How You Can Make the Most Out of Cultivate Virtual (Opinion)
July 5, 2020 
Cultivate Virtual kicks off next week, and while many of us (myself included) will miss the face-to-face interactions on the trade show floor and in the meeting rooms of the Columbus Convention Center, it’s still possible to have just as rewarding an experience while sitting in front of your computer.
It also helps that Cultivate was not the first industry gathering to take place online this year. In June, I attended two other events – Darwin Digital Days and United Fresh Live – that served as somewhat of a test run, and demonstrated how these types of presentations can work.
Darwin Digital Days was a week-long showcase of all things perennials. Each day, a series of videos were posted on the event website (prior to the event, interested growers could sign up to receive notifications when the videos were available), in many cases related to a specific crop, including lavender, dianthus, and echinacea. The videos featured virtual display and trial garden tours, production tips from experts at Darwin Perennials as well as experienced perennial growers, and new variety announcements.
The downside of the on-demand videos was that there was not an opportunity for immediate Q&A. However, underneath each video, there were links to fact sheets and other resources.
That same week, United Fresh Live took the full conference experience to a new level. The show covers the entire fresh fruit and vegetable (both field and greenhouse) supply chain, from growers to packers/shippers to retailers. Prior to the event, all attendees had to register (at no charge) and set up profiles. Once the conference started, unlike Darwin Digital Days, all of the presentations during United Fresh Live were made live via Zoom. The talks were generally divided between individual speakers and panel discussions led by a moderator, and there were usually five to six presentations taking place at the same time, although most were available for on-demand viewing within 24 hours.
The trade show was a unique experience. Each exhibitor had its own page in the show floor section of the site. On those pages, most companies offered introductory videos, and links for more information. There was also a live chat function, and a display of some of the company’s main contacts.
Are the social opportunities (receptions, happy hours, etc.) of such events a draw for you? No worries there; each day of United Fresh Live ended with a reception that was usually focused on a specific topic. Attendees were even encouraged to have a drink in their hand, and moderators would move everyone from one chat room to another virtually.
My takeaway? Kudos to both the Darwin Perennials and United Fresh teams for their willingness to adapt, and their diligence in offering long-time attendees just as rewarding of an experience.
So next up is Cultivate’20 Virtual, and based on the schedule, it looks to be a mix of both on-demand educational presentations and live discussions. The popular keynote presentations and town hall forums have not gone away, either. And it looks like the trade show experience will be similar to that of United Fresh Live.
AmericanHort is hosting a webinar on July 8 that will walk Cultivate attendees through the process so they know what to expect. Until then, here are a few tips I can offer, after attending both Darwin Digital Days and United Fresh Live, on how to prepare.
Go through the schedule in advance, and map out which presentations are most important to you. Remember that on-demand talks are available at any time, while live presentations will offer the benefit of a face-to-face perspective.
Do the same for the trade show. Better yet, highlight companies you may not normally work with. At a live trade show, it’s easy (and rewarding, of course) to meet up and spend time with your regular suppliers. A virtual trade show makes it easier for you to approach a new potential partner.
Block out, as much as possible, your normal schedule for the week. For those of us who’ve spent the last few months sitting at a computer either at home or in the office, it’s too easy to treat this as any other week. But think about it: when you attend Cultivate in person, you’re largely away from the day-to-day meetings and workflow, which helps you focus more on the experience of being there. Take the same approach with Cultivate Virtual.
While I’ll miss seeing many of you in person, I look forward to connecting next week! Let’s all make the most out of Cultivate Virtual.
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