Reimagining Events - Hybrid (Digital/Physical) Workshop

The fourth webinar looked at making the most of ‘Phygital’ - developing tools to increase participation through hybrid digital-physical models. As technology continues to diversify and excel, we looked at how we can use it to amplify our events. 

Over the last few years we have all become familiar with online-only or hybrid digital/physical events. 

Stephen McPeake is working on a Smart Cities project to improve the health of citizens using a Social Currency and gamification. He has integrated tourism into the Civic Dollars project to enhance attractions such as the EPIC Emigration Museum, Teeling Distillery Tour and the Crumlin Road Gaol in Belfast.

Samu Forsblom is the Programme Director at Oulu 2026 European Capital of Culture. He has worked with integrating technology into cultural events to enhance tourism. 

Our speaker Stephen McPeake shared experiences from across Northern Ireland, while Samu Forsblum shared his knowledge as Programme Director for European Capital of Culture 2026 – Oulu, Finland. They discussed the pros and cons of hybrid approaches, and how to get the most out of this event format to maximise exposure and diversity audiences.