A Houston company focused on event production is helping its clients navigate a socially distant, increasingly digital time. Photo courtesy of VISION Production Group

It's no secret that the events and conferences of the world have been hit hard by the coronavirus as everyone focuses on staying home and socially distant. But for a Houston entrepreneur who's worked for over a decade in event production, she sees an opportunity to advance her clients' digital presences.

Tracey Shappro, CEO and founder of Houston-based VISION Production Group, has had to reinvent the way brands and companies could interact with their audiences and get their message out.

"We've got to leverage all of these ways to communicate that are not based on group experiences," she tells InnovationMap. "And I think this position is really going to help our clients make the right decisions and [allow them to] have options on how they want to communicate and engage their audiences."

Shappro sat down with InnovationMap to talk about how to use technology to make events virtual due to the coronavirus pandemic.

InnovationMap: You’ve previously said you became a business owner, almost by accident. How did you decide to start a business?

Tracey Shappro: I never intended to be a business owner. I started the company, simply out of really a work ethic and a sense of responsibility. I had been working at another production company on staff for 13 years as their senior producer. One day the owner announced that he was shutting the doors down literally that same day, and I, like everyone else that worked at that company, was suddenly unemployed.

But at the same time, I was in the middle of producing all of these important projects for clients. There was just no way I was going to let these people down, and I put my own money into starting a company really quickly. I just thought I was going to finish these projects and then look for a full-time job. But, you know, fast forward that was 10 years ago.

VISION is celebrating our 10 year anniversary with a very impressive client roster started with one employee and we've grown to 10 people who are very talented producers and editors and the animators, and we have creative visual artists on staff. And through that time, we've also expanded our service offering from our core in video production to all types of event production services, and we've expanded it to interactive and virtual reality and augmented reality, projection mapping.

IM: VISION has been creating immersive experiences for Greater Houston Partnership, major sports events from the Super Bowl to the Houston Rodeo. How has technology like virtual and augmented reality and 3D mapping influenced Houston’s biggest events?

TS: Well, we're in the business of what I call experience design. We look at all the stakeholders, the clients, sponsors, attendees as the stakeholders or the audience, and we understand storytelling and the producing of content. We use all of that to create perspective and to create an experience and in tandem with that, we seek out the right presentation technology to exceed that goal to use technology to persuade, and influence opinions, change perceptions.

For all the clients that you just mentioned, we use appropriate technology, but it's not technology just for technology's sake. It has to have to work and it has to work for the audience and the intended audience, whether it's a live event, or a side of a building where we're doing projection mapping. These days, we're doing more streamed events or a pre-produced packaged event.

We're doing a lot of permanent installation and interactive touch and, and even augmented reality, which is taking off for a lot of corporate clients who are wanting to really showcase their projects or their products and how they work.

IM: The cancelation of the Houston Rodeo has affected many vendors and business owners. How has this affected VISION and its employees?

TS: Well, it's really strange and surreal across industries, many businesses and organizations are right now facing you know canceling or postponing their events or their meetings or conferences. These are engagements that they really depend on. All of these companies still have a need to get their message out and they still have a need to engage their customer and they need to sell the products or services and they need to enlist support for that.

None of that goes away. Right now this is an opportunity really for VISION to do what we do best. We help companies engage their target audiences in innovative and effective ways. We're encouraging our clients now to really shift their thinking. Instead of canceling their event, we're showing them how to reinvent their events into an alternate format.

At times when you can't meet face to face, it puts a need on more of the other things like pre-produced package events, and marketing and virtual meetings and all types of streamed events. All these things become even better business tools, and we have been in this business for a long time. It's really working with our clients to protect developing business.

We're taking the same experience that they want it to originate through live event execution and crafting it and reshaping it into a visual and sensory experience that they can still engage their audiences with remotely or bringing a brand to life remotely.

IM: As the coronavirus outbreak continues and people take social distancing measures seriously, how do you see this affecting projects for this year? How will you adapt?

