Like many industries dependent on social activity, the entertainment industry has been rocked by COVID-19. And with social distancing becoming a key strategy in minimizing infections, event design is in a period of significant change — for big names like Live Nation as well as groups hosting much smaller gatherings.

Entrepreneur Britney Norman’s marketing experience from her time working on events for SugarHouse Casino (now Rivers Casino) and special projects for Visit Philadelphia have uniquely shaped her perspective on event design. As a partner with experiential event group 6ix8ight, Norman has experienced burnout after seeing the intimacy of in-person events replaced by Zoom and other virtual meetups.

“In doing events, what you learn is that nothing will replace that human interaction,” said Norman (who is, full disclosure, a friend of this reporter). “The more high tech we become, the more high touch you have to become. People will still crave those experiences of being together — however, the way we see being together will take a while to get back to. As far as not social distancing, I don’t think that will happen until we have a vaccine where people feel more comfortable and safe.”

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