Josh Rush, Co-founder and CEO of Surreal Events, shares with The Drum some of the more material ways brands are engaging fans and making baby steps into what some are calling the ‘metaverse.'

Read the full op-ed [here](https://www.thedrum.com/opinion/2022/02/03/how-break-through-the-fog-uncertainty-and-master-the-metaverse)

Josh Rush, Co-founder and CEO of Surreal Events, shares some of the more material ways brands are engaging fans in the metaverse.

By: Josh Rush

How to break through the fog of uncertainty and master the metaverse

### WHAT’S YOUR AVATAR STYLE?
Realism, but that can change depending on my mood. Some days I feel I should be more ostentatious, but then I remember that I don’t want everyone staring at me.

### FAVORITE FEATURE IN SURREAL?
The Avatar Creator is easily one of my favorite features. It’s so customizable, and so easy to change your look with your mood.

### FAVORITE DANCE MOVE IN SURREAL?
The DAB! It’s far too meme-worthy to prevent me from doing for an extended period of time.

### WHAT IS YOUR ROLE AT SURREAL?
I am a narrative designer; I create the bones of our projects to create more user-engagement.

### WHERE DO YOU SEE THE FUTURE OF VIRTUAL EXPERIENCES?
I see more hybrid events coming into the mix with physical and virtual components. I also predict there will be more metaverse brand activations popping up every month.

### WHAT IS YOUR FAVORITE SCI-FI FILM OR TV SHOW?
It’s got to be Warhammer 40k, even if it doesn’t have a movie or show.

### WHEN NOT IN SURREAL WHAT DO YOU DO FOR FUN?
I hang with my pals, play videogames, and cook. Nothing out of the norm, unless I’m cooking something unusual.



FEATURED AVATAR: JACOB ESTHER, NARRATIVE DESIGNER

CNET's Scott Stein asks the question, "Does the Metaverse belong in a browser?"

His response:

"If the metaverse is a 3D layer to the existing internet, maybe the ultimate version of the metaverse is something accessed through browsers, no headset necessary. It's surprising what's already possible. Surreal Events, a company that's built virtual work apps that render 3D cloud-streamed graphics, is a nice example of how this could work."

[**Read the full report [HERE]**](https://www.cnet.com/tech/computing/features/the-metaverse-isnt-a-destination-its-a-metaphor/)




SURREAL FEATURED IN CNET: "The Metaverse Isn't a Destination. It's a Metaphor"

There’s a lot of skepticism swirling around the metaverse, and for good reason: many current forecasts could turn out to be false, and even the most prescient futurists can’t predict everything. But brands shouldn’t wait to begin thinking about the metaverse just because it’s unpredictable.

SURREAL CEO Josh Rush talks about the major advantages of leveraging the metaverse for brand engagement and fan-building.

[**Read the full op-ed [here.]**](https://www.thedrum.com/opinion/2022/02/28/why-marketers-can-t-afford-be-skeptical-about-the-metaverse)

Why marketers can’t afford to be skeptical about the metaverse

### WHAT’S YOUR AVATAR STYLE?
I like to go pretty crazy with my style. Currently, I’ve rocking the casual Raiden look from Mortal Kombat… aka “Raiden after hours.”

### FAVORITE FEATURE IN SURREAL?
I’m a really big fan of the Mantle/Climbing system. Getting to parkour on all kinds of stuff is pretty fun way to spend my workday.

### FAVORITE DANCE MOVE IN SURREAL?
Northern Soul or YMCA. It's a difficult choice. I wish I could do both at once.

### WHAT IS YOUR ROLE AT SURREAL?
I'm a Junior Unreal Developer. I spend a lot of time building, playing and trying to break the things I make. There's so much fun in chaos!

### WHERE DO YOU SEE THE FUTURE OF VIRTUAL EXPERIENCES?
I expect a lot of virtual production to enter the fold in the next year, especially for sports, entertainment, retail and the consumer brand market as a whole.

### WHAT IS YOUR FAVORITE SCI-FI FILM OR TV SHOW?
Not really a film or tv show buff, but hands down, Warhammer 40k is my favorite sci-fi universe.

### WHEN NOT IN SURREAL WHAT DO YOU DO FOR FUN?
I like to take a break from the screens and go camping and fishing. Being outside is the best way to take a break from the metaverse.


FEATURED AVATAR: KENDALL WINN, JUNIOR UNREAL DEVELOPER

ATLANTA (February 15, 2022) – In partnership with MLB and SURREAL Events, The Atlanta Braves announce the creation of Digital Truist Park, a photo-realistic digital twin of Truist Park. 

This first-of-its-kind virtual platform, powered by Epic Games’ Unreal Engine technology, gives fans the opportunity to experience Truist Park and The Battery Atlanta in an immersive, multiplayer environment streamed directly to their browsers. 

With the launch of Digital Truist Park, the Braves become the first Major League Baseball team to join the metaverse.

[**READ THE OFFICIAL BRAVES PRESS RELEASE [HERE]**](https://www.mlb.com/press-release/press-release-atlanta-braves-announce-the-creation-of-digital-truist-park)

SURREAL HELPS ATLANTA BRAVES BECOME FIRST MLB TEAM TO JOIN THE METAVERSE

Insider Trends spoke with SURREAL CMO, Adam Voss, about how retail is changing with the evolution of virtual experiences, as well, how business and brands can create differentiated retail experiences with platforms like SURREAL.

Read the full article [here](https://www.insider-trends.com/how-will-virtual-experiences-change-retail/)

Insider Trends talks to SURREAL's CMO Adam Voss about how retail is changing with the evolution of the metaverse and virtual experiences.

INSIDER TRENDS FEATURES SURREAL CMO ADAM VOSS

Listen to the [episode](https://thisisrdc.com/2021/10/19/josh-rushs-view-on-the-metaverse/).

RDC’s **Bird’s Eye View** series explores what the future of events truly is by bringing unexpected perspectives to the forefront.

In this episode, Robyn talk's with Josh Rush from Surreal Events to explore what the metaverse is, what it looks like for events and experiences in the future and what event leaders should and can do now for a successful entry into the space. 



BIRD'S EYE VIEW PODCAST TALKS WITH SURREAL'S JOSH RUSH

### WHAT’S YOUR AVATAR STYLE?
I like to rock the remote-work look in SURREAL. Usually I wear a semi-casual shirt with shorts/sneakers because I could be in a meeting, or I could be running off somewhere to check some deployed code running in the platform.

### FAVORITE FEATURE IN SURREAL?
I really like the ‘Click to move’ system because I can locomote with just one hand. This is basically movement, camera panning, and gameplay interactions all with the convenience of a single click. Plus, I can use my other hand to code while I navigate!

### FAVORITE DANCE MOVE IN SURREAL?
I like the Floss because of a certain game you might have (definitely) heard of... 

### WHAT IS YOUR ROLE AT SURREAL?
I’m a Game Developer and part of the Tech Lead team. Basically I write code for cool new features, maintain some current ones, and help make sure new team members are up to speed with our core concepts.

### WHERE DO YOU SEE THE FUTURE OF EVENTS?
I would love to see mixed events where realistic and surrealistic dimensions meet. Approximating digital/virtual events to the real thing, while increasing accessibility and engagement, is the key challenge for the current builders of virtual platforms. SURREAL is actively working towards a solution for this... and that’s one of the big reasons why I love working here.

### WHAT IS YOUR FAVORITE SCI-FI FILM OR TV SHOW?
*The Fifth Element*. If you don’t know what the actual fifth element is, spoiler alert: it’s LOVE. Do everything with love. You might just save the planet…

### WHEN NOT IN SURREAL WHAT DO YOU DO FOR FUN?
I play in VR, code, play family friendly video games with the fam, and work-out so I can level-up my body (yes, it’s fun to me, lol!).


FEATURED AVATAR: REINALDO VIEIRA, SURREAL UNREAL ENGINE DEVELOPER

Listen to the [episode](https://www.youtube.com/watch?v=3N4D9ZramGE).

The FUTRtech Podcast is committed to keeping technology professionals in the know about current tech trends and solutions.

In their episode, they pose the question, **"What the heck is the Metaverse?"**

SURREAL's CMO, Adam Voss, joins hosts Chris Brandt and Sandesh Patel to unpack this question and talk all things Metaverse. Prepare to teleport!



FUTRTECH PODCAST GETS METAVERSAL WITH SURREAL'S ADAM VOSS

Wunderman Thompson Intelligence presents "Into the Metaverse," a new report exploring the consumer behaviors, business models and brand opportunities that are emerging as the metaverse takes shape.

