap
is Instawork, a digital staffing agency
operating in 25 markets in the U.S.
" We're here for them, " says co-founder
and ceo Sumir Meghani, noting the company
has one million qualified workers
ready to take on jobs. " We don't want any
event planner, hotel or caterer to turn
down business because they don't have
staff. "
Requests for workers has increased
eightfold compared to the start of the
pandemic, he says. In particular demand
are skilled hourly workers for gigs such
as servers, bartenders and cooks, which
can earn twice the minimum wage. (How
busy is Instawork? It just announced a $60
18 EVENT MARKETER SEPTEMBER 2021
million funding round to expand its services,
with a particular focus on demand
in Florida, Texas and Arizona, states that
reopened the soonest after lockdown or
never shut down at all.)
" It feels like the industry is ramping
up faster than we've seen in the six
years our company has been around, " says
Meghani. " America wants to get together
again, and we're grateful to be a part of
that on both sides. "
In addition to hiring temporary
workers, companies can adapt their
business models to use new technologies
and automations that rely less on human
workers, Minges said. Other solutions are
more practical, such as opting for food
and beverage service that requires fewer
staff instead of labor-intensive seated
banquets; hosting smaller events; or simply
recalibrating expectations and having
patience with slower service.
Staffing large-scale events like conventions
may be easier because the long
lead times give venues a chance to prepare,
Minges says. She points to GalaxyCon
Raleigh, which took place July 29
through Aug. 1 at the Raleigh Convention
Center. The festival, which featured celebrities
such as Tara Reid and Giancarlo
Esposito-filled hotels citywide and had a
seamless run, Minges says.
The global supply chain remains in
crisis, according to Patrick Penfield, professor
of practice in supply chain management
and director of Executive Education
at the Syracuse University Whitman
School. The continued effects of the pandemic
as well as flooding in China will
cause difficulties for U.S. manufacturers
for the rest of this year. Brands may feel
the effects on upcoming events.
" Manufacturers are going to need to
brace themselves for more cargo delays,
supply shortages and increased prices in
the third and fourth quarters of this year, "
Penfield says. " This is going to be a trying
and stressful period for companies that
are trying to keep up with demand during
the holiday season. "
Freddie Georges, founder and ceo of
FG|PG, says her agency is already experiencing
material shortages, particularly
in petroleum-based products such as
sintra, plexiglass and laminates, which
are commonly used in exhibit construction.
She noted that the cost of wood has
risen about 300 percent, and cited labor
shortages that forced lumberyards to shut
down as a possible reason. Bottlenecks
in the supply chain are another culprit-
which she can literally see as ships back
up in the port of Long Beach and Los
Angeles harbor.
" To us a solution means a lot of pivoting
to locate materials that are readily
available and comparable as well as feasible
from a structural engineering standpoint,
so we can offer our clients the same
level of quality while meeting timelines
and budgets, " says Georges.
Despite those clouds, the industry, as
usual, remains optimistic.
" It's been a really tough 18 months for
our industry. We've struggled in unprecedented
ways, " says Minges. " The twists
and turns of the pandemic continue to
this day, but I've been encouraged as I've
talked to business owners about their
optimism and strength of business on
the books. That's good news after all we've
been through. "
-Beth Kormanik
eventmarketer.com
http://www.eventmarketer.com
Event Marketer September 2021

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