< Previouswith sound so people with hearing or vision disabilities can easily access the information. Registration is a good time to get an idea of the accessibility needs of event attendees. Do they need an interpreter, are they bringing a service animal or do they have dietary restrictions? “Asking those questions at regis- tration is paramount,” Arnold says. When it comes to making sure a venue is ADA-compliant, it helps to do your homework, says Naomi Tucker, strategic events consultant & coach for Planners on Purpose in Appleton, WI. “This means asking the right questions and confirming those responses so that you are able to accommodate your attendees.” Melissa Falendysz, event pro- gram manager at BCD Meetings & Events, says she tries to capture any mobility, visual, hearing or dietary requests during registration that must be accommodated when plan- ning the event. “This lead time helps me ensure that I, along with all the venues and vendors, can provide attendees with a very inclusive experience while at the event,” she says. “I think communication with the individual is very impor- tant,” says Driscoll. “Never assume what may be needed. Have a discussion with the individual and go over the flow or agenda with them and let them tell you what may work better or what may not be necessary for them.” Venue Layout Assessing the venue layout of a meeting venue is a crucial step to ensuring accessibility for all attendees. Look at the venue’s entrances, corridors, doorways, meeting rooms and stages to ensure there are no possible obstacles. Driscoll says he communicates with the venue to make sure it offers stan- dard accessibility as well as any special requests that attend- ees may have indicated during registration. “Accessibility considerations flow through a full event, from how wide the door openings are, to the aisles of your general session, to ensuring that an attendee can get from one floor to another in an easy, safe way,” Tucker says. When possible, Arnold recommends that planners con- duct a site inspection to verify the venue offers more than just basic compliance, especially for older, historic build- ings that may have been grandfathered in on ADA compli- ance matters. “As you’re doing more site inspections, you get used to noticing planters in the wrong place and points that may cause issues.” “Having a relative that requires mobility assistance to get around, I always do a walkthrough with her in mind,” says Falendysz. “When in public spaces, I closely observe what obstacles she has faced that I may not have thought of at events that I’ve planned. As I walk through a venue space, I look at the proximity of elevators or chair lifts, restrooms, the distance between meeting rooms and desig- nated parking spaces to our event area, to name a few.” For catered events, it’s also imperative that serving trays, plates and silverware are accessible to wheel- chair users at a height that isn’t too high, stresses Falendysz. “Some people naturally don’t think twice about chafing dishes and placement of plates/sil- verware in the buffet line. However, this can be a terrible hin- drance for those who have mobil- ity equipment,” she says. “If they’re seated in a scooter/wheelchair, it is very dangerous for them to reach up into a high chafing dish that may have hot items in it. It’s best to have low-serving dishes and allow for a clear spot on the table to be able to place their plate down when getting their food.” Elevators Having an accessible elevator is also essential. According to ADA, the law requires elevators to be at least 36 inches wide by 54 inches deep. They should also be easy to get to. Arnold notes that one hotel he scouted had an elevator, but it could only be accessed through the kitchen. “It might have worked if there was one person who needed any type of access, but if there were 10 or so, it would have taken hours to get everybody through. So, it didn’t work for my group that had multiple people in wheelchairs and mobility devices,” he says. Restrooms Venues should have at least one restroom stall that is wheelchair accessible. For outdoor events, at least 5% of the portable toilets available must be wheelchair accessible, per ADA guidelines. Planners should also ensure the sink, hand dryers and paper towel dispensers in restrooms are at an adequate height for wheelchair users to reach, Falendysz says. “If the paper towel dispenser or hand dryer is too high, think about placing a stack of paper towels near the sink so it’s easy to reach,” she says. Scheduling regular restroom breaks within an event’s agenda is worth considering. “If additional assistance or Have a discussion with the individual and go over the flow or agenda with them and let them tell you what may work better or what may not be necessary for them. MELISSA FALENDYSZ Event Program Manager, BCD Meetings & Events 20 June/July 2024 | Corporate & Incentive Travel | TheMeetingMagazines.comtime