Jahrvia Francis

November 8, 2021

ENC1102

Events as we Know it: The COVID Era

The COVID-19 Pandemic has swept the world ever since its arrival in late 2019; though,

things took a turn for the worse when there was a lockdown in place for every country in 2020.

As a result of the pandemic many businesses suffered and one of the biggest industries affected

was the event industry. Those businesses had to be immediately shut down. With the sudden

appearance and surge of the coronavirus, owners of these businesses were blindsided, leading

them in many different directions. Though, the troubles these businesses experience aren’t

brought to the attention of the public. All the public really cares about are things like, “When is

the next party?”, or “Is the concert postponed or cancelled?”. It seems as though no one seems to

care about the perspective of these business owners, the efforts they’ve made to keep things

going, or why they’ve stopped operations. This begs the question, “How have business owners in

the event industry managed to run their businesses during the pandemic?”.

I am researching and analyzing this topic to give an insight into the industry, in order to

help people understand what this pandemic has done to the industry, and how the business

owners have reacted. By diving deep into the careers and efforts of nightclub owners, concert

organizers, and party planners, I will be able to get a greater understanding of how business

owners in the event industry were and still are able to carry on through this challenging time. It

will also help myself and others with similar future career endeavors. I can also get a deeper look

into how to handle a business in challenging times. As a person who has planned events in the
past and has tried to do so during the pandemic, I know Coronavirus must be one of the biggest

challenges club owners and event planners have faced. By investigating this topic, I can find out

how business owners managed to keep their businesses afloat and possibly apply that to my

future ventures. This will allow me to be more prepared for any bumps in the road along my

future journey. Furthermore, since the virus will most likely be here for a while, researching this

topic will also help me to find ways to successfully start my business during a global pandemic.

The Event Industry as a Whole

The event industry, though it isn’t the industry most effected by the pandemic, it is

among the handful of them that suffered the most. This industry was negatively impacted the

most financially. Before the beginning of the pandemic, in 2019, the annual salaries for the

average event planner was $50,600 (US News, 2021). Once the pandemic began and spread

globally, this amount was significantly lower, as one could imagine, due to the shutdown of

events. “In the recent studies around the globe, it has reported that maximum loss of about

more than $666 million till April is noted in event industry, due to cancellation of events

worldwide and have 85.9 million jobs at stake.”(Madray, 2020). As one can see from the

quotation, businesses in the event industry have lost millions of dollars due to the pandemic.

This is because of global cancellations in events such as parties, weddings, festivals,

concerts, ceremonies, and promotions. As a result, people have been out of jobs. This is

because those businesses hosting these events cannot afford to pay their workers as much,

causing a lot of them to quit, or laying some of them off so that they can still pay the same

number in salaries. The financial strain the pandemic has had on the event industry led to

other problems. These problems are unemployment and personal issues within the owners

and organizers.
Nightclub Owners

Since the mid-19th century nightclubs have been a growing phenomenon. They are

especially popular and well anticipated nowadays, being used for multiple purposes from casual

to formal. Some people go there to unwind and escape from their day-to-day, humdrum lives.

Others may also go there to host their events and conduct business. This creates great business

for club owners. Many owners thought that the only thing that could possibly hinder or even

completely shut down their clubs, or plans for their clubs, would be something like competition

from other clubs. They never in their wildest dreams thought that something like the deadly

Coronavirus would appear, especially not as fast and dramatically as it did. Nightclubs were shut

down because of the high-risk it posed for people to catch the virus, “Nightlife venues are risky

because they satisfy everything Covid-19 needs to thrive. They’re indoors and ventilation isn’t

usually great. They’re crowded with people in close proximity to one another. Those people are

usually yelling to be heard over the music — yelling propels droplets into the air, which is both

gross when you think about it and unnerving when you consider that’s how SARS-CoV-2, the

virus that causes Covid-19, is spread.” (Abad-Santos, 2021). With this very needed, abrupt

shutdown, business owners were blindsided, leaving them with little to no time to plan their next

moves. This resulted in a lot of nightclub owners being distraught. For example, “Curator and DJ

