When unexpected holds or sudden weather delays hit a festival, clear and calm communication can spell the difference between an orderly pause and chaotic panic. Around the world, festivals have faced everything from lightning storms to stage fires, learning that keeping attendees informed at each step is vital. For instance, in 2017 a Tomorrowland event in Spain safely evacuated over 22,000 people after a stage fire with no serious injuries reported (news.sky.com)—a testament to effective communication under pressure. Whether it’s a boutique community cultural fair or a massive international music festival, the principles of crisis communication remain the same. This guide shares seasoned festival-producer wisdom on how to handle show holds, weather emergencies, and restarts with poise and clarity.
Prepare Plain-Language, Multilingual PA Scripts
Unexpected disruptions are not the time to improvise messaging. Festival organizers should prepare PA announcement scripts in advance for scenarios like severe weather, technical holds, or security issues. Write these scripts in plain language that anyone can understand, avoiding jargon or codes. For example, instead of saying, “Code Red, condition 2 at Sector 5,” a clear script would state: “Attention: Due to lightning in the area, we are temporarily pausing the festival. Please calmly proceed to the nearest shelter area and stay tuned for updates.” If your festival serves a multilingual audience or takes place in a non-English-speaking region, prepare translations of these key announcements as well. Major events in bilingual regions like Montreal ensure all safety announcements are made in both French and English. Similarly, festivals with international crowds (think of events in Belgium or Singapore) often provide instructions in the local language and English so no one is left guessing. The goal is for every attendee, from local elders to overseas tourists, to immediately grasp what’s happening and what they should do.
- Keep it simple: Use short sentences and common words. In a tense situation, people might mishear or be in a noisy environment, so clarity is king. If sound systems fail or not everyone hears the announcement, having the message simultaneously on screens or text helps (we’ll cover multi-channel messaging shortly).
- Include key details: A good script covers the what, why, where, and what’s next. For example: “We are pausing due to heavy rain (what) for everyone’s safety (why). Please shelter under the main pavilion or in your cars (where). We expect to update you within 30 minutes (what’s next). Thank you for your cooperation.”
- Translation and delivery: Have trained staff or professional translators deliver the message in other languages rather than using automated translation on the fly. Ensure the tone and wording remains calm in every language. It helps to rehearse these announcements with your stage MCs and safety team so that if an alert has to be made, it comes across confident and reassuring.
Time-Stamp Updates and Set Expectations
In a hold situation, silence or vague information can breed uncertainty and anxiety. Attendees will start speculating if they don’t know how long a delay might last or when they’ll hear more. That’s why it’s critical to time-stamp every update and establish expectations for the next communication. Whenever you make an announcement — whether over the PA, on a mobile app, or social media — mention the current time and when the next update will come. For example: “Update 3:45 PM: We’re still on weather hold due to lightning. We will provide the next update by 4:15 PM.” This way, if someone sees the message on a screen or their phone, they immediately know how recent it is and aren’t left guessing.
Setting a timeline for updates keeps the crowd calmer. Festival veterans know that uncertainty is what agitates attendees most. As one event communication expert puts it, “Let your attendees know when the next time you will update them. Uncertainty is what creates stress for participants” (www.go4.io). If you promise an update in 30 minutes, make sure to follow through — even if the update is “we’re still on hold pending more info.” This consistency builds trust. On the flip side, if circumstances change faster than expected (e.g. a storm passes sooner), update sooner rather than later; no one will complain that you brought good news ahead of schedule!
In practice, many festivals have adopted this approach. During a severe thunderstorm at Lollapalooza in Chicago, organizers evacuated the grounds but told the crowd exactly what was happening and what to expect. They directed attendees to safe shelter locations and announced that performances were suspended for the storm’s duration (time.com). Importantly, they also announced that the festival would resume at a specific time (4:00 p.m.) with an adjusted schedule (time.com). By giving a concrete target, they turned a scary situation into a manageable delay. Attendees could relax (albeit disappointed) knowing the plan rather than fretting about whether the event would be canceled entirely. Whenever possible, share an estimated timeline for resuming or a set time to reevaluate – even if you have to later adjust that timing, it’s better than a vacuum of information.
Mirror Messages Across All Channels
Modern festivals have multiple communication channels: stage PAs, video screens, mobile apps, text alerts, social media, email, and even good old-fashioned word-of-mouth via staff. In a hold or emergency, consistency across all channels is crucial. The last thing you want is one source telling attendees one thing while another source says something different. Unified messaging prevents confusion and rumors.
- Coordinate your comms: The moment you initiate a hold or emergency pause, have your communications team push out the same message on every official channel. The festival MC on the main stage should be delivering the identical key points that appear on the LED screens and in any app push notification. If your event has multiple stages with different MCs, get a clear script to all of them (usually via radio or a prepared card) so they can relay it stage by stage.
- Include off-site audiences: Remember that not everyone affected will hear the stage announcement. People in parking lots, camping areas, or en route to the venue might not know what’s going on. This is where your festival’s mobile app and social media come in. A push notification or tweet can reach those who aren’t within earshot. For example, many large festivals use their apps to instantly broadcast safety messages to all attendees’ smartphones (www.go4.io). Leverage email and text blasts if available – at least some attendees will see those in time.
