Better design means better for everyone

Thirty years ago, the Americans with Disabilities act was signed into law, declaring that people with disabilities could no longer be denied access to jobs, school, transportation, or to public places. The need to design our conferences and trade shows to be ADA-compliant may have been met with resistance by some and compassion by others, but today we can see that by transforming events to be more accessible to those with limitations, we made those events better for everyone.

In the United States alone, it’s been estimated that one out of five Americans has some form of disability — 48.9 million people. Add to this the graying of America, the fact that the percent of the population over age 60 is dramatically increasing. When we consider how many total people are grappling with issues related to personal mobility and impairments that affect vision, hearing, and cognitive ability, we realize that being inclusive is just good business.

That’s a fact we cannot ignore. Harder to prove, but even more compelling to me, is the notion that inclusivity expands our intellectual capital. Consider, in the 30 years since ADA has gone into effect, how many people with disabilities have been empowered to contribute. Whenever we increase accessibility, we increase diversity, which is an indispensable aspect of innovation. Continuous improvement as a species demands that we leverage our combined brainpower.

Today, we are called to transform the nature of live events in response to a pandemic. Compliance is in everyone’s best interest, and because we are designing for a space that we control (a big, empty ballroom) it’s not that hard. The members of the Go LIVE Together coalition have voluntarily set, and will comply with, health and safety protocols developed in accordance with guidelines from the CDC, WHO, medical and scientific professionals, and local health officials.

Further, the Events Industry Council, through its global APEX COVID-19 Business Recovery Task Force, has established a platform for curating, cultivating, and communicating the accepted practices across the global events industry. The prime directive is to enhance safety at in-person gatherings and fuel recovery efforts. And we’ve already begun to imagine what future events could look like. It’s all pretty inviting; you can take a virtual tour here.

To be sure, as an industry, we are getting a great start on the post-pandemic reboot. But we can do more. Consider the lessons of the ADA-era. We must raise the bar and design for expanded accessibility. Even as we manage the size and scope of attendees at live events, we can reach broader audiences by streaming live content for people to consume wherever they happen to be.

And we can surround live events with meaningful, engaging, interactive virtual content that unfolds over time, before, during and after the live event, to contextualize the experience in a robust way. Hybrid events give us new avenues through which to personalize the experience for discreet audiences, wherever they are on their journey, whatever their ability, and whatever their level of commitment or interest.

When we cultivate experiences that enable individuals to learn more, achieve more, and contribute more, we gain more as a society. Compliance is where we begin. Designing the platform for constant design, and continuous improvement, must be the goal.