The report covers emerging consumer trends and implications for brands and businesses, alongside original research conducted by Wunderman Thompson Data, exclusive interviews with 15 experts, including SURREAL Co-Founder and CEO Josh Rush,the defining elements of the metaverse, case studies and brand takeaways.

Read the full report [here](https://www.datocms-assets.com/48753/1631820089-into-the-metaverse.pdf)







Wunderman Thompson Intelligence presents "Into the Metaverse," a new report exploring the consumer behaviors, business models and brand opportunities that are emerging as the metaverse takes shape.

WUNDERMAN THOMPSON TREND REPORT FEATURES SURREAL CEO JOSH RUSH

## INVNT GROUP® to launch bzar - Xperience Shopping™ An “always on” 24/7/365 global, immersive metaverse connecting brands, consumers, experiences, content, and creators through gamification

Launching this November, bzar is a patent pending, disruptive, immersive, metaverse leveraging Epic Games’ Unreal Engine, the most powerful real-time 3D creation tool, and partnering with SURREAL Events, a leading developer of multiplayer virtual experiences in Unreal. With multiplayer capabilities and gamified elements blended with virtual retail experiences or “brand worlds”, bzar offers brand safe environments, fosters brand love, and creates instantaneous transaction results. 

Heavily rooted in entertainment, gaming, and celebrity brand sectors – allowing members to play and shop, providing an engaging shorthand between the influencer to consumer check out – bzar is a new paradigm for shareable, fun, and exciting shopping experiences.

bzar, pioneered by Scott Cullather, Co-founder and CEO of [INVNT GROUP](https://www.invntgroup.com/) and Founder and CEO of bzar, will launch with a select group of brands that will debut their “brand worlds” in the bzar metaverse. bzar stands for a world which holds no limitations to creativity, love, inclusivity, fun, excitement, and the desire to connect with each other. Unbound by the restrictions of physical space, time, and distance, bzar invites modern brands to create their own brand worlds, and to tell their stories with imagination establishing an emotional connection between their brand and their most important consumers – Millennials and Gen Z.

Members create custom avatars equipped to discover, play, try on, and shop exclusive digital and physical products. Along with the ability to attend interactive live performances with virtually anyone in the entire bzar metaverse.

> “We have been developing the bzar metaverse for over 18 months. When Mark Zuckerberg joins the narrative, you know you are onto something big. Our ideas of community start with people. Modern global consumers and brands want more than four walls and to scroll endlessly over flat boring images of products - which is what today’s brick and mortar, e-comm and omni-channel platforms offer.  Today, consumers and brands demand experience and innovation. bzar reimagines retail and experiential spaces in unimaginable virtual worlds, that help power modern, world-class brands. By bringing all those communities together, we hope to build the most powerful and exciting collective of brands, culture-shakers and makers on the planet.”  Scott Cullather, Founder and CEO, bzar

bzar speaks to a conscious consumer - they are authenticity focused and seek to be part of a community of firsts. Community is not created by bzar, it meets at bzar – empowering the audience to create the community and the culture.

bzar powers brands who seek to cultivate communities of the future.
For more on bzar - Xperience Shopping please visit the [bzar website](https://www.bzar.com).


### About INVNT GROUP
INVNT GROUP was established in 2020 with a vision to provide consistent, meaningful, well-articulated BrandStory across all platforms. With offices in New York, Dubai, London, Singapore, Sydney, Stockholm, and Detroit; headed up by President and CEO, Scott Cullather, INVNT GROUP THE GLOBAL BRANDSTORY PROJECT™ represents a growing portfolio of complementary disciplines designed to help forward-thinking organizations everywhere, impact the audiences that matter, anywhere. The GROUP consists of modern brand strategy firm, Folk Hero; creative-led culture consultancy, Meaning; branded content studio and content marketing agency, HEVĒ; collegiate events and experiences, INVNT Higher Education, and INVNT, the founding live brandstory telling agency. For more information about INVNT GROUP visit their [website](https://www.invntgroup.com).

### About SURREAL
SURREAL is a first-of-its-kind virtual event platform enabling audiences across industries to connect, collaborate and celebrate in entirely new ways. Web-based, hosted in the Cloud and pixel-streamed to participants, SURREAL provides a "digital twin" to physical events and experiences—bridging the possible and impossible in any virtual environment imaginable. Designed to be social-first, gamelike and avatar-based, SURREAL inspires organic meetings and real-world “collisions” in a variety of spaces and with intuitive tools that make it easy to converse and connect with colleagues. 








INVNT GROUP JOINS FORCES WITH SURREAL FOR 24/7 BZAR

From the SURREAL July 2021 White Paper, [The Future of Fan Experiences in a Post-Pandemic World (And How to Monetize Them)](https://surrealevents.com/news/whitepaper/future-of-fan-experiences).


[**Download this article**](https://www.datocms-assets.com/48753/1630020698-surrealmonetizingdigitalexperiences.pdf)


# Let’s talk money: Ways to monetize your immersive digital experiences
 
An evolved digital strategy is no longer nice-to-have, it’s crucial to business continuity, marketing success, and can also positively impact the bottom line. Approach monetizing digital experiences by adapting tried-and-true methods of monetization to your digital approach, researching how other industries monetize experiences, and explore how you can translate that for your own digital experiences.
 
Brands can monetize digital experiences through:
 
**Tickets and Registration.** 
Consider a tiered ticket approach for in-person events and their virtual counterparts—making the online and app-based event ticket price a cheaper rate than the physical event. If app adoption is part of your core KPI’s, consider hosting a free or freemium event held exclusively on your app.

**Collectibles, Merchandise, and Digital Exclusives.** 
Once you’ve found and engaged with an addressable—and interested—audience, use events and digital media as opportunities to upsell. Do this by giving users access to custom and exclusive merchandise, as Travis Scott did with his ‘Icon Series’ in Fortnite ([NME](https://www.nme.com/news/music/travis-scott-breaks-fortnite-streaming-record-virtual-astronomical-show-2654626)) or providing access to exclusive, invite-only experiences via digital channels.

**Collaborations, Sponsorships and Revenue Shares.** 
Partnering with like-minded companies is not only a great way to grow both your audience and brand awareness, but also is a great monetization tactic. If you’re a tech brand, consider partnering with a media company for your next event; if you’re a developer, consider partnering with an influencer or creator to broaden reach. Your brand is only as strong as your network—use collaboration and sponsorships as a way to generate the traction—and funds—needed to successfully produce a digital experience. Be creative and think strategically on how your core competencies can help a brand partner, and what you need in return. 

**Non-fungible Tokens (NFTs).**
Utilize this ever-so-trending topic to diversify the way in which your brand makes money. “At a very high level, most NFTs are part of the Ethereum blockchain. Ethereum is a cryptocurrency, like bitcoin or dogecoin, but its blockchain also supports these NFTs, which store extra information that makes them work differently from, say, an ETH coin” ([The Verge](https://www.theverge.com/22310188/nft-explainer-what-is-blockchain-crypto-art-faq)).  Accepting NFTs as a method of payment shows audiences you're "in the know" and looking to the future. According to The Verge, “NFTs can really be anything digital (such as drawings, music, your brain downloaded and turned into an AI), but a lot of the current excitement is around using the tech to sell digital art” (The Verge). The first step in accepting alternative payments is to first understand them.

**Downloadable Content (DLC) and In-Platform Digital Purchases.** 
Take a page from online gaming to up-level your digital monetization tactics. “Some DLCs introduce new and memorable characters and others open entire new maps to explore. There are DLCs that unlock different outfits, classes, and more” (Gamerant). For brand experiences, give audiences the opportunity to unlock outfits during a digital fashion show, purchase additional maps and room access for online conferences, and open up exclusive chat rooms with influencers and industry experts at your next virtual event. But, don’t just make the content digital-only: match these DLCs with tangible eCommerce that users can buy—and have delivered to their doorsteps.

**Gaming, eSports Leagues, and Betting.**
Online gaming and esports are one of the fastest growing and evolving industries. “Most projections put the esports ecosystem on track to surpass $1 billion in revenue for the first time this year. And revenue is expected to grow from here — Newzoo projects it to hit $1.8 billion by 2022. Money flows into esports through media rights, live event ticket sales, merchandise sales, and in-game purchases, but most of the revenue (69%) comes from sponsorships and advertising, per Newzoo figures cited by Statista” (Business Insider). The pandemic brought great focus to online communities—including esports and collaborative gaming platforms—and is predicated to continue in post-covid times. Further, recent events such as the spike in GameStop shares due to Reddit users continue to show us the power of online communities around a shared theme. Betting is also a great way to monetize your event or platform, in controlled ways. Consider whether your brand fits a betting environment, if it will be beneficial or harmful for your brand to be associated with betting, and also how you would facilitate it.


