Thanks for Thinking of Me!

Cover photo: American Sign Language interpreter Justina Miles went viral for her performance alongside Rihanna during Super Bowl 2023, providing an expressive and passionate interpretation. Shown here: Miles performs “Lift Every Voice and Sing” prior to that year’s Super Bowl. Photo courtesy Rob Carr/Getty Images

The events world has been on a DEI journey—that is, a journey to make the industry more diverse, equitable, and inclusive. Multifaceted as this framework is, there have been several places event pros have sized up the industry and made changes in recent years, including racial and LGBTQIA+ equity and inclusion. Recently, there has been another sector gaining awareness: that of accessibility. 

In the events world, this means ensuring that events are easy to access and engage with for individuals of varying abilities. As the topic of event accessibility grows, it’s time to take inventory of your practices and make sure that you’re providing event services that are indeed accessible to all of your potential clients and guests.

There are a variety of needs for which your attendees may need accomodations. Photo courtesy Center for Disease Control and Prevention

The need for easy access

There are plenty of reasons to make your events accessible, the least of which is legality (more on that in a bit). According to the World Health Organization, 16% of people worldwide have a disability. Across the EU, the average is higher at 24%; in the UK, it’s almost 22% of the population (or 14.1 million people). The CDC reports that 28.7% (more than one in four) Americans have a disability. This means that statistically, at the very least, 16% of your event attendees have some type of disability.

“If your events aren’t welcoming and accessible for everyone, you’re likely missing out on the opportunity to reach a much wider audience,” states an article from Cvent. Besides increasing engagement, creating accessible events is the right thing to do—it makes the world more enjoyable for all.

Accessibility is also required by law. The Americans with Disabilities Act of 1990 protects people with disabilities from discrimination. And in the UK, “disability is one of nine ‘protected characteristics’ defined by the 2010 Equality Act—making it illegal for any business to discriminate against persons with disabilities,” says the Cvent article. 

So, are your events accessible to all? Here’s how to check.

Noise-cancelling headphones can help your attendees with sensory needs enjoy the dynamic entertainment at your event. Photo courtesy KultureCity 

Types of accessibility

To begin, it’s helpful to be aware of the different types of accessibility. According to the Autistic Self Advocacy Network, there are three main types: physical, sensory, and cognitive accessibility. 

Physical

A physically accessible event is held in a space that accommodates various physical abilities and body types. This means it has no problems for wheelchair/mobility scooter users and people with vision disabilities, and all spaces work for all ambulatory needs. These people should be able to move safely and comfortably and may require ramps, lifts, wider aisles, and allocated parking spaces. This can also include providing accommodations for nursing women.

Sensory

People with sensory needs require an event space that is safe and accommodates allergies as well as vision and hearing impairment. People with different sensory processing abilities, like Highly Sensitive Persons (HSPs), may require accommodation as well. 

Cognitive

Cognitive accessibility accounts for different types of neural information processing. This can look like providing clear information and communication, language translation, and various accommodations for neurodivergent conditions and mental health conditions such as anxiety, depression, or PTSD.

In his session David Merrell & Susie Perelman Present: Current Trends in the Event Industry at Catersource + The Special Event 2024, Creative Director of AOO Events David Merrell noted that accessibility in the form of neuroinclusivity is gaining traction. 

“Basically, it’s the idea that everybody interacts and experiences the world around them in a different way, and there’s really no one right way or wrong way. So, a neurodivergent person would be someone who has ADHD, or OCD, or autism, or dyslexia—I would venture to say in this room, there are people that have certain variations or certain degrees of that,” said Merrell. He emphasized that it’s time “to now start thinking about the fact that corporations are actually starting to pay attention to neurodiversity, and make sure that their content and what they do for everybody ... is available for everyone to sensory process in their own way.”

Cornell University also sorts accessibility into two broader categories: visible and non-obvious, meaning conditions you can observe, like mobility, and those you cannot, like chronic health.

Once you are aware of these main types of accessibility, you can begin designing your event services with these accommodations in mind.

Universal design

The goal of accessibility is to design an event that everyone can participate in. This does not mean, however, designing your event around a specific community.

A Special Events (SE) interview with venue sensory inclusivity nonprofit KultureCity revealed that “designing for one community will inherently alienate another.” Uma Srivastava, the COO of KultureCity, told SE, “It’s providing some other elements to the table for those with sensory needs.... design for those that are typical because we want to make sure everybody gets to enjoy it, but as you’re designing, think about your environment.”