TS: We actually have a pretty robust plan, in anticipation of all of this we assigned teams. We have a communication strategy, and it's in full gear for two to four weeks. So we were prepared to do all of this from home and remotely.

The thing that changes is some of the tools we use. Obviously, live events are not going to be the main focus right now, but there are other tools like staging and production. And so again, we shift to our virtual service offerings. And no matter what we're doing, clients will need our strategy. They need our producer services, they need our production management, and they need our expertise. It's just the end deliverable.

IM: How can technology help during this crisis? Does this expand or contract business?

TS: Technology is evolving. We know, it's our job to keep abreast of it. And we strive to stay one step ahead of it. And augmented reality and virtual reality is a great example. Several years ago, we went down the path of virtual reality and helped clients really understand that type of immersive experience. And then augmented reality really took off.

We've been leaders in offering all types of augmented reality services. It's really very exciting. It's like surfing the world, if you will, with your own layer, augmented reality over it. The possibilities are just endless.

But now looking at the situation we're in with the coronavirus all of these technologies are even more important. We've got to leverage all of these ways to communicate that are not based on group experiences. And I think this position is really, going to help our clients make the right decisions and they can have options on how they want to communicate and engage their audiences. We're working right now with two clients in a very progressive manner.

IM: What are those two projects and how have they pivoted?

TS: We're working with The Kinder Institute for Urban Research. Every year we produce their 1,800 attendees annual luncheon, showcasing Steven Kleinberg's renowned Houston area survey, which is a coveted piece of information and data that helps steer the community forward. We've shifted into producing and packaging their thought of it now into a pre-produced virtual experience that will air at the same time as the original luncheon. It will be available online in perpetuity for probably a year until the next one.

We're still able to use technology to still engage their audience and this will actually extend their audience to new audiences that may not have participated before, and we're also in pre-production of a broadcast version of the Holocaust Museum Houston's Moral Courage Award. It will be just like turning on a television show — we're taking them from the original goals of the live event and producing it into a 60-minute show that they can now send out to their attendees, who can still participate and we can still honor all these great amazing people who are deserving of the moral courage award. We can help them grow their audiences through virtual technology.

So again, what is the need? What is the goal, what is the best technology to use to create impact and to share brand stories? We can use our storytelling and capabilities and our production value for a really great experience for viewers at home who are watching this to be engaged in.

IM: What's next for VISION?

TS: We're going to do everything we can to help our clients in these very strange times. We're going to be leaders in helping them push out their objectives. We're going to step up and do what we can to help people communicate with you times like these, you know, communication is key. We do this for a living and we really want to help make a difference. We care. We know our clients care, and right now we're going to focus on helping our clients connect.

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This conversation has been edited for clarity.

Here's what to keep in mind when planning a virtual event. Getty Images

How to use tech to take your event virtual, according to this Houston expert

Guest column

As the long-term repercussions of the coronavirus set in around the world, the events space was one of the first to realize its need to change course. Events across the world that were scheduled for March through June and beyond are being canceled, rescheduled and rethought.

As a business that has always operated in the live event and public space, my company, VISION Production Group had to quickly re-invent how our clients would be able engage with their audience under these strained circumstances.

When an event is canceled or postponed in times of crisis, businesses still have important messaging to get out. They still have a need to sell, still have a need to engage, still have the need to get organizational support. Shifting live attended events into an online experience helps those businesses shape their original event into a 'show' format that encapsulates the fundamentals of the live event in a creative manner ideal for remote viewing.

Instead of canceling the events, planners can be innovative and evolve their original format into one that allows them to still engage attendees and share their brand stories through virtual experiences.

Event marketing is all about putting yourself in the shoes of your customers — they were excited to come to your event and see the live event, network with others in their industry, and ask their lists of questions to ask during your Q&A sessions. So, what do virtual events look like, and how can you turn them in to an opportunity to add even more value and deliver an experience that makes your potential clients thrilled to be taking part in?

Creating a successful virtual event goes far beyond just a taped stream of speakers and the sharing of information. By utilizing the techniques below to create videos, creative content, 3D animation, motion graphics and other digital content, virtual events can become engaging productions that live on past the event itself.

