Festival Communications That Cut Through: Weather Alerts and PA Scripts

When severe weather threatens a festival, clear communication can be the difference between a calm, orderly response and mass panic. Major festivals have faced this reality first-hand: in 2016, a German rock event with 92,000 attendees was struck by lightning storms, and only swift coordinated announcements helped the crowd take shelter in cars and tents (www.bbc.com). Every festival producer needs a rock-solid plan to get the message out quickly and effectively during weather emergencies. This is especially true for winter festivals, where sudden snowstorms or icy conditions can force holds, evacuations, or even full event drops (cancellations) for safety. Seasoned festival organizers around the world have learned through hard experience that how you communicate in a crisis is just as important as what you communicate.

Informed by decades of festival production on multiple continents, this guide explains how to craft weather alert scripts that cut through crowd noise and confusion. It covers preparing multi-language announcements for diverse audiences, using push notifications and on-site screens to reach everyone, setting realistic restart expectations to manage crowds, and logging communications for post-event learning. These proven practices apply to events large and small – from a boutique winter music festival in the Rockies to a massive summer concert in Singapore’s monsoon season. The goal is simple: keep attendees safe, informed, and as calm as possible when Mother Nature intervenes.

Prepare Emergency Scripts in Advance

Effective weather communication starts long before clouds appear on the radar. Wise festival organizers prepare emergency announcement scripts well in advance for various scenarios. Draft clear, concise messages for putting the event on hold, instructing an evacuation, and announcing a cancellation (also known as a “drop” of the show). By writing these scripts ahead of time, the festival team won’t have to craft wording on the fly under duress. Instead, they can focus on delivering the message quickly.

Start by identifying the most likely weather threats for your festival’s location and season. For winter festivals, that might include blizzards, heavy snowfall causing structural concerns, or dangerously cold temperatures. For summer outdoor events, thunderstorms and lightning are a common concern, while tropical festivals might prepare for monsoon rains or high winds. Create a template script for each scenario. For example:

• Weather Hold (Delay) – Inform attendees that due to approaching severe weather, the performances are temporarily paused. Encourage them to seek shelter or move to safe areas (specify where if applicable) and assure them that the event team is monitoring the situation.
• Evacuation – Direct the crowd to calmly evacuate the venue or move to designated shelter locations because of immediate weather danger. Provide clear guidance on exits and safe routes, and emphasize safety.
• Show Drop (Cancellation) – Announce that the remainder of the event (or a specific day) must be canceled due to weather. Recognize attendees’ disappointment, but underscore that their safety is the top priority. Briefly mention next steps if relevant (for instance, “please check our website or app for updates on refunds or rescheduling”).

Each script should be short, straightforward, and free of jargon. In a tense situation, people need simple instructions they can grasp instantly. Avoid complicated clauses or unnecessary details. It’s often best to state the what, why, and what next: “Attention: Due to a severe thunderstorm, the festival is now on hold. Please move away from stages and seek shelter in your vehicles or the nearest solid structure. We expect to resume once the storm passes. Thank you for staying calm and following instructions.” This type of messaging covers all the bases in plain language.

Once draft scripts are written, review them with the festival’s safety officials or weather consultants to ensure accuracy of terminology (for example, use correct terms like “lightning within 8 miles” or “heat index above X” if those trigger your protocols). Importantly, coordinate with any local authorities (police, fire, or emergency management) who might be involved in an evacuation. Aligning on language and instructions ahead of time ensures that everyone from security staff to the local police is on the same page during a real emergency.

Use Multiple Languages to Reach Your Whole Audience

Modern festivals often attract diverse crowds, including international travelers and local attendees who may not all speak the same primary language. To truly cut through and reach everyone, prepare multi-language versions of your emergency announcements. In the chaos of a weather emergency, hearing instructions in one’s own language can dramatically improve comprehension and compliance.

