Smaller, warmer: how events have changed since COVID-19

In the midst of it all, in-person gatherings experienced a post-coronavirus pandemic shift that is ever evolving.

Higher standards: a craving for exclusivity!

Since COVID-19 got the world quarantined at home in 2020, cravings for safer gatherings in Third Spaces, warmer in-person connections with like-minded people, and more meaningful networking have slowly transformed the way we view events — and continue to do so.

If large concerts and parties —which, by the way, freak out introverts (like some of us here)— are what come to mind once the word “event” is pronounced, smaller gatherings —often characterized by luxurious decor, succulent catering, and cozier vibes— are becoming a thing. 

Yep, the desire to connect is stronger than ever.

Nevertheless, HOW we connect is just as important. So, what are the ways our connections are shifting?

Firstly, everything is indeed getting more exclusive. From Soho House’s accelerated global expansion since 2021 to the fast-growing luxurious picnic trend populating TikTok with stunning reels: it’s all about leaving guests with exquisite memories.

These all-encompassing experiences are in-person gatherings that both event organizers and their guests look to capture to share in the digital space. Generally speaking, members-only and invite-only events are not based on volume but on their value which is measured by exclusivity. And who doesn’t feel special being part of something exclusive?

However, during COVID-19, a lot of folks built themselves a sanctuary at home (raise your hand if you’re one of them!).

Consequently, it may take more efforts to convince such people to leave their house and socialize. Let’s just say, this offers hosts and promoters of private events an exciting challenge to exhibit creativity and trustworthiness in order to be persuasive.

Past and present: how we’ve changed since pre-pandemic parties

In terms of socializing before COVID-19 and after, there has been a “great reassessment” on a social level. We got quarantined, paused, and took a deeper look at our connections and what they meant to us.

This shift began during lockdown, but now years later, it still stands to be true. Basically, across cultural and economic lines, people are satisfied to socialize with three to four people they trust or have built intimacy with. We observe gatherings we may have gone to before the pandemic with a scrutinizing eye, and have come to ponder: 

“Were we attending these events based on obligation, habit or something deeper?”  

And yet, the desire to gather is as strong as ever. Looking at the numbers, even though we are gathering differently, the events industry’s growth isn’t decreasing. Far from that. If anything, exclusive experiences are going to be the future of events! 

Allied Analytics LLP estimates that the global events industry, with a market size of just under $1 trillion in 2022, is set to hit $2,046.7 billion (or $2 trillion) by 2032. Their September 2024 publication on Yahoo! finance cites “in demand for personalized and immersive experiences” as a major factor for the exponential growth, “with consumers seeking unique and memorable events”.

Change may feel uncomfortable or foreign, but ultimately, it can birth positive change. Private events are not immune to that! 

There is a real opportunity for more sincere connections with this post-pandemic shift. And not only is this an opportunity, it’s become a societal need.

The shrinking of one’s social circle happens over time, but it seems that the pandemic has sped up the process for many. Call it an “epidemic of awkwardness”. 

“Warmer connections” – what does that really mean?

To begin, a “warm connection” has a lot to do with depth of feeling – or, rather, the MEANING assigned to that connection. Statistics show that many people find it more difficult to form meaningful relationships since COVID-19 hit. But this doesn’t mean the need or desire for said relationships has gone away. Very much to the contrary! 

Socializing with strangers has also become more difficult, by the same sentiments. Many of these social ailments may be remedied with the simple shift from large events to smaller and safer private events. 

As mentioned above, trimming and shrinking our individual social circles is a natural process that comes from our desire to feel more aligned on our journey with peers that resonate more with us. Small talk and that type of “conversations in the elevator” are no longer fillers or ice breakers but annoying distractions that almost come off as hypocritical. 

In a nutshell, what a warmer connection implies is a small, intimate group of trusted individuals coming together and enjoying the company of one another. Some of the people in this group may be long time friends or new acquaintances brought to you through those friends. Others may be part of your event host’s precious guest list. 

Either way, a well-curated guest list sourced from tight networks based on like-mindedness is the basis for a warm atmosphere. If your event host gets this right, you can let your guard down and indulge in the moment.