In her session Creating Diversity, Equity & Inclusion in Events: More than Words at Catersource + The Special Event 2023, WSU Event Manager and CMP Angela Senter advised event pros to follow not the Golden Rule (“do unto others as you’d want others to do unto you”) but the Platinum Rule (“do unto others as others want done unto them”). As you design your events, think about the ways that your attendees will want to engage and the different ways they might experience the various aspects of your event.

At the National Federation of the Blind’s annual convention, Sodexo Live! (at the Orange County Convention Center) created custom braille menus. Photo courtesy Sodexo Live!

Accessible from the start

Cornell University recommends asking event attendees about their needs from the get-go. “When you send out the invitation or notice, include a welcome message to let invitees know they can contact the planner regarding accommodations.” The article provides an example message:

“We strive to host inclusive, accessible events that enable all individuals, including individuals with disabilities, to engage fully. To be respectful of those with allergies and environmental sensitivities, we ask that you please refrain from wearing strong fragrances. To request an accommodation or for inquiries about accessibility, please contact (name, email, phone).”

Cornell also recommends sending out a reminder to attendees a couple days before the event asking them to refrain from wearing strong fragrances.

An alternative to including this message in the invitation is to provide a checklist in the RSVP or registration that allows guests to communicate any accommodation needs, such as a sign language interpreter, large print options, or wheelchair access.

That being said, “no person is required to show proof of their disability, nor should they be asked for proof,” points out an article from Social Tables. “This includes people who request accommodations, purchase tickets for accessible seating, attend with a service dog, or have an invisible disability.”

Safe spaces

Speaking of venues, the very crux of event accessibility is using a venue that offers accessibility features and solutions. There are several things to look for, including (but certainly not limited to):

As you can see, there are a plethora of things to look for in finding an accessible venue. This is why requesting information about accommodations with the RSVP is important, because it will limit the amount of features you’ll need to look for (or might miss). 

One thing to note: be cautious when relying on labels. “A venue space can be ADA compliant and still not accessible,” says Senter. If the building was built before a specific year, for instance, it is exempt from ADA standards. Or, if a non-accessible feature of the venue is too expensive to repair or is marked for historical value, it legally doesn’t have to be fixed. “So, you might have two little steps down into the ballroom that are Parisian antique tile; those don’t need to be replaced and still [is] an ADA-certified venue.”

Also, be sure to verify that recommended hotels or other lodging have accessible rooms and features as well.

It’s important to provide enough flexible seating options for attendees with mobility needs. Shown here: attendees at a NASCAR event at the LA Memorial Coliseum have been accommodated for wheelchair seating. Photo courtesy KultureCity

Take it online

If you are planning a virtual event, choose a platform that offers accessibility services, like Zoom or GlobalMeet. 

In an article for Special Events, content marketer Jenna Bunnell discussed accessibility in virtual events. “[An] important deliberation is to offer inclusive services like closed captioning, translations, and/or sign language..... moreover, some people might not have the best internet connection, so consider providing a downloadable version of the event.

“Adding a virtual option to your events can make it accessible to everyone who cannot travel to your venue. Take advantage of the growing hybrid integration platform market and bring all the recordings of your old events on the cloud for those who could not be included before.” This also allows individuals to play back events at a slower speed.

Work with your presenters to meet specific color contrast ratios in their presentations, so that people with visual impairments, including color blindness, can easily view the slides. Have the presenter also explain what is on the slides for those who cannot easily see. 

If you do have a sign language interpreter, make sure that they are always visible on screen and sized large enough to be legible. 

Together is better

Your team is an important part of making an event accessible. Training them to shift their mindset and look for ways to consider various capabilities will not only improve the event experience for all in attendance, but it will also empower your team to feel confident in assisting your attendees and will give them the tools they need to problem solve.

There are plenty of options for training your staff, such as the PCMA Event Accessibility Certificate or the KultureCity Sensory Inclusive™ Certification.

In the interview with KultureCity, Srivistata urged planners to “teach staff cues to look for in guests that might be uncomfortable—for example, someone getting up and leaving in the middle of a performance isn’t necessarily rude but might be dealing with a sensory issue. Someone bouncing up and down in their seat might seem rude to the person next to them, but they might be regulating their sensory sensitivity.”

Make sure your staff are prepared to treat each guest with respect, to not fuss over service animals, and to be on the lookout for ways that your event might need improved accessibility.

It may be helpful to assign one of your team members to lead all accessibility-related factors, making them the touchpoint for guests as well handling accessibility in the case of venue evacuation. 

