Written on 5^th May 2020

Postpone Don't Cancel

As event professionals, we are trained to tackle whatever challenge comes our way. A change of circumstances, CEO or clash of date can sometimes lead to events being cancelled or postponed but the COVID-19 crisis has truly tested us all. 

Complex events are often years in the planning and behind each event agency is a myriad of suppliers including hotels, ground agents, restaurants, transfer companies, venues, production houses and activity providers ranging from large chains to sole traders, working for months to make your event special, memorable and unique. 

Public, corporate, personal, large and small events have been caught up in the uncertainty of the virus as governments around the world take differing measures to tackle the spread. Organisers are being forced into making decisions about the feasibility of events long before there is clear cut direction. This means they are having to negotiate through contracts, force majeure, moral responsibility to suppliers and leverage relationships to find an equitable solution for clients and partners.  

So how do you change your event successfully? 

1. Deciding to postpone 

Cancellation of an event before the hotel or venue is legally forced to close can result in potentially high penalties but pressing ahead with event communications and planning could be reputationally damaging.  The win/win solution may lie in persuading all parties to postpone rather than cancel, particularly as this may be at low or no additional cost.  

Where possible, this approach keeps hotels, venues and event suppliers on board by recognising the work they have done so far and avoids having to do it all over again plus avoiding protracted legal arguments on when force majeure can be applied. Clearly one size does not fit all but, if you can, postponing is a good solution. Using an event agency to support your event programme will help you in good and challenging times and you can judge your agency on how closely they work with you through this process.  

2. Contacting suppliers 

Getting your suppliers on board early is crucial to being flexible.  Check all available dates with all event partners, to ensure a cohesive move. This can be difficult to co-ordinate, which is where an event agency can help.   

Agencies like TAG build strong relationships with suppliers, helping to get you the best service and flexibility as well as loyalty in tougher times. When changing and postponing events you will need to by leverage these relationships. 

3. Choosing the right date 

A crystal ball is a useful tool at this point! Social distancing, government restrictions, travel options and personal preference will be key factors in picking your new date. If your event is international, then 2021 is the safest option but there is some optimism for the end of 2020 domestically.   

If your event is a Q1 kick off, you may have missed the window and a year's delay may be the best option.  

4. Informing delegates 

Once you have your venue and suppliers aligned, it's time to communicate with your delegates.  This can be done simply via your event management registration system but getting the message and timing right is key.   

Communication of a new date needs to have sufficient caveats on a review of the government guidelines to avoid any negativity around corporate responsibility. You also must consider if guests need to re-register and what happens to any associated bookings such as travel and ticket validity where this applies.  

Every decision to postpone or cancel has a unique set of circumstances but communication is always key to ensuring you keep your guests and suppliers on board. Using a professional event agency, such as TAG, who can negotiate on your behalf, can make the process smoother, quicker, and ultimately better for your budget.