The live events industry — including event organizers, music venues, promoters, and booking agents — is facing unprecedented challenges. Amid health crises and uncertain times, many are forced to make tough decisions: cancel the event or postpone it? So do you transfer tickets or offer Ticket Refunds during COVID-19.
If you’ve already sold tickets, these decisions come with serious consequences — both financial and reputational. Here’s what you need to know to protect your business, maintain customer trust, and stay legally sound.
Should You Cancel or Postpone Your Event?
You’ve marketed your event, you’ve sold tickets, and now you’re staring down a tough call. Here’s a breakdown of your options and best practices.
Option 1: If You Cancel the Event
If cancellation is unavoidable, full refunds are expected. Here’s how to minimize the damage:
- Communicate clearly with your ticketing provider to ensure refunds are processed quickly and smoothly.
- Avoid negative feedback by proactively emailing attendees with a professional, empathetic message.
- Request that your ticketing provider sends out this communication using your approved messaging — not generic content.
- Consider drafting the email copy yourself, or with your marketing team, to ensure it aligns with your brand tone and addresses customer concerns.
Option 2: If You Postpone or Reschedule the Event
Postponing your event might allow you to honor purchased tickets without offering refunds — depending on your existing refund policy and your ticketing provider’s terms.
Here’s what to check:
- Review your public refund policy and any terms agreed upon at checkout.
- Make sure rescheduling does not violate any policies or open you to legal risk.
- Speak with an attorney if you’re unsure — especially if you’re planning to alter your refund terms.
How Are Other Ticket Agencies Handling This?
A recent article on TicketNews.com explores how StubHub handled refund policies during COVID-19. Spoiler alert: it didn’t end well.
StubHub modified their refund policy — and shortly after, a class action lawsuit was filed in Wisconsin. Read more about the lawsuit here.
Takeaway: Never change your refund policy retroactively. Customers are entitled to the terms they agreed to at the time of purchase. Always consult legal counsel before making changes.
Can You Offer Incentives Instead of Refunds?
If changing your refund policy isn’t possible, get creative. Could you encourage customers to keep their tickets by offering something of value?
Here are incentive ideas to reduce refund requests while rewarding loyal fans:
- 🎁 Free T-shirt at next year’s event
- 🎟️ Bonus comp tickets for friends or family
- 🎫 VIP upgrade raffles
- 🍔 Free food or drink vouchers
- 💸 Discount coupons for future events
- 🌟 Exclusive early access or no-line entry next year
- 🍷 Extra tasting tokens
- ❤️ Donate a portion of the ticket price to a charity your audience supports
The possibilities are endless. Talk to your team and brainstorm ways to offer real value while retaining revenue.
Your Event Cancellation & Postponement Checklist
To help you stay ahead, I contributed a more detailed guide to EventHub. Click here to read the full article.
In short, your checklist should include:
- Communication plan with your ticketing provider
- Review of refund terms (yours and theirs)
- Legal consultation
- Drafted messaging for attendees
- Creative incentives for postponed events
Final Thoughts: Navigating Unprecedented Times in Live Events
We’re in uncharted territory. The impact of COVID-19 on the live events industry will be long-lasting. But your creativity and adaptability can be your greatest assets.
By exploring alternatives to cancellation and refunding, you might just steer your business through the storm and come out stronger.
Share Your Strategies with Fellow Event Organizers
Have you come up with a unique way to handle event postponement or refunds? Let’s collaborate. Leave a comment below and share your ideas — the more we support each other, the more resilient our industry becomes.
Meet Ryan Kintz, the visionary CEO behind Afton Tickets, Afton LiveStream, and Afton Shows. With a rich background in event organization, concert promotion, and entrepreneurial ventures, Ryan is a prominent figure in the entertainment industry.
Afton Tickets: Elevating Event Experiences
As the co-founder and CEO of Afton Tickets, Ryan serves a diverse clientele, including fairs, festivals, beer/wine/food events, and concerts of various scales, from 500 to 100,000+ attendees. His commitment to excellence shines through, providing tailored ticketing solutions that enhance event experiences and streamline ticket sales.