Start by identifying the key languages of your audience. For example, a festival in Montreal, Canada might announce in both English and French; an event in Barcelona could use Spanish, Catalan, and English; a festival in Singapore may consider English and Mandarin, while one in Mumbai might use Hindi and English. Prioritize translations for any language group that makes up a significant portion of your ticket buyers or local community. Even at primarily English-speaking festivals (like in the US, UK, or Australia), consider if a sizable number of attendees might be more comfortable in another language (for instance, Spanish announcements at a U.S. festival in a heavily bilingual region).

For each emergency script (hold, evacuation, drop), work with professional translators or fluent bilingual staff to create accurate translations. Don’t rely on ad-libbing in another language during the crisis – the wording should be just as carefully vetted as the primary language version. Keep translations clear and culturally appropriate. It helps to have a native speaker review for any phrasing that might confuse non-native listeners. For instance, idiomatic expressions or humor (which some emcees might be tempted to use to lighten the mood) generally do not translate well in urgent announcements.

When it comes time to deliver a multi-language alert, there are a few approaches:
– Sequential Announcements: Deliver the message in the primary language first, then immediately repeat it in the second language (or third, if needed). This ensures everyone hears a version they understand. The downside is it doubles the announcement length – which can be an issue if information needs to spread fast – but it’s a straightforward method.
– Simultaneous Audio and Visual: Another effective tactic is to use audio for one language and display the translation on screens simultaneously. For example, the PA announcer might speak in the local language, while big LED screens and stage displays show the English version (or vice versa). This saves time and reaches a broad audience instantly. It’s crucial to rehearse this process with the tech team so the timing aligns.
– Multiple Announcers: If you have a bilingual MC or a secondary announcer, they can split languages (one person delivers English, another delivers the translation). Hearing two voices can actually grab attention – attendees quickly realize something unusual and important is happening. Just ensure the two announcers coordinate so they’re not talking over each other and the messages are identical in content.

Real-world examples underline the value of multilingual alerts. At an international EDM festival in Belgium, safety announcements have been made in English first (since it’s a common language for the global crowd) and then in French and Dutch to cover local attendees. Likewise, major events in India often pair English and Hindi instructions, ensuring that both foreign visitors and local festival-goers know what to do when weather turns hazardous. Taking the time to plan for multiple languages demonstrates respect for your audience and increases the odds that critical safety instructions are understood by all.

Leverage All Channels: PA Systems, Screens, and Push Notifications

Having a great script is only half the battle – you also need robust communication channels to broadcast it effectively. In a bad-weather scenario, assume that no single channel will reach everyone, so a multi-channel approach is best. Festival producers should integrate audio announcements, visual displays, and mobile notifications to blanket the venue and beyond with timely alerts.

Public Address Systems (PA): The PA (sound) system is the most immediate way to reach the on-site crowd. At the first sign of dangerous weather, be ready to interrupt performances on every stage and make the emergency announcement. This requires coordination: if you have multiple stages, all stages should pause music simultaneously, and a unified message should go out across all of them. Many large festivals brief stage managers on a cue (like a specific code word or signal) that triggers a full stop and emergency script announcement. Ensure the PA volume is set to project over any crowd noise – ideally, do a quick line check with a loud alert tone or siren sound to catch attention, then speak slowly and clearly. The person on the microphone must stay calm and authoritative. Panicked or unintelligible announcements only breed more fear. It can help to have a pre-recorded voice message for the initial alert tone and basic instruction, followed by a live announcer with additional details once the crowd is listening.

On-Site Screens and Signage: Visual communication is a powerful reinforcement to audio alerts, especially in noisy or chaotic settings. Most music festivals have large LED screens for stage visuals or sponsor messages – those screens should be co-opted for safety messaging during emergencies. Work with your video crew to have pre-made emergency slides or a simple template ready. A clear bold text like “Weather Alert – Please Proceed to Shelter” or “Show Paused: Lightning in Area. Stay Tuned for Updates” can be deployed within seconds if prepared. Use high-contrast colors (e.g., yellow or white text on a dark background) that are visible from a distance. If your event spans a big area, consider additional screens or LED boards near common areas (food courts, camping zones, etc.) that can push out the same warning. For night-time events, flashing lighting cues (like turning festival lights to a certain color) can also signal an emergency message is coming, though always accompany such cues with text or audio explanation to avoid confusion.

