A year of exploring and assessing technology’s impact on the hospitality and event management industry got off to a blistering start in May. Amy Dorey, Ferris State University’s Hospitality Management program coordinator, started her sabbatical in London, England, with learning opportunities in an online gaming competition and a virtual concert experience.

Dorey joined the Ferris State Esports staff in Copperbox Arena, the site of the Mid-Season Invitational for the video game “League of Legends.” Andrew Peterson, Ferris’ interim director of eLearning, compared the event to the “March Madness” college basketball tournament for competition in this globally popular game.

“We are well acquainted with the hosts/coordinators of this event. They were more than happy to give Amy an immersive experience while they oversaw the invitational,” Peterson said. “There were between 500 and 600 guests attending the competition on-site. More than 100,000 were in the online audience, clicking links to access supportive video and text, and taking in advertising that really allows the event to take place.”

Dorey was appreciative of this collaborative opportunity.

“It was a bit of a shock to assess all the parallels the MSI presented as they relate to our roles in hospitality and event management,” Dorey said. “The post-pandemic market has made clear the need to serve online audiences well, but this experience showed me the appetite their viewers had for all aspects of the presentation. Our consultants fashioned a system that allowed me to use their technology and focus on achieving what I intended to gain from the competition.”

Peterson said having Dorey in their group brought an added, valuable perspective.

“Her questions about certain facets of the competition’s presentation gave us a ‘new set of eyes’ on this activity,” he said. “We are glad Amy got so much out of joining us behind the scenes, which allowed us to think broadly about how to support and serve the gaming audience.”

Dorey’s more individualized experience came in a visit to Abba Voyage, a hybrid concert experience with avatar imagery of the classic pop group mixed with instrumental performers. It continues an 18-month residency in the portable Abba Arena in London’s Queen Elizabeth Olympic Park.

“You can read all you want and study this presentation online, but it was very important to see the product, to appreciate what technology has allowed its creators to present,” Dorey said. “Abba Voyage is in a completely purpose-focused venue. I was ‘in overdrive,’ considering what is necessary and taking place, in terms of audience accommodation with my critical professional eye, while the overwhelming event experience plays out before you. I spoke to many others in attendance who traveled from all parts of the world to experience this now year-old offering, which will relocate to several countries, based on global interest in the experience.”

Dorey acknowledged she was off to a rapid start in her sabbatical, which she intends to use as a basis for revisions to the Hospitality Management curriculum.

“It shapes up to be quite a learning opportunity, especially with experts like Ferris’ Esports team to augment my understanding,” Dorey said. “That calls for a careful review of the physical and digital requirements applied to best present these experiences. Technology has been woven into travel, tourism, and entertainment so quickly we cannot wait to adjust our program, so our graduates can respond and serve well in a changing, thriving marketplace.”