The Business Technology Association has made the decision to move forward with next month’s live, in-person Spring Break event. After spending the better part of 12 months cooped up in their homes, the news is being greeted with much enthusiasm by members of the office equipment space.
BTA is welcoming dealers to Disney’s Grand Floridian Resort & Spa for a two-day event, March 19-20, and obviously this year’s affair is significant in that it represents the industry’s first major on-premise event since last March’s pandemic-induced shutdown. BTA is following all the recommended social distancing guidelines (spread-out seating, face masks, contact-free/no-handshake interactions, hand-sanitizing stations, etc.) to make the experience as safe and productive as possible.
The conference itself will touch on many of the key talking points of interest to dealers—leadership, the A4 movement, best hiring practices, cybersecurity and technical service—guided by industry luminaries including Ray Stasieczko, Sally Brause, Jay Ryerse and Jack Duncan. Dr. Steven Sheppard will deliver the keynote address, “Managing the Multigenerational Workplace: Lessons for Leaders,” and an outdoor welcome reception will provide attendees with the opportunity to catch up in a more traditional setting.
Perhaps most of all, this gathering is a first step in what will undoubtedly be a long road back to the normal course of business interaction. In this segment of Two-Minute Drill, we chatted with Brent Hoskins, the executive director of BTA, to learn more about the thought process behind the decision, the need for (and value of) in-person gatherings, and what the future holds for subsequent BTA events in 2021.
Talk a little about the thought process for moving forward with Spring Break. What factored into your decision to host an in-person event?
Hoskins: We know that not everyone is able or keen to travel at the present time. However, in late 2020, the BTA Southeast dealer volunteer leadership team met on several occasions to discuss the feasibility of hosting an event in March 2021. The hotel contract was in place, so it was generally just a matter of a “go” or “no-go” decision. It was apparent that there was support within the channel. We had heard from a number of members who, in different ways, essentially said: “We’re ready for BTA to resume having some events.” It became clear that “go” was the answer. We knew that if we moved forward with hosting the March 19-20 Spring Break event, we would have a respectable number of registrants. The level of pandemic-related restrictions in Florida are less than they are in some states, so we knew that Disney’s Grand Floridian Resort & Spa would be able to successfully accommodate the BTA Southeast-hosted event.
Obviously, we’re all champing at the bit for a little human interaction. What has been some of the feedback you’ve received from BTA members?
Hoskins: For nine-plus decades, BTA member dealers and vendors have been gathering, in-person, at association events to learn from one another, exchange ideas and share insight. However, perhaps the most important aspect of BTA events is the camaraderie they provide. Our registration numbers for the upcoming Spring Break event reveal that dealers are ready to resume that in-person camaraderie. As it turns out, the number of registrations has exceeded our expectations. At 30 days out, the number of registrations was the same as it was at 30 days out for the March 13-14, 2020, BTA Southeast Spring Break event. Clearly, many dealers and vendors are more than ready to resume participating in a BTA educational and networking event.
I believe, too, that our venue is a great draw. 2020 was a very rough year for everyone. While pandemic-related challenges still exist, everyone is very anxious for some “normalcy.” Plus, I suspect that the deep freeze that much of the nation experienced in recent weeks has led some who were on the fence about attending to say: ‘Let’s head to Florida where it’s warm.” Of course, all things Disney are magical and always a draw. Our registrants and exhibitors know that the lines in the theme parks will not be what they were pre-pandemic. What better time to visit Epcot, the Magic Kingdom or one of the other Disney parks? Many of our attendees will stay for some extra days in Orlando to enjoy much of what the area has to offer.
Webinars offer plenty of value as learning tools, but remote presentations lack that interactive experience of a live, in-person event. What makes Spring Break so worthwhile for members?
Hoskins: We’ve all become very accustomed to Zoom, Teams, etc., during these past 11 months. Certainly, such meeting platforms have played an important role in keeping us connected during the pandemic. Undoubtedly, they will continue to play an important role in our business lives going forward. However, nothing can take the place of in-person interaction. As humans, we do not thrive when isolated from others. That is particularly true in the office technology industry, given its nature. I talk to dealers on a regular basis. I frequently hear that selling via Zoom, etc., has worked okay under the circumstances, but it is far from ideal. For a sustained period, it just doesn’t cut it when compared to in-person selling. The sentiment is often expressed: “You need to be in-person with the customer. Period.”
When you think about it, the meeting platforms have some inherent, key limitations, in terms of people-to-people interaction. First and foremost, they are for group meetings, with a leader and participants. They are not for the type of conversation you can have in person, where you can pull someone aside to ask more about a particular topic. Webinars are great, but have a similar limitation. You cannot have a one-on-one conversation with the presenter following the webinar to ask questions and learn more.
It may be stating the obvious, but these thoughts all point to the unequaled value that our Spring Break attendees will experience. There will be no limitations to engage in meaningful, one-on-one conversations. They will be able to personally interact with presenters to ask questions or gain more information on particular aspects of the educational sessions. They will also be able to interact with our 20-plus wonderful exhibitors who are so important to making the event a success. Having these experiences will serve as a tremendous boost for our attendees. That is, I am confident that they will be energized with a renewed focus on the growth of their businesses and ongoing success. I suspect many will return from Spring Break to their businesses with a level of hope and optimism that, perhaps, has not been experienced for a long time.
What are your expectations for Spring Break 2021? Is this sort of a litmus test for the balance of this year’s BTA event schedule?
Hoskins: The Spring Break event, hosted by BTA Southeast for dealers across the country, will be a success. It may be smaller than past events, but that is understandable. However, I am fully confident that everyone will leave with a great sense of satisfaction from having attended. They will be renewed, inspired, educated, motivated and grateful to the BTA Southeast leadership team for deciding: “Let’s move forward with Spring Break.”
Will this be a litmus test for future 2021 BTA events?
Hoskins: Yes, to some degree. That is, it will provide proof that yes, you can host a successful, in-person event during this stage of the pandemic. However, as I stated, this event will be successful, in part, due to the Florida location, and the level of restrictions as compared to some other states. In 2020, BTA hosted one in-person event and cancelled four others. At the time, the decision was made to tentatively plan to essentially reschedule the cancelled 2020 events for 2021. However, as it turns out, that will not entirely be possible. When we cancelled the 2020 BTA National Conference to be hosted by BTA Mid-America in June of last year, we simply rescheduled the event for a year later, as the 2021 BTA National Conference, to be held in Chicago. However, it is now clear that the event cannot take place as planned. Chicago restricts in-person meetings to 50 people. It is unknown when that restriction will be revised or rescinded. So, the decision has been made to postpone having a BTA event within the boundaries of the BTA Mid-America district until 2022.
However, there is some good news; in fact, great news. Following the Spring Break event, our next in-person BTA event will be the 2021 BTA National Conference, now scheduled for August 18-19 at the Hotel del Coronado in Coronado, California. BTA Mid-America will be joining BTA West in hosting this event. It is certain to be an enjoyable, memorable, very worthwhile event. Watch for more details from BTA in the coming months.
Click here for more information on Spring Break 2021.
