How Technical Production Enhances and Elevates Events
A well-executed event should be like the land of Oz. It all seems flawlessly magical to the attendees, but in reality there is a wizard creating the effects behind the scenes. And, that wizard is technical production.
In the world of event planning and execution, technical production plays a crucial role. From global summits to conferences, technical production ensures that everything runs smoothly, leaving attendees with a seamless experience.
But, we’re going to draw back the curtain. Here we’ll give you a glimpse into what technical production really is, its role in events, and how you can use it to create engaging and immersive events that inspire your audience and grow your brand.
In this blog:
What is technical production?
The role of technical production in events
Stages of technical event production
How technical production takes events to new heights
What is technical production?
Technical production is the use of technical elements like lighting, sound, video, staging, and special effects to enhance and elevate live events.
It is the step after traditional event planning, harnessing technology to create immersive and engaging experiences.
From product launches to conferences and festivals, technical production helps your brand communicate its message in an immersive and ultimately memorable way.
So, what does that mean in reality?
Consider a simple conference. You would need a stage so the speaker can be seen by the audience, you would need a PA system so the speaker can be heard, and screens so the speaker can use presentations and videos to aid their speech.
The role of technical production is to bring those elements into the event in an efficient way.
The technical production team would consider what type of equipment is needed, deciding on the projectors, screens, and number of microphones. They would then consider how all of the equipment can best fit into the physical space, taking into account space for the attendees as well as safety and ease of access.
The technical production team is also responsible for finding equipment suppliers, managing delivery of the equipment, and overseeing its setup.
Of course, this is for a fairly basic event. But, when it comes to integrating branding, creative design, technology, connectivity, scenic design, lighting and sound design, complex video rigging, immersive environments, and interactive technology, the task of technical production becomes far more complex and requires agility.
The role of technical production in events
Now that we’ve examined the basis of technical production, let’s take a closer look at how it enhances events.
In an event setting, it could serve some or all of these functions:
Atmospheric Audiovisual Elements
Technical production integrates audiovisual and multimedia elements, enhancing the impact of the event through a cohesive and synchronised presentation.
Dynamic Visual Experiences
Lighting and visual effects create dynamic atmospheres, highlighting key aspects and setting the mood for different segments of the event, leaving a lasting impression on attendees.
Creating Immersive Environments
Technical production transforms event spaces into immersive environments, captivating attendees and bringing them into the brand experience.
Enhancing Brand Messaging
Through the latest technology, technical production enhances brand messages, ensuring they resonate with the audience on a deeper level.
Facilitating Audience Engagement
Interactive elements, such as augmented reality and interactive displays, facilitated by technical production, encourage audience engagement and participation.
Unforgettable Soundscapes
Quality audio production ensures that speeches, videos, and music are crystal clear, enhancing the overall auditory experience for attendees.
Logistical Precision
Technical production teams work meticulously behind the scenes to ensure the flawless execution of every technical aspect, providing a seamless experience for both organisers and attendees.
Adaptability to Venue Spaces
Technical production experts are skilled at adapting the hardware and technology to suit a venue’s available space, maximizing the potential of each location and overcoming challenges to make sure the experience is comfortable, exciting, and memorable.
Troubleshooting Technical Issues
The technical production team is responsible for monitoring the smooth running of an event and troubleshooting any technical issues that arise with little to no disruption.
Post-Event Analysis
Post-event analysis by the technical production team allows for continuous improvement, identifying areas for enhancement in future events.
Stages of technical event production
So, now we understand the various roles of technical event production. But, how do these all come together to operate in unison?
The answer is careful planning that unfolds in stages, ensuring all aspects of the event production are considered and accounted for.
Here are the typical stages of technical event production:
Planning
During the planning phase, the team will examine the brief and conceptualise the event. They will then outline the technical requirements, understanding the practical aspects of bringing the event to life. The team will also set objectives to ensure the delivery of the event in the necessary timeframe.
Pre-production
The pre-production phase covers the work required in the lead up to the event. During this phase, the team will complete an in-depth design of the setup. The team will also co-ordinate the supply of equipment with their supply partners as well as organise the logistics involved with delivering and setting up the equipment.
Execution
The execution phase covers the set-up and running of the event. The technical production team will oversee the delivery and set-up of the equipment, ensuring it complies with their plan and works with the space. They will also oversee the audiovisual operations and other technical aspects, as well as troubleshoot any technical issues that might arise during the event.
Post-production
The post-production phase covers the tear-down and evaluation of the event. The technical production team will oversee the dismantling and return of the technical equipment. Following the event, they will then conduct an analysis to examine the areas that were successful and discover if any areas could be improved for future events.
How technical production takes events to new heights
Understanding the roles and stages of technical production is important in illustrating its function in overall event planning. But, in order to properly understand its worth, it is useful to take a look at its almost symbiotic relationship with experiential marketing.
Below is an example of a real-world example of how technical production has enhanced events.
AWS X Natural History Museum
When Amazon Web Services partnered with the Natural History Museum, they wanted a showcase event that would speak to the bright scientific potential of the collaboration.
To help achieve this, our technical production team created a light-centric event that blanketed both the exterior and interior of the museum in carefully constructed lighting and projections. This ambiance was complemented by the sounds of a string quartet. The presentations then made use of a strategically placed display, spot lighting, and crystal-clear sound.
This level of production allowed us to deliver an event that was visually captivating and immersive with an effortless flow.
The power to transform events
When it comes to experiential marketing, technical production stands as the magic behind the overall effect, weaving together the threads of technology to create extraordinary events.
By understanding the significance of technical production and implementing it effectively, brands can elevate the quality of their experiences, leaving a lasting impact on their audience.
And, as technology continues to evolve, so too will the possibilities for creating immersive and unforgettable moments through the art of technical production.
If you want some help in bringing expert event production to your brand, speak to Sleek. Together we can create experiences that will have a lasting impression on your audience.