Physical signage can supplement digital screens. Some festivals prepare portable boards or banners that staff can hold at exits or around the venue with messages like “Evacuación/Exit” (for a Spanish-speaking audience, for example) or other simple instructions. This old-fashioned method can be life-saving if power fails or electronic systems go down in a storm. In one Japanese winter festival, organizers even printed multilingual emergency phrases on large placards for staff to use in guiding foreign attendees during an evacuation – a low-tech solution, but effective when technology can’t be relied on.

Push Notifications and Mobile Alerts: Nearly every attendee will have a smartphone in their pocket. Use that to your advantage by sending out push notifications or text alerts as soon as a weather hold or evacuation is called. If your ticketing platform or festival app (such as the Ticket Fairy platform or a dedicated event app) supports mass messaging, have a preset emergency alert ready to blast out to all ticket holders. This can often reach people faster than audio on-site announcements, as experienced at a major U.S. festival where many fans got evacuation notices via the event’s mobile app and social media before the stage PA made the announcement (chicago.suntimes.com). The message should be brief and to the point, like: “Weather Alert: Lightning in area. Seek shelter immediately. Event on hold – updates to follow. [FestivalName].”

SMS texts are another option if you have attendees’ phone numbers and prior consent to message them. Texts can sometimes get through even when data networks are congested. Be aware, however, that in severe weather, cell networks might become overloaded (or lightning might knock out cell towers temporarily). That’s why text/app notifications are a great supplement but should never be the sole method of emergency alert on-site. Use them in tandem with PA and screens.

Finally, don’t forget social media and website updates for completeness. Many attendees (and their friends/family at home) will check the festival’s official Twitter, Facebook, or Instagram for news if something goes awry. Assign a team member to immediately post the same emergency message on all official channels. This not only reaches attendees who might not have gotten other messages, but also helps quash rumors. A quick official tweet like “?? Weather delay at Festival X: Attendees are sheltering due to lightning. Updates to follow – safety first!” provides reassurance and transparency. The public nature of social posts also means media and local authorities stay informed about what the festival is doing, which can be useful for coordination and public perception.

By deploying a combination of loudspeakers, visual boards, and personal device alerts, you maximize the likelihood that every person on site gets the memo. Redundancy is critical – if someone missed the announcement over the cheering crowd or was away from the stage, they might see a message on their phone or a sign. Each communications channel reinforces the others, painting a complete picture of what’s happening and what attendees should do.

Provide Clear Instructions to Maintain Calm

Even with all channels firing, the content and tone of messages determine whether people react with orderly caution or blind panic. The key is to provide clear, actionable instructions and reassurance. Festival producers should craft messages that tell attendees exactly what to do, and do so in a calm, confident manner.

Be Direct and Specific: In an emergency alert, there’s no room for vague language. Phrases like “might” or “maybe” can confuse people. If lightning has been sighted close by and you need the crowd to seek shelter, say something like: “For your safety, please leave the stage areas now and proceed to the designated shelter zones. Staff are on hand to guide you.” Identify what the safe action is – whether it’s going to a sheltered area, returning to their cars (common in festival grounds with parking lots), or simply clearing away from structures that could be dangerous in high winds. If you have on-site shelters (like sturdy buildings, sheds, or even designated big-top tents rated for storms), mention them by name so people know where to go.

Keep Everyone Informed: Panic often stems from uncertainty. If attendees know that the situation is being managed and they will be kept in the loop, they’re more likely to remain calm. Let them know you will provide updates: “We are monitoring the weather closely. Please stay in shelter and we will update you again in 15 minutes.” This way, people aren’t left wondering for too long, and they have a sense that someone is in control of the situation. Make sure to follow through – even if there’s no new information, an update as promised (“Weather hold is still in effect, thank you for your patience”) shows that you haven’t forgotten about them.

