Learn how to cancel an event thoughtfully, protect revenue, and keep your audience onside when plans have to change.<\/p>\n\n\n\n
When an emergency or unforeseen circumstance arises, sometimes the reality is that the show can\u2019t go on. So, how do you pivot to cancel an event or shift to a plan B that protects your audience relationships and your organisation\u2019s long-term sustainability?<\/p>\n\n\n\n
In this guide, we\u2019ll take some of the load off and share practical, connected steps you can take, whether you\u2019re currently dealing with an emergency or building an emergency response plan for the future.<\/p>\n\n\n\n
And if you are currently in the midst of an emergency, please know, from all of us at Spektrix, that we\u2019re wishing you well and you have our support. If you’re a Spektrix user, contact us <\/a>if you need anything. We\u2019re ready to help you use your system and data to make clear decisions quickly.<\/p>\n\n\n\n <\/p>\n\n\n\n After weeks, months, or even years of planning, deciding to cancel an event or show can feel heartbreaking and maybe even impossible. But sometimes it\u2019s the best thing you can do for your audience, your team, and your organisation\u2019s long-term success.<\/p>\n\n\n\n Here are some questions to ask as you weigh the decision and balance immediate event safety<\/a> with long-term audience relationships and financial resilience:<\/p>\n\n\n\n Ultimately, any decision you make with care is the right one. Your community is in it with you<\/a>, and with clear communication and thoughtful planning, they\u2019ll understand. They may also look for ways to keep supporting your organisation.<\/p>\n\n\n\n <\/p>\n\n\n\n Communication is one of the most critical parts of deciding how to cancel a show. Once you\u2019ve decided whether to cancel, reschedule, or go ahead as planned, the next step is to communicate clearly with your audience, your team, performers, and your wider community.<\/p>\n\n\n\n If you are cancelling on short notice, you may want to prioritise communicating the cancellation before<\/strong> you work out the details around ticket refunds or the rescheduled date. You can let your audience know that the event has been cancelled and that you\u2019ll be in touch soon with more details about next steps.<\/p>\n\n\n\n Email is often the easiest and most direct way of contacting the people you need to reach. Use your CRM to send a targeted email to people who have bought tickets to this event and make sure they have the information they need.<\/p>\n\n\n\n This is one of the best ways to reach your audience quickly, directly, and with little interruption. However, your organisation will need to have set up SMS messaging software and collected the right audience consent beforehand.<\/p>\n\n\n\n Write out a phone script for anyone who is answering calls, or record a message to your box office voicemail. Depending on the size of your event, your team\u2019s capacity, and the timing, you may consider making phone calls to audience members as a way to add a personal touch. You can choose to call only VIP guests or major donors and use audience tags in your CRM to build the right list.<\/p>\n\n\n\n Once you\u2019ve emailed your audience, you can post the same message to these channels to amplify it and make information easy to find, if needed.<\/p>\n\n\n\n Don\u2019t forget to mark the event as cancelled in your ticketing software<\/a> to prevent new ticket sales. Post your cancellation message to the event listing page as well so people see consistent, up-to-date information wherever they look.<\/p>\n\n\n\n <\/p>\n\n\n\n The clearer and more direct you can be with your audience, the better. Here\u2019s a simple formula for crafting your message:<\/p>\n\n\n\n Here\u2019s an event cancellation email template you can start with and adapt to your organisation:<\/p>\n\n\n\n Subject:<\/strong> Event cancelled – [Name of show and date\/time]<\/p>\n\n\n\n Dear [First Name],<\/p>\n\n\n\n Because of [name of situation or \u201cinclement weather\u201d], tonight\u2019s event [name of event] has been cancelled.<\/strong> We hope you are safe, and our thoughts are with the members of our community who have been impacted.<\/p>\n\n\n\n We apologise for any inconvenience. Here are your options for next steps: Please let us know which you prefer by [date of deadline] by replying to this email [or filling out this form].<\/p>\n\n\n\n Thank you in advance for your understanding. We hope we\u2019ll be able to welcome you back soon.<\/p>\n\n\n\n With care,<\/p>\n\n\n\n [Your name and organisation information]<\/p>\n\n\n\n <\/p>\n\n\n\n Naturally, one of the biggest questions your audience will have is how to recoup the cost of their tickets. You\u2019ll need a clear, consistent policy for this situation that makes it easy for your audience and your team to understand what the options are.<\/p>\n\n\n\n Cancelling an event doesn\u2019t always mean losing all the ticket sales revenue from it. Within your policy, you can build in ways for your audience to keep supporting your organisation, from exchanging tickets to donating part or all of the value.<\/p>\n\n\n\n So, as you craft your policy, consider:<\/p>\n\n\n\n Once you know what your refund policy is and you\u2019ve communicated it to your audience, it\u2019s time to start processing refunds.<\/p>\n\n\n\n Every ticketing software will have a different process for how to process refunds<\/a>, but the underlying steps are similar.<\/p>\n\n\n\n Take everything one step at a time, and work with your creative team and your promoters to support your audience, your team, and your community. When you\u2019re ready, you can run a report in your CRM to understand the financial impact of the cancellation and use that insight to inform future planning.<\/p>\n\n\n\n <\/p>\n\n\n\n If you use Spektrix as your CRM, we\u2019ve put together a list of resources with detailed guidance on how to cancel events, communicate with your audience, and more using your Spektrix system.<\/p>\n\n\n\n <\/p>\n\n\n\n We advise that arts, culture, & in-person experience organisers create an action plan for emergencies to have on hand. Shortly after you\u2019ve dealt with a situation, it can help to jot down some notes on what you might need for next time and iterate from there.<\/p>\n\n\n\n As you build out your emergency plan, ask your team:<\/p>\n\n\n\nHow to cancel an event or decide to reschedule instead<\/h2>\n\n\n\n
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How to cancel an event and communicate with your audience clearly<\/h2>\n\n\n\n
How should we inform audience members about a cancelled event?<\/h3>\n\n\n\n
Email<\/h4>\n\n\n\n
Text message<\/h4>\n\n\n\n
Phone calls<\/h4>\n\n\n\n
Website \/ Social media<\/h4>\n\n\n\n
Event listing<\/h4>\n\n\n\n
How do I write an email cancelling an event clearly and compassionately?<\/h2>\n\n\n\n
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Example of an event cancellation email<\/h3>\n\n\n\n
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a) Receive a full refund for your tickets.
b) Exchange your tickets for a future show.
c) Receive a credit that can be applied to future shows.
d) Donate the cost of your ticket as a way to support our organisation\u2019s programming and community outreach [include details about anything your organisation does in the community or a specific relief fund].<\/p>\n\n\n\n
\n\n\n\nEstablish your refund, exchange, or donation policy<\/h2>\n\n\n\n
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Emergency resources for Spektrix users and teams<\/h2>\n\n\n\n
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Preparing for future emergencies and event cancellations<\/h2>\n\n\n\n
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