is needed, (attendees) can then choose to use the rest- rooms either before or after the breaks when they are less crowded,” says Driscoll. Signage & Printed Materials Signage and printed materials for meetings and events should be clear, concise and easy to read for most people, including those with vision or cognitive disabilities. Tucker says optimizing signs and printed materials for people with color vision deficiency (CVD) is also helpful. When planning events for the State Bar of Wisconsin, Driscoll says he makes sure that signs like Plenary, Breakout, Restroom and Exit are placed high so wheelchair users can still see them above all the people who may be milling around. Seating Seating arrangements for meetings and events should be made to accommodate people with disabilities. Theater seat- ing is often difficult for wheelchair users to navigate, Arnold says. He prefers setting up tables in crescent rounds with seats on the ends designated for wheelchair users. Falendysz uses table tents to easily identify spots reserved for individuals with mobility devices. “I mix these spots in with tables along wider pathways. I don’t want individuals to ever feel secluded being at their own table, just because it’s closest to the door. Making sure they feel inclusive at the event is always top of mind,” she says. Site lines are equally important in seating arrange- ments, Driscoll says. He ensures that the stage at an event can be seen from all the seats and that the podium doesn’t block anyone’s view. One factor often overlooked but noteworthy in ensuring accessibility for attendees with mobility devices is the length of the tablecloths. “If they are too long and drape on the floor, they can get caught in wheels and be a safety hazard,” Falendysz says. Hearing requirements Providing sign language interpreters, real-time captioning and transcripts can help attendees with hearing impairments. “There’s been much advancement with real-time captioning in the last few years,” Tucker says. “Many of the technologies and platforms that are available to us provide this as a service for events. Providing transcripts is another way for attendees to understand what is being said at a meeting or event.” Driscoll says the State Bar of Wisconsin is lucky to have court reporters to help with real-time captioning at events. “We always send as much information or even printouts of the speeches to the captioner or interpreter ahead of time so they have an idea of what will need to be interpreted,” he says. If a planner doesn’t have vendors for interpreters at the event location, Arnold recommends contacting the local Convention and Visitor’s Bureau (CVB) for resources. “I love a good CVB because I can’t know everything,” he says. Service Animals Some people with disabilities have a service animal to help them navigate or provide emotional support, so plan- ners should ensure that the necessary accommodations are made for the animals. This includes communicating with the venue that there will be service animals present and arrang- ing for pet release stations at the event, Arnold says. Ultimately, ADA compliance for meetings and events isn’t just the law, it’s good business, Arnold says. “It’s the right thing to do, but there’s also a huge business case for bring- ing more people to your meetings and events and not being discriminatory in any way,” he says. C&IT To ensure everyone is included at an event, including those with mobility issues, planners must ensure accessibility ahead of time. DepositPhotos.com TheMeetingMagazines.com | Corporate & Incentive Travel | June/July 2024 21Having been roiled by a pandemic, buffeted by inflation and shaken by alarmingly powerful, new technology, meeting planners have assessed, through multiple measures, where the industry is now, where it needs to be in the future and what challenges they will have to overcome to get there. One change to note is the way a speaker is introduced to an event audience. Speakers are more likely to leverage video and other technologies to help introduce themselves to audi- ences ahead of an event. Richard Schelp, the co-owner and president of the Execu- tive Speakers Bureau (ESB), reflects, “Even when it’s not the most comfortable thing in the world, you’ve got to be willing to make a change.” His company, the third-largest speakers bureau in the country, responded by relying heavily on virtual presenta- tions. As of 2022 and into 2023, ESB’s in-person events were unquestionably down. Toward the end of last year, and con- tinuing into this year, events with speakers have rebounded. Jenna Fitch, senior director of community and conference content for New Hope Network, which is part of Informa, a London-based international events, digital services and business intelligence company, agrees. In-person events have rebounded, and overall attendance is strong. In March, Fitch wrapped up the largest and most successful Natural Products