*“The pop-culturization of esports has helped power the explosions in esports investment and revenue. Esports has hit this stratosphere in large part because of the social component of live streaming and gaming. Video gaming-specific streaming platforms like Twitch and YouTube Gaming give fans a direct connection to the players and teams, while more mainstream socials have allowed those connections to flourish,” (Business Insider).*


**Experiential Marketing, Virtual Activations, and Experiences.**
Utilize emerging technology like augmented and virtual reality to bring activations at in-person events to life. Give your audience the opportunity to test out 3D, photo real renderings of home design projects, as Kichler did in their “Lighting the Way Forward” event; show customers behind-the-scenes of production—as Tom Shoes did using VR—keeping in mind that the more real an experience is, the more it resonates with customers. 

Finding the conduit between new types of digital experiences and tried and true monetization tactics (ticketing, sponsorship, retail environments, advertising) can bring your brand into the future while holding on to what has historically worked. 



References


* “Travis Scott breaks ‘Fortnite’ streaming record with virtual ‘Astronomical’ show,” NME. Accessed on July 21, 2021 and viewable at https://www.nme.com/news/music/travis-scott-breaks-fortnite-streaming-record-virtual-astronomical-show-2654626 .
* “NFTs, explained,” The Verge. Accessed on July 21, 2021 and viewable at https://www.theverge.com/22310188/nft-explainer-what-is-blockchain-crypto-art-faq .
* “20 Games With The Best DLC Content, Ranked,” Game Rant. Accessed on July 21, 2021 and viewable at https://gamerant.com/games-best-dlc-skyrim-fallout-hitman-red-dead-redemption/ .
* “Esports Ecosystem Report 2021: The key industry companies and trends growing the esports market which is on track to surpass $1.5B by 2023,” Business Insider. Accessed on July 21, 2021 and viewable at https://www.businessinsider.com/esports-ecosystem-market-report .
* “GameStop shares jump after the Reddit favorite raises $551 million in stock sales,” CNBC. Accessed on July 21, 2021 and viewable at https://www.cnbc.com/2021/04/26/gamestop-shares-jump-after-the-reddit-favorite-raises-more-than-500-million-in-stock-sales.html 
* “Lighting the Way Forward,” SURREAL. Accessed on July 21, 2021 and viewable at https://www.surrealevents.com/events/kichler .
* “TOMS Brings Virtual Reality Giving Trips to Retail Customers,” VR Scout. Accessed on July 21, 2021 and viewable at https://vrscout.com/news/toms-virtual-reality-giving-trips/ .



[**Download the Full White Paper**](https://surrealmedia.s3.amazonaws.com/docs/SURREAL_FutureofFanExperiences+(1).pdf)

By: Josh Rush / SURREAL

Let’s talk money: Ways to monetize your immersive digital experiences

From the SURREAL July 2021 White Paper, [The Future of Fan Experiences in a Post-Pandemic World (And How to Monetize Them)](https://surrealevents.com/news/whitepaper/future-of-fan-experiences).


[**Download this article**](https://www.datocms-assets.com/48753/1630020595-surrealfrom2dto3d.pdf)

After a year and a half into the pandemic, people aren’t just suffering from Zoom fatigue and digital concert overload, they are seeking experiences that provide less unilateral engagement in favor of more meaningful connection. It becomes imperative, then, to invest in the technological infrastructure for out-of-the-box digital experiences to bring value to your audience—and turn that added engagement into opportunities to monetize.

“We don’t need this crazy technology to do this, we have everything we need right now. The metaverse becoming a reality is not just gadgets it’s more about the adoption of these games by people and developers learning what elements make for really awesome online social experiences,” Tim Sweeney, CEO Epic Games ([VentureBeat](https://venturebeat.com/2021/01/27/tim-sweeney-the-open-metaverse-requires-companies-to-have-enlightened-self-interest/)).

Brands can capitalize on this global phenomenon by investing in the resources and technology to provide consumers, employees, and other stakeholders with an elevated digital experience.

Here’s how to get started:

1. **Create a comprehensive digital strategy.**

Nowadays, it’s not enough for brands to just have a digital presence. With chatbots enhancing a website experience, live broadcasts and interviews occurring on Instagram, and even dating apps like Hinge and Tinder [integrating video](https://mashable.com/article/hinge-video-dating-labs/) chat into their platforms, the digital ecosystem is more elevated than years past. Think about your brand’s core strengths and why your audience continues to engage (use behavioral science and data analytics to quantify these assumptions) and then utilize members of your team—from digital marketing managers and creative directors, to interns and software engineers—to brainstorm ways to bring your brand into the future.

2. **Incorporate a hybrid model.** 


A traditional in-person event evolved to a digital conference on Zoom or Hangouts during the pandemic, yet findings suggest that a hybrid physical and digital model will become the ‘new normal’. Joanne Dennison, Boston University School of Hospitality Administration adjunct professor sums this up nicely, “A company might have had a national sales convention, and now do five regional meetings. They might have a hybrid component. That will probably be the rest of 2021. Then comes 2022, and it will open up for more national meetings, and I think almost everything will have a hybrid component. They may not have the 3,000- or 5,000-people event; maybe they’ll do East Coast and West Coast events. I foresee people being reluctant to go to meetings that involve that many people, even next year” ([BU Today](https://www.bu.edu/articles/2021/the-new-normal-for-big-events-after-covid-19-joanne-dennison/)). Ensure that your event programming includes opportunities for digital engagement before, during, or even after an event—which can range from offering exclusive programming online-only during a conference, or incorporating second-screen experiences into an in-person or televised event.

3. **Think big. Really big.**


While some companies are beginning to embrace a more thorough digital strategy, cutting-edge brands are zooming into the future. 60 years ago, when [The Jetsons](https://www.theverge.com/2017/11/3/16598440/jetsons-dystopia-dc-comics-future-apocalypse) aired, it was preposterous to imagine a world with smart homes, video calls, holograms, or 3D printed food, yet it has quickly become reality in present day. Traditional multichannel experiences will soon evolve to multiversal experiences—and future-thinking brands are already at the forefront of this creation. “The future of social media may not be in traditional platforms, but in immersive gaming environments with their own economies, currencies, and culture. Fortnite, the popular battle royale shooter by Epic Games, is striving to become the first digital metaverse: a shared virtual space that goes beyond gaming to include an endless buffet of media experiences. CEO Tim Sweeney has been actively promoting the metaverse concept, and even if it’s years away, one can begin to discern the contours of his vision, with Fortnite hosting in-game concerts, movie trailer premieres, and other appointment viewing events over the past year” ([Fast Company](https://www.fastcompany.com/90600321/social-media-most-innovative-companies-2021)). Consider recreating a physical space in a digital, avatar-based platform—where avatars can travel from branded platform to platform—or having AR experiences at every in-person event you attend. Don’t be afraid to think outside the box—or watch sci-fi TV shows from the past to help predict this future.

4. **Invest in tech.**

For the most part, there are open-source technology platforms that your brand can take advantage of. Once you have developed a digital strategy and made room for big ideas, look for the technology that can bring these ideas to life. Make room in your budget for the tools and resources to evolve your digital ecosystem.

5. **Take risks.**

Fortune favors the bold, and with a well-thought-out strategy—complete with insights from data and big idea brainstorms—there’s no telling where your brand can go. If there is one thing we learned from Covid-19, it’s how important it is to take risks, swing for the fences, and invest in technology—not to merely avoid disruption, but to embrace it. 

References

* “Tim Sweeney: The open metaverse requires companies to have enlightened self-interest,” VentureBeat. Accessed on July 21, 2021 and viewable at https://venturebeat.com/2021/01/27/tim-sweeney-the-open-metaverse-requires-companies-to-have-enlightened-self-interest/ .
* “The Complete Guide to Chatbots for Marketing,” Sprout Social. Accessed on July 21, 2021 and viewable at https://sproutsocial.com/chatbots/ .
* “Hinge rolls out in-app video calls and reveals how users really feel about quarantine dating,” Mashable. Accessed on July 21, 2021 and viewable at https://mashable.com/article/hinge-video-dating-labs .
* “What Will the New Normal Be for Big Events and Meetings after COVID-19?,’ BU Today. Accessed on July 21, 2021 and viewable at https://www.bu.edu/articles/2021/the-new-normal-for-big-events-after-covid-19-joanne-dennison/ .
* “The Jetsons is actually a bone-chilling dystopia,” The Verge. Accessed on July 21, 2021 and viewable at https://www.theverge.com/2017/11/3/16598440/jetsons-dystopia-dc-comics-future-apocalypse .
* “If you think Fortnite is just a video game, you’re missing the big picture,” Fast Company. Accessed on July 21, 2021 and viewable at https://www.fastcompany.com/90227475/if-you-think-fortnite-is-just-a-video-game-youre-missing-the-big-picture .
* “The 10 most innovative social media companies of 2021,” Fast Company. Accessed on July 21, 2021 and viewable at https://www.fastcompany.com/90600321/social-media-most-innovative-companies-2021 .
* Surreal. Accessed on July 21, 2021 and viewable at https://www.surrealevents.com/ .
* Unreal Engine. Accessed on July 21, 2021 and viewable at https://www.unrealengine.com/en-US/unreal .

