Keeping guests up-to-date about the weather and how it might impact an event is easier than ever these days. “Due to the influx of social media, guests can be informed through a Facebook page, or Twitter sent as a mass alert. Another way to inform guests is through text messaging, allowing them to know if the event has been canceled or postponed.”
Angela Cunningham
sales and marketing manager Roberts Event Group, Inc.
ing a poncho on a 2k walk is acceptable. Other times putting up tents is the correct call. Each event is different and must be treated differently, but the backup plan must be part of all initial discussions so that they are a given, and not a surprise when implementation takes place.”
No matter what, says Jablonowski, make sure that the intended outcomes are met even when the weather is not ideal.
When it comes to cancellations, always obtain attendee email addresses and send out alerts or messages regarding the cancellation, she suggests. “If that is not possible, utilize the media. There are many news and media outlets that will announce cancellations.”
“The primary concern is always health and safety of the attendee,” Jablonowski adds. “Anything that would cause the attendee to be put at risk would trigger the cancellation protocol. There may be other triggers that would also cause can- cellation, and these factors should be determined at the beginning of the plan- ning process along with a plan developed for implementation of the protocol.”
“My advice is always get in front of the sit- uation,” she advises. “Communicate clearly, effectively and often. Be proactive and have a plan in place from the begin- ning. Remember the experience for the attendee is not only the event, but also how you handle the challenge. Your deci-
76 November December 2012
sions have a massive affect on many, so be sensitive to all parties.”
Tonia Adleta, owner and lead designer of Aribella Events, says that preparation is the best way to stay ahead of the storm, so to speak. “Nothing can guarantee good weather conditions. Understanding attendance history for an event, its schedule, the prep time required, and other factors can all be utilized in creating an effective plan for ‘rain or shine’ events.”
When planning for inclement weather, be sure to start the conversation early with your vendors, she suggests, including the venue and catering as key starting points. “Being able to work with a trusted team of professionals allows you the flexibility to come up with workable solutions that cover each vendor’s concerns and pro- vides a plan of action for all involved.”
If attendance is lighter than expected due to inclement weather, Adleta recom- mends adjusting the floor plan to accom- modate the number of actual attendees as opposed to the originally projected numbers. “Be intentional in the way you use the ‘extra’ space to create the feeling that it was always designed that way. And, if possible, create some sort of value add for those who braved the storm in order to attend - like an exclusive round- table discussion with keynote, etc. You can even play into the bad weather theme a bit to highlight the experience
and use it to your advantage; maybe send a care package of a tea packet or branded gloves to attendees after the freak blizzard.”
“As event professionals, our job is to see and solve problems before they manifest, and if that proves to be impossible or beyond our control, to make the best of whatever we have to work with,” says Adleta. “It’s all in our planning and our approach. Using the situation to our advantage (like the freak blizzard care package to create a unique branding opportunity), employing a bit of humor and treating our guests well, despite out- side influences, helps to ensure a great guest experience.”
Having a contingency plan - or two or three - at the ready is important whenev- er the weather takes a turn for the worse. The weather can’t be controlled or even always accurately predicted, but through preparation, communication and team- work, planners can put together a great event whether the sun is shining or snow is falling fast.
This article was written prior to the arrival and impact of Hurricane Sandy. In our upcoming issue, Mid-Atlantic Events Magazine will
feature a follow-up article with stories of successes and recovery among those who weathered this megastorm.
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