Expo West in the company’s history — with more Courtesy of Richard Schlep T he only constant in life is change. This realization has been validated by many, from the ancient Greek philosopher Heraclitus to present-day poets, pundits and prognosticators. Corporate event planning certainly has not been spared from shifting gears either. Gone are the days when planners would hire speakers who would deliver hour-long speeches. Instead, there are the half-hour interactive sessions focused on impactful storytelling. A former Walt Disney Company trainer, Master Wandkeeper at Universal Orlando and keynote speaker at last year’s Sandler Summit, Louie Gravance talks about service being a superpower. Speaker Trends BY KELLY SARGENT Innovative Speakers Impacting Events EVENT TRENDS 22 June/July 2024 | Corporate & Incentive Travel | TheMeetingMagazines.comthan 65,000 attendees. Valerie Franco, marketing director and head of the midwest region for Marcum LLP, a nationally top-ranked accounting and advisory firm, hasn’t seen attendance come back from the pandemic decline as vigorously or quickly as she thought it would. “You’d think that after COVID, people would be flocking to events.” She’s now seeing more of a turnaround, though. Across the industry, this upswing isn’t happening by magic. It’s the result of care- fully selecting topics and speakers of sufficient current interest to motivate potential attendees to invest the time and effort it takes to show up. “I think one of the challenges right now is getting speakers who are going to be attractive enough to audiences to get them out of their offices,” continues Franco. As the pandemic faded and life normalized, Fitch says she and her team were asking themselves fundamental ques- tions: “Who are we to our audience now? Do they need us?” Her answer was, “Yes, people need us. People are craving connection; they want to talk to experts, they want to see each other. They’re seeking new knowledge, especially with so many people continuing to work remotely. They’re saying, ‘Tell me what I don’t know.’” Themes & Topics Schelp, who books thousands of speakers a year, says that artificial intelligence (AI), in all its forms and potential uses, is currently one of the hottest topics. People want to hear about what new applications are on the horizon and how AI will impact the workplace and employees’ jobs. They also want to hear speakers address the diverse ways, ranging from the beneficial to the disastrous, that AI can impact culture in general. Franco says that cyber security is also a hot topic in the financial arena, Marcum’s sector. Based on The Speaking Industry Benchmark Report pro- duced by AAE Speakers Bureau in 2023, 50% of speakers are currently using artificial intelligence in some way, and another 25% plan to. On the planner’s side, 33% are currently using AI in some way while another 33% plan to sometime this year. The survey was compiled from more than 300 responses from both event organizers and keynote speakers in hopes to better understand the speaker-booking process. Fitch is using AI to help generate session titles and for closed-captioning speakers’ presentations. Speakers use it to research their audiences and to flesh out topics. And as the world shrinks and speakers are increasingly in front of audiences whose primary language is not necessarily the speaker’s, AI is also being used as a translation tool. For younger audiences, presentations addressing men- tal health and wellness are in demand, according to Franco. That demographic is also “more attuned to the broader landscape of corporate responsibility and corporate giving.” They’re looking for more purpose-driven events and authen- ticity, she says. Mindfulness, happiness and burnout prevention are also high on the list for younger audiences. Justice, equity, diver- sity, inclusion, sustainability and cultural appropriation are areas of particular focus for Fitch and her team as they seek to broaden the range of voices being given a platform. She says, “How many voices are we not hearing and how many ideas are we shutting out, if we don’t do our best to be inclusive?” Innovation and creativity have also found their way back onto the cardinal list. “For a long time, people didn’t care about those things because when you go through a pandemic, people only care about the survival stuff, and innovation and creativity are not usually considered something to survive by, but now that we’re in a more stable environment, they’re huge,” Schelp says. Anything to do with leadership, he’s finding, is also a big deal. “Being able to manage through change is a very hot topic right now.” Apparently, Heraclitus was right. Having winning topics is only half the equation, though. Getting a speaker who is sufficiently engaging no matter how sizzling the topic might be, is the other half. Rising Costs Event organizers are concerned with both increasing costs and attendance numbers