- Avoid mixed signals: Nothing frustrates festival-goers more than conflicting instructions. Unfortunately, there have been real examples of this. At a major U.S. music festival in 2019, a high-wind warning led to an announcement telling attendees to evacuate the venue, only for a follow-up message minutes later to say that only some stages were closed and others could continue. By then, many people had already left in confusion (www.ktnv.com). The lesson is clear: make decisions and communications carefully so you don’t send a false alarm or an over-correction. If you’re unsure of the situation, it’s okay to say “stand by for further instructions” rather than give a directive and then reverse it.
- Internal communication: Behind the scenes, ensure all staff, vendors, and security personnel receive the same updates in real-time. They are your on-ground ambassadors; attendees will ask them questions, and it’s vital that every staff member from gate ushers to food vendors knows what the official line is. Consider using two-way radios or a staff alert system (even a staff WhatsApp group) to disseminate the info simultaneously to your crew. This way, a security guard at the far end of the field isn’t inadvertently telling guests outdated or incorrect information. Consistency saves everyone from frustration.
Pro tip: Utilise your ticketing or event management platform for urgent comms if it offers that feature. For instance, the Ticket Fairy platform allows festival producers to quickly email or notify all ticket-holders about important updates. Having a pre-written template for emergency alerts in your ticketing system can let you inform everyone (including those not yet on site) within minutes about a weather hold or schedule change.
Maintain a Calm Tone to Prevent Panic
People take emotional cues from festival leaders and announcers, especially in uncertain moments. Staying calm and using reassuring language is one of the most important things an event organizer can do during a hold or emergency. Even if there is potential danger, instructions delivered in a composed manner will help attendees respond more orderly and keep anxiety levels down.
Start with the voice: whether it’s a recorded PA message or a live MC, the tone should be steady and clear, not frantic. Speak a bit slower than normal and enunciate key points. If using a loud siren or alarm sound to get attention, follow it immediately with a human voice explaining what’s happening — otherwise alarms alone can cause more fear. Phrases that can help include “for your safety,” “thank you for staying calm,” and “this is a precaution.” Avoid terms like “emergency” or “evacuate now” unless people truly must leave immediately for their safety. If it’s a temporary shelter-in-place or delay, wording it as “pause” or “hold” vs. “evacuation” can convey that it’s a precautionary situation, not outright chaos.
A real-world example underlines how crucial calm messaging is. In 2018 at New York’s Global Citizen Festival, a fallen barricade made a loud bang and caused a wave of panic as many attendees mistook the noise for a gunshot. In the frightening moments that followed, quick and calm communication helped avert disaster. Security personnel and artists on stage grabbed microphones to assure the crowd there was no threat, encouraging everyone to stay put and stay calm (mynews13.com). Chris Martin of Coldplay, who was hosting, repeatedly told the audience “nobody is trying to hurt anyone… there’s no need to run or push people out of the way.” That steady reassurance quickly diffused what could have become a dangerous stampede. Within minutes, order was restored and the concert continued safely. The takeaway: your words and tone can physically influence crowd behavior. Panicked-sounding staff will breed panic in attendees; confident and empathetic staff will help attendees keep their composure.
It’s also wise to train your stage MCs and on-site announcers in basic crowd psychology. Many seasoned festival producers bring in professional MCs not just for hype but for their ability to handle announcements under pressure. These pros know how to modulate their voice and choice of words to keep people safe and calm. If you don’t have a dedicated MC, choose a clear-voiced staff member or even a performer who’s willing to help, and brief them on emergency scripts. When that person on the microphone says, “We have a plan and everything is okay,” the crowd believes it.
Thank the Audience and Show Empathy
A little appreciation goes a long way, especially when your attendees’ fun is being interrupted. Always thank your audience for their patience and cooperation once you’ve made a delay or hold announcement. It may seem trivial, but acknowledging that it’s a bummer for them and showing gratitude makes ticket-holders feel respected and more willing to comply. For example, an announcement might end with, “Thank you for your patience and understanding while we ensure everyone’s safety. We really appreciate your cooperation.” This human touch reminds people that the organizers care about their experience.
Showing empathy in your messaging can also preempt frustration. If it’s pouring rain or scorching heat, recognize the discomfort: “We know this weather is not what we hoped for, and we share your disappointment.” Simple phrases like that build a bridge of trust between the festival and its patrons. Attendees are more likely to stay calm and even supportive when they feel you’re all “in it together.”
Credit your crowd when they handle a situation well. If an evacuation or hold went smoothly, let them know! A quick on-mic shoutout — “We want to applaud all of you for how calmly you handled that. You’ve been amazing!” — can turn a potentially negative memory into a point of community pride. People might even cheer when they hear that, which immediately lightens the mood.