Maintain a Reassuring Tone: The style of delivery matters. A panicked-sounding announcer can incite fear. Instead, the festival spokesperson (whether it’s the event director, a stage MC, or a safety officer) should use a steady, calm voice. Think of how airline pilots make announcements during turbulence – they acknowledge the issue without alarm, instruct on safety steps (seatbelts on), and convey confidence that they’ll keep passengers informed. Similarly, a festival emergency announcement might acknowledge the seriousness (“Ladies and gentlemen, due to a severe storm in the area, we need to pause the show and ask everyone to seek shelter immediately.”) but then strike a hopeful, controlled tone (“Our team is working with weather officials and we’ll resume as soon as it’s safe. There is plenty of time, so please walk and stay calm as you exit to shelter.”). Avoid dramatic or emotive language; stick to factual and supportive words.

Another tip: if possible, have staff and volunteers visibly assist with the instructions. Uniformed security or volunteers moving through the crowd, calmly repeating instructions or pointing people in the right direction, adds a layer of personal guidance. Attendees seeing staff in control will mimic that calm behavior. Conversely, if staff look panicked or confused, attendees will pick up on that too. Train your on-ground team in basic emergency demeanor – they should know the plan and project confidence.

Reducing panic is not about downplaying the situation dishonestly; it’s about managing perception and behavior so that the emergency actions (evacuating, etc.) can happen swiftly and safely. A crowd that’s informed and given a clear action is far less likely to stampede or resist instructions. They’re also more likely to trust further communications, which is vital if the situation evolves.

Publish Expected Restart Times (With Buffers)

Once you’ve handled the initial emergency response – whether it’s a hold or evacuation – the next burning question on everyone’s mind is, “When will the festival resume?” or “Is the show cancelled for good?” Address this proactively by communicating any known timeline for resumption, but always pad your estimates to account for uncertainty. It’s far better to under-promise and over-deliver on restart times than the opposite.

If you anticipate that the weather delay might last, say, an hour, consider telling the audience the next update or potential restart will be in 90 minutes. This buffer gives your team flexibility in case the situation takes longer to resolve. For instance, if a thunderstorm typically needs a minimum of 30 minutes after the last lightning strike to safely resume (as many safety protocols require), and radar shows storms could linger for an hour, you might announce: “We expect to be on hold until at least 4:00 PM. We will provide an update by that time.” By setting 4:00 PM as the expectation (when it might clear by 3:30), you have a cushion. If conditions improve sooner, you can delight the crowd by restarting a bit earlier or giving a positive update ahead of schedule. If the weather is worse than expected, that buffer prevents you from repeatedly pushing back the time and frustrating attendees. Nothing aggravates a crowd more than being told “another 10 minutes” over and over, only for 30 minutes to pass.

When publishing a restart estimate, be transparent but cautious. If you truly have no idea how long a delay will last (for example, a slow-moving storm or unexpected equipment issues due to weather), it’s acceptable to say, “We will update you as soon as we have more information,” rather than guessing a time. However, some guidance is better than none. Even providing a time for the next update helps (“next update at 5 PM”). At a large festival in the UK, the festival’s organizers dealing with high winds communicated that programming was paused and that they would review conditions at the top of each hour. Attendees knew when to check their phones or listen for announcements, which reduced anxiety.

For planned multi-day festivals, a weather “drop” might mean the rest of that day is canceled, but the next day could continue as scheduled. In such cases, clarify it: “Tonight’s performances are unfortunately canceled due to the storm. We plan to reopen tomorrow at 10 AM as weather permits. All Friday tickets will be honored on Saturday.” Clear information like this helps attendees plan their next steps (heading home or to hotels safely, rather than milling around in confusion). It’s also wise to let them know how you will convey further details – for example, “Check our website and Ticket Fairy’s email updates later tonight for any additional information or changes to tomorrow’s schedule.” This ties off the immediate situation and provides a bridge to follow-up communications about refunds, reschedules, or other customer service issues, without trying to address those complex topics in the heat of the moment.

In summary, give your audience a realistic idea of when the show might go on, and err on the side of caution. People are remarkably patient when they feel informed. If your estimates turn out to be too conservative, the crowd will be pleasantly surprised by an early restart (and likely even cheer when things kick off again!). If the delay drags on, your conservative promise will have been easier to keep, maintaining credibility with the attendees.

