Houston entrepreneur turns focus to digital connections during COVID-19 outbreak

Q&A

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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2 Houston space tech cos. celebrate major tech milestones

big wins

Two Houston aerospace companies — Intuitive Machines and Venus Aerospace — have reached testing milestones for equipment they’re developing.

Intuitive Machines recently completed the first round of “human in the loop” testing for its Moon RACER (Reusable Autonomous Crewed Exploration Rover) lunar terrain vehicle. The company conducted the test at NASA’s Johnson Space Center.

RACER is one of three lunar terrain vehicles being considered by NASA for the space agency’s Artemis initiative, which will send astronauts to the moon.

NASA says human-in-the-loop testing can reveal design flaws and technical problems, and can lead to cost-efficient improvements. In addition, it can elevate the design process from 2D to 3D modeling.

Intuitive Machines says the testing “proved invaluable.” NASA astronauts served as test subjects who provided feedback about the Moon RACER’s functionality.

The Moon RACER, featuring a rechargeable electric battery and a robotic arm, will be able to accommodate two astronauts and more than 880 pounds of cargo. It’s being designed to pull a trailer loaded with more than 1,760 pounds of cargo.

Another Houston company, Venus Aerospace, recently achieved ignition of its VDR2 rocket engine. The engine, being developed in tandem with Ohio-based Velontra — which aims to produce hypersonic planes — combines the functions of a rotating detonation rocket engine with those of a ramjet.

A rotating detonation rocket engine, which isn’t equipped with moving parts, rapidly burns fuel via a supersonic detonation wave, according to the Air Force Research Laboratory. In turn, the engine delivers high performance in a small volume, the lab says. This savings in volume can offer range, speed, and affordability benefits compared with ramjets, rockets, and gas turbines.

A ramjet is a type of “air breathing” jet engine that does not include a rotary engine, according to the SKYbrary electronic database. Instead, it uses the forward motion of the engine to compress incoming air.

A ramjet can’t function at zero airspeed, so it can’t power an aircraft during all phases of flight, according to SKYbrary. Therefore, it must be paired with another kind of propulsion, such as a rotating detonation rocket engine, to enable acceleration at a speed where the ramjet can produce thrust.

“With this successful test and ignition, Venus Aerospace has demonstrated the exceptional ability to start a [ramjet] at takeoff speed, which is revolutionary,” the company says.

Venus Aerospace plans further testing of its engine in 2025.

Venus Aerospace, recently achieved ignition of its VDR2 rocket engine. Photo courtesy of Venus Aerospace

METRO rolls out electric shuttles for downtown Houston commuters

on a roll

The innovative METRO microtransit program will be expanding to the downtown area, the Metropolitan Transit Authority of Harris County announced on Monday.

“Microtransit is a proven solution to get more people where they need to go safely and efficiently,” Houston Mayor John Whitmire said in a statement. “Connected communities are safer communities, and bringing microtransit to Houston builds on my promise for smart, fiscally-sound infrastructure growth.”

The program started in June 2023 when the city’s nonprofit Evolve Houston partnered with the for-profit Ryde company to offer free shuttle service to residents of Second and Third Ward. The shuttles are all-electric and take riders to bus stops, medical buildings, and grocery stores. Essentially, it works as a traditional ride-share service but focuses on multiple passengers in areas where bus access may involve hazards or other obstacles. Riders access the system through the Ride Circuit app.

So far, the microtransit system has made a positive impact in the wards according to METRO. This has led to the current expansion into the downtown area. The system is not designed to replace the standard bus service, but to help riders navigate to it through areas where bus service is more difficult.

“Integrating microtransit into METRO’s public transit system demonstrates a commitment to finding innovative solutions that meet our customers where they are,” said METRO Board Chair Elizabeth Gonzalez Brock. “This on-demand service provides a flexible, easier way to reach METRO buses and rail lines and will grow ridership by solving the first- and last-mile challenges that have hindered people’s ability to choose METRO.”

The City of Houston approved a renewal of the microtransit program in July, authorizing Evolve Houston to spend $1.3 million on it. Some, like council member Letitia Plummer, have questioned whether microtransit is really the future for METRO as the service cuts lines such as the University Corridor.

However, the microtransit system serves clear and longstanding needs in Houston. Getting to and from bus stops in the city with its long blocks, spread-out communities, and fickle pedestrian ways can be difficult, especially for poor or disabled riders. While the bus and rail work fine for longer distances, shorter ones can be underserved.

Even in places like downtown where stops are plentiful, movement between them can still involve walks of a mile or more, and may not serve for short trips.

“Our microtransit service is a game-changer for connecting people, and we are thrilled to launch it in downtown Houston,” said Evolve executive director Casey Brown. “The all-electric, on-demand service complements METRO’s existing fixed-route systems while offering a new solution for short trips. This launch marks an important milestone for our service, and we look forward to introducing additional zones in the new year — improving access to public transit and local destinations.”

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This article originally ran on CultureMap.

Cart.com's M&A move, energy innovators recognized, and more top articles from the week

trending news

Editor's note:Let's roundup the most-read Houston innovation news from the week. Trending Houston tech and startup articles from InnovationMap and its daily newsletter included a new health tech grant for Houston researchers, Cart.com's latest acquisition, and more.

Houston med school lands $3.5M grant to rollout genetic telehealth platform for underserved newborns

Baylor College of Medicine received $3.5 million to expand its telehealth platform to improve genomic diagnostics and care for critically ill newborns in underserved neonatal intensive care units in West and South Texas. Photo by Tim Bish on Unsplash

Baylor College of Medicine received $3.5 million to help hospitals in Texas better care for and diagnose some of the state's most vulnerable patients.

