Every event planner has experienced an epic failure. No one shows up, the venue has a weird layout, the caterer is awful, and these are just the tip of the iceberg. The truth is redefining what a failure actually is can help you gain valuable insights and possibly justify your future event choices to your manager (or client).
So let’s take a moment and discuss why a failure is actually a win – for the future.
Turn that Failure Upside Down!
If you fail at your first try at something you’re not doing it wrong… you’re just learning. Maybe you didn’t know how to advertise or weren’t prepared for lots of kids. It doesn’t matter the problem, every good manager should allow their team to fail the first time out of the gate – as long as it’s a lesson for the future and not a dead end. We must learn to evaluate why things went wrong and make changes for future events.
I’m always surprised when I talk to clubs to pitch my show and the answer is “we tried something like that once and it didn’t work.” With a bit more digging almost every time it’s either the performer wasn’t established in the club market or their members didn’t sign up because the club didn’t market it properly. It’s not that it didn’t work, it’s just that it didn’t work the first time.
Using a failed event to move forward is an act of power. It allows you to regain control over the narrative and prove that you know what you’re doing and how to do it.
How to prevent future failures?
The first thing you need to do when something doesn’t work is document with bullet points what went wrong. We tend to repeat the past, and you don’t want to encounter the same mistakes.
Don’t allow your chair person or events committee or volunteer to actually do your job. Volunteers love to do the work, but they’re not professionals. Their once a year event is your every day, so don’t let their inexperience stop you from making it right… and don’t be afraid to let them take the complements. Your manager will know it’s really you!
Also, don’t feel the need to do what has “always been done.” Your volunteer chair will want to keep it as they’ve always done it. If you’re up for a fight…. And it will be one, push for your thoughts and ideas. Again, you’re the professional. A little acceptance of the past is a good thing but an inability to move forward because of a strong willed legacy volunteer can prevent future success.
Hire a professional.
I’ve written about this in the past. No matter what the job, hire a professional. You usually get what you pay for so from food to sound to entertainment stick with a pro. It’s money well spent.
As a follow up, it’s often tempting to let a volunteer help out when their hobby is needed. Bakers, DJ’s, MC’s, and magicians come to mind. If someone wants to make cookies – fabulous, but they’re most likely not equipped to handle food for 200. Same goes for entertainment volunteers. Your member who is an amateur DJ or has MC’d the local talent show should not be your hired help for the event. Again, stick with a professional and you’ll have a great event!
Honesty is the best Policy.
One last thing. Be open and honest with your manager. Accept the failure as it is, let them know how you’re moving forward, and why you’re going to try it again. Accept the financial loss if there is one… don’t pass blame, don’t make excuses – just make changes!
Michael Gutenplan is a professional mentalist and magician. He travels the nation performing at corporate events and private parties. His show for private clubs – The Members Only Show – is the top rated member event. He is the two-time winner of BoardRoom Magazine’s Excellence in Achievement Award for Best Club Entertainment.
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