[**Download the Full White Paper**](https://surrealmedia.s3.amazonaws.com/docs/SURREAL_FutureofFanExperiences+(1).pdf)


Moving your digital strategy from 2D to 3D

Listen to the [episode](https://html5-player.libsyn.com/embed/episode/id/20053958/height/90/theme/custom/thumbnail/yes/direction/backward/render-playlist/no/custom-color/87A93A/).

The Tech Talks Daily Podcast interviews tech leaders, entrepreneurs, CEOs, thought leaders and even the occasional celebrity about how technology is transforming business and industry.

In this episode, host Neil C. Hughes talks to SURREAL Events CMO, Adam Voss, to learn how SURREAL is bridging the possible and impossible, and the physical and digital worlds, to bring any event to life—in any virtual environment imaginable. 



THE TECH TALKS DAILY PODCAST GETS SURREAL

Listen to the [episode](https://the-next-cmo.simplecast.com/episodes/the-surreal-future-of-virtual-events-with-adam-voss-cmo-of-surreal).

The Next CMO Podcast (from Plannuh) discusses topics and ideas in marketing for up-and-coming and forward-thinking marketers who strive to be a chief marketing officer of the future. Topics discussed on the podcast include marketing strategy, planning, demand generation, case studies, analytics, digital marketing techniques, and innovative marketing strategies. 

In the 50th episode of The Next CMO podcast, hosts Kelsey Krapf and Peter Mahoney speak to SURREAL co-founder and CMO Adam Voss about the future of virtual events and leveraging 3D VR technology from the gaming world.


THE NEXT CMO PODCAST FEAT. SURREAL CMO ADAM VOSS

The Future Of Fan Experiences In A Post-Pandemic World (And How To Monetize Them)

### WHAT’S YOUR AVATAR STYLE?
I usually roll business casual during demos and client engagements. But when I am DJing in SURREAL, I like to wear something more risqué… like leather or vinyl or barbed wire.

### FAVORITE FEATURE IN SURREAL?
I really like that you can interact so easily via text, voice or video chat. It feels very natural. More than that, I love that you can bring lifelike rendered products into the mix and demonstrate their features and benefits so easily. It takes the interactions and elevates them into transactions. Genius.

### FAVORITE DANCE MOVE IN SURREAL?
I love the Floss. Like the Dab, it’s totally passé. I love proving to my kids how relevant irrelevance can really be. [Dab!]

### WHAT IS YOUR ROLE AT SURREAL?
I lead our Marketing and Communications efforts. From content creation, lead generation, channel proliferation, investor relations, collateral and sales materials, I have my hands in many pies. The amazing thing about being involved in a startup is all the hats you get to wear. I love hats; you can never have too many hats.

### WHERE DO YOU SEE THE FUTURE OF EVENTS?
Hybrid is the future. Going forward, the concurrency of live and virtual is absolutely essential. No longer can large, global events be subject to unexpected cancellation. So much thought, time and resources go into events; the pandemic was a real-time proof-of-concept that hybrid events not only mitigate unforeseen circumstances, but can significantly extend reach. Meanwhile, our technologies have advanced 5-7 years in 16 months. If necessity is the mother of invention, I think its father must be the resolve to keeping going.

### WHAT IS YOUR FAVORITE SCI-FI FILM OR TV SHOW?
Aliens, Blade Runner, Star Trek to name a few. But I’m a big film nut and Sci-fi is my favorite genre. I usually land on most of them, eventually.

### WHEN NOT IN SURREAL WHAT DO YOU DO FOR FUN?
I play guitar, watch movies, take pictures and hang with my family and my two dogs.


FEATURED AVATAR: ADAM VOSS, CHIEF MARKETING OFFICER / SURREAL

[SURREAL Events](https://www.surrealevents.com) is thrilled to announce they are the most recent recipient of the esteemed [Epic MegaGrant](https://www.unrealengine.com/en-US/megagrants). Awarded by Epic Games, this substantial grant amount will enable SURREAL to enter into its next development phase—curated and personalized watch-party events in a shared stream that connects fans to unique “second screen” experiences.

Conceived for sporting events and live music, this next phase will drive a more stable foundation for scaling within various multiplayer environments, from venues, stadiums, showrooms and retail environments. Furthermore, at the conclusion of this development cycle, SURREAL will be better positioned to help organizations, developers and brands rapidly prototype unique multiplayer experiences—while becoming the ultimate testing environment for Unreal Engine.

“Our collaboration with Epic Games will make the power of the Unreal Engine more accessible to sports, media and entertainment providers—and more importantly, their fans,” said Josh Rush, Co-Founder and CEO of SURREAL.“SURREAL is amplifying this expansion by enabling brands, sports teams and event promoters to prototype their own multiplayer experiences, environments and digital twins. And we’re just getting started.”

### About SURREAL

SURREAL is a first-of-its-kind virtual event platform enabling audiences across industries to connect, collaborate and celebrate in entirely new ways. Web-based, hosted in the Cloud and pixel-streamed to participants, SURREAL provides a "digital twin" to physical events and experiences—bridging the possible and impossible in any virtual environment imaginable. Designed to be social-first, gamelike and avatar-based, SURREAL inspires organic meetings and real-world “collisions” in a variety of spaces and with intuitive tools that make it easy to converse and connect with colleagues. Visit www.surrealevents.com for more information.

### About Epic Games & Unreal Engine

Launched in 2019, Epic MegaGrants is a $100 million program to globally accelerate the work of talented teams and individuals working with Unreal Engine, 3D graphics tools, and open source software. Epic Games’ Unreal Engine is the world’s most open and advanced real-time 3D tool. Creators across games, film, television, architecture, automotive and transportation, advertising, live events, and training and simulation choose Unreal to deliver cutting-edge content, interactive experiences, and immersive virtual worlds.

SURREAL Events Awarded Epic MegaGrant to Bring the Future of Fan Experiences to Life in Unreal Engine

### WHAT’S YOUR AVATAR STYLE?

Casual with a little edge. She’s comfortably running around in her Chuck Taylors—but keeps it edgy with pink hair. She’s also tall, tan and has great thigh gap...everything I want IRL! Haha!

### FAVORITE FEATURE IN SURREAL?

Hands down, the video feature at the small seating areas. I love that it’s super easy to sit down and have a casual, quick conversation with other attendees like you would in the real world. And then it’s just as easy to jump up and move on to get to a meeting or check out other areas. The social butterfly in me loves to hop table to table to chat!

### FAVORITE DANCE MOVE IN SURREAL?

The Shuffle! I only wish I could dance as well in real life!

### WHAT IS YOUR ROLE AT SURREAL?

I’m a Senior Producer. I’m basically the go-to person to help navigate the waters of SURREAL while planning an event or while an event is happening. My goal is to make working with SURREAL as easy and fun as possible! During an event, you’ll see me running around with pink hair so I’m easy to spot!

### WHERE DO YOU SEE THE FUTURE OF EVENTS?

Since I have a background in live events, I’m looking forward to those coming back in full swing; however, with technology like SURREAL, I really see a great opportunity for a hybrid approach. SURREAL enables us to go beyond the limits of travel, time and reality. Production that can’t be accomplished IRL—due to a myriad of real-world challenges—can absolutely happen in SURREAL! In addition, having both live and virtual options is a great way to span the gap between what’s possible and what you’ve always dream of doing.

### WHAT IS YOUR FAVORITE SCI-FI FILM OR TV SHOW?

I’m not into SCI-FI usually. But hand me a true crime series, (based on a true story) murder mystery or a documentary that really makes you think, and I’m a happy camper. If you have not watched MINDHUNTER, you’re missing out!

### WHEN NOT IN SURREAL WHAT DO YOU DO FOR FUN?
I’m addicted to travel! And I CANNOT wait to book my next trip. I’m in Atlanta and our festival scene is awesome, so really looking forward to getting back into those this summer. I also hike and camp quite a bit with friends and try to visit with my family as often as possible.

FEATURED AVATAR: ALYSON GREENSTEIN, SR. PRODUCER

### WHAT’S YOUR AVATAR STYLE?
It really changes depending on my mood, sometimes I’m a skirt and boots kind of gal, other times I’m in leggings and leather jacket. I love that SURREAL gives us multiple clothing options per top, bottom, and shoes.

