This webinar discussed tips for reopening experiential events and in-person experiences after COVID-19 closures. It provided examples of reopening roadmaps for "Olivia", an operations lead looking to reopen tours of a CPG production facility within 30 days, and "Ray", a marketing director needing to reopen experiential events at a national retail brand over 2 months. Their roadmaps followed a process of regrouping to reflect on objectives, revisiting health and safety, logistics, and messaging, and refining with soft launches and iterative improvements based on feedback and data. The webinar emphasized focusing on individual needs, prioritizing safety, and using additional AnyRoad reopening resources.

1. The Road to Reopening
WEBINAR
Lauren Snyder
VP CUSTOMER SUCCESS
Tasha Campbell
ACCOUNT MANAGER
Tips, tricks, and tactics for returning to in-person experiences

2. AUDIO
Configure on the
bottom left
RECORDING & SLIDES
We’ll share after
today’s session
Q & A
Please ask!
We’ll answer at the end
@ANYROAD
#experiential
Welcome

3. Disclaimer

4. What is AnyRoad?
All-in-one platform
Actionable data
What’s working, what’s not?
Online and In-person Experiences

5. Leading Brands
Run Experiential
with AnyRoad
#EXPERIENTIAL

7. >665m Vaccine Doses Administered Worldwide
Fig. 1. COVID-19 Vaccine Doses Administered worldwide. “NYTimes COVID Worldwide Vaccination Tracker”, 5 Apr 2021
https://www.nytimes.com/interactive/2021/world/covid-vaccinations-tracker.html

8. 88% of State Businesses are “Mostly Open”
Fig. 2. Data from NYTimes Coronavirus restrictions and mask mandates for all 50 Status. 5 Apr 2021.
https://www.nytimes.com/interactive/2020/us/states-reopen-map-coronavirus.html

10. Fig. 3. Lincoln Center for the Performing Arts conceptual art for Restart Stages. 25 Feb 2021.
https://www.nytimes.com/2021/02/25/arts/lincoln-center-covid-outdoors.html

13. By End of Q2, 87% of AnyRoad Brands Plan to Be Reopened
% of AnyRoad Brands Opened by Quarter
100%
75%
50%
25%
0%
%
of
Brands
Reopened
Q1 Q2 Q3 Q4
Quarter of 2021

14. Where are you on your
reopening journey?
POLL

17. Are you a Tasha, a Lauren, or
somewhere in between?
POLL

19. REGROUP REVISIT REFINE

20. REGROUP
Reflect

21. REGROUP
Reflect
Set objectives

22. REGROUP
Reflect
Set objectives
Adapt to business context

23. REGROUP
Reflect
Set objectives
Adapt to business context
Assess resources

24. REVISIT
Health and safety

25. REVISIT
Health and safety
Experience content & logistics

26. REVISIT
Health and safety
Experience content & logistics
Physical space

27. REVISIT
Health and safety
Experience content & logistics
Physical space
Messaging

28. REFINE
Soft re-open

29. REFINE
Soft re-open
Measure key objectives with data and
insights

30. REFINE
Soft re-open
Measure key objectives with data and
insights
Iterate

31. REFINE
Soft re-open
Measure key objectives with data and
insights
Iterate
Expand Marketing

32. REGROUP REVISIT REFINE

33. Real-life Reopening Personas
CASE STUDY

34. Case Studies: Leaders on the Road to Reopening
OLIVIA
Operations Lead, CPG
Challenge: Re-open in <30 days
RAY
Marketing Director, Retail
Challenge: Re-open at National Scale

35. “Olivia” in Ops
Reopen in <30 DAYS
Runs all-things-experiential
Closed in March 2020
Furloughed staff
Nimble brand, tight budget
Tours ran through production facility

36. Olivia’s Roadmap to Reopening
REGROUP
Week 1
Why: Create brand fans & connection
Goal: Brand Conversion
Resources: 1-2 staff, refresh training
RE-OPEN
30 Days

37. Olivia’s Roadmap to Reopening
REGROUP REVISIT
Week 1 Week 2
Content: Exclusive virtual pre-tour
Space: Outdoor/indoor options
Pricing: Reduce price of public tour, add premium VIP experiences for groups
Messaging: Marketing, Website & Guest Communications
RE-OPEN
30 Days

38. Olivia’s Roadmap to Reopening
REGROUP REVISIT
Week 1 Week 2 Week 3
Soft-launch
Adjust based on feedback
RE-OPEN
30 Days

39. Olivia’s Roadmap to Reopening
RE-OPEN
REFINE
Week 1 30 Days
KPIs
Guest Feedback
Adjust & Iterate
Marketing
REGROUP REVISIT
Week 2 Week 3

40. “Ray” in Marketing
Reopen at National Scale
Closed in March 2020
Runs Marketing Team
Multiple Stakeholders
Enterprise with experiential budget
Locations nationwide
Needs long lead times

41. Ray’s Roadmap to Reopening
REGROUP
Week 1
Why: Differentiate from competition, Create brand loyalty
Goal: 95% or above COVID Safety Score
Business Context: Regional Reopening Rules
RE-OPEN
2 Months

42. Ray’s Roadmap to Reopening
REGROUP REVISIT
Week 1 Week 4
Content: Touch Free, Hybrid
Set-Up: BYOS (Bring Your Own Supplies)/Personalized Kits
Space: Utilize External and Third Party Spaces
Messaging: Localized by Region
RE-OPEN
2 Months

43. Ray’s Roadmap to Reopening
REGROUP REVISIT
Week 1 Week 4 Week 6
Invite Only Experiences
Regional Launches
Adjust based on local feedback
RE-OPEN
2 Months

44. Ray’s Roadmap to Reopening
RE-OPEN
REFINE
Week 1 2 Months
KPIs
Guest Feedback
Adjust & Iterate
Marketing
REGROUP REVISIT
Week 4 Week 6

45. Ray’s Regional Roadmaps to Reopening
RE-OPEN
Day 1
14 Days
REGION 1
Day 5 Day 10
1 Month
Week 1
REGION 2
Week 2 Week 3
3 Months
Week 1
REGION 3
Week 4 Week 8
RE-OPEN
RE-OPEN

46. RECAP
Revisit, Regroup, Refine
Focus on what works best for YOU
Prioritize safety & communication
Use Additional Resources:
● AnyRoad Help Center Reopening Resources
● Webinar with Dr. Gandhi - April 13th
● AnyRoad Dashboard Training - April 15th

48. Q & A

49. Thank You.
experiences@anyroad.com