Using audio and visual technology wisely can enrich your guests’ experience without becoming overpowering, explain Reto Leder and Roni Huber
Event technology presents organisers of events with a wide range of challenges. The one question every event organiser asks is: How much is too much?
And a fair question it is, considering that the possibilities are endless.
Most convention centres and event locations have a permanent on-site AV (audio-visual) partner or work closely with one or two outside companies. The advantage of working with an in-house partner is obvious: they know the venue inside out. They know what is possible and what the restrictions are, and, more importantly, they usually have a lot of equipment pre-installed, which reduces the overall AV cost a lot compared to equipment which has to be shipped to a venue and installed just for one event.
AV Issues and Considerations
The four key issues EAs face when starting to think about AV as part of a larger event concept are:
1. Technological complexity
The variety of event technologies and providers can be overwhelming, and it can be difficult to find the right solution for your needs.
2. Integration of different systems
Often, different event technologies need to be integrated with each other to ensure smooth and effective event management. This can be complex and time-consuming.
3. Data protection and security
With the increasing use of data at events, the challenges in the area of data protection and security are also growing. It is important to ensure that the personal data of participants is protected and that the technologies comply with data protection regulations.
4. Budget constraints
Event technologies can be expensive and can be a challenge, especially for small businesses or organisers with limited budgets.
Audio Technology
Other than subpar cuisine, poor audio quality is a major detractor in event evaluations. Opting for budget-friendly audio options can often yield unsatisfactory results, putting the success of the entire event at risk. It is advisable to collaborate with seasoned audio-visual providers and to mandate sound checks before the commencement of the event.
Recent innovations in audio technology include:
Haptic technology
Haptic technology in audio technology refers to the integration of tactile feedback into audio devices or audio systems. By using haptic technology, users can not only hear audio but also physically feel it by generating vibrations or touch feedback. This can help to create a more immersive and realistic sound experience by adding additional sensory stimuli.
Haptic technology is used in various audio devices such as headphones or speakers to enhance the audio experience and enable deeper immersion in sound.
3D tracking
A 3D tracking system can be used to create a realistic surround system. The actors on stage, whether musicians, presenters, or speakers, are equipped with a “tracker.” The tracking system therefore recognises that the actor is standing on the right-hand side of a room, for example, and automatically allows the viewer or listener to hear the sound from the right-hand side.
However, to make the sound realistic and avoid any loss of sound quality, this technology requires at least eight loudspeakers. This technology can be used, for example, to imitate sitting in the centre of the stage even though you are sitting in the audience.
This tracking system can also be used in lighting technology, for example, to track the actor with a spotlight.
Lighting
Selecting the appropriate lighting involves more than setting a mood or highlighting presenters effectively. It’s also crucial to highlight your event’s décor so that attendees can properly appreciate it.
Additionally, ensure there is sufficient lighting for guests to easily read menus at food stations or on tables. Just because a menu is legible in a well-lit office, doesn’t mean it will be as readable in a dimly lit venue. Therefore, it’s important to test all elements under the actual lighting conditions of your event.
Recent innovations in light technology include:
LED light source
LED stands for light-emitting diode (a semiconductor diode which glows when a voltage is applied). Of all the light source technologies, LED technology is currently the most widely used and has replaced discharge lamps or incandescent light in most applications. Starting in 2025, manufacturers (in the European Union) will no longer be allowed to bring new products equipped with discharge lamps onto the market. The manufacturing of light bulbs will also be discontinued beginning in 2027, with a few exceptions. This forces manufacturers to invest in and develop LEDs and light sources.
Unfortunately, the AV industry has not yet purchased enough units from the major LED manufacturers, which means that the development of this technology is not progressing as quickly as we would sometimes like.
Phosphor laser
One innovative technology that is currently on the rise is phosphor laser energy, but its uses are still very specific at the moment. Phosphor lasers are already used in video projectors.
But what exactly is a phosphor laser? As the name suggests, it is a laser that uses phosphor as an active medium to generate light. Phosphor is a material that can absorb and emit light well, making it ideal for generating beams. By exciting the phosphor with energy sources such as electric current, light of high intensity can be generated.
Video / AV Technology: LED Walls
An LED wall is a display device that consists of a matrix of LEDs that work together to display images or videos. The LEDs can be lit in different colours and can produce high brightness and contrast.
LED walls are increasingly being used at events, trade fairs, concerts, and in the entertainment industry to present dynamic and eye-catching visual content.
Today’s technology allows LED walls to be used more and more for creative applications, such as transparent surfaces, which have been around for some time.
LED floors are also becoming increasingly popular. However, these often require a substructure for installation, which usually accounts for a large proportion of the budget.
From an operational and event concept perspective, LED walls offer several additional advantages:
- Daylight is not an issue. Completely darkening the room is unnecessary for guests to view what’s displayed on a screen.
- Absence of heat output. An LED wall does not generate heat, thus not affecting the ambient temperature and providing comfort to attendees.
- Simplified usage. A traditional projection setup often requires specialized operation, whereas an LED wall offers a wider range of content enhancement options with greater ease of use.
- More economical over time. Even though renting an LED wall might initially cost more than a projector and screen, the reduced need for technical staff due to its straightforward operation can lead to noticeable savings.
Conclusion
It is essential to communicate with AV specialists well in advance. Doing so assists in securing the necessary AV equipment and helps maintain your budget.
Here are a few tips for a smooth AV booking process:
- AV quotations can often be complex and filled with jargon, making them difficult for non-specialists to decipher. Request that your provider offer clear and comprehensible quotes.
- Planning for contingencies can save you from expensive last-minute additions which might disrupt your budget.
- In various countries, calculating the labour costs by external providers (such as AV, catering, and decoration) can lead to significant unforeseen expenses. It is advisable to establish a maximum cost for labour ahead of time. Any unexpected additional charges must be discussed and approved by the customer before proceeding.
Technology must enhance an event, not overshadow it. The event is the main focus, with audiovisual elements serving as a complement to highlight the experience. The key is using the appropriate technology wisely so that it enriches the guests’ overall experience without becoming overpowering.