### FAVORITE FEATURE IN SURREAL?
I think it’s really cool that you can head to the food court, check out food options as if you were in a real food court, order (via Grubhub in SURREAL), sit down at a table with other attendees and video chat with them and then have your food delivered to your apartment. It really makes a virtual experience feel ‘real’ which I think is important when we are so isolated.

### FAVORITE DANCE MOVE IN SURREAL?
Sad to say but I’ve tried to learn how to floss for a few years now, and I feel like I age myself even just saying that. So, definitely floss. Or is it flossing?

### WHERE DO YOU SEE THE FUTURE OF EVENTS?
This is a good question. I think the future of events is a lot more inclusive and accessible, not just when it comes to price but also with a diverse makeup of a panel or audience. I think that Covid-19 has trained us to have dance parties or DJ events in my case online, and while I love that the world is opening up again, a lot of us (myself included) are still too wary to attend a live-event in similar capacity to pre-Covid times. To that end, I see virtual events never quite leaving and I predict in-person events will be a lot more exclusive and intimate in nature.

### WHEN NOT IN SURREAL WHAT DO YOU DO FOR FUN?
I’ve just moved to Lisbon, so I’m really enjoying exploring the city, walking around the historic district, and consuming my weight in wine and pastries.

### WHAT IS YOUR FAVORITE SCI-FI FILM OR TV SHOW?
I don’t watch that much TV, but I do really love The Invisible Man by H.G. Wells.

FEATURED AVATAR: KRISTYN POTTER, DIGITAL CONTENT MARKETING MANAGER / SURREAL

The VEI Virtual & Hybrid Awards celebrates innovation in virtual and hybrid events, recognizes best practice and excellence, and enables industry peer to peer learning and benchmarking.

The awards showcase inspiring case studies of innovation and creativity from organizers, brands, associations and suppliers in the virtual and hybrid events community.

SURREAL has received Special Merit for Virtual & Hybrid Event Platform at the VEI Virtual & Hybrid Event Awards 2021.

SURREAL Wins Special Merit at VEI Virtual & Hybrid Event Awards

Surreal Events launched Surreal, a virtual event platform for live experiences across industries. The product is web-based and offers 3-D fully customizable virtual environments for events. In the virtual environment, Surreal recently partnered with DNABLOCK to clients and attendees to create photorealistic 3D avatars which mirror facial and physical features.

Fox & Friends feat. Chip Wade

Hosted by celebrated leadership consultant, Melissa Thornley, the Future Forward podcast explores the synergy between emerging technologies, tech startups and the cultural shifts driving the future of innovation. In this episode, SURREAL’s Josh Rush and Adam Voss discuss the future of fan experiences and hybrid events. For more information, visit her [website](https://www.melissathornley.com).

Watch the episode on [Vimeo](https://vimeo.com/580111440).


Future Forward. Melissa Thornley and SURREAL Events

Chip Wade joins Fox & Friends on Saturday, April 17th to showcase the SURREAL platform—the future of virtual events and experiences. Chip will dive into the platform live on-air and walk through what it’s all about. Tune into FOX, April 17th at 7:50 AM EST.

Chip Wade is a designer, producer, influencer, contractor, sales and marketing maverick. An Emmy award-winning TV producer/host of HGTV’s Elbow Room and spokesperson for several national brands, he is also the owner and lead creative of Wade Works Creative LLC—a creative agency focusing on design, architecture, real estate, and building amazing stuff.

5 STEPS TO CREATING A HYBRID EVENT WITH PURPOSE

Forbes: This Week in XR

### WHAT’S YOUR AVATAR STYLE?
Most days I find myself running around in our branded apparel as it a great way to show off the feature.

### FAVORITE FEATURE IN SURREAL?
It's not an actual feature but rather the by-product of the features. I truly enjoy connecting with people that I wouldn’t normally get the opportunity to meet. At every event we have I find myself connecting with folks from all over. Just last week I had a great conversation with an attendee, about how the pandemic has been extremely isolating, this event was the first time he has had the chance to actually mingle and chat with people outside of his family. The ability to just pull up a stool, chair, or sofa and instantly be connected with people is by far the best feature inside of SURREAL!

### FAVORITE DANCE MOVE IN SURREAL?
I say, we can floss if we want to, we can leave your friends behind because your friends don't floss, and if they don't floss, well, they're no friends of mine! I have no idea how to do it IRL but my kids still think I’m cool because my avatar can do it!

### WHERE DO YOU SEE THE FUTURE OF EVENTS?
COVID was the force that created the digital transformation of the events industry, live streams just don’t cut it anymore, people wanted more, they wanted to connect with other people, they also wanted the ability to create their own narrative and not be pushed from content piece to content piece. The Travis Scott concert was the perfect example of this ... this ability to create your own experience is the future of events.

FEATURED AVATAR: NICK GRANT, CHIEF PRODUCT OFFICER / SURREAL

**March 10, 2021**: SURREAL Events—a virtual experience production company with offices in Chicago, Atlanta and Portland—has launched SURREAL, a web-based, 3D virtual environment where audiences can experience fully customizable and unparalleled events. 100% browser-based and pixel-streamed from the Cloud, SURREAL can scale from 50 to 50,000 participants for real-time, interactive events.

Conceived in 2020, SURREAL was aggressively developed in response to the COVID-19 pandemic, which has decimated the live event and trade show industry. A best-in-class virtual Platform-as-a-Service (PaaS) for intuitive, immersive events, SURREAL provides clients with a strategy for hybrid events that integrates both physical to virtual experiences.

SURREAL was built with [Unreal Engine](https://www.unrealengine.com/en-US/), the same revolutionary gaming engine behind [Epic Games](https://https://www.epicgames.com/)’ Fortnite and Disney’s The Mandalorian. This not only enables realistic, real-time 3D rendering but allows SURREAL to be configured into any environment—real or imagined—to fit the needs of clients and event organizers.

“SURREAL complements physical events without the traditional limitations of IRL, such as cost, carbon footprint or physical location,” said Josh Rush, Co-Founder and CEO of SURREAL. “While face-to-face communication is lasting and impactful, virtual connections are equally as powerful and important—and can seamlessly extend experiences by removing the limitations of time or location in the form of a preview, post-party or exclusive VIP offering.”

SURREAL serves clients and audiences across any industry:
* Corporations & Organizations (conferences, trade shows, meetings, virtual offices)
* Education (from high school to higher learning)
* Music (festivals, tours, concerts, arena shows & venues)
* Film & Television (broadcast, red carpet events, premieres & promotions)
* Arts & Humanities (openings & exhibits)
* Sports & Athletics (eSports, leagues/teams & venues)

From tradeshows and conferences, sporting events and fan engagements, SURREAL is not here to replace real life but offers an enhancement of what is possible. In addition, the SURREAL platform’s key features include:

* **Customizable “Real” Venues**: create an event from pre-built venue templates, or design an entirely bespoke world.
* **Personalized Avatar Creator**: select from pre-built templates or create a custom digital twin.
* **Intuitive Navigation**: easily locomote around the space via computer mouse, teleport function or WASD / arrow keys.
* **Social-First Interactions**: communicate organically via video, voice or text tools anywhere on the platform.
* **Presentation Tools**: Run slides, websites, streamed or pre-recorded video using easy-to-use presentation tools.

In order to enhance the lifelike quality of the avatar creator, SURREAL recently partnered with [DNABLOCK](https://www.dnablock.com), one of the world’s leading platforms for creating bespoke, photorealistic 3D avatars and cinema-quality animated content. This partnership will enable clients and attendees to create high-definition, custom avatars that mirror facial and physical features. By enabling avatars to be mapped to a simple photo upload through DNABLOCK's avatar API, SURREAL is taking its social-first approach to the next level by creating a true digital identity for users that does not exist on any other platform. For more information, contact Evie Smith at evie@rebelliouspr.com.

## About SURREAL

SURREAL is a first-of-its-kind virtual event platform enabling audiences across industries to connect, collaborate and celebrate in entirely new ways. Web-based, hosted in the Cloud and pixel-streamed to participants, SURREAL provides a “digital twin” to physical events and experiences—bridging the possible and impossible in any virtual environment imaginable. Designed to be social-first, gamelike and avatar-based, SURREAL inspires organic meetings and real-world “collisions” in a variety of spaces and with intuitive tools that make it easy to converse and connect with colleagues. Visit [www.surrealevents.com](http://www.surrealevents.com/) for more information.


