Case Studies
Blind-Sided!
If you can't see it coming, you can't duck. Don't let unpredictable events derail your meeting.
By Linda Hamburger
June 24, 2010
It may not be the end of the world but it may spell the end of some businesses as what seems to be an odd present-day 4 horses of the apocalypse galloping through 2010. So far this year, it's been floods, volcanoes, earthquakes, and oil spills. What can possibly be next?
"In Florida, we have to always stay prepared for the unexpected," says Hal Etkin, CEO of the Hollywood, Florida-based meeting company ME Productions. "It's not just hurricanes. There hasn't been a major storm in a few years. Actually, our bookings are more often quickly changed by what happens in the other states or countries. A large group may cancel at the last moment if their area is hit hard by the unexpected. From 2001, it's been a continuation of bookings from what used to normally schedule a year or month out to sometimes only weeks or even days."
Hal says his company learned to adapt. Finding ways to move props quickly, change venues faster, and make stronger back up plans than before.
"It's an over-all industry impact," says Hal. "An event company does not have to be located in a hard hit area. Just your clients. If clients aren't booking from states that need to address recovery, it impacts our industry, even if you're in an area with relative calm."
There's Virtual, But What If ...
When harsh Canadian weather threatened to stop an Affinity Credit Union anti-money laundering officer from conducting training sessions, Kim Williams turned to Citrix Online. The Citrix GoToMeeting solution enabled Kim to conduct her training sessions remotely, instead of in-person visits to over 48 branches. "Kim was able to schedule about 50 Web-based training sessions and saved at least $150 per trip in travel expenses," says Citrix Online Vice President and General Manager, Bernardo de Albergaria.
But virtual isn't always possible when phone and cable lines are down for an extended period of time. When travel plans are all ready booked with guests on the way, remote options just won't work.
The Hawaii tsunami scare is a case in point. Ultimately a non-event, the evacuation of people along the Hawaiian island coastline in anticipation of the arrival of a tsunami, predicted to come ashore after a Chilian earthquake, triggered preparations for the worst. "An unpredictable event, such as this is far more frightening," says Etkin. "We have days to prepare for a hurricane, but it can be just moments for tornados, sudden flooding or weather anomalies."
For planners with shore-line bookings, it might be wise to always have an in-land venue that might be available as a secondary location. Shoreline settings may be unpredictable for a number of reasons. Florida prides itself on being mostly weather-ready. Etkin says his company always has one, two or even three locations on stand-by as "Plan B" should the unexpected happen. "We keep in mind that during later summer we may have to move a meeting further in-land or toward the coast. Possibly from Orlando to Miami or vice versa," he says. "We always stay alert with fast change of venue plans."
Fast venue change was also unexpectedly addressed by ME not for its own client, but to assist another. "We stepped in quickly for a Nashville company that had to make a last moment change from the flooded region to South Florida." Thanks to low airfares and rate discounts, Etkin's team helped make this possible.
Florida: Pack the Bathing Suit or Parka?
It was sweat suits not bathing suits that Florida's guest needed early in 2010. Record low temperatures, left event planners with an unexpected dilemma: how to keep guests warm when the outdoor party is 50 degrees on the beach? "It was entirely unpredictable but this is another example of how planners have to be creative and ready to adapt," says Etkin. "For one client, we went to the nearest wholesale shop and had sweatshirts run with the client company's logo. It made for a great amenity and comfortable guests. Heat lamps, tenting and storm enclosures, made for mostly undisturbed functions."
Set up for possible storms, most Florida restaurants have patio space with plastic roll-downs that quickly create an enclosed room and maintain a view.
Sometimes You Have to Ride Out the Storm
One can not readily predict an earthquake, oil spill, sudden flood, or other catastrophic events. "Even if you've been in this business a long, long time, you haven't seen it all," says Etkin. "And, you'll never see it coming when it does." For those moments, always be certain that the force majeure clause is providing as much coverage as possible. The coverage can vary more than one might know. Also keep a check on all activities taking place through the local Convention and Visitor's Bureau; Chambers of Commerce; and all industry support groups in your area, such as ISIS and MPI. If your business is in jeopardy, make your presence known. Shake hands more than ever so you'll be first in line when signs of improvement are on the way or sources of financial or promotional support are made available. "Many people pull back from promotions during times of crisis," says Etkin. "However this is the time to bring in the PR people. If you live out-of-state it's easy to have a misconception based on news reports. Actually, you can have a great event in Miami, New Orleans, Nashville or almost anywhere when you have a solid back-up plan in place."
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