The event formerly known as the Golf Industry Show went virtual out of necessity in 2021. Even if next year's version of what is now called the GCSAA Conference and Trade Show returns in-person, the virtual side is here to stay.
GCSAA chief operating officer Bob Randquist, CGCS, said this year's virtual show filled a longstanding void of bringing education and information to golf course superintendents who for one reason or another have been unable to attend the show. Offering a virtual experience next year and beyond is more about filling that need for members than it is a response to a global pandemic.
"One thing we talked about over the years is how to best serve our members who cannot afford to attend for a variety of reasons, such as cost reasons, commitment reasons," Randquist said. "A virtual show affords the opportunity to do that."
The 2021 GIS that was scheduled for Las Vegas was canceled because of the pandemic. A virtual show was held in its place Feb. 2-4 with the platform open to visitors until March 6. The event attracted about 9,500 attendees, and from that group, there were nearly 47,000 views of 88 educational sessions. Although transitioning to a virtual-only format in 2021 was a necessity, an in-person show is the preference of the GCSAA and its members.
Yes, we are talking about contingency plans. If the pandemic were to worsen, or the California Department of Health edicts become more severe, we could go all-virtual. We don't plan on that based on what we are hearing, but we would be foolish not to plan for that.
"We were pleased with the (virtual) show," Randquist said.
"Our conference surveys showed that our members were pleased with the show, but it also indicated a strong preference for a physical show."
The survey says attendees also want a shorter show.
Next year's show is scheduled for Feb. 5-10 in San Diego. Although that includes a full five days of events, the trade show will cover just two days (Wednesday and Thursday) and will be preceded by a two-hour kickoff on Tuesday.
"We have talked about, prior to Covid, how to compress the show, so people don't have to be there as long," Randquist said. "The challenge is how to squeeze it all into three days. The trade show floor will be open Tuesday from 5 to 7 p.m. We expect people to get in, meet people and get down to serious business the next two days."
In the event a physical show goes off as planned, there will still be a virtual component, but it will not be held on the same schedule as the live event. A secondary virtual show would be held over a 32-hour period Feb. 23-24, and the education will differ from that offered in the live conference.
"It will be a good balance for superintendents, assistants, equipment managers and others who don't have the ability to go to a physical show," Randquist said. "The extended on-demand viewing that was available during the virtual show was one of the more popular aspects. A virtual show (next year) will have a period of on-demand viewing for people to consume."
And although the GCSAA is planning for an in-person show, nothing is certain. The severity of the spread of Covid cases is on the decline in California, but a lot can change between now and February. If Covid conditions in California were to worsen, another all-virtual event could be on tap again.
"Obviously, we are monitoring that closely," Randquist said. "We are staying in touch with convention center staff in San Diego."
Current protocols in place by the California Department of Public Health require proof of a Covid-19 vaccination, or a negative Covid test within 72 hours for all indoor events of 1,000 people or more. The department will revisit those protocols Nov. 1.
Reports of new Covid cases in California have been steadily dropping for four weeks. That is a statistic the GCSAA is monitoring closely. Randquist said the GCSAA is waiting until Nov. 1 before announcing any further information on a live show, including whether the association is prepared to tell members they must be vaccinated or show proof of a negative test to enter their own education conference and trade show.
"Those discussions are still going on within our board. I wish I had an answer, but those questions are part of our contingency plans," Randquist said. "We have regular board video conferences, and those discussions will occur soon. It is on our schedule, but we have not staked out a position on that at this point."
One thing we talked about over the years is how to best serve our members who cannot afford to attend for a variety of reasons, such as cost reasons, commitment reasons. A virtual show affords the opportunity to do that.
Even if the California Department of Public Health does not ratchet down protocols for dealing with the pandemic, requiring a vaccine or negative test might not be a moot point by February.
On Sept. 29, U.S. Sen. Diane Feinstein (D-California) introduced the U.S. Air Travel Public Safety Act, that if passed into law also would require all passengers on domestic airline flights to either be fully vaccinated, have recently tested negative for Covid-19 or have fully recovered from the virus.
In the event Covid conditions worsen, another all-virtual event could be in the offing.
"Yes, we are talking about contingency plans," Randquist said. "If the pandemic were to worsen, or the California Department of Health edicts become more severe, we could go all-virtual. We don't plan on that based on what we are hearing, but we would be foolish not to plan for that."
A wholesale move of the physical show is not part of any contingency plan.
"No, the logistics are impossible. That is not part of any consideration we have," Randquist said. "It's not feasible. It is impossible to find a place large enough that is available. Those places already are booked up."