SURREAL launches the virtual event platform for live experiences

Floor Trends: Influencers Gain First Look at Surreal Virtual Event Platform

The global devastation from COVID-19 has significantly altered human life for individuals, communities and companies alike, forcing us all to rethink the ways we live, work and play. Along with unspeakable tragedy, the economic toll on a global scale has been staggering—especially in the live events industry.

With [$30 billion](https://www.marketwatch.com/story/the-live-events-industry-lost-over-30-billion-due-to-the-pandemic-01607718827) in live event losses as of December 2020, one thing is clear: it’s critical that we exercise agility, embrace change and capitalize on the power of the pivot. As we prepare to move forward, there’s no better time to re-envision and re-design a live events strategy that is impactful, sustainable and built on a foundation sturdy enough to withstand any disruption—foreseen or unexpected.

When adversity challenges us to adapt, necessity inspires us to reinvent. And now, more than any other time in history, it’s time to reinvent the event.

## Setting a new standard
As businesses start to embrace the convenience, cost-saving and lower carbon footprint of working from home, there’s no going back to a world that demands our physical, in-person presence. The notion that everything has to happen face-to-face has been shattered and upended; you don’t need to travel to Tacoma then Topeka then Tallahassee for all those trade shows.

In the pandemic’s early days, organizations of all sorts—from brands to bands—harnessed the power of virtual platforms as a way to stay connected, with a dose of digital dopamine. Meanwhile, interpersonal applications followed suit in our social lives—as birthday parties, happy hours and even weddings mass-migrated to Zoom. Between December 2019 and March 2020, usership on Zoom’s platform increased from [10 to 200 million](https://venturebeat.com/2020/04/02/zooms-daily-active-users-jumped-from-10-million-to-over-200-million-in-3-months/), in just the span of three months.

Predictably, the resulting lack of physical presence has come at the cost of our mental presence. In a survey of over 2,000 work-from-home (WTF) employees, more than half of workers admitted to doing non-work-related things in meetings. Similarly, students have claimed online schooling [is much worse](https://www.prnewswire.com/news-releases/new-survey-majority-of-teens-say-online-learning-is-worse-than-in-person-but-only-19-think-school-should-return-to-full-in-person-instruction-301131923.html) than in-person instruction, and many professionals have said they [prefer (and are more willing to pay for)](https://promoleaf.com/blog/the-surprising-truth-about-virtual-vs-in-person-conferences?version=84b44b3&apiVersion=ff3f23e) the opportunity to rub elbows at in-person conferences. And it’s not surprising: when analyzing human communication, non-verbal cues do [more than half](https://books.google.com/books?hl=en&lr=&id=pNwzDwAAQBAJ&oi=fnd&pg=PT272&dq=non+verbal+cues+and+communication+Mehrabian&ots=cGNvx8mh3M&sig=pThWbzUWR8LIw90-_WMNUSfiio0#v=onepage&q=non%20verbal%20cues%20and%20communication%20Mehrabian&f=false) of the work when we’re trying to get a message across; real meaning is largely lost in 2D translation.

# Nearly a year en medias res of virtual life, people expect more now. Video conferencing, web streaming and digital conversations are simply not enough for human interpersonal communication.

Users want—and deserve—an experience that is more than merely a stopgap until on-premise events return, but something meaningful, purposeful and noteworthy.

This is where a new wave of virtual event platforms is beginning to crest.

## A market made for sharing
There are plenty of ways individuals, organizations, and even cultural institutions across the globe are [going virtual](https://echelondesign.com/2020/04/28/lets-get-virtual/), and platforms that use AR and VR, such as [Spatial](https://spatial.io/), [Virbela](https://www.virbela.com), and [Glue](https://glue.work), are making remote training and collaboration easier than ever, as noted in [Forbes](https://www.forbes.com/sites/charliefink/2021/01/18/whats-next-after-zoom/?sh=be03654418df).

Advancements for meetings and collaborations have come leaps and bounds using technology, and live events are quickly carving their place in the digital space. But what’s the best way to step up a virtual event? With a gaming engine naturally.

Epic Games’ [Unreal Engine](https://www.forbes.com/sites/charliefink/2021/01/18/whats-next-after-zoom/?sh=be03654418df) is “the world’s most open and advanced real-time 3D creation tool,” and is used to create immersive experiences across industries—from architecture to automotive, film to broadcast, and, of course, live events as well. Unreal Engine even launched its own successful [online festival](https://www.unrealengine.com/en-US/events/unreal-fest-online-2020) in summer 2020, which was open to everyone from fans to developers alike.

# Companies and organizations with their fingers on the pulse have recognized the potential of Unreal Engine to transform how they bring events to life, and are quickly taking advantage of this powerful technology to create platforms for game-changing virtual experiences.

Launched in 2020 by game payments firm [Xsolla](https://venturebeat.com/2020/07/30/how-xsolla-provides-developers-with-a-game-business-engine/), in partnership with Pantera Entertainment (which built Unreal-powered [Your World](https://yourworld.azurewebsites.net)), [Unconventional](https://www.unconventional.com/) is a “fully immersive online platform that celebrates and supports people coming together, for any occasion,” from conventions and trade shows to business and entertainment events.

But while the pandemic has accelerated our need for an improved solution, some forward-thinking companies already had virtual worlds in the works.

In 2018, two years before we were confined to our homes, saying “you’re on mute” dozens of times each day, [Pixel Canvas](https://pixelcanvas.com) emerged on the scene. Leveraging Unreal, this device-agnostic digital events platform empowers users to “make connections, feel the experience and go beyond reality.” Working with clients ranging from Verizon to UCLA, it has produced summits, award shows, and even a festive winter wonderland (complete with virtual snowball fights).

Another innovator is the streaming platform [PureWeb](https://www.pureweb.com), which [partners with Unreal, Pixelweb and other companies](https://www.pureweb.com/why-pureweb), and “delivers a fully-managed interactive 3D streaming solution for innovators across industries.” It even provides clients with a platform for customizable [trade shows, exhibitions and events](https://www.pureweb.com/solution/virtual-trade-shows-exhibitions-and-events).

Then there’s the newest platform to the virtual party, which isn’t attempting to replace IRL entirely, but instead bridge the physical and digital worlds to create a hybrid event model.

## The virtual (r)evolution
[SURREAL](http://www.surrealevents.com) isn’t another tool for painful, latency-ridden video conferencing, or a pinch-hitter for when in-person isn’t possible. It’s not a half-baked substitute and it’s more than a temporary solution: it’s an experience.

SURREAL’s platform is a blank canvas that offers the ability to build a world and get truly creative with 3D, enabling brands to create customizable and interactive virtual venues. Users are brought into immersive and intuitive spaces in which attendees—whether 50 or 50,000—don’t simply watch and listen, but explore and interact just like they would at a live event.

By removing cost complications and lowering an event’s carbon footprint, this platform provides a transformative experience that allows attendees to truly connect and engage using voice, text, platform-specific “emotes,” and video chat. The platform also provides virtual rooms (from food courts to lounges to meeting rooms) for avatars to socialize, “choose their own adventure,” and even order food in-platform that arrives at their homes. In doing so, it offers something that many of us have been missing most in lockdown life: novelty, which is proven to both [make us happy and help us learn](https://brainworldmagazine.com/the-importance-of-novelty).

SURREAL is the convergence of simulation and stimulation—as powerful as IRL encounters.

## Digital twinning
A virtual environment isn’t necessarily a replacement for in-person events. When done right, it can be used to complement and improve what you’re doing in the physical world.

That’s the concept of the digital twin.

A more advanced take on the pairing technology used by NASA in the early days of space exploration, made more accessible and affordable by the Internet of Things, the digital twin—as explained in [Forbes](https://www.forbes.com/sites/bernardmarr/2017/03/06/what-is-digital-twin-technology-and-why-is-it-so-important/?sh=7d3a37bd2e2a)—is “a virtual model of a process, product or service” that serves as “a bridge between the physical and digital world.” (And was gaining pre-pandemic prominence as one of [Gartner’s](http://www.gartner.com/smarterwithgartner/gartners-top-10-technology-trends-2017) Top 10 Strategic Technology Trends in 2017.)

[Deloitte](https://www2.deloitte.com/us/en/insights/focus/tech-trends/2020/digital-twin-applications-bridging-the-physical-and-digital.html) describes how digital twin technology is used to optimize supply chains, perform predictive maintenance of machinery, and even address traffic congestion in cities. Translation: this is high-tech stuff. So how is it applicable to the live events space?

# By creating a virtual version of a real location (its digital twin), companies can create a risk-free, dry run of a physical event—with 3D mapping and production design—allowing them to explore possibilities, identify potential problems, and discover room for improvement in real time.