“At larger events or events with scheduled accommodations, designate someone to be responsible for accommodations as well as help with seating, ensuring captioning and other technology is working, maintaining clear pathways, or other needs,” encourages Cornell.

Have them contact guests who note in their RSVP that they need accommodations and talk through these needs so that your team understands what to provide. You can also have them act as an usher to greet guests with needs at the start of the event, as well as check in with these guests throughout the event.

Catersource + The Special Event 2023 debuted a wellness room, where attendees could pause for a quiet break at any time throughout the conference. Photo courtesy WASIO Faces/SpotMyPhotos

Smarter partners

As with all sustainability and DEI measures, finding vendors that prioritize accessibility will make your event flow smoother and create less work for you. Check to see if they, too, hold certifications in accessibility, and have conversations ahead of time to ensure they can meet you in creating an accessible event. For example, a caterer who understands the legalities of accounting for food allergies and sensitivities and who provides alternatives, clear signage, and safety measures will relieve you of doing the work to determine how to make sure everyone is safe.

Materials with accessible messaging

Having accessible event materials may not be something you think about right away, but this, too, is an important part of inclusivity. Besides having signage or pamphlets that provide accessibility information and a directory of resources, your websites, digital flyers, and social media should fit certain criteria, including large enough print, color contrasting, alt text for photos, and Camel Case (capitalizing the first letter of each word) in hashtags.

It’s showtime

On the day of the event, there will be no shortage of things to consider. 

You’ll want to be aware if any attendees have a Personal Care Assistant (PCA). If so, Cvent recommends ensuring the PCA’s free entrance, the ability to always sit next to the person they’re caring for, and that you’ve factored them into your catering numbers and room capabilities.

Make sure registration tables are an appropriate height for anyone using a wheelchair or scooter or who is short-statured (The University of Kansas recommends no more than 34 inches and no less than 28 inches above the floor). The same goes for seating at tables; make sure there is knee space at least 27 inches from the floor to the lower edge of the tabletop, and if there’s seated catering, decide ahead of time if you will include preset spots for wheelchairs or if attendants will clear a place in real time.

Ahead of the event, let presenters know that a microphone is not optional, because using one ensures that everyone can hear. Likewise, when doing Q&A, presenters should repeat audience-asked questions into the microphone before answering. Have them activate captions for any videos they include in their presentation and send their presentations in advance to individuals who have let you know that they cannot view screens well. It’s also considerate to have reserved seating near the front of session rooms for participants who may have vision or hearing impairments.

You don’t have to sacrifice any strobe lights or loud music but do give a warning to attendees so that they can be prepared to leave if they need to—ideally heading to a quiet room you’ve provided on site. It can also be helpful to provide sufficient breaks in between event happenings to allow people to regulate.

An excellent tool that KultureCity provides to venues is a collection of sensory bags. These are kits that contain noise-cancelling headphones, different types of fidgets, strobe reduction glasses, VIP lanyards, visual cue cards, and weighted laptop pads. You can work with a program like KultureCity or create your own sensory bags for the event.

D'Amico Catering (Minneapolis)  displayed common food allergens and dietary information on a polaroid. Photo courtesy Anna Grinets Photography 2024

Ready for action

As with any growth, don’t expect to get everything right on the first try. There’s a lot to consider, and there’s no shame in missing something when you start your accessible events journey. So long as you’re willing to practice patience and empathy, and treat this as a learning process, you’ll get better at recognizing and accommodating needs. After your event, you can send out a survey to see what you missed, what you succeeded at, and how you can improve your next event.

“Use your resources,” says Senter. “You do not have to be an expert in this space.” She recommends inviting people of various abilities along on venue tours—bring someone in a wheelchair with you to see if the venue is accessible for them. Have someone who is vision impaired walk through the space with you so that you can learn how they would experience your event.

In an article for MeetingsNet, Megan Henshall, CMP, DES, and global events strategic solutions lead at Google, said, “I believe those who gather others for a living have a really important role to play for solving the lack of belonging in the world.”  

Get to know ADA and other legal accessibility requirements, educate yourself, and practice a lot of transparency and clear communication.

“We have a tool, and we are the best ones to wield it,” says Henshall. “As an industry we must get behind it and figure it out. If we do, we will see a lot of positive side effects. Being inclusive, and radically inclusive, is the future. Younger generations are going to demand it.” 

Learning to see needs can be overwhelming, but don’t worry—there are plenty of resources available to get you started!