for this year. Rising inflation experienced across all sectors of goods and services before the pandemic and since has unquestionably extended to the Courtesy of Valerie Franco Environmental Activist Erin Brockovich speaks at Marcum Women’s Forum. TheMeetingMagazines.com | Corporate & Incentive Travel | June/July 2024 23cost of producing meetings and events. Fitch, Franco and Schelp are in universal agreement that prices have soared. Booking local speakers as a way to reduce travel costs is now popular, as it frees up budgets for non-negotiable expenses. For many events, speakers will be chosen based on outcomes and relevance versus celebrity alone. Celebrities of every sort have always come at a premium, but in the last 10 years, Schelp says the fees have risen three- fold. The fee for high-name-recognition celebrities can be as much as $750,000. Speaking fees for non-celebrity, but highly-booked business speakers have also gone up, but not as sharply. It’s not just the speaker fees, though. Everything associated with meetings is up, in some cases way up. Fitch’s AV costs for Natural Products Expo West were 45% higher than just the previous year. Budgets, unfortunately, haven’t kept up. Some corporations have responded by not hiring speakers at all or resorting to putting only com- pany employees in front of a mic. A knowledgeable source who asks to remain anonymous says the Fortune 50 corporation he works for has stopped hiring speakers altogether for this fiscal year. Another anony- mous source from a large retail cor- poration with 175 stores says his company has shifted to only in-house speakers and hasn’t hired any outside talent for quite some time. According to Schelp, these sorts of cutbacks are cyclical; at any given time from 10 to 20% of companies will stop hir- ing outside speakers for a year or so, but when the results suffer, they revert to bringing in fee-based speakers. Mark Twain famously opined, “The difference between the almost right word and the right word is . . . the differ- ence between the lightning bug and the lightning.” The same can be said of speakers: ineffective ones occupy the lightning bug end of the spectrum; highly effective speakers are the lightning. A great speaker isn’t an agenda-filler; they’re a dif- ference maker. They have the ability to communicate infor- mation and ideas in a way that increases learning and yields more productive results from meetings. Based on his 30 years of experience, Schelp believes that not hiring compelling speak- ers is a false economy, and compa- nies that stop hiring bona fide talent discover that attendees don’t want to go to meetings because they aren’t getting what they want out of them. “They’re not being inspired, they’re not being motivated and they’re not being educated at the level they were before when they were able to hear high-quality speakers,” Schelp continues. With increased presenter costs comes increased scrutiny. Speaker bureaus and speakers are finding it more necessary to not just provide favorable reviews, but delineate a clear value proposition that answers the ques- tion, “Why should my audience make the effort to come out to see you?” Presenters are finding it incumbent upon themselves to respond by providing more customization. “For many years,” Schelp says, “companies claimed they wanted true customization from speakers, but even 10 or 12 years ago, it wasn’t actually true.” It’s true now, though. Today, corporations expect speakers Courtesy of Jenna Fitch Informa recently held their most successful Natural Products Expo ever and scheduled many panels to speak during their Climate Day. How many voices are we not hearing and how many ideas are we shutting out, if we don’t do our best to be inclusive? JENNA FITCH Senior Director, Community & Conference Content, New Hope Network, Informa 24 June/July 2024 | Corporate & Incentive Travel | TheMeetingMagazines.comto keep their company goals and objectives in mind and tailor presentations specifically for them and their audience. They want audience members to leave saying, ‘I’m going to take this piece of information and use it in my job tomorrow.’” Schelp says that various learning-retention experts tell him that if information from a presentation has not been used within a week, it will be lost. As a result, speakers feel increased pressure to more thoroughly research both their audience and their topic and be more granular in their presentations. That doesn’t necessarily mean that celebrities, as opposed to drilled-down experts, have lost their power. According to Schelp, younger attendees aren’t quite as enamored of the famous as older audiences have been in the past. Perhaps it’s because streaming and social media have created such a multitude of ‘personalities’ that, in general, star wattage has diffused. But no one is entirely immune to celebrities, Schelp says. Franco and Fitch agree, and if it’s a name younger employees are