Basically, it helps you get better, and simply put (Forbes again): “lessons are learned, and opportunities are uncovered, within the virtual environment that can be applied to the physical world—ultimately to transform your business.” But more importantly, digital twinning can enable organizations to expand event strategies to produce virtual complements to physical events that are free from temporal or location-based limitations.

# Say hello to hybrid
Now that we’ve talked about what’s new and what’s necessary, let’s talk about what’s next.

We’ve established that there are some impressive virtual platforms offering real results. According to Bizzabo’s [Evolution of Events report](https://welcome.bizzabo.com/evolution-of-events-report), which surveyed nearly 400 marketing professionals, “more than 80% of marketers agree that greater audience reach is the most positive effect they’ve experienced from their shift to virtual.” But as well, there’s no replacing the exact magic of the in-person experience, which is likely why “the majority of marketers (63%) plan to resume in-person meetings in 2021.”

When it comes to events, there’s no doubt that the future is fusion: a combination of the physical and virtual, that when used together, create memorable, extended experiences that expand the possibilities of what an event can be and increase the impact it can have.

In other words: the future of events is a hybrid strategy that offers you, and your attendees, the best of both worlds. It offers the confluence of the virtual and physical worlds simultaneously, allowing experiences to transcend location and cut across time zones, using technology to give your event even more reach.

Event and content marketing agency, [Cramer](https://www.cramer.com), makes a good case for [why the future is hybrid events](https://www.cramer.com/insights/hybrid-events-strategy), including greater audience reach (people can join from across the globe), more intimate gatherings (smaller groups in real life), more diverse speakers (from locations across the globe), and more impressive ROI (tiered pricing to increase attendance).

However, if you’re worried about the virtual audience cannibalizing the group who might otherwise have gone in person, don’t. In [an interview](https://www.youtube.com/watch?v=5QGWSOnqBEA), Matthew Ley—president and co-founder of [The Streaming Network](https://thestreamingnetwork.com), Canada’s largest webinar and virtual-event provider—references a study where hybrid event organizers allowed an organization to poll their virtual audiences and ask if they would’ve attended the event live if there was no virtual component. The result: 96% of attendees said no. In other words, without the virtual component, those people would have skipped the event altogether.

Further, when those same people were asked if they’d be more likely to attend in person next time, 27% said yes. That finding is echoed by the results of a 14-month study by the [Meeting Professionals International Foundation](https://www.mpi.org/about/foundation) and [Sonic Foundry](https://sonicfoundry.com). The study, which surveyed almost 1,800 participants (meeting professionals, event delegates, technology vendors, consultants, etc.), reported that [23% of event organizers](https://www.bizbash.com/production-strategy/strategy/article/13230620/12-insights-from-mpis-research-on-hybrid-meetings) who hosted a hybrid event said more attendees participated in future events.

So, it’s not just your virtual audience you’re expanding.

## Extending the experience

# Utilizing a hybrid events strategy can also be beneficial for the experience before and/or after an event in the form of a preview, post-party or VIP exclusive offering behind-the-scenes content.

Imagine, for example, an online happy hour that allows people to get acquainted via avatar and break the ice before a conference; a private performance in a virtual VIP room after—or during—a festival; a stadium tour or a backstage sneak-peek before a sporting event, concert or play; an opportunity to connect, network and continue the conversation in meaningful, engaging ways long after a trade show has wrapped. When harnessing this technology, the key is remembering its unparalleled potential to do what would be difficult (or even impossible) ordinarily.

By adding a virtual element to your event, you’re able to build more buzz beforehand, continue the conversation afterward, and up the impact for everyone involved. Not only are you lengthening the lifespan and depth of your conference, trade show or festival (which can be infinite), but you’re able to interact more meaningfully with attendees and customers.

Afterall, we’re human. We have an innate need for interpersonal communication and virtual connection. Virtual events shouldn’t serve as a total replacement for in-person events, but rather as a complement and exciting addition. Hybrid events reflect our increasingly hybrid reality: one in which we interact with our next-door neighbor and a coworker across the globe within the same five minutes; a beautiful confluence of convenience, connection and, at its best, a truly human experience.

By mapping out a multi-prong events strategy—that includes a virtual component—you’ll provide more value to employees, users, and customers while setting your brand up for success no matter what the world throws at you—and, you’ll have a great time doing it.

RE-EVENTING: Creating a Future-Focused Hybrid Event Strategy

Kichler's Lighting the Way Forward event was an interactive virtual event made possible with technology from Surreal Events, a gaming technology platform.

Kichler Lighting LLC recently delivered its inaugural virtual event and showroom: Lighting the Way Forward. The event was held on November 18-19, 2020, including a welcome ceremony and scheduled presentations for select customers, dealers and distributors. In addition, the virtual showroom offered expanded open days for shopping and exploring December 1-11, 2020

Developed as an immersive, best-in-class experience, Kichler Lighting created this groundbreaking interactive experience to better connect, educate and inspire while engaging with key customers. The innovative platform also served as a way to launch Kichler Lighting products and strengthen customer relationships in a safe, immersive virtual space, as in-person connection is still limited by the coronavirus pandemic.

The impact of the global pandemic accelerated the brand’s need to innovate in a virtual way, and the online format allowed Kichler to meaningfully connect while reaching a broader audience.

“These unprecedented times required us to reimagine how we do business, and at Kichler Lighting, with change comes innovation,” said Irene Tasi, President of the company. “We’re meeting our consumers where they are, and this opportunity has reignited the passion of our dedicated team.”

Attendance was strong with an abundance of positive feedback about the technology, content and new product, according to the company and planning is underway for the future use of the Virtual Showroom for additional events and extended opportunities.

To bring Lighting the Way Forward to life, Kichler Lighting partnered with Surreal Events, a virtual Platform-as-a-Service (PaaS) company, to design a custom, unconventional and inventive virtual space and experience. Designed with gaming engine technology, this web-based platform served as a bridge between physical and virtual realties — allowing participants the opportunity to “choose their own adventure” in a multi-player networked environment that mirrors an in-person trade show. The three-dimensional photo-realistic rendered environment, coupled with the ability to meet and talk to Kichler Lighting personnel and other attendees, created an experience that was as close to real life as possible. Surreal’s proprietary world-class software is deemed scalable and multi-faceted, yet simple and intuitive, making it user-friendly for all attendees.

For Kichler, it was equally important that the Lighting the Way Forward virtual event offered attendees a comprehensive experience to interact with Kichler Lighting products as it was to engage with subject matter and sales experts and select influencers. The event space consisted of a main hub where participants’ avatars began their virtual experience. From there, they had the ability to meet at a table with other participants and have a one-on-one conversation with voice or video options. Features also included a general session space, breakout session rooms with influencer presentations that included live Q & A, meeting rooms for one-on-one or group appointments with Kichler Lighting personnel, the club room that hosted social hours and events, the food court that included real-time ordering via Grubhub, and the product demo rooms and showroom spaces—Bedroom, Bathroom, Kitchen, Dining and Exterior—where the latest innovations were unveiled.

The immersive and interactive showrooms featured life-like aesthetics and Retro, Industrial, Modern, and Traditional product displays. Visitors had the opportunity to click through to swap products and select finishes within each setup, add products to their wish lists and share selections via email and directly with a Kichler® representative to purchase.

In addition, Kichler Lighting offered inspiring printed and digital guides including designer quotes, tips, and content ideas, as well as experiences on the Kichler.com website allowing customers to interact with product by turning on/off light layers, explore product details and review design options. Links to curated content, speaker presentations and innovation are also available in real time via Kichler.com.

KICHLER WRAPS UP INAUGURAL LIGHTING THE WAY FORWARD VIRTUAL EVENT

Those of you who know me know I like a good turn around story and I have a great one for you today. When the pandemic struck, it hit the events industry particularly hard. Our partner for the eMERGE 2020 Chicago event, Echelon Design felt the impact immediately, seeing a drastic reduction in engagements with no clear end in sight.

Today we are going to be talking with Josh Rush from Echelon design, about how he quickly pivoted to create Surreal Events which is a virtual events company that is using some pretty impressive tech to bring events back.

Building Epic Events in Surreal, with Surreal Events CEO, Josh Rush

https://www.youtube.com/watch?v=-egUw_gxNnQ

Brave New Business: The Shift in How We Meet, Greet, and Connect

I’ve been a hypochondriac and germaphobe for as long as I can remember. The kid who always had Kleenex and Wet Ones in his backpack. As I grew, so too did my neuroses and OCD. Be it bugs, germs, parasites or chiggers—everywhere I went, there were triggers. Fortunately (for me), I’m also an attention-starved showman at heart. My desire to entertain, connect with people, host parties and produce events has surpassed these germophobic fears (especially when equipped with a healthy supply of Purell, booze and Ativan).

