Game of Drones

"Drones are the cool thing now," says Ted Bahr, co-founder of Melville, N.Y.-based BZ Media. In fact, he is set to launch his first conference about the devices, InterDrone, in Las Vegas this September, which is expected to draw more than 3,000 attendees. "Twenty-five years ago, 18-year-old tech geeks were programming Windows," notes Bahr. "Fifteen years ago, they were programming open-source code. Ten years ago, they were developing social media, and five years ago they were building apps. Today they're building flying robots."

While these remote-controlled marvels, technically known as unmanned aerial vehicles (UAVs), have made headlines for their use in combat, they are more commonly used by videographers and photographers, and they are slowly but surely making their way into the meetings and events industry.

And what could be cooler than flying robots? With the wow factor so high, venues and show organizers are looking for creative ways to work drones into their events. Following are some examples, as well as caveats to keep in mind.

High-flying drama
Planners should have a motive for using a drone, says Robert Gonsalves, CEO and founder of UAVUS, the largest association of drone operators in the United States, with 3,200 members. "There are some very cool things you can do with UAVs," he notes. "But first ask the question, 'What exactly am I trying to accomplish?'"

For most planners, drones simply provide a neat new approach for event videos or photographs. Some UAVs come with high-resolution cameras built in, while others have mounts for more inexpensive options such as GoPro camcorders. "UAVs are wonderful because they deliver a perspective you can't get otherwise, and they do it at a cost that's affordable," says Gonsalves. Previously a helicopter would be necessary to get sweeping bird's-eye footage of large spaces; now drones allow for breathtaking shots to be taken from the ground.

"We've found there's a way to use drone video to really give a different perspective," says William Collins, vice president of product management for Freeman, the Dallas-based provider of convention services and technology. "You can really capture the essence and drama of an event or space in a way that wasn't really possible before."

Heads up
Most of Freeman's drone footage depicts empty venues. Shooting during an event brings with it more risks and limitations, cautions Linc Lippincott, a commercial and corporate photographer with Seattle-based Pixel-Pro.

"A lot of people start out thinking, 'We need to have a drone fly in low over the heads of all of the attendees to get sweeping shots of everyone.' I'm not saying that would never work," says Lippincott, "but you have to ask if that's what you really want. First of all, drones are loud and distracting -- they sound like a swarm of killer bees. Do you want all of the attendees to be looking up? And you have to consider the potential safety risk of flying a device like that over everyone's head."

Lippincott shoots a lot of golf and resort events; for those, a dramatic view of the property from a rising drone provides exactly what his clients want. "They see that shot and they love it," he says. "It really captures the amazing location of the event."

Selling the space
Freeman has used UAVs to do fly-throughs and capture video footage of the top 20 or 25 venues booked by the company's clients, notes Collins, including the Las Vegas Convention Center, McCormick Place in Chicago, the Javits Center in New York City and the Orange County Convention Center in Orlando. "We'll add some music to the edited video to make it feel like someone is really experiencing that venue," he says. The footage is incorporated into Freeman's site-selection tool, Plantour, along with 360-degree virtual walk-throughs and still photographs. "We don't intend for it to replace in-person site visits," notes Collins, but it could eliminate the need for follow-up visits.

In addition to site research, the footage can be helpful in selling sponsorships. "We go in and actually take photos of columns and railings and overhead space, where banners and signs can be used within a specific facility, and we specify the restrictions and limitations. Then we take those items and create a branded version of Plantour that planners can present to their exhibitors," says Collins. (See mcmag.com/features-drones for a branded video that Freeman produced for the National Retail Federation at New York's Javits Center.)

"You can add drama," he adds. "You can even do a fly-in from the top of the building through the doors. It's just a creative way to present a space that's nothing but concrete and windows."  

Finding qualified operators
It's important to use a photographer or videographer who is qualified to shoot with drones, but just what that means is as yet undefined. Linc Lippincott logged 40 to 50 hours on a drone flight simulator before he began practicing in the real world, and then spent hours practicing in parks -- far away from people -- before he attempted to use a drone during a client shoot.

The Federal Aviation Administration has issued proposed guidelines for licensing drone operators, but they're not likely to go into effect until late 2016 or early 2017. For now, the FAA's official stance is that anyone operating a drone for commercial use must have a Section 333 exemption, meaning they don't require a license while said license is still being developed.

As of press time, the FAA has issued 739 Section 33 exemptions, although many more operators with substantial experience have not secured the exemption. The UAVUS has plenty of members who fit both descriptions, notes Robert Gonsalves. "The FAA isn't necessarily seeking out those who are operating commercially without a license," he says, "but if there is an incident, it could become an issue."

Some sources point out that without any kind of test, the 333 exemption doesn't guarantee appropriate experience. Others assert the FAA stance has no legal teeth. "They're just guidelines," says Raj Singh, founder and CEO of Philadelphia-based DroneCast. "They're not regulations."

Regardless of Section 333 status, experts agree that all drone operators should carry liability insurance. Should an incident occur, "the hiring organization probably won't have a problem unless they hire someone who is completely unqualified," according to Jonathan Howe, Esq., Chicago-based senior partner of law firm of Howe & Hutton Ltd. "But at this point, everything is uncharted territory."

Inside or out?
Another important consideration for planners is whether the drone will be flown indoors or outside. "These are two very different situations," says Gonsalves. Indoors, FAA guidelines do not apply, but one must adhere to the rules of the venue. Many don't allow drone use while attendees are present. In general, Gonsalves adds, "we don't recommend operating a UAV indoors, especially over the heads of people attending the event. As a meeting planner, you have to hope for the best but plan for the worst; you've got to be cautious when it comes to operating something over the heads of your guests."

When used inside, specific safety measures should be in place. "Convention centers want our reassurance that the drone won't fall," says DroneCast's Singh. "For instance, we built a tethering system: A spotter uses something like a leash and follows the drone underneath it. If there are any problems, the spotter can pull the drone down into his hand."

Also reassuring: DroneCast carries $5 million in insurance liability. "We indemnify the client and venue," Singh adds. "Convention centers tend to start out being very strict, but we find this makes them feel more comfortable."

Another concern is that drones typically rely on GPS for navigation, which can be inaccurate inside. Photographer Lippincott says it's common practice to turn off GPS navigation when flying indoors; some new models are being equipped with ultrasonic sensors that help them to avoid other objects. "Still," he says, "it's tricky stuff flying inside, especially if you fly close to the ceiling. Drones push so much air around that they can create a vortex, causing them to fly straight up into the ceiling or shoot directly down and crash."

And that's not taking into consideration the many obstacles inside a convention center. The first time Ted Bahr saw a drone used at one his shows, it was being demonstrated by an exhibitor. "He flew it back and forth and took some aerial shots of the floor, and then it ran into a beam and crashed. It was just what you didn't want to have happen," recounts Bahr. "At least it didn't hurt anybody."

Anyone operating drones outside must adhere to FAA guidelines. They cannot fly within five miles of an airport without notifying that airport first, they must be able to maintain visual contact with the drone at all times, and they can't let the device reach a height of more than 500 feet. An overview of the FAA's proposed guidelines is available online at 1.usa.gov/1zgyCwX. 

One final piece of advice from Gonsalves: "Definitely bring the UAV operator to the site prior to the event, and go through a whole preproduction phase together. Don't hire someone the day before and tell him to come at 10 a.m. and start shooting."