The Pellucid Perspective - May 2020 - 4

INDUSTRY EVENTS
(POST-COVID)

able alternative for delivering content and satisfying the needs of
sponsors to make meaningful connections? Virtual events are
pretty good for content and brand exposure, but making meaningful connections is the hardest code to crack.
"One cue I will be watching is the American Society of Association Executives (ASAE), which has its annual meeting scheduled this August in Las Vegas. Thousands of association leaders
attend this event, including me. If their meeting takes place, I will
be taking notes on how they execute a large-scale event in this
strange environment."
The PGA and Reed Exhibitions announced the cancelation of
the August PGA Fashion & Demo Experience in Las Vegas on
May 12 and a new series of digital business programs beginning
in June that will lead into the 2021 PGA Merchandise Show.
"Our top priority is to ensure the health and safety of the golf
community at PGA Show events, and simultaneously we are
focused on supporting the golf industry right now," said PGA
Shows Event Vice President Marc Simon. "In partnership with
the PGA of America, we are developing a number of virtual and
digital options beginning this summer to help connect and reengage the golf industry, and support PGA Professionals, attendees, exhibitors, associations. These year-round online programs
will help facilitate business and education leading into the PGA
Merchandise Show, and also complement in-person events once
we are able to meet as an industry again."

Simon said plans continue for the 2021 PGA Merchandise
Show, Jan. 26-29, at the Orange County Convention Center in
Orlando. "Given that information is changing weekly, sometimes
on a daily basis, and recognizing that the PGA Merchandise
Show is still eight months away, we are continuing to plan for the
2021 PGA Show as scheduled, but we are also preparing for any
number of possible scenarios. The PGA of America and industry partners have been tremendous in providing strategic insights
and ongoing counsel. Their support, combined with the global
capabilities of Reed Exhibitions worldwide, is key to developing
innovative solutions that will help strengthen relationships and
jump-start the business of golf. Together, we will evolve and have
the opportunity to emerge stronger and better connected than
ever."
All bets are off for live events if coronavirus flares this fall
and winter again, as experts predict. And we won't see anything
similar to "normal" until we develop and widely distribute a vaccine. But if you read between the lines of the quotes above, you
can imagine what business might look like in the future for the
golf industry. It might not include live events, at least for a while.
Zoom, anyone?
We'll hope for the best for our industry association hosts
and look forward to seeing each other soon, safe and healthy.
Until then, let's be careful out there (Sgt. Esterhaus, Hill Street
Blues).
n

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May 2020

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The Pellucid Perspective - May 2020

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