Naturally, this love of show business, has also led me to a long career in production and marketing—from live events to trade shows and branded activations—all over the world. But in recent weeks, this journey has taken a very strange turn, activating my anxiety with the thunderous roar of cannon fire.

## Corona, with a twist of lemon
In December 2019, a mysterious illness was reported in Wuhan, China (not to be confused with hip hop royalty, Wu-Tang Clan). The cause of the disease was quickly designated a new kind of coronavirus, a severe acute respiratory syndrome similar to 2003’s SARS outbreak. Effects of the disease range from mild symptoms—such as fever, cough, and shortness of death—to severe illness and death, especially among older and immunocompromised populations. In February 2020, the World Health Organization (WHO) announced that the official name would be COVID-19, a shortened version of coronavirus disease 2019—which has since spread to a large number of countries around the world, including the United States.

On February 26, 2020, The Centers for Disease Control and Prevention (CDC) confirmed the first reported community-based infection of a Californian who reportedly did not have relevant travel history or exposure to another known patient. With the grim reality of community-based infections on the horizon and in the media, President Donald Trump tried to reassure the public even as a Department of Defense document (obtained by Newsweek) noted that officials expected this new coronavirus to become a global pandemic within 30 days. The World Health Organization (WHO) beat them to the punch with their declaration on March 11—COVID-19 was now officially a pandemic. And with more cases, infections and deaths spreading around the world, fears are high and rising with every new day.

## Panic in the pantry!
As any seasoned marketer will tell you, the first signs of any major social, political or economic trend or turmoil can be seen in consumer spending behavior. As the United States tops the list as the world’s largest consumer market (according to the World Bank), it’s no surprise that the effects have been especially significant here. According to a new report from Nielsen, fears of a protracted corona-crisis have led shoppers in the U.S. and other hard-hit countries to begin stocking up on supplies to fill “pandemic pantries.”

As panic grows, consumers around the world are actively stockpiling emergency supplies of hand sanitizer, hand soap, medical masks, aerosol disinfectants, toilet paper and thermometers. In addition, oat milk, fruit snacks, dried goods and energy beverages are among the top food and drink purchases seeing a spike as panicked consumers attempt to prepare for what’s to come.

## Recess is over, Recession is just beginning
According to the Harvard Business Review, in addition to panic, global financial markets are facing a very real risk of recession as supply chains reel from production slowdowns across the globe. On February 28, stocks suffered the biggest weekly loss since 2008 amid investor unease about economic fallout from coronavirus. On March 3, the Federal Reserve took the emergency step of cutting the benchmark U.S. interest rate by half a percentage point. Then, on March 9, Wall Street experienced what could be called a “crash” for the first time since 2008. Two days later, The Wall Street Journal declared, “Dow Jones Industrial Average’s 11-Year Bull Run Ends.” And on March 12, US stocks had their worst day since the “Black Monday” crash in 1987.

While it’s not a foregone conclusion, market instability continues to illustrate COVID-19 exogenous impact on the U.S. economy—the panic economy—which could very quickly lead to recession in real time.

## A mess for marketers and germaphobes alike
For humans, the novel coronavirus is producing fear, infection, illness and death. For trade shows, activations, live events and large gatherings of any kind—production has stopped completely. COVID-19 is like an atomic bomb blast spewing fallout around the world. In a matter of weeks this global pandemic has caused cancellations and postponements, corporate travel restrictions and major airline losses, and total economic uncertainty across the globe. Worst of all, now we’re running out of toilet paper!

But until vaccines or treatments are developed and widely disseminated, only calmer heads will prevail. Next to upping personal hygiene practices, social distancing is widely believed to be the best way to slow the spread of coronavirus. According to Helen Chu, an infectious-disease professor at the University of Washington, “There are people who are walking around who must have it, or have had it very recently, or are about to have it.” For that reason, as noted with an interview in the Atlantic, canceling major public events is a “wise choice.”

While this wisdom resounds in China, Iran and Italy—where the entire country is on lockdown—what does this mean for the future of live events? And with the US now in a similar shutdown, how can marketing agencies, production companies, exhibit designers and event producers survive as normal life is put on hold?

## It’s your party, you can cry if you want to.
“When someone zigs, I zag. When they zag, I zig. If they zigzag, I don’t do anything.” This auspicious line from Echelon’s 12for12 video series speaks volumes in the wake of the current coronavirus outbreak. Namely, when everyone zigs—that’s the time to zag. Difficult times always create opportunities; knowing where to look is critical. Below are five timely and tactical steps you can take—right now—to innovate, ideate, and communicate like never before, converting corona-panic into business opportunity

### RAMP UP MARKETING
As the U.S. goes on mandatory quarantine, businesses close and sporting events hobble along without sports fans, now—more than ever before—it is critical to add value by showing your values. In these strange and uncertain times, honesty, trust and authenticity will prevail. It’s perfectly normal to feel scared or anxious. But now is not the time to position or project a false front or rest on your laurels. Instead, let you customers, partners and prospects know that we are all in this together. Now is the time for truth in marketing. Promote your purpose across all channels—and help your clients achieve theirs, whatever the world throws at them. And remember, be real, not fake real. There is no advantage in coating your messages in bullshit or turning tragedy into vaudeville. Wash your hands of that and remember… honesty, trust and authenticity will prevail—status quo marketing will not.

### CREATE NEW OFFERINGS
A wise person (most likely a woman) once said, ‘Don’t be afraid to suck at something new.” As the world moves to a new normal of chaos and uncertainty, now is time to think as far as you can outside your box of standard offerings. Realize that you and your team can and must push a much larger profile of options. The days of complacency are gone. Now is the time to embrace new offerings, solutions, products, business models, ideas and technologies.

Embrace the New! Look to advance your clients’ programs by pushing them in new directions and to new digital platforms. Be it virtual or augmented reality for trade show programs, or machine learning and AI product development. Think back to those proof-of-concepts and experimental projects that were successful—bring them back to customizable way to reach the masses. Lastly, and most importantly, remember that no idea is a bad idea—especially when trying to save what you have worked years creating! Get those fresh ideas out on the table, write them down and push the best ones forward.

### OPTIMIZE OPERATIONS
It is imperative ask: “What MORE can we do when things are so uncertain?” From cutting costs, to moving to a la carte or value-based pricing models, to mitigating panic-driven layoffs by figuring out what’s being left on the table—now is the time to act.

Look at what your company already does and how you can leverage your existing resources in a new way. Do you have a warehouse? Offer drop-shipping storage or unused office space? Rent out part of your building. Have a client with a severely cut budget? Revamp the project to cut costs and be more efficient. This can be as simple as moving from a large trade show presence to a local pop-up experience. Leverage what you know your clients need on a smaller scale, so nothing is left on the table. They key is to keep moving forward and be creative about how you navigate. There are always more possibilities than you have considered.

### LEAN ON TRUSTED PARTNERS
More often than not, day-to-day tasks, trials and tribulations stagnate our spark. While the checklist keeps us focused and on track, it also dulls our sense of purpose and place. But fortunately, the customers who trust you the most are most likely to buy more from you. Oftentimes, they’re friends and colleagues; they want you to succeed. Likewise, you can help them succeed and refresh your relationships by presenting other offerings to your clients. Maybe they didn’t know you had those capabilities—so tell them! And keep the relationships strong by helping them add value while being honest and telling them where you stand.

### GROW YOUR PIPELINE
TALK TO EVERYONE! Now is the time to give to get, show don’t tell, roll up your sleeves and get scrappy. Run to the fire—not away from it! We are all in this together, and many times we have something that can help others. Get in touch with your network. Reach out to folks you haven’t talked to in years. Use your social network to meet new people. This doesn’t have to be done in person; you can join a digital group or attend a virtual conference and contribute that way. Make comments and give advice. Share your story and listen to the stories being told. Most importantly, be part of the conversation and let people know what you do and why you do it. The more you grow your pipeline, the more you can help your pipeline with a positive impact.

Lastly, and when all else fails, DON’T PANIC! We’re going to get through this. But it’s incumbent on you to channel your angst-ridden hypochondria and neurosis into creating something that adds value for your customers. Be small and scrappy, creative and nimble. But more than anything, be honest, be real, and be ready to lend a hand. We’re all in this together. As Echelon’s team of designers, producers, creatives and brand builders at is apt to say, now is the time to “make it, ‘til we make it—together.” After all, global pandemic or not, what else is there?

How to break through the fog of uncertainty and master the metaverse

OTHER NEWS

FEATURED AVATAR: JACOB ESTHER, NARRATIVE DESIGNER

SURREAL FEATURED IN CNET: "The Metaverse Isn't a Destination. It's a Metaphor"

Why marketers can’t afford to be skeptical about the metaverse