Know your options

Pre-recorded videos

With a prerecorded event, you have the option to provide access to videos of the event on demand and can even consider additional revenue streams with pay-per-view options.

Utilize professional production and create an experience that combines brand elements and clear language with a captivating video presentation that makes attendees feel like they are turning their TVs onto a celebrity awards show. Once your pre-recorded virtual event has gone live, use video marketing to push out on your website or social media to share your brand story through packaged presentations.

VISION is currently working with both the Kinder Institute and the Houston Holocaust Museum to turn their major May events into pre-recorded productions that will be able to engage an even larger audience than their normal events.

Animated education content

Another forward-thinking technique is to produce 2D and 3D content to reduce the production costs found in traditional video. This can be interfaced with recorded and live footage or be used to walk attendees through a product demo or setup process with ease.

Think about utilizing this kind of virtual event if you are in an industry that relies heavily on trade shows. Instead of needing to be person-to-person for a demonstration, you can explain your product or service through 2D and 3D technology.

Live streaming

Get buy-in for digital events with a bit of live aspect, pulling groups together online for a shared remote experience. With a live stream event, you can have the benefits and production value of a pre-recorded event but incorporate the capability to take questions and engage your audience in real.

Remote viewers won't want to miss out on asking questions in this community format and you can record the stream for future use as well.

Virtual event panels and forums

With virtual panels and forums, you can live stream from your anywhere. Hosting an online group is a great way to engage your audience with a live Q&A session and provide the human connection, digitally.

This avenue is great if your event is typically comprised of panels and interactive breakout sessions for attendees.

Tips and best practices

Attendees flock to events to catch the latest innovations and network with industry leaders. Replicating that experience online isn't easy, but brands that get it right can attract big audiences, generate interest and increase brand visibility.

Use these tips to compel your audience to take action:

Develop a virtual event marketing strategy that aligns with your goals

With a great strategy, you can turn any onsite exhibit into a virtual event.

You may already offer online webinars or tutorials, but adding virtual events requires a little more planning. From accessibility to remote attendance monitoring, it's important to visualize each step in the strategy and planning of your event.

Choose digital technology tools and formats that convey your message and create a clear and compelling story and video script to keep attendees tuned in and engage virtual attendees using high-quality videos, animation and graphics.

Develop virtual events before a cancelation

Don't wait for your next live event to get canceled. Instead, put together video assets now. Drop the travel expenses and live stream a panel right from your office. Virtual events give your audience the flexibility to experience your brand and products from anywhere.

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Tracey Shappro is the president and CEO of Houston-based VISION Production Group.

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CultureMap Emails are Awesome

10+ can't miss Houston business and innovation events for May

WHERE TO BE

From pitching competitions to expert speaker summits, May is chock-full of opportunities for Houston innovators.

Here's a roundup of events you won't want to miss out on so mark your calendars and register accordingly.

Note: This post may be updated to add more events.


May 2 — State of Houston's Global Economy

Explore the complexities of Houston's global economy, dissect the challenges and opportunities that lie ahead and chart a course for sustainable growth in the years to come at this business conference sponsored by the Greater Houston Partnership. Highlighting the day will be a presentation by the Partnership’s Chief Economist, Patrick Jankowski who will share his insights into the role global trade plays in the region’s growth.

Panel conversation speakers include:
  • Kurt Heim, Vice President of Environmental Advancement, Daikin Comfort
  • Moderator: George Y. Gonzalez, Partner, Haynes Boone, LLP
This event is Thursday, May 2, from 8:15 to 10 am at Partnership Tower. Click here to register.

May 3 — Transformative Healthcare Innovations Across the TMC

This symposium is filled with discussions, presentations, and networking opportunities. Discover the latest advancements in healthcare technology and how they are shaping the future of medicine. The event will be held in person at the TMC3 Collaborative Building, so come ready to engage with industry experts and fellow healthcare enthusiasts.

