Can doing the right thing today define our event industry tomorrow?

Problems fade, but the way we solve them sticks around. Our event planning industry is no exception. As event planners, we’re often at our best in stressful situations. Trouble shooting on the fly? Reimagining solutions overnight? In many ways, we were meant for this. Even so, these are exceptional times. Events are cancelled. Gatherings are postponed. Contracts are broken. And the way we handle all of this today will impact our industry – and our success within it – tomorrow.

I’m inspired by the shining examples I’m seeing across our industry right now. Events are built by small businesses, supported by big corporates, and driven by Canada’s intrepid entrepreneurs. When we eventually shift gears out of this uncertain time, I’ll remember so many of the best practices I witnessed among all those players along the way.

What stands out for me?

Always be willing to think beyond the contract. Most of us are putting out fires left, right and centre as we negotiate the details of clauses we never expected to use. The way we – vendors and suppliers – handle contracts will have a ripple effect on future relationships and projects. Stakeholders willing to be flexible can ensure that ripple is a positive one. If deposits paid to date do not adequately cover the work a vendor invested before the event was cancelled, why not fulfill their contract to make them whole? On the flip side, if you’ve been overpaid with the deposit in comparison to work done, could you offer a refund to build the relationship and secure future business?

Look far and high down the road. Many deposits are non-refundable, which opens up opportunities for all of us to get creative. Why not offer to transfer a deposit to a new date? If an event’s cancelled, can you soften the blow on the lost deposit somehow? Idea alert: free upgrades on a 2021 event can cultivate the kind of client relationships you’ll want to maintain for the longer term.

Relentlessly commit yourself to strengthening relationships. Live events shifting to virtual formats may require an uptick in unanticipated hours. Thinking beyond today and bringing your expertise to the table to ensure events still go off without a hitch can generate the kind of brand equity that fosters client loyalty. It also drives positive word-of-mouth feedback in an industry that thrives on recommendations and referrals.

Everyone remembers who showed up for them in tough times. That’s true for all of us. Right now, we’re making complex decisions at lightning speed. The choices we’re making will affect our business down the line. That means every conversation we have is an opportunity to do what’s right, opt for what’s fair, and define our future by the way we treat one another. That critical reminder is a silver lining I’ll be taking away from this crazy situation. What about you?