Log and Learn: Document Every Message for Post-Event Review

After the weather clears and the festival either resumes or concludes, the work isn’t completely over. One of the hallmarks of a top-tier festival organizer is meticulous record-keeping of all communications during an incident. Every PA announcement made, every push notification sent, every tweet or screen message displayed should be logged for a post-event review. This log is gold for learning what worked and what could be improved in future events.

Assign a staff member or team to jot down or time-stamp each major communication as it happens. In the heat of the moment, this could be as simple as scribbling “3:47 PM – evacuation announced on PA, all stages” in a notebook, or saving copies of the exact text pushed out via the app. Digital channels like SMS, app notifications, and social media automatically create a record (you can screenshot or archive those later), but the verbal announcements are easy to forget if not recorded. Some events choose to record the audio from their stage mics for legal reasons – if so, that can serve as a precise log of what was said. If not, having the pre-written script and noting any ad-libbed changes is useful.

Once the dust has settled, convene your festival team for a debrief meeting. Go through the timeline of the weather event and overlay it with the communications log. Discuss key questions: Did our messages reach everyone in time? Feedback from security personnel or post-event attendee comments can highlight if certain areas didn’t hear the PA well, or if some people were confused despite the notifications. Were the instructions clear and followed? Maybe you notice many attendees didn’t go to the intended shelter area – was that because the message wasn’t clear, or because the area itself wasn’t obvious on site? How did the multi-channel strategy hold up? Perhaps the power outage knocked out screens at one stage – in the review, you realize you need backup megaphones or battery-powered signage next time.

Also review the tone and content of your messages: Did the phrasing actually calm people? Or did you see panic anyway? If the latter, you might need to refine wording or do more staff training. Look at the timing: how long after the weather threat was identified did it take to alert the attendees? If there were delays, analyze why – was there internal hesitation to call it, or technical holdups? These insights are invaluable for updating your Emergency Action Plan (EAP) for the festival. The next edition of your event should benefit from the lessons learned.

Additionally, maintaining a log has immediate practical benefits. It provides a factual record in case of any post-event scrutiny. Authorities or stakeholders may ask, “When did you tell people to evacuate, and how?” You’ll have an answer. If, heaven forbid, any injuries or incidents occurred, your communication log demonstrates due diligence – that you did issue timely warnings and guidance. It’s part of the festival’s risk management documentation.

Lastly, consider sharing a summary of your communication successes (and challenges) with the wider event community (through industry conferences or even a blog post on Ticket Fairy’s promoter blog!). Festivals worldwide benefit when festival organizers share what they’ve learned about safety and communications. By documenting and reviewing, you’re not only improving your own festival’s future response, but potentially helping raise the standard for safe festival experiences everywhere.

Key Takeaways

• Pre-write Emergency Messages: Draft hold, evacuation, and cancellation scripts in advance. In a crisis there’s no time to wordsmith – have clear, pre-approved announcements ready to go.
• Go Multilingual: Translate critical alerts into the main languages of your audience. Don’t rely on one language if your crowd is international or multilingual. Practice delivering messages in multiple languages to avoid confusion.
• Multi-Channel Alerts: Use every communication channel at your disposal – PA systems, LED screens, push notifications, text messages, social media, and even old-fashioned signs. Redundant messaging ensures no attendee misses the warning.
• Stay Calm and Clear: Deliver instructions in a calm, confident tone. Tell people exactly what to do (and not do). Clear guidance and a reassuring demeanor from staff will help prevent panic.
• Manage Expectations: If the event is on hold, give attendees an expected restart time or next update time with a safety buffer. It’s better to resume early than to constantly push back a promised time.
• Document Everything: Keep a log of all announcements and alerts sent during the incident. After the event, review what happened and how effective the communications were. Use those lessons to improve future emergency plans.

By mastering these communication strategies, festival producers can turn a weather crisis into a manageable pause rather than a chaotic ordeal. The ultimate goal is safety – ensuring that every festival attendee, crew member, and artist stays out of harm’s way when nature disrupts the show. Achieving that goal depends on communications that truly cut through when it counts. With preparation, the right tools, and practiced clarity, even the wildest weather won’t catch your team off guard.