This event is Friday, May 3, from 9 am to 3:30 pm at TMC3 Collaborative Building. Click here to register.

May 6 to 9 — Offshore Technology Conference.

Since 1969, the Offshore Technology Conference (OTC) has served as a central hub convening energy professionals from around the world to share ideas and innovations, discuss, debate, and build consensus around the most pressing topics facing the offshore energy sector.

This conference is Monday, May 7, to Thursday, May 9, at NRG Park. Click here to register.

May 7 — Small Business Awards Houston 

This year's awards luncheon event theme will be "The SBA Awards presented by SCORE are going to Space" celebrating Houston's advances into space with two fantastic guest speakers and the optional “How to do business with NASA” workshop. The keynote speakers will be Stephanie Murphy, Aegis Aerospace and Arturo Machuca, Director of the Houston Spaceport.

This event is Tuesday, May 7, from 11 am to 1:30 pm at Royal Sonesta Galleria Houston. Click here to register.

May 7 — Tech + Tequila Talk: Goal Park Innovation

At the upcoming edition of Tech+Tequila talk, hear the process behind activating public spaces like Goal Park. Specifically, explore how innovation plays a key role in creating a safer and more dynamic environment for the community. Join in discussions on the intersection of art, philanthropy, and urban development, and learn how projects like Goal Park are shaping the future of our cities.

This event is Tuesday, May 7, from 6 to 8 pm at Niels Esperson Building. Click here to register.

May 13 — TECHSPO Houston 2024 Technology Expo

TECHSPO Houston brings together developers, brands, marketers, technology providers, designers, innovators and evangelists looking to set the pace in advancing technology. Watch exhibitors showcase the next generation of advances in technology & innovation, including; Internet, Mobile, AdTech, MarTech and SaaS technologies.

This event is Monday, May 13, from 9 am to 7 pm at Marriott Marquis. Click here to register.

May 14 — An Evening with Johnson & Johnson's Immunology Team

Johnson & Johnson Innovative Medicine Immunology Team will present our strategic priorities in the space as part of our search for promising scientific innovations.

The focus areas of the program include bispecifics for auto-immune and inflammatory diseases, multispecific T-cell engagers for deep cell depletion, and tissue T-Reg / stromal immune modulators. After the programming concludes, there will be an opportunity to network at the reception with industry leaders and like-minded innovators. This networking session will provide attendees with a chance to discuss ideas, and further explore collaboration opportunities

This event is Tuesday, May 14, from 4 to 7 pm at Texas Medical Center. Click here to register.

May 16 — Energy Underground

The Energy Underground is a group of professionals in the Greater Houston area that are accelerating the Energy Transition. Make industry contacts, secure financing, share deals, recommend talent looking to enter the energy workforce at this meeting of like-minded innovators.

This event is Thursday, May 16, from 12 to 1 pm at the Cannon West Houston. Click here to register.

May 16 — UH Tech Bridge: Innov8Hub Pitch Day

This event is your chance to immerse yourself in the vibrant startup ecosystem, network with industry experts, and discover the next big thing. Get ready to witness groundbreaking ideas and cutting-edge pitches from talented individuals.

This event is Thursday, May 16, from 5 to 7:30 pm at UH Tech Bridge. Click here to register.

May 18 — Create by Getty Images Houston 2024

Head to this event to shoot a variety of ready-to-upload content for your portfolio and enjoy priceless creative development opportunities. Connect with fellow creators, collaborators, and peers to expand your network and build meaningful relationships. Participate in interactive workshops to enhance your skills and knowledge and gain actionable takeaways for creative endeavors.

This event starts Saturday, May 18, at 8:30 am at The Cannon West Houston. Click here to register.

May 22 — Pearland Innovation Hub Anniversary

Come for an evening filled with innovation, creativity, and fun. Attendees will have an opportunity to meet some members, partners, and sponsors of Pearland Innovation Hub.

This event is Wednesday, May 22, from 6 to 8 pm at Spacio.us. Click here to register.

