Brighter, Louder, and Seen From A Distance: Unraveling the mysteries of the AV Universe
Event organizers are sometimes mesmerized by their spreadsheets. One even said to me recently: ‘How did we ever get by without them?’, and it’s true that they are powerful tools. But empty cells are crying out to be filled, and well-intentioned, diligent, organized people are desperate to put some information in them. But live events are as old as our species, and we somehow managed to plan massive, sophisticated and elegant gatherings when pen and paper were our only means of recording our vision and plans.
It occurred to me that a structural challenge with spreadsheets is that every cell is the same size, with the implication that each is as important as the next. While every event is a sum of its parts, and ultimately it’s the details that can be the difference between good and great, there are elements that should be considered more essential to the overall experience.
The most important one is how the audience will see and hear whatever it is that is being presented, whether it’s a keynote speech, a panel of experts, a concert, or even a cooking demonstration. I explain what I do like this in the production world: I make it Brighter, Louder, and Seen From A Distance.
Brighter: Lighting - is the presentation sufficiently lit so the audience can see what is going on? Does the room feel welcoming? Have we created an environment that is visually pleasing?
Louder: Audio/Sound - can the audience clearly hear what is being presented?
Seen From A Distance: - Video/Staging - is the stage high enough? Can people in the back of the room see the presenter or should we incorporate cameras and projectors? Are slides legible from every part of the room?
When I work with clients to produce their events, I start with these three simple concepts, which are easy to understand for everyone. It is a helpful way to interrogate assumptions, particularly when a cookie-cutter approach is being considered. It may well be that the ‘way it’s always been done’ is perfectly acceptable, if not particularly inspiring, but it’s worth asking the question.
IIf you are planning an event, either in an official capacity, or simply tasked with one as a project, you will likely receive a quote from an AV provider at some point. Even after creating and reading thousands, I can feel my eyes glazing over at the impossibly long list of gear, with every entry looking something like:
4 XMC-BlingBlopper PS (with kit/BLK)
1081 Snuffalupugus Incl. w/kit - 15A U-Ground Turnaround
$798.00
This is because most companies use the same nomenclature for their equipment tracking as they do for their quotes, resulting in dense, hard to understand information for their clients. I have seen a few excellent examples of quotes generated by platforms that offer a client facing version, with pictures and normal language. The above example could be a ‘Speaker’, or a ‘Light’, or a ‘Screen’.
You don’t need to become an expert in gear, but it is helpful to understand what is being actually proposed, particularly because the difference in quality, fidelity and output between two different speakers can be remarkable. Is the XMC-Blingblopper PS something a wedding DJ would use? Or is it something that might be installed in a high-end venue, and expected to sound great while being used every day for years?
Especially if you are working with the same vendor for an annual event, or several events every year, learning in broad-strokes what equipment they select and why can help guide your budgeting and approach, resulting in a faster vision to confirmation plan.
At first, it may sound like Charlie Brown’s teacher talking, and your eyes may glaze over, or one of them twitch uncontrollably, but if you stick with it, the skies will eventually clear, and your skillset as an event planner will increase exponentially.
Your audience will be far more forgiving for a slightly stale croissant at a breakfast buffet than they will if they can’t see or hear what is happening on stage. If you are able to work with your AV provider to make things Brighter, Louder and Seen From A Distance, your events will be more impactful, and your audience will enjoy a richer experience.