Canceling an event can feel like you have failed. It is a hard decision to make and many valid reasons to do so. I have canceled or postponed events for a variety of reasons and it is always hard. But, it is better to cancel or postpone an event than have a Fyre debacle.
Reasons to Cancel the Event
- Poor Attendance
- You should have done a cost analysis when you started the event and know what your break-even point is. Even if you are doing a free event, estimate the value of the attendees. Create a drop-dead date and if you do not have the attendance you need, then decide if you want to postpone the event or cancel it altogether. I have gone against this advice and had bad events.
- Bad Planning
- If you want to see a case of bad planning, watch one of the Fyre Festival documentaries that have been released later. Woodstock 50 learned from that lesson and canceled their event because they could not find the proper venue to host it. You can read about it here. We can learn from these mistakes and know that good planning and know when to pull the plug.
- Security Threats
- This is becoming more of a concern and every threat made against your event should be taken seriously. Call the local authorities with all threats and have them investigated. If you feel that any threat made the day or is credible, cancel the event. It is better to be on the news for canceling an event than the other options. As an event organizer, you are responsible for the safety of your guests. Take that seriously. See how Cardi B handled this issue.
How to Cancel Your Event
- Spread the News as Fast and as Far as You Can
- Send emails, letters, post it on social media as soon as you have made the decision to cancel the event. Apologize for the inconvenience, state why you are canceling and the new date if you are postponing it.
- Refund the Ticket Costs
- I would suggest refunding the entire ticket cost. If you have to keep an administrative fee, make sure that is spelled out in the legal disclosures that people agree to when they purchase their tickets. If you plan to postpone the event – offer the refund the people who are unable to attend the new event date.
I hope you never had to cancel one of your events, but always have a plan in place and a drop dead date on when you will make that decision. I have found when you carry an umbrella, it rarely rains.