In 2020 associations, nonprofits, summits, conferences or tradeshows were forced to pivot, cancel their in-person event and migrate to virtual. Thinking about attendees often takes a back seat as organizations rush to secure a technology platform, line up sponsors, and think through their session strategy. However, the attendee experience is the most important consideration in planning a virtual or hybrid event. When you get it right, attendees flock to the event, stay engaged and shout its praises. When you get it wrong, attendance drops off, sessions are empty, and the negative buzz can be overwhelming.