following in their away-from-work hours, they get just as beguiled as the older demographic. While speaker fees and all other costs attached to meet- ings are rising, Franco, Fitch and Schelp each say that budgets haven’t grown accordingly, and planners are being squeezed in the middle. They’re finding they have to be increasingly creative to bring their events and meetings to fruition. Schelp perhaps has the easier time of it since his stable of speakers is large enough to allow him to book an effective speaker to suit almost any budget. On the planner side, Fitch and Franco both have a daunt- ing number of moving parts for every meeting which makes their jobs extremely challenging. On the flip side, all those line items provide opportunities to zig and zag, and make some adjustments — and still create a successful event. One of the approaches Franco sometimes uses to reign in costs is shifting the time meetings are held. Instead of hold- ing a meeting over lunch, switching it to a breakfast is a cost- saving method since breakfast fare is usually less expensive than lunch, or simply scheduling it for early afternoon where light refreshments can be provided instead of lunch, which can also lower overhead. Another useful technique Franco takes advantage of is accepting free use of meeting spaces sometimes offered by friends of the company. For one memorable meeting, a blue- chip law firm headquartered in a Chicago skyscraper gave her a large part of a floor free of charge. Not only was her company spared the cost of renting a facility, but it was a superb venue with a breathtaking view providing an overall experience. Since Fitch’s biggest meeting has a trade show attached with more than 3,500 exhibitors, the number of plates she has to keep spinning in is staggering. Conversely, though, those thousands of components mean more opportu- nities to shift, counterbalance and trade. She gladly employs the use of bartering whenever she can. Fitch also trades exhibit floor space in lieu of fees for non- celebrity speakers. Doing so can even help offset, at least to a small degree, the cost of having, say, Jennifer Garner speak. Yes, THE Jennifer Garner — who happens to be one of the owners of Once Upon a Farm, an award-winning, plant-based, infant and children’s food company. Of course, it also takes a sizable check in addition to floor space as compensation for such an A- lister, but being able to trade helps lower the price tag a little. Because Fitch is often able to secure a favorable rate at hotels, since she’s buying in bulk, a block of hotel rooms given at no cost to a speaker and their entourage a little lower in the firmament can similarly reduce speakers’ fees. The Future of Speakers at Events Fitch and her staff will continue to push for more JEDI: justice, equity, diversity and inclusion for those who grace the podium; both she and Franco will keep lobbying for bud- get increases to meet the higher costs of staging meetings and events, and as co-owner of a speakers’ bureau, Schelp hopes they will succeed. However most of all, they agree that change will continue unabated. As economic, cultural and technological issues continue to impact who makes it onto the podium at meeting and events, and as themes and topics expand and multiply, speak- ers will be asked to help with pre-event promotion and focus on impactful storytelling. And while planners will be focus- ing on the overall event content, they will be paying close attention to a speaker’s engagement style, as it will be playing a key factor in their selection process. C&IT Corporate Culture speaker, Lisa Walden, delivering a keynote on creating authentic, empowering workplaces. Courtesy of Richard Schlep TheMeetingMagazines.com | Corporate & Incentive Travel | June/July 2024 25But, while virtually diverse audiences are much cel- ebrated thanks to the unique dynamic they bring to vir- tual gatherings, meeting planners need to address the challenging aspect of virtual global attendance — namely, multilingual issues that can hamper the effectiveness of a corporate event. As a full service corporate event company that produces events, in person, hybrid and virtually, the team at Ax3 Studios leaned in on their hybrid and virtual event production during the pandemic. By keeping the focus on the participant experience and the strategic goals of an event, Aryn Chapman, founder and CEO at Ax3 Studios, was able to support clients in creating meaningful and impactful experiences online. “One of the key best practices that meeting planners can use to ensure multilingual virtual sessions go well is choosing the right platform,” Chapman says. “Like select- ing the right venue, every feature and capability needs to be in alignment with the strategic goals of the event, includ- ing multilingual accessibility.” For fully virtual events, selecting a virtual platform that offers robust closed captioning and translation features will be