For the first time in two years, actual humans will physically descend on the Washington State Convention Center for four days of gaming and related events at this year’s Penny Arcade Expo in Seattle.
“PAX West” is typically a major event on the Washington state nerd calendar, drawing attendees and exhibitors from around the world to celebrate video games as a hobby. Last year’s show was a virtual event, which combined with two other canceled conventions to become the 9-day, 24-hour “PAX Online.”
In a conversation with GeekWire last summer, Penny Arcade Director of Events Ryan Hartman discussed what had to change, and what stayed the same, in the shift from a real to a virtual event.
Now, as PAX warms up for a return show in early September, Hartman sat back down with GeekWire to talk about PAX’s return to relative normalcy.
GeekWire: Thanks for taking the time to chat. The first question is the one I’m sure you’ve heard a lot: why aren’t you requiring vaccinations for attendees at this year’s physical PAX?
Ryan Hartman: It’s something we looked at a lot going in. Most of the decision came from conversations with the venue and the state of Washington about what would be required for proper verification and how it would operate if we wanted to try to implement.
There are a lot of logistical hurdles involved that could affect the confidence people feel in that verification process and whether safety and verification is truly being applied equally, without error. The mask mandate, social distance, and cleaning protocols and the other safety regulations that we are putting in place were easier to verify and implement.
Also, the event is still two months out and we are constantly monitoring everything and in constant conversation with authorities on this. If things change in how we can implement procedures, we will pivot for sure.
GeekWire: Have you noticed any impact on trying to arrange things like panels and performances as a result?
Hartman: Not really. I mean, I think everyone is going to be cautious as we try to get back to normal, but at the same time, everyone is excited to start doing things again. I’m speaking societally here, like as a species. [laughter]
GeekWire: It sure didn’t seem to impact the rate at which the 4-day badges sold out.
Hartman: Yeah, and we saw similar trends for PAX Australia. And beyond fan interest and support, we’ve been getting inundated with interest from exhibitors and panelists. I think it will be a good show to get our feet back under us and start feeling normal again.
GeekWire: Is that what’s driving the decision to go physical, that urge towards normalcy? This is likely to be one of the first big shows, if not the first, to go back to having any physical presence at all.
Hartman: I think everyone wants to get back to normal, and we are a large event, but it will be reduced capacity so in the grand scheme of PAXs, it will feel smaller.
But I’ve been seeing tons of concerts and sporting events open back up as well ahead of us. The NFL said they are going to do full seating at their games, the NBA did for the playoffs. Things like that.
GeekWire: With the reduced capacity, what sort of daily attendance are you anticipating?
Hartman: We are always coy with our numbers, as you know, just because we don’t like to pit any PAX against the other, but this West will be between 50-to-75% standard capacity from previous years. It’s one of the things we are still working out with the venue.
GeekWire: How are you going to handle the issue of the Enforcer volunteer squad, now that you’re also trying to enforce things like mask policy and social distancing?
Hartman: Enforcers are the most pivotal and important part of running the show. We literally couldn’t do anything without them, so we’ve been putting together some extensive safety protocols in place. I will say the reception so far from the E-community has been great. They are as excited as the fans to return.
GeekWire: What can online attendees expect from this year’s show? You mentioned last year that you were already getting a lot out of the exclusive Discord for registered attendees.
Hartman: Yeah, I mean, we got a lot of good information from doing our first real online pivot last year and Discord will be a big part of it.
We want to focus on engaging fans as much as possible, and it’s a new vector seeing that it’s all remote. Being able to interact and interface via Discord as well as the Twitch streams will be a big part of the process.
And likewise, there’s content and learning that we are taking from these online events that we are going to make a part of all PAX shows going forward. I think an online engagement of fans is something that’s going to be here to stay, so coming up with fun ways to do things while not having to be present is something we want to figure out.
GeekWire: I did notice that the PAX site currently seems to be focused almost exclusively on what you have planned for people who will be there in person.
Hartman: I would love to give you concrete examples. We have a couple really fun things planned for West that we are going to pull from online, but they aren’t all nailed down yet. I don’t want to over-promise anything.
In-person events are our bread and butter, and there’s an excitement within the community as well as the team to get back to them. But at the same time realistically we had to invent all these new ways to engage with PAX Online. It would be silly not to apply those lessons.
We will have more to talk about with that as the show gets closer.
GeekWire: Right now, I think the story here is mostly about that return to “normalcy,” although the word “normal” feels weird when applied to PAX in general.
Hartman: That is a good point. [laughter]
I will say I’m in the trenches running an event, but even beyond that, I think about 2020, and what it means just to see people again.
We are starting to open up the Penny Arcade office, and I didn’t realize how much I missed being able to talk to someone about work stuff face to face until I got to do it again. Zoom only gets you so far. Humans are social animals.
GeekWire: So your new normal for PAX will incorporate some of the online elements from last year’s virtual event, just as soon as you figure out what and how?
Hartman: For sure. The new normal will be what’s historically understood to be PAX with online learnings and content mixed in, and I think that will make for an overall better experience as well.
GeekWire: So even if you aren’t in Seattle in September, you’ll still have a show to attend, so to speak.
Hartman: Yeah, exactly, and we will keep evolving and seeing what works. At the end of the day, we want everyone to have a good time and be excited about games like we are. However we can best execute those ambitions is where we will go.
It’s gonna be a good one. And selfishly, I’m really looking forward to [PAX] Unplugged in December, just because I am looking forward to getting some board game action going.
Not that I love any of my kids more than the other – but I really love Unplugged. Philly is my hometown and I’m a board game nut.
