Shay A. Brown, Founder, Sr. Publicist, Royal Kingdom PR Agency, Inc.I’ve been in public relations for 14 years, and as such, quite familiar with the meetings and events industry. For the past three years, however, I’ve started moonlighting as a beer vendor and bartender at major events, such as the Country Music Awards, the Tortuga Music Festival, NFL games, and the Ulta Music Festival. Then, the Coronavirus (COVID-19) reared its ugly head. Because of COVID-19’s sudden emergence, rates of infection in persons residing in countries such as the United States and Italy, and the subsequent deaths it has caused, has resulted in the cancellation of a variety of popular events such as SXSW and the BNP Paribas Open (Indian Wells) Tennis tournament, out of health-related concerns. This is unprecedented—physical safety used to be the main concern within the industry that needed to be addressed. We assumed that everyone practiced proper hygiene, or at the very least, washed their hands and implemented measures when ill that would prevent their communicable illness(es) from spreading, like covering their dang mouth with their sleeves when coughing. We spent hours in pre-shift huddles, mulling over safety issues, money management, and avoiding violating any liquor laws. Before COVID-19, I don’t believe there was an emphasis on health code violations (which I always found strange). None of us were required to wear gloves or wash our hands frequently. Despite this, we routinely stuck our hands in the same ice barrels and twisting the caps off countless bottles and popping their tops for patrons. COVID-19’s prevalence in 2020 to date got me thinking. With the success of hologram performances, such as that of the late Michael Jackson and his infamous “This Is It” concert, as well as with fans being mostly engrossed in “feeling there,” why haven’t more events adopted virtual reality? Don’t get me wrong, seeing our favorite performers “in the flesh,” networking with powerhouse business leaders, and being able to get out of the office for a while is a matchless experience. Nevertheless, augmented and virtual realities are steadily becoming the next big thing—they are underutilized tools that allow for true data collection, which enables companies to cast a wider net without regard to “space.” Augmented reality integrates much of the data and analytics that the industry needs, anyway. According to Statista, the AR marketing technology space is expected to be valued at more than 18 billion dollars by 2023. AR is ideal for events whose organizers are concerned about the sensory aspects of being physically live at an event. Our senses can all be integrated using special effects and headgear. It serves as a potentially lower-cost way to provide event participants with “live” experiences, cut back drastically on physical manpower, including the need to hire security. What AR takes away is the peer-to-peer interaction, albeit momentarily. Some of the nicest and most incredible people I’ve met were strangers, and we bonded over various business influencers like Gary Vaynerchuk or country music stars, Dan + Shay, or our love of NBA stars like LeBron James. According to Tech Jury, the U.S. Region was the largest spender of AR/VR, having spent more than $6.4 billion in 2018. Patent trending analytics, such as those performed by Magic Number IP (founded by JiNan Glasgow George) were onto something years ago. The demand for AR/VR calls for an increase in technological advances in events. We all may cough or sneeze ourselves into a frenzy behind closed doors, but at least our germs wouldn’t be spread and negatively impact others. I sincerely hope more events don’t go into a super panic mode over COVID-19 and instead start conducting more of their business virtually. In my opinion, though, AR/VR industry integration, together with the support of education and receptive audiences, will result in exponential growth with respect to its use and demand. This isn’t to say we shouldn’t be washing our hands and covering our mouths—proper hygiene is and will always be good practice.It’s only a matter of time before COVID-19 is brought under control. Before we all rush to cancel plans for reunions, meetings, and travel, do bear in mind that this too shall pass. Technology can never replace human-to-human interaction. But, all the same…WASH YOUR HANDS!

About the Author: Shay Brown is a well-known celebrity and sports publicist, influencer, and influencer marketing strategist and, most notably, Head of the Reign, and President of Royal Kingdom PR Agency, Inc., a boutique public relations firm launched in 2010 and is now celebrating nearly ten successful years of business. Wielding a mastery of marketing, talent and brand management and event promotion, Shay's the brains, beauty and brawn behind the successful firm that offers a complete menu of PR and major events planning services to a highly diverse client base. Royal Kingdom PR Agency, Inc.'s offerings include, but are not limited to, PR, influencer marketing, media relations, event publicity, media tours, and creating strategically tailored PR campaigns for a wide array of brands. Industries of focus that include luxury, fintech, general technology, events, lifestyle, beauty, and cosmetics, fashion, corporate, food and beverage, sports, telecommunications, e-commerce, health and wellness, fitness, and blockchains amongst many others in her professional wheelhouse.