PPB July 2020

only caring for the owners during this time, but continuing to look forward,” she says. “We’re going to stay focused on our technology, stay focused on our marketing offerings and continue to be that sales and marketing business partner that they so appreciate.” Looking at the industry as a whole, Schmidt describes the effects she’s seeing from the coronavirus as wide-sweeping. “The industry is facing a whole host of challenges, and what I’m seeing is that there’s such a diverse impact between owners, between customers, between suppliers, as some are hit very intensely, and some at the other end of the spectrum are being asked to operate above capacity and are doing really well with this change.” In keeping with the true essence of the industry, she’s also noticed a lot of partnership. “I’ve been impressed in the outreach of extension amongst our owner community to contribute hope and collaboration,” she says. But like many other industry pros, Schmidt believes the pandemic will forever change the landscape of the industry. “I think, with or without the return of COVID-19 in the future, society is going to be ultra-sensitive to the common cold and the annual flu, and I think this experience is going to change how business is conducted for a long time to come.” In the industry, it’ll create new challenges, particularly in terms of events and event planning, she says. “They may not hold events or transition to virtual platforms or [make them] smaller in size to accommodate economic constraints and social distancing.” She adds, “This industry is built on creativity, and I believe AIA and the industry as a whole will adapt, and we’ll thrive in the new normal.” Looking ahead, Schmidt says this a good time for businesses to redesign or reinvent themselves to best prepare for any disruption that lies ahead. “The pattern that you see happen is that when times are good, we fail to see or utilize our resources to the maximum capabilities, so now is a time to look at those things and be creative, and think outside the box...” She adds, “Stabilize your business, build resilience and then adapt to a new reality. There will be exciting times to come.” Danielle Renda is associate editor of PPB. “It’s been an interesting time with the coronavirus, and I’ve been impressedwith how versatile and strong the owner community is during this time.” | JULY 2020 | 63 THINK