Conference News July-August 2021 | Page 10

10 G7 Summit

SECRET IDENTITY

When the G7 Summit in Cornwall was announced in January 2021 , it paved the way for the return of events . Martin Fullard talks to the man who made it happen : Michael Gietzen
anuary 2021 was arguably one of the darkest periods of the Covid-19 pandemic . With transmission and hospitalisations skyrocketing , the UK was plunged into a third major lockdown . All hopes that 2021 would be brighter than 2020 were dashed .
Yet , through the darkness there was one faint ray of light : on 18 January , prime minister Boris Johnson confirmed that the G7 Summit would go ahead live , in person on 11-13 June .
The confirmation was made a whole month before he went on to reveal the roadmap out of lockdown , which it would transpire would permit restricted events to run from 17 May , with a full unlocking planned for the ( delayed ) 21 June . It was the first hint that events would return in 2021 and was viewed as something of a barometer for the rest of industry .
Putting on such an event is complicated at the best of times . Not only is the organiser responsible for the wellbeing and management of the seven most powerful individuals in the world – literally – but in 2021 would need to ensure the event was Covid-secure for over 1,000 supporting personnel .
Identity is an agency which is no stranger to dealing with high-profile Government events , and it was selected to deliver one of the most examined events in recent times .
It ’ s complicated
Michael Gietzen is the company ’ s MD and has vast personal experience in dealing with high-profile individuals – and it doesn ’ t get more high-profile than the leaders of the Free World . I ask Gietzen to outline the sheer complexity of the summit , which took place
in Carbis Bay , Cornwall .
“ It ’ s all in the planning , and knowing from our vast experience of such events , what works ,” he tells me . “ Events of this nature are very high profile , hosting some of the most powerful people in the world with the global media on site and enormous security details . And then there ’ s the technology , connectivity , the business of the day , the social side , the global outcomes , plus down to individual guest needs . There ’ s a lot to consider .”
Gietzen says he and his team engaged with over a thousand accredited staff . Stakeholders ranged from 10 Downing Street to the Foreign and Commonwealth Office , Cabinet Office , Devon and Cornwall Police , among many others .
“ There are a lot of moving parts , everyone who is everyone requires not just detailed plans and second-by-second project management plans , but numerous contingency plans for literally any eventuality .
“ Importantly , these events also require a certain ‘ panache ’. It ’ s not just about looking good
or flowing smoothly – that should be standard – but the event must also have the right atmosphere , to be relaxed , yet productive .”
Dealing with Covid-19
The G7 Summit was always going to be a tricky PR tightrope to traverse . While many in the events sector were keen to see it run to prove that the organised gatherings we collectively deliver are safe as standard , there were negative optics to consider in front of a world that had been – mostly – told to stay at home for 16 months .
“ Covid and the overall safety of the event was meticulously planned from the outset ,” Gietzen says .
“ Our Covid policy incorporated everything from suppliers to staff , to flow of traffic , layout of rooms , social areas inside and outside , ventilation , sanitisation , contact data management and , of course , daily testing of each of our team on site .
While photos of world leaders on the beach caused a stir in some
corners of the press and public , mitigation rules were routinely followed during the event .
Sustainability and philosophy
We may very well look back on this pandemic as the Great Reset . The lack of tangible work for the events industry has at least given many people time to rethink the things that really matter . Top of the tree is , of course , sustainability . As we know , an event isn ’ t something that happens in isolation of itself : it serves to create a legacy .
“ Identity is rooted in delivering on a sustainable agenda ; this is part of our general offering and we have a social value policy in place for all such events ,” says Gietzen . “ Our social value commitments ensure that the events we are involved in leave a positive legacy in the local community long after our last truck is packed up to leave .
“ On a wider level , putting our emphasis on embedding social values into client events has huge potential to
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