SightCare, the membership organisation for independent optical practitioners, has announced its conference will become the first face-to-face optical event since the removal of restrictions. The event’s organisers said they had received ‘overwhelming support’ from their exhibitors who were ‘keen to be able to meet up with independent practice owners and their teams.’
With the easing of the remaining coronavirus-related lockdown restrictions on July 19, in-person industry events were officially allowed to go ahead again. As with mask wearing, however, the end of legal mandates has not led to the wholesale abandonment of virtual events and some practitioners remain uncomfortable with the idea of returning to conference halls.
John French, SightCare’s chief executive, explained why he thought it was the right time for practitioners to return to events: ‘Humans are social creatures, and we need face-to-face experiences. Given the option, independents are going to choose in-person as long as it’s in reach. They want to pick up, touch and feel optical products. They want to experience using and testing optical equipment and they want to walk around supplier stands and displays.’
Suzana Gorda, a dispensing optician manager from London, echoed this sentiment as her practice’s stock buyer. ‘At trade shows we are able to see new collections as a unit. The physical touch plays a major part in feeling the frame construction and differentiating handmade frames using amazing craftmanship,’ she said. ‘Even from walking around the trade show, you feel inspired by many other niche brands. When working in practice after visiting a trade show the patients feel good knowing they have been dispensed the trendiest eyewear.’
Ready practitioner one?
Virtual shows have been popular over the past year and beyond as a substitute for in-person events, but many have reported that something was lacking from the experience. Gorda said: ‘I have not been interested in attending virtual tradeshows because seeing the product in person is what makes the biggest difference for me. The socialising aspect of shows, as well as that interaction with fellow professionals and sharing of ideas, cannot be replaced virtually.’
French added: ‘Many falsely believe that since they can now access industry information via the internet that the days of the live conference are gone. The truth is in-person conferences, meeting and events are more important than ever. The value in meetings comes from the human-to-human connections that occur. Often people cite the serendipitous “hallway conversations” that they have with other attendees as the most valuable parts of attending an event.’
While something may have been missing from virtual events, this did not mean that practitioners didn’t recognise their utility. Gorda said: ‘CET conferences have been very successful online as they can be completed from anywhere without the need to travel. I’d like to see these continue even after the pandemic.’
Safety measures
French and the organisers of SightCare’s conference have made preparations to ensure the event is as safe as possible for attendees. Gorda said she would be comfortable attending events in-person only if attendees were fully vaccinated and lectures were not too crowded. Precautions at SightCare have exceeded these expectations.
French said: ‘We will ask all attendees for proof of vaccination via their NHS Passport or require proof of a negative lateral flow test 24 hours prior to attending. All attendees will also be encouraged to wear a face covering when moving around the venue and to maintain social distancing where possible.’ All conferences staff have been told to wear masks and the appropriate PPE for their work at the venue.
Additional seated areas, one-way systems, protective screens and staggered lunch times have all been implemented to further decrease the risk, explained French. He added: ‘I think it’s clear that we’re all ready to start going back to an in-person society, but, like the high street, in-person events have needed to evolve. Conference and event organisers must start thinking about what type of experience, content and engagement they can provide their audiences to ensure they continue to turn up.’
- SightCare’s conference will take place at Telford International Centre across September 19-20. Visit sightcare.co.uk/conference for more information.