Beyond words, consider actions that show goodwill. If a weather delay is extensive, can you provide free water or ponchos to the crowd waiting in the rain? Open up a sheltered area and let people know via announcements that they can hang out there comfortably. Some festivals have DJs play an impromptu set or screen a movie on the stage video wall to keep folks entertained during a long hold (if it’s safe to do so). These gestures, combined with empathetic communication, transform a tough situation into something people handle with surprising positivity.
One shining example of empathizing with the audience came from the Movement Electronic Music Festival in Detroit. In 2024, severe storms forced a nearly four-hour evacuation of the festival on its second day. Organizers not only kept fans informed during the hold; afterward they went a step further and offered a perk to make up for lost time. All Sunday single-day ticket holders were allowed free re-entry on Monday’s program, which led to packed, enthusiastic crowds the next day (www.axios.com). By acknowledging the attendees’ inconvenience and giving them something in return, Movement’s producers turned a weather setback into an opportunity to build goodwill. While not every festival can add an extra day or offer refunds easily (logistics and finances are always a factor), even small tokens of appreciation help. The principle is to show that you value your patrons’ experience and aren’t just concerned with your own schedule.
Restarting the Show on a Positive Note
Eventually the rain stops, the threat passes, or the issue gets resolved – time to get the festival back on track! How you communicate the all-clear and restart is just as important as the initial hold. Make sure to clearly announce that the show is resuming, and outline any changes in schedule or venue that resulted from the delay.
When you get the green light to continue, first coordinate with all your team (production crew, security, stage managers) so everyone is prepared for the restart. Then broadcast a message like: “Good news! The severe weather has moved on and we have been cleared to resume the festival. Gates are reopening now, and music will restart on all stages at 5:00 PM.” If only certain areas were closed or specific performances canceled, be upfront about that: “Stage 2 will remain closed for the rest of today, but all other stages will run as scheduled.” If you already gave an expected resume time in earlier updates, confirm it: “As promised, here’s the 4:00 PM update: We are happy to announce the festival is back on!” Attendees will be relieved to hear this, and clarity will help them flow back into the event spaces smoothly.
Use multiple channels for the restart announcement too. Push notifications, social posts, emails, and screen messages should mirror what the MC is saying on stage: that it’s safe to return and enjoy the show. Often, people disperse during a long hold (to their cars, nearby bars, etc.), so you want to reach those who aren’t staring at the stage when you give the all-clear. Make sure entry points are staffed to welcome people back in and answer questions. Nothing should be left ambiguous – attendees should know exactly where to go and what’s happening next.
It also helps to re-energize the crowd. After a stressful wait, they might be a bit deflated or tired. This is where your MC or performers can really shine. Consider playing an upbeat welcome back song, or have the MC lead a cheer (e.g., “Who’s ready to continue this festival?!”). When Lollapalooza was able to resume after its weather hold, the organizers brought everyone back in and bands went on with a slightly revised timetable (weather.com). Many attendees described a feeling of camaraderie once the music started again – a sense that “we all got through it together.” You can reinforce that positive vibe by giving the audience kudos for hanging in there and then quickly returning to delivering a great show.
Finally, keep safety in mind even as you restart. If grounds are wet or certain areas remain hazardous, include a friendly reminder in your announcement: “Please be careful of any muddy areas when you come back in.” This shows you’re excited but still responsible. As the event continues, monitor the audience’s mood – usually people are just happy the event is still going and will readily get back into festival mode, especially if you’ve handled communications well.
Key Takeaways
- Have pre-planned scripts for emergency holds and delays. Write them in clear, simple language and translate them as needed for your audience. Don’t rely on improvising in the moment.
- Communicate early, often, and with timestamps. As soon as a hold or delay happens, let attendees know. Time-stamp your updates and tell people when they can expect the next update – this reduces uncertainty and stress (www.go4.io).
- Be transparent about what’s happening and what to do. Explain the reason for the hold (weather, technical issue, etc.) and give people specific instructions (where to go, how long it might last). Setting expectations prevents frustration (time.com).
- Use every available channel for a unified message. Announce via PA, big screens, mobile app push notifications, text, email, and social media as appropriate – but ensure the message is consistent across all of them. Mixed messages can cause chaos (www.ktnv.com).
- Maintain a calm and positive tone. Train your MCs and staff to speak clearly and reassuringly. Calm words and steady delivery will keep the crowd safe and prevent panic. Avoid alarmist language; emphasize safety and control.
- Thank the audience and acknowledge their patience. Showing empathy wins cooperation. Let attendees know you appreciate their understanding and that these measures are for their safety. If possible, offer small compensations (water, future discounts, extra content) to mitigate the inconvenience.
- Close the loop. Once it’s safe, announce the all-clear just as widely as you did the hold. Welcome everyone back enthusiastically, update them on any schedule changes, and smoothly continue the show. Learn from each incident to improve your communication plan for next time.
By mastering these communication strategies, festival producers can turn daunting situations into mere speed bumps rather than roadblocks. Attendees will remember not just the storm or delay, but how well the festival handled it. Clear, honest, and compassionate communication earns you the trust and loyalty of your audience – rain or shine, that’s the mark of a truly great festival experience.
27th September 2025