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T3 Conferences Postponed Until 2022 Due to Delta Variant

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What You Need to Know

  • The T3 Advisor and T3 Enterprise conferences will instead be held in the spring.
  • An increasing number of participants expressed concerns in recent days due to the delta variant.
  • It seemed like the tide was turning, so it made sense to postpone it now rather than wait until the last minute.

After skipping 2020 due to the COVID-19 pandemic, the Technology Tools for Today (T3) Advisor and T3 Enterprise conferences scheduled to be held back-to-back Monday, Sept. 27, through Friday, Oct. 1, in Denton, Texas, this year will now have to wait until 2022 due to the delta variant.

Organizers decided this week to postpone the conferences after several participants expressed concerns about taking part due to the recent surge in COVID-19 cases, Joel Bruckenstein, T3 president and producer of the conference, told ThinkAdvisor on Friday.

“It’s all related to delta,” he said, noting the conferences will instead be held in the spring at the same location. Specific dates have not been selected yet.

“Up until last week, we were not getting really any pushback from exhibitors or advisors,” Bruckenstein said in a phone interview. However, there were many published articles over the weekend explaining “how you can be asymptomatic and basically have it in your nasal passage even if you were fully vaccinated and then carry it home,” he noted.

As a result, since last Friday (Aug. 13), “we were hearing from both the exhibitor side and the advisor side, [with] people raising concerns” that only increased on Monday and Tuesday, according to Bruckenstein. Those concerns included at least some of them having small kids and other people at home who couldn’t be vaccinated and they didn’t want to bring the virus home to them, he said.

“That’s a major concern,” he said, adding: “We also heard from a few companies … that they were reinstituting travel bans companywide.”

As a result, “it just seemed like the tide was turning and if we were going to pull the plug on this and reschedule it, it was better to do it sooner rather than later,” he explained, pointing out he didn’t want to “wait until the last minute and leave people hanging.”

Additionally, “we had to make more financial commitments as well,” such as the need to soon start ordering food and other items.

Although participants said they would support whatever decision was made about this year’s events, Bruckenstein explained: “I’ve been doing this for 20 years and 90% of my business plus is repeat business, so these are people who I have a very close relationship with. A lot of them are personal friends of mine. I’m not going to put on an event that I don’t think has a 100% chance of being successful and take their money. I’d rather put it off and do the right thing.”

The chances were that even more participants would start expressing concerns also, he predicted, adding: “We were worried that advisors were going to get antsy and we didn’t want to put them in a position to have to make a difficult decision either. So we did what we thought was in the best interest of everybody. I’d rather postpone and put on a great event than flip it to a hybrid event or a virtual event, which I know is not the same experience.”

A lot of participants, after all, “come there for the networking” and also to see the exhibits in person, and that experience just can’t be duplicated virtually, he said.

T3 Advisor and T3 Enterprise were previously run as two separate events, at different venues and at different times of the year. But the events were combined this year and were to be held ​at the Embassy Suites by Hilton Denton Convention Center in Denton, Texas.

(Pictured: Joel Bruckenstein)


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