Navigating the unthinkable: postponing a mega-event in this age of uncertainty
Early on New Year’s Day, a driver plowed into a crowd of revelers on Bourbon Street in New Orleans, killing at least 14 people and injuring dozens more in a deadly terrorist attack. The attack occurred just hours before the Sugar Bowl, a College Football Playoff quarterfinal between Notre Dame and Georgia, that was scheduled to kick off at 7:45 p.m. that evening. The game, which was to host 70,000 attendees, many of whom traveled to New Orleans, was postponed 24 hours. The tragedy serves as a stark reminder of the unpredictable world in which event planners operate.
While the circumstances surrounding the postponement were unique, the challenges they presented are not. For meeting and event professionals, understanding how to navigate such crises is paramount. This isn’t just about rescheduling a game; it’s about managing the ripple effect across attendees, hotels, airlines, and the very fabric of the event itself.
The Planner’s Strategy
Swift action, clear communication. When disaster strikes – be it a security threat, natural disaster, or public health emergency – swift and decisive action is crucial. For event planners, the playbook starts with communication. Transparency is key. Stakeholders – attendees, teams, officials, sponsors, and media – need to be informed immediately and honestly via every available channel: email, website, social media, press releases. Initial communications should focus on the reason for postponement, emphasizing safety above all else, and offer a preliminary outline of next steps.
Logistics take center stage next. Close coordination with the venue, local authorities, and security agencies is vital to secure the site and manage the immediate aftermath. Transportation providers (airlines, buses, ride-sharing services) must be engaged to assist attendees with travel changes. Vendors (catering, security, entertainment) need to be informed about the postponement and potential rescheduling implications.
Ticketing and refunds require a clear and streamlined process. Attendees need to know their options for refunds or ticket transfers to a potential rescheduled date. A dedicated communication channel for ticket-related inquiries is essential to manage the inevitable influx of questions.
Rescheduling. If feasible, finding new dates requires careful consideration of venue availability, team schedules, and other major events. Communicating potential new dates as soon as possible is crucial, allowing attendees and teams to adjust their plans.
Finally, contingency planning is non-negotiable. Every event, especially large-scale gatherings, needs a comprehensive contingency plan that outlines communication protocols, logistical arrangements, and financial considerations for a range of potential emergencies.
The Hospitality Hurdle: Managing Guest Disruptions
Hotels play a critical role in managing the fallout from a postponed event. Proactive communication with guests holding reservations is paramount. Informing them of the postponement and its potential impact on their stay is the first step. Offering flexible cancellation or modification policies is crucial for maintaining goodwill. Assistance with alternative accommodation arrangements may be necessary.
Internally, hotels must adjust staffing levels and resource allocation based on the event’s postponement. Communication with hotel staff about the situation and any necessary changes in procedures is vital. Collaboration with event organizers to accommodate teams and officials who may need to extend their stay is also important. Partnering with other hotels in the area to manage potential overflow or changes in demand can be a valuable strategy.
Airlines in the Air: Navigating Travel Chaos
Airlines face their own set of challenges when a major event is postponed. Issuing travel alerts to inform passengers about the postponement and potential flight disruptions is crucial. Clear guidance on flight changes, cancellations, and rebooking options needs to be readily available. Offering flexible change or cancellation policies for ticket holders traveling to the event is essential. Waiving change fees or offering refunds for those directly impacted by the postponement can go a long way in mitigating customer frustration.
Further Reading: Helene’s Fury: A Cautionary Tale for Meeting & Incentive Planners
Increasing customer support capacity to handle a surge in inquiries and requests is vital. Clear communication channels for passengers to seek assistance are a must. Close collaboration with event organizers and local authorities to manage travel logistics and potential disruptions is critical. Working with other airlines to ensure smooth rebooking and travel arrangements for affected passengers is also important.
The Bigger Picture: Security, PR, and Insurance
In the context of events postponed due to security threats, security remains a top priority. Event planners, hoteliers, and airlines must work hand-in-hand with law enforcement to ensure the safety of attendees and the public.
Public relations becomes a critical function. Managing public perception and addressing any concerns about safety and security requires transparent and proactive communication.
Finally, insurance plays a crucial role. Reviewing insurance policies to understand coverage for event postponement due to unforeseen circumstances is essential.
The postponement of a large-scale event is a complex undertaking that requires careful planning, swift action, and close collaboration among all stakeholders. By adhering to these best practices, event planners, hoteliers, and airlines can navigate these challenging situations effectively, minimizing disruption and prioritizing the safety and well-being of all involved. In an increasingly uncertain world, preparedness is not just good practice; it’s essential.
Any thoughts, opinions, or news? Please share them with me at vince@meetingsevents.com.
Photo by David Reber, CC BY-SA 2.0