May 28 — Texas Small Business Expo

Texas Small Business Expo is a trade show, educational business to business conference, exhibition & networking event for entrepreneurs, start-ups and anyone that owns a business or looking to start their own business. Learn how to solve challenging business issues by discussing strategies, acquire valuable knowledge from those in your business and connect with top vendors in various industries.

This event is Tuesday, May 28, from 4 to 9 pm at Wakefield Crowbar. Click here to register.

May 29 — Bayou City Bio Pulse at Gensler

Join the GHP for its next Bayou City Bio Pulse, hosted by global architecture, design and planning firm, Gensler. This event will feature panel discussions, tours of Gensler’s space, VR walkthroughs and more.

This event is Wednesday, May 29, from 4 to 6 pm at Gensler's office (2 Houston Center). Click here to register.

Texas lands in top 10 states expected to be most financially affected by weather events

report

Texas — home to everything from tornadoes to hurricanes — cracks the top 10 of a new report ranking states based on impact from weather-related events.

SmartAsset's new report factored in a myriad of data from the Federal Emergency Management Agency to identify which states face the most financial risk due to various weather events. In the report, the states were ranked by the total expected annual financial losses per person. Texas ranked at No. 10.

"With a variety of environmental events affecting the wide stretch of the United States, each state is subject to its own risks," reads the report. "Particularly, tornadoes, wildfires, hurricanes, flooding, landslides, lightning and drought, among other events, can cause damage to buildings, agriculture and individuals alike. When considering insurance, residents and business owners in each state should account for historic and projected losses due to environmental events in their financial plans."

In Texas, the total expected annual loss per person is estimated as $283.15. The report broke down each weather event as follows:

  • Coastal flooding: $1.49
  • Drought: $3.48
  • Earthquake: $1.71
  • Heat wave: $8.16
  • Hurricane: $89.22
  • Riverine flooding: $66.05
  • Strong wind: $5.37
  • Tornado: $71.04
  • Wildfire: $8.26
  • Winter weather: $1.96
Louisiana ranked as No. 1 on the list with $555.55 per person. The state with the lowest expected loss per person from weather events was Ohio with only $63.89 estimated per person.


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This article originally ran on EnergyCapital.

Exclusive: Houston hydrogen spinout names energy industry veteran as CEO

good as gold

Cleantech startup Gold H2, a spinout of Houston-based energy biotech company Cemvita, has named oil and gas industry veteran Prabhdeep Singh Sekhon as its CEO.

Sekhon previously held roles at companies such as NextEra Energy Resources and Hess. Most recently, he was a leader on NextEra’s strategy and business development team.

Gold H2 uses microbes to convert oil and gas in old, uneconomical wells into clean hydrogen. The approach to generating clean hydrogen is part of a multibillion-dollar market.

Gold H2 spun out of Cemvita last year with Moji Karimi, co-founder of Cemvita, leading the transition. Gold H2 spun out after successfully piloting its microbial hydrogen technology, producing hydrogen below 80 cents per kilogram.

The Gold H2 venture had been a business unit within Cemvita.

“I was drawn to Gold H2 because of its innovative mission to support the U.S. economy in this historical energy transition,” Sekhon says in a news release. “Over the last few years, my team [at NextEra] was heavily focused on the commercialization of clean hydrogen. When I came across Gold H2, it was clear that it was superior to each of its counterparts in both cost and [carbon intensity].”

Gold H2 explains that oil and gas companies have wrestled for decades with what to do with exhausted oil fields. With Gold H2’s first-of-its-kind biotechnology, these companies can find productive uses for oil wells by producing clean hydrogen at a low cost, the startup says.

“There is so much opportunity ahead of Gold H2 as the first company to use microbes in the subsurface to create a clean energy source,” Sekhon says. “Driving this dynamic industry change to empower clean hydrogen fuel production will be extremely rewarding.”

In 2022, Gold H2 celebrated its successful Permian Basin pilot and raised early-stage funding. In addition to Gold H2, Cemvita also spun out a resource mining operation called Endolith. In a podcast episode, Karimi discussed Cemvita's growth and spinout opportunities.