“If you are willing to seize opportunities you will become more confident in dealing with crises.”

Simon, as Chairman of the Board at Habegger AG and Managing Partner of Live Matters Holding, you make a significant contribution towards the strategic orientation of the group. Well, as we all know, every crisis is also an opportunity. What have we been able to learn from the last two years of the pandemic?

Simon Ackermann: If you are willing to seize opportunities you will become more confident in dealing with crises. Not that I want another pandemic, but we have gained a lot of self-confidence and learned that situations which may initially appear unsolvable can of course be hugely demanding but can also move companies forward. The crisis has strengthened us. We now know that we can survive situations like this thanks to our employees and our ability to adapt.

The crisis has strengthened us

The situation has eased off somewhat this year. The official restrictions have been lifted throughout Europe. Does this mean that we are returning to “daily business”?

Corporate customers, in particular, tend to still be rather cautious. They unfortunately had to postpone their events multiple times in some cases. This is why we are now offering very flexible solutions, which also enable customers to adapt their events to the current environment, even at short notice. Depending on the needs and situation that means physical, online or hybrid formats.

Nevertheless, the situation remains uncertain. The case numbers are increasing again and many people are talking of another wave of the pandemic. Can the LiveCom industry cope with renewed restrictions?

We have positioned ourselves, both financially and in terms of processes, in such a way that we would be able to handle even the most extreme scenario – a “shut-down”. Of course, another wave would still be a huge challenge for the entire industry. I am also uncertain as to whether those working in the events industry would be psychologically capable of coping with another ban on their work.

Another pandemic wave would be a huge challenge

Live Matters Holding, to which Habegger also belongs, has an international orientation and serves its customers in five countries. Do you see differences in the individual countries with regard to customer behaviour in the current “post-Covid” era?

I tend to see differences in the individual customer segments. Public organisers around the world want to get back to organising events again quickly. Globally active companies, however, tend to be cautious as their international events make them reliant on their guests having the necessary mobility. We offer satellite concepts here, which give customers maximum flexibility in turbulent times.

Globally active companies tend to be cautious

Simon Ackermann, Chairman of the Board at Habegger AG and Managing Partner of Live Matters Holding

What are the biggest challenges that currently face us as a LiveCom provider?

We are confronted with a lack of skilled workers, which will continue. We need to train new workers here and encourage people to return. Bottlenecks in the supply chains are also causing problems for us. Prices are increasing, availability is more limited. Nevertheless, we are trying to uphold our commitments at all times.

Prices are increasing, availability is more limited

As a long-standing insider and trend scout, you observe the global LiveCom industry very closely and regularly compile a global trend report. How do you see the future of LiveCom?

I expect the following developments: Retail is transforming its stores away from shops and towards a world of experience. Companies have been missing the quality of a live experience and there will be a temporary increase in demand this autumn and over the next year. The playful handling of content is increasing. Interactivity is in demand, coupled with digital measures, but in environments that are tangible.

And finally: the LiveCom industry in one sentence?

Our industry connects brands, emotions and people over the long term.

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