The funds come from the National Human Genome Research Institute for the Making Genomics Accessible to Newborns in Texas, or MAGNET, program. They'll be used to adapt BCM's Consultagene telehealth platform to be used in underserved neonatal intensive care units in West and South Texas, according to a statement.

Families in this region of the state currently can travel up to 300 miles to reach the nearest in-state geneticist, according to MAGNET. The program aims to help close that gap through BCM's established remote consultation service. Investigators also plan to create educational videos in English and Spanish to educate providers and patient caregivers on genetic diagnoses.

“Only 20 years ago, less than 3 percent of genetic conditions in newborns could be molecularly diagnosed,” Dr. Brendan Lee, co-principal investigator and professor and chair of the Department of Molecular and Human Genetics and Robert and Janice McNair Endowed Chair in Molecular and Human Genetics at BCM, says in a statement. Continue reading.

Houston e-commerce platform expands logistics network with acquisition of fulfillment operations arm

Cart.com has acquired OceanX, adding two new facilities and expanding its logistics network to enhance efficiency and support high-volume beauty, wellness, and lifestyle brands. Photo courtesy of Cart.com

A Houston e-commerce unicorn has made its latest strategic acquisition.

Cart.com, which operates a multichannel commerce platform, announced that it has acquired Guthy-Renker's wholly-owned fulfillment operations arm OceanX. The terms of the deal were not disclosed. Around 200 OceanX employees will be assumed onto the Cart.com team, and the fast-growing company will add two new facilities totaling over 600,000 square feet to its network, expanding to include a West Coast distribution hub in Southern California and its third facility near Columbus, Ohio.

"Acquiring OceanX is part of Cart.com’s strategy to continue to scale our platform and capabilities across industries, leveraging our proprietary technology to improve efficiency and deliver superior results to our clients and their customers,” Omair Tariq, Cart.com founder and CEO, says in a news release. “By deploying our Constellation OMS and WMS software and seasoned operations team across these two new facilities, we will improve order visibility, labor efficiency, shipping costs and customer satisfaction for the benefit of our new clients.” Continue reading.

3 clean energy innovators make Forbes list of top young energy professionals

Three young professionals have made the cut for this year's Forbes Under 30 list in the Energy and Green Tech list for 2025. Photos via Forbes

A handful of Houstonians have been named to the Forbes 30 Under 30 Energy and Green Tech list for 2025.

Kip Daujotas is an investment associate at Aramco Ventures, a $7.5 billion venture capital arm of the world's largest energy company. Houston is the Americas headquarters for Saudi Aramco. Since its inception in 2012, Aramco Ventures has invested in more than 100 tech startups. Daujotas joined the team over two years ago after studying for an MBA at Yale University. He led Aramco’s first direct air capture (DAC) investment — in Los Alamos, New Mexico-based Spiritus.

Also representing the corporate side of the industry, Wenting Gao immigrated from Beijing to obtain an economics degree from Harvard University, then got a job at consulting giant McKinsey, where she recently became the firm’s youngest partner. Gao works on bringing sustainability strategies to energy and materials companies as well as investors. Her areas of expertise include battery materials, waste, biofuels, and low-carbon products.

Last but not least, Houston entrepreneur Rawand Rasheed is co-founder and CEO of Houston-based Helix Earth. He co-founded the startup after earning a doctoral degree from Rice University and co-inventing Helix’s core technology while at NASA, first as a graduate research fellow and then as an engineer. The core technology, a space capsule air filtration system, has been applied to retrofitting HVAC systems for commercial buildings. Continue reading.

Rice University, Houston Methodist launch new institute to revolutionize health care through AI, innovation

Rice University and Houston Methodist have partnered to create the Digital Health Institute, combining advanced technology, artificial intelligence, and interdisciplinary expertise to transform health care. Photos courtesy

Rice University and Houston Methodist have established through a multi-year joint effort the Digital Health Institute, which aims to transform healthcare through advanced technology and the collaborative expertises of the university and hospital.

Rice’s leadership in engineering, digital health and artificial intelligence will combine with Houston Methodist’s academic medicine and research infrastructure.

“This partnership embodies Rice’s bold vision to lead at the forefront of innovation in health and responsible AI,” Rice President Reginald DesRoches says in a news release. “By combining our strengths with Houston Methodist, we are creating a transformative platform to address critical challenges in healthcare with solutions that are ethical, accessible and impactful. This initiative exemplifies our commitment to driving interdisciplinary collaboration and advancing global health for the benefit of humanity.” Continue reading.

2 Houston professors named as fellows for prestigious group of inventors

Omid Veiseh from Rice University and Edward Ratner from the University of Houston have been named 2024 National Academy of Inventors fellows for their innovative contributions. Courtesy photos

The highest professional distinction awarded to academic inventors, the National Academy of Inventors, have elected two fellows from Rice University and the University of Houston for its 2024 class.

Edward Ratner, computer information systems lecturer in the Department of Information Science Technology at the University of Houston’s Cullen College of Engineering, and Omid Veiseh, bioengineer at Rice University and director of the Biotech Launch Pad, were two of the 170 honorees representing 39 states and 12 countries.

The 2024 class will be honored and presented their medals on June 26 in Atlanta, Georgia by a senior official of the U.S. Patent and Trademark Office. Continue reading.

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