key. Platforms like Zoom, Microsoft Teams and Cisco Webex provide options for real-time transcription and translation, which are essential for accommodating diverse language needs for fully remote speakers and audiences. If you have some speakers who are in person in a studio and Multilingual Meetings BY MAURA KELLER A Virtual Melting Pot T he virtual event space for today’s corporate gatherings are all-inclusive, dynamic options for attendees from across the globe. Whether they are logging in from Senegal or Seattle, the accessibility is virtually the same. INDUSTRY INSIGHT 26 June/July 2024 | Corporate & Incentive Travel | TheMeetingMagazines.comthen broadcast out to an audience, there are in-ear transla- tion services that are valuable. “Finding a platform that offers geolocation is also important — not just for time zone correction, but also that can translate your event site to the native languages of your presenters and audiences,” Chapman says. Like all aspects of event production, preparation also is key. Chapman says planners should encourage presenters to provide materials and presentations in advance to facilitate accurate translation. This allows translators to familiarize themselves with the content and ensure smooth interpre- tation during the session. Provide slide presentations and handouts translated and downloadable from the site. “Knowing where to invest your budget for this is also important. Professional translators are not cheap but they know the subtle differences in language that make a huge impact,” Chapman says. “We did an event a few years ago and created a ‘Welcome’ sign in all the languages of the par- ticipants. It seems there are a few different kinds of ‘Wel- come’ in Hebrew … and of course, we had the wrong one.” Also make sure to hire professional translators who are fluent in the languages spoken by the audience. This ensures accuracy and clarity in communication, avoiding misunder- standings that can arise from automated translation tools. Chapman advises planners rehearse and train modera- tors and speakers on how to effectively utilize closed cap- tioning and translation features during the session. This includes instructing them on how to pace their speech for optimal transcription and translation accuracy. “Digital space is cheap, so offer recordings of the ses- sions with translated subtitles for participants to review afterward,” Chapman says. “Have a resources page with translated downloads and other materials. This allows attendees to revisit key points and ensures that language is not a barrier to accessing valuable content.” For the meeting and event planners at Ax3Studios, inclusion is paramount to their event planning philosophy. In the online event space this is especially true, because you have the potential for such a wider reach. That’s why Chapman believes that providing geolocation, translation and closed captioning plays a crucial role in fostering that inclusivity by breaking down language barriers. “By offering real-time translation, whether it is AI or from a professional, attendees from diverse linguistic back- grounds can fully engage in discussions and presentations, regardless of their proficiency in the primary language,” Chapman says. “Similarly, closed captioning ensures acces- sibility for participants who are deaf or hard of hearing, enabling them to follow along with the content seamlessly.” These features not only accommodate individuals with specific needs, but also demonstrate a commitment to creating an environment where everyone feels valued and included. In essence, incorporating translation and closed captioning functionalities is not just a matter of accessibil- ity, Chapman says it’s a testament to the organization’s ded- ication to fostering a truly inclusive and equitable virtual space where all voices can be heard and understood. She adds that one effective way to do this is by providing a “Know Before You Go” document that outlines important details about the event, including how translations and closed captioning will be delivered. In this document, a planner can specify the features offered to accommodate diverse linguistic needs and how they will be implemented. This includes clarifying whether translation and closed captioning will be provided by AI, professional translators, or a combination of both. “By setting clear expectations beforehand, attendees can better understand how they will engage with the content and prepare accordingly,” Chapman says. Additionally, this docu- Courtesy of Pamela Eyring The Protocol School of Washington provides education on international protocol, business etiquette and communication skills training. TheMeetingMagazines.com | Corporate & Incentive Travel | June/July 2024 27ment can serve as a resource for participants to troubleshoot any technical issues they may encounter during the event, ensuring a seamless virtual experience for all involved. “Ultimately, transparent