Event risk mitigation and management require planners to constantly evaluate risk potential and stay current on best practices.
However, the full responsibility of executing a successful meeting or event shouldn’t be on one event planning lead. Relying on a single point-person is a risk itself. Brands should spread the responsibility of identifying, assessing, planning for and communicating around risk across a team.
The event host organization pays special attention to attendee safety, brand experience and business/financial risks. They must choose event management support wisely, prioritizing partners capable of anticipating varied challenges.
An event agency navigates supplier plans and ensures favorable contract language, informs and helps execute emergency preparedness plans and provides risk assessments.
A trustworthy partner should demonstrate expertise in tracking external and internal risks and their potential impacts. The best transform threats into opportunities. They have contract negotiation savvy and lean into trusted supplier relationships to protect the host organization when outside influences trigger a force majeure clause and communications skills to convey changes clearly and calmly.
7 common event risks and how to prepare
Each event poses unique risks and challenges based on timing, location and attendees. Planning conversations should cover potential:
- Threats to participants
- Risks to brand reputation
- Financial or contractual liabilities
We’ve compiled a clear, yet non-exhaustive, list of conversation-starters to prepare your organization for potential event disruptions.
1. Medical emergencies
Even the best organized event can be disrupted by a health scare. Responding quickly to medical emergencies can mean the difference between life and death.
How to prepare
- Define an attendee privacy policy as it relates to on-site emergencies.
- Secure an emergency contact and gather allergy and other voluntary health information from attendees during event registration.
- Ensure staff members know where to access personal and local emergency contact information.
- Train the team in CPR and AED use.
2. Location instability
Political unrest turns even the most idyllic locale into a hotspot for all the wrong reasons. Perceptions of safety are just as important as having protocols in place. Coverage of protests or riots, or discriminatory legislation might deter your audience from visiting.
Severe weather and natural disasters are also risk factors. Devastating wildfires like those in Maui and California are becoming more frequent and engulfing popular urban areas. Hurricane season is intensifying. We’ve also seen weather flukes, like ice storms in Dallas and snow on Florida’s beaches, delay flights in typically warm-weather destinations.
How to prepare
- Develop safety protocols that consider medical and transportation infrastructure.
- Conduct destination risk assessments at two stages: contracting and pre-event.
- Outline processes and contacts for working with local law enforcement and emergency management officials.
- Partner with trusted security experts to stay informed of any threats and ensure CEO and attendee safety.
- Monitor areas of concern at every event phase.
Knowing what’s happening on site helps prevent evacuations. ITA Group’s global security partner brings deep experience and established protocols to risky situations.
"While achieving complete certainty in forecasting remains a challenge, we can significantly enhance predictability by minimizing variables through a robust operational foundation,” ITA Group’s global security partner CEO said. “By applying proven methodologies, drawing from past experiences and strategically allocating resources, we not only mitigate risks more effectively but also elevate the safety and success of every event—ensuring a positive outcome for all participants."
3. Supplier/vendor service failures
Planners must rely on outside organizations for important event elements. Carefully vetting suppliers and vendors prevents disappointments and preserves brand reputation. In the event of a supplier or vendor concern, such as bankruptcy or a missed flight by a keynote speaker, activate contingency plans and review protective clauses in your contracts.
How to prepare
- Develop a system to request and manage partners’ certificate of insurance.
- Consider “plan b” programming in case your headliner gets sick or has travel delays.
- Ensure all contracts provide protection against unforeseen situations.
4. Venue/facility concerns
Internet outages, malfunctioning AV equipment, construction and noise from nearby events cause frustration on a normal day. When these disruptions happen at your event, annoyances are amplified. At scale, irksome occurrences can cause significant damage to the experience—and your brand reputation.
They can have budget implications, too. For instance, imagine holding an event in the same city as Taylor Swift’s acclaimed “Era’s Tour.” It’s a prime example of the impact live tourism events can have on host communities. During show dates in Singapore, travel bookings increased by 275%, inbound flights rose by 186% and hotel bookings surged by 462%, according to Singapore Business Review. Regional airlines added 13,000 extra seats and numerous additional flights to accommodate the influx of fans.
How to prepare
- Anticipate events happening at or near your venue during the event. Construction on the block or large live tourism events, like Formula One racing, a music festival—even the path of a solar eclipse—could alter the experience.
- Hold vendors accountable to backup plans by asking detailed “doom and gloom” questions about how prepared they are to respond to infrastructure and AV issues.
- Negotiate terms that restrict a property from undergoing renovation and/or construction, or bookings from competitors during your event
Related: Maximize site inspections to inspire event design and identify location risks.
5. Data security
AI facial recognition to unlock apps and RFID wristbands offer attendees seamless experiences. But planners, more than ever, should consider the privacy risks associated with personal data. The more you collect, the more risk exposure for malicious activity. It’s important to understand how data will be encrypted.
How to prepare
- Ask if your technology suppliers use third-party services to collect attendee information and what security measures those companies take.
- Restrict confidential data to the people who need to see it.
- Promptly and properly dispose of sensitive information post-event.
- Outline a response process for lost and stolen personal devices and/or personally identifiable information (e.g., credit card theft).
- Communicate applicable social media, photo release policies, as well as any other relevant policies.
Related: Securely incorporate attendee data to strategically design personalized event experiences
6. Financial fluctuations
Large events call for advance planning. Booking ahead is essential, but the timeline for paying deposits and securing attendee registrations don’t always align. Reserving room blocks and setting food and beverage minimums ahead of time can be risky for organizations that don’t have an experienced partner negotiating contracts on their behalf.
Attrition is a huge financial consideration for organizations planning events on tight budgets. While the industry standard is 20%, it’s an inclusion that can be further negotiated to your financial benefit.
How to prepare
- Negotiate resale on attrition, good faith deposit amounts and a reasonable deposit schedule.
- Launch a communication campaign that helps attendees understand the value of attending and excites them about key moments. Highlighting a sought-after keynote, exclusive experiences or networking with influencers will encourage earlier registrations and fewer cancellations.
7. Attendee behavior
Cocktail receptions, poolside drinks and champagne toasts are often part of event celebrations. While special beverages enhance the experience, overindulgence can lead to bad behavior.
Lou Ebinger, ITA Group General Counsel, says that the event incident reports he reviews have a common theme: alcohol. Don’t let a domestic dispute derail your incentive trip or an awards ceremony go awry.
How to prepare
- Include attractive alcohol-free mocktails on the drink's menu.
- Include policies in registration materials and reminders about personal responsibilities, like staying aware of their surroundings and knowing where to go for help on site.
- Have a process for documenting and following up on incidents.
“The events team was a step ahead of the needs of the program, looking for potential pitfalls and clearing them before I even knew there could be a problem.”
—Leading Technology Software Client