In other words, you can finally skip the boring, awkward, and anxiety-inducing intros. Step into the party and jump straight into deeper connections like you’ve all known each other for ages!

A day in the life of a private event planner: then and now

Speaking of event hosts and behavioral shifts observed since COVID-19, the pandemic didn't kill everyone's business. For some, it offered a boost. 

“[The post-COVID 19 era] has turned out to be a little advantage for me. I've noticed more patrons attending my events,” Los Angeles-based founder of event ticketing app Pay2Stay, Sascha Koch, revealed. 

All in all, Sascha's private events business was able to withstand the coronavirus pandemic era thanks to the small-sized nature of his gatherings. 

“There was not too much of a change before and after the pandemic. There was never a huge crowd attending like 500 people or more,” Pay2Stay's founder remarked. 

Sascha has been curating private event experiences for pretty much the same guest list for the past 10 years – loyal patrons who trust and appreciate his distinctive event planning style. 

For aspiring or struggling event hosts, this reveals a lot:

Recalling the COVID-19 days, he remarked that he had to “use a lot of sprays, put lots of hand sanitizers” and literally downsize his guest list to his inner circle to fit regulations for much smaller gatherings. 

This moment of nationwide and global isolation forged tighter bonds between Sascha and his most privileged event attendees. Naturally, they abounded in gratitude for their host's attention to details regarding the adoption of COVID-19 safety measures. 

Since the wearing of nose masks stopped being mandatory, Sascha feels his clients have embraced the warmth and freedom of connecting without barriers like never before.

However, a couple of requirements from that recent era remain on both sides: exclusive event guests want to enjoy a more secure experience while event hosts like him aim to enhance the management of their guest list.

Through Pay2Stay, Sascha is living up to his ambition to streamline event ticketing and check-in processes in the small-to-medium exclusive events space.

Another seasoned private event host and tea educator, Timothy Hsu, had to alter traditional norms to cater for his guests’ emotional cravings.

Hsu runs The Mandarin’s Tea Room, as documented by The New York Times’ “Food Curated” series, more than a decade ago. It offers niche customers an intimate and often highly emotional encounter with authentic Chinese tea.

“In my practice, traditionally, you do not interact with people so much [when tasting tea]. Most of it is done by focusing on a skill. So you don't actually have eye contact or ask people questions,” Tim explained in an exclusive interview with The Future of Events.

And yet, this “isolation” could not be maintained once COVID-19 transformed individuals, thereby influencing even hyper-niche gatherings such as Hsu’s tea tasting events — normally meant to honor ancient practices.

“It changed during the pandemic and after the pandemic because when people first came out from their shells, they really craved that human connection. 

“In the beginning, we would start with eye contact and you can see the needs of a person caring for another person's [needs],” the tea connoisseur revealed.

“That became the [main] need [which resulted in] changes in the practice that I'm doing in my private or public tea tasting events. They [the guests] would often just want to engage because they have so much that cooks inside them that they want to release.”

Tim went on to tell us that, in the current small to medium events climate, “people are more conscious about their environment, especially about the party itself.” 

COVID-19 definitely triggered something as he detected:

“When it’s a private gathering, even though it’s a higher-end gathering, [your guests] will pour out more of their individual experience. Prior to that [the pandemic], they usually didn’t.” 

Working with the shifts in event attendee demands after COVID-19

Peers, can we go back to how we were before COVID-19? Or perhaps, the right question would be: Do we even need to go back to how we were?

The answer seems to be “no”.

Admittedly, the pandemic made most of us vulnerable. However, beautiful shifts have occurred within and without. In today’s intimate event spaces, people are looking for event hosts and experiences that are ready to steer away from the superficial.

Yes, there’s a sincere desire for something more. 

Like veterans Sascha Koch and Timothy Hsu, many private hosts are taking note of the subtle yet profound impact of the COVID-19 era and making changes along the way.

Meanwhile, event ticketing apps like Pay2Stay continue to innovate so as to respond to guests’ demands for increased safety and security. 

If you’re an exclusive event host, we would love to hear about how you are making your event setting more accommodating to these emerging needs among your attendees. Hit the comments section and keep the conversation going!