communication through a ‘Know Before You Go’ document demonstrates our commitment to inclusivity and ensures that attendees feel informed and empowered to fully participate in the event,” Chapman says. Pamela Eyring is the president and owner of The Proto- col School of Washington, an accredited school focusing on international protocol, business etiquette, and communica- tion skills training. With more than three decades of public and private sector experience in operational protocol and educational development, Eyring has extensive knowledge of U.S. and international practices and is a global thought leader in the etiquette and protocol industry. “This might seem like a simple best practice, but preparation and communication are key to a successful multilingual virtual session,” Eyring says. “As meeting and event planners, we finish one program, and we are already executing the next with time to prepare for it. If the date is scheduled, don’t hesitate to begin preparing your host, speakers and participants a week or at least three days prior to the virtual meeting.” She also suggests planners brief the host and all speak- ers/presenters that the virtual meeting participants are multilingual where English might not be their first lan- guage. Remind them to speak slowly, use less complicated words, avoid jargon, idioms, acronyms or slang to be clearly understood. Let them know they do not have to speak louder, just more clearly. “If possible, use pictures, slides and diagrams for better understanding. Adding subtitles to videos is always appreci- ated,” Eyring says. “Use of smaller group discussions, polls and Q&A can keep attention and comfort. Best strategy is adding more time than needed to the meeting. Culturally, being on time is nice but not adhered too often. Build in time for small talk prior to the meeting and allow extra time for questions and discussion.” Proper Planning for Multilingual Audiences Of course, selecting the appropriate translation services for an event involves careful consideration of various factors, including the nature of the conference or corporate event, the level of articulation needed, and the audience’s preferences. That’s why it’s crucial to assess the level of need for transla- tion. Is the conference highly technical, with specialized terminology and jargon? Or is it politically sensitive, requiring nuanced translation to convey complex ideas accurately? “Understanding the intricacies of the content will help determine the level of expertise required from translation services,” Chapman says. Next, consider the format and purpose of the event. Is it a community gathering aimed at fostering inclusivity and engagement, or a team-building event focused on inter- nal communication? As Chapman explains, the tone and objectives of the event will influence the style and tone of translation needed. For community events, a more informal and culturally sensitive approach to translation may be appropriate, whereas for team-building activities, clear and concise communication is essential. Once the level of need and event format have been determined, sourcing the right translation services becomes crucial. For highly technical or politically sensitive confer- ences, Chapman suggests professional translators with expertise in the relevant field. These translators possess the linguistic skills and subject matter knowledge necessary to accurately convey complex concepts. Here you may want to include your clients in an interview process. “In cases where the event requires a balance between accuracy and accessibility, a mix of AI and professional translation services may be beneficial,” Chapman says. “AI- powered translation tools can provide real-time transla- tion for general content, while professional translators can review and refine translations for clarity and precision.” Eyring advises meeting planners that they should understand the difference between translation and inter- pretation before interviewing for linguistic support. Trans- lation is converting the meaning of the written language into another written language whereas interpretation is the conversion of the spoken language into another. “Some planners have asked for the incorrect support and were embarrassed without the right support. Most vir- tual meeting companies offer multilingual support through features like interpretation services where participants can choose their preferred language channel,” Eyring says. For instance, Zoom, Webex, Microsoft promote this offering at certain levels. A planner could also hire a company that Courtesy of Pexels During a hybrid event, planners can cater to those who are hearing impaired by including sign language interpreters in the session. 