The key to a successful event or exhibition depends on all the collaborating parties. Exhibitors, exhibition stand designers, visitors, and show organisers must be in constant communication and co-ordination to make sure everything runs smoothly before, during, and after an event.
As an exhibitor’s stand, products, and presence are, it can all go wrong if the event itself has not been properly planned out in advance. From mismanagement, and cost-cutting, to false advertising and carelessness, a show’s success rests on reliable communication and well-organised planning. Otherwise, it can become famous for the wrong reasons.
Below are several examples of poorly organised events, how they failed, and ways to avoid such problems.
DashCon (2014) – Mismanagement
DashCon, a fan convention organised “for Tumblr fans, by Tumblr fans”, was meant to be a celebration of the quirky online community. The inaugural event was planned by young, inexperienced organisers, who were later accused of scamming both visitors and the facilitating hotel in Schaumberg, Illinois.
Expecting a turnout of 3000 to 7000 visitors, only around 1000 attended. The hotel allegedly demanded that the organisers give an upfront payment of $20,000 or DashCon would be shut down. The organisers rallied the attendees to donate an impressive $17,000 to keep the event running.
As a result, vendors made few sales and invited guests discovered their hotel rooms were unpaid for. The podcasters Welcome to Night Vale walked out upon hearing of this development. The event’s website was then quietly altered to erase the option for refunds.
An attempt at compensation offered guests an extra hour in the convention’s deflated, kid-sized ball pit, which became a viral summary of the event amongst the Tumblr community. DashCon’s failure is obscured by conflicting information, but it is clear that inexperience and mismanagement were significant factors. For events to succeed, it is vital to have a well-prepared business plan, grounded infrastructure, effective communications, and an understanding of how conventions are run.
TanaCon (2018) and TwitchCon (2022) – Health & Safety
Health and safety are perhaps the most essential elements for any event. Such negligence by organisers can lead to severe injuries. TanaCon is one such example. Founded by YouTuber Tana Mongeau, TanaCon was her own answer to the more successful VidCon.
The promise of 80-plus YouTube celebrities drew 5000 fans to the convention (20,000 according to Mongeau), something which the hosting Marriott hotel could not accommodate. Consequentially, a majority of the attendees spent four-to-six hours queueing under intense Californian temperatures. This resulted in second-degree burns, dehydration, and fainting. TanaCon was swiftly shut down by authorities six hours after it had begun.
TwitchCon, an annual gaming convention for the streaming platform, gained criticism for its 2022 event. Aside from reports of poor security and stalking, the largest controversy involved a sponsored foam pit used for playful, gladiator-esque duels between attendees using padded clubs. However, the pit had inadequate padding and a hard floor, resulting in two guests injuring themselves, including one with a broken back. Neither Twitch nor the sponsors took responsibility for these incidents.
A lack of safe facilities, faulty equipment, and poor design can be fatal to an event’s reputation. Ensuring guest health and safety works best in an organiser’s favour, leading to a better reputation.
Woodstock ’99 – Cost Cutting
Woodstock ’99 was arranged to celebrate the 30th anniversary of the original festival of peace and love. Thanks to a number of cost-cutting decisions, it became its own antithesis. Held on a disused air base in upstate New York, the 400,000 attendees were exposed to extreme summer heat, overpriced food and water, awful sanitation, and inadequate security which led to violence and sexual assaults.
Woodstock co-founder Michael Lang and promoter John Scher downplayed the criticisms as minor incidents. On the third night, a poorly conceived, anti-gun candlelight vigil and a lacklustre finale led to mass arson and looting, forcing riot police to intervene and end the festival. Although the organisers tried to blame attendees and acts alike, Woodstock’s reputation was up in flames.
The late Michael Lang attempted to plan out a 50th anniversary event, but rather fittingly, logistical issues led to its cancellation.
Fyre Festival (2017) – False Advertising
Fyre Festival is the most notorious of fraudulent events, based on false advertisements and poor planning. Founded by entrepreneur Billy McFarland and rapper Ja Rule, Fyre was promoted via a glossy promo as a luxurious music festival on a private Bahamian island. Guests would stay in villas, having gourmet meals prepped by celebrity chefs, and attend concerts performed by a line-up of popular artists. When guests arrived, they found the festival’s promises were fabricated.
Their luxurious island and accommodations were actually cheap tents set up in a remote car park on Great Exuma. The catering was laughable, and the announced bands had all pulled out. The festival quickly fell apart. Consultants advised that the festival’s cost and planning would be much larger than conceived. This led to McFarlane’s team cost-cutting on all fronts, whilst keeping up the pretence that the festival would occur on the fictional “Fyre Cay”, a ruse upheld until the festival.
It was further announced that Fyre would rely on “cashless” purchases, and guests were encouraged to buy tie-in RFID bracelets to make transactions. This was actually a quick cash scheme by McFarlane to pay off loans for the event. Due to poor wi-fi connections in the area, the bracelets were rendered useless. Several lawsuits and a criminal investigation led to McFarlane being imprisoned for six years for wire fraud but was released with the promise of a second, better Fyre Fest.
Another recent event, the Willy Wonka “Chocolate Experience”, based on the Warner Bros film Wonka at Whiteinch, Glasgow showed that some organisers are yet to learn the detriment of false marketing. The event organisers, House of Illuminati, charged £35 for a magical “immersive experience”, sold using misleading AI-generated images. Enraged guests actually found a sparsely decorated and disappointing warehouse. Police were called hours into the event, as tempers rose.
Relying entirely on deceitful marketing to hide a truly shoddy experience can only lead to retaliation, financial loss, and brand damage. Having the resources to fulfil what is advertised certifies trust between organisers and clients and allows for a better experience.
Expert Tips for a Successful Event
Quadrant2Design, a UK-based exhibition stand design and build contractor, is an exhibition industry expert with over 20 years of experience. They have witnessed the negative impact of exhibition organisers’ poor planning and have tips to avoid such outcomes.
- Find your Unique Selling Point (USP): Determine why your event is necessary and how it will differ from others in the industry. Market this USP to draw in guests and ensure the event is successful.
- Structured Planning: Think about your location, marketing strategy, sponsors, refreshments, layout, design and safety measures well ahead of time to ensure no mishaps occur.
- A Strong Budget: A sufficient budget is crucial for a successful event. Without it, you’ll lose quality for cost savings, which negatively affects the visitor experience.
- An Inviting Atmosphere: If the atmosphere at your event is poor, it’s unlikely you’ll have repeat attendees or good reviews. Ensure the design is appealing, the layout is accessible, and staff are experienced and welcoming.
Conclusion
Structured pre-planning, a strong budget, a welcoming, safe environment, and honest marketing are key elements to a successful event. Together, they can guarantee happy customers, good business, and the prospects for future events and repeat revenue.