The pandemic and the dramatic effects on the events industry are leading to opposing conditions for community management projects. On the one hand, the data basis and legal requirements have never been more conducive than they are now. On the other hand, some trade fair companies are hesitating to implement them because the slump in sales has initially frozen many project budgets. However, Corona should definitely accelerate the initiative towards 360-degree visitor management. The current global situation offers good reasons for this. Trade fair companies must now by law record all profiles of all participants, whether visitors, exhibitors or, for example, suppliers. And they must manage visitors very precisely. At the moment, for example, rush hours must be avoided because of the minimum distance regulations, but visiting times and the most popular areas must be known. Corona also increases the number of hybrid or digital events. At the moment, certainly inevitably, but in the future digital components will continue to play an important role in supplementing presence exhibitions. And good, content-rich data are an absolute prerequisite for this. If I don’t have that, I don’t need to plan, hold and try to organise completely digital events.