28 June/July 2024 | Corporate & Incentive Travel | TheMeetingMagazines.comcan provide real-time interpretation services, but expect a high expense. Most virtual meeting companies also offer multilingual support through features like interpretation services where participants can choose their preferred language channel. “I suggest recording the session and have AI translate it in the needed languages or give the recording to the participants for them to review, or have AI translate it for them,” Eyring says. Speaking the language of a company’s customers, inves- tors, partners or employees can greatly affect the success of a virtual meeting or event. As Michele Dobnikar, president of GlobalMeet, explains, research shows that when viewers can’t understand or hear a speaker, they quickly zone out and consider the information less credible. “Key best practices that event planners can use, par- ticularly for events where there is no margin of error, are live inter- pretations or human captioning,” Dobnikar says. “Live human inter- pretation allows people to hear and absorb information in their own language. For businesses looking to reach across new markets and diverse regions, human interpreta- tion allows your audience to listen in their own language benefiting from a clearer understanding of the spoken content.” Both human and automated cap- tioning offers valuable accessibility for a virtual event or meeting where viewers speak different languages. However, when possible, human captioning provides significantly better accuracy over automated options to prevent technol- ogy from skewing the intended message of a speaker. At a recent event for a client, Dobnikar had a diverse speaker lineup consisting of individuals from the UK, China, Australia and Singapore. The event in total had over 3,000 attendees from all over the world. “Our team provided simultaneous live language translations throughout the event in multiple languages such as Chinese, Japanese, Korean and Spanish. Global- Meet’s accessibility strategy helps to conserve resources and streamline the experience for guests as language options are easily selectable from within the same event,” Dobnikar says. Embracing Challenges Producing a multilingual event presents a unique set of challenges, particularly when clients and stakehold- ers involved in the event planning process are themselves multilingual. In such cases, Chapman says early imple- mentation of strategies to accommodate diverse linguistic needs becomes essential. One of the primary challenges lies in effective communication and decision-making among stakeholders who speak different languages. Misunder- standings can arise if important information is not commu- nicated clearly to all parties involved, leading to delays or misaligned expectations. And where there are multiple languages, there are also often multiple time zones for presenters and attendees of an event. As Dobnikar points out, this can make engaging audiences especially difficult for event planners, particu- larly when there are time-sensitive announcements. Ensure that your webcasting provider can add multiple-language captioning to an event in English. “You can then offer your event to a wider audience with translations in their specific language,” Dobnikar says. “Employing strategies such as providing translation ser- vices and closed captioning options early in the planning process can mitigate these challenges,” Chap- man says. “By establishing clear communication channels that cater to the linguistic preferences of clients and stakeholders, organizers can ensure that everyone is well-informed and engaged throughout the planning stages.” Eyring highly recom- mends doing a feedback and evaluation survey using a QR code to rate the meeting and seek suggestions for improve- ment. Or planners can do a personal follow up with select participants who seemed unengaged or were having difficulty due to a language barrier. Furthermore, involving multilingual stakeholders from the outset allows for more inclusive decision-making and brainstorming sessions. This not only promotes a sense of belonging and ownership among participants but also enriches the planning process with diverse perspec- tives and insights. “It is so important, for us Americans especially, to remember that language transcends just words. It is not simply a collection of interchangeable Lego-like blocks but a reflection of the nuanced complexities of human experi- ence,” Chapman says. “Every word carries with it layers of meaning, shaped by the historical context, social dynamics, and cultural heritage of its origin. From idiomatic expres- sions to subtle nuances in pronunciation, language embod- ies the essence of a people, revealing their values, beliefs and unique identity. You cannot provide a safe, inclusive space without honoring the lingual needs of the presenters and audiences.” C&IT It is so important, for us Americans especially, to remember that language transcends just words. ARYN CHAPMAN Founder, CEO and meeting planner, Ax3 Studios TheMeetingMagazines.com | Corporate & Incentive Travel | June/July 2024 29Next >