Nadine Artois... is one of many who have been impacted. ‘Covid took away my main source of

income and affected my mental health immensely,” (Abraham, 2021). Nadine Artois is the

cofounder of an LGBTQ+ nightclub called the “Pxssy Palace”, located in London, England. The

pandemic has placed her in financial ruin. The funds acquired from her club were her main

source of income. With the pandemic getting in the way of this, she is either unable, or less able,
to provide for herself. Not only has this affected herself and her business financially, but it has

also deteriorated her mental health. With the sudden occurrence of the pandemic alongside the

immediate lockdown, these business owners were unprepared. This is likely the cause of anxiety

and depression developing in the owners. Artois was hit hard by the pandemic, and based on the

information provided by Abraham, it seems as though she couldn’t find or think of any ways to

keep her business going during it. However, not all club owners experienced the same struggles.

For instance, “Early on, some turned to online alternatives such as Club Quarantine, the name

taken by two projects—DJ D-Nice’s Instagram Live party that saw Joe Biden, Michelle Obama,

and Rihanna tune in, and the other hailed as “Zoom’s hottest new queer club.” (Abraham, 2021).

This famous DJ in Bronx, New York was able to shift his physical nightclub set into a virtual

one that even got praise from a few celebrities. He was able to turn a negative into a positive, and

safely bring the club to the homes of thousands. He also managed to keep their business going

while lifting up the spirits of the people that tuned in.

Concert Organizers

Concerts are live musical performances that occur worldwide. They generally call for a

large physical gathering. Before the pandemic arenas and other concert venues were sold out

packed with tons of fans or supporters of the musical performers. Once COVID hit though,

concerts were shut down immediately. The immediate shutdown of concerts financially

devastated the industry. “APRA AMCOS have applauded Great Southern Nights as a critical

first step for live music’s recovery after the industry sounded the alarm on its survival during

COVID-19 lockdown. Last week, an open letter from the music industry urged the federal

government to back a $345 million ‘recovery package’ for the music scene to get back on its feet

after it had 'fallen off a cliff'.” (Newstead, 2020). As one may notice, the pandemic caused
financial ruin for concerts. There wasn’t any profit or funds coming in through that event,

meaning that professionals, especially organizers, in this industry were hurt financially as well.

These concerts were scarce for a few months to a year, so this was obviously a struggle for those

responsible for putting them on. Imagine not having a source of income for that long and there

being nothing you could do about it. There hands were tied. Though, not all hope was lost. Some

organizers, like the ones in Australia that organized “Great Southern Nights”, were able to figure

out ways to carry on while making it safe for the attendees. For example, “The first “near-

normal” concert since Covid began took place in Liverpool on Sunday, with 5,000 giddy music

lovers crowding into a festival tent with no masks and no social distancing. All had agreed to act

as guinea pigs for scientists studying the safety of mass events as part of the government’s Event

Research Programme. A negative Covid test was a condition of entry, with concert goers asked

to take a further PCR test on Friday “so that festivals can go ahead this summer”. (Pidd, 2021).

This music festival at Sefton Park in Liverpool, England tested the boundaries of the COVID-19

restrictions. The organizers arranged the event in a way that allowed for people to safely enjoy it

as they once did, and it set the precedent for future festivals and concerts. Though this was the

direction organizers in the country were headed, things took a slight turn for the better, “…proof

of vaccination or a negative covid test from the previous 48 hours to enter the concert… It was

the latest pivot by the concert industry, this time amid an increase in delta variant infections and

lingering concerns about the recent Lollapalooza music festival in Chicago being a superspreader

event.” (Berger, 2021). In an effort to slow down and control the spread of covid, concert

organizers made it mandatory to show proof of a negative COVID Test that was taken at most 48

hours prior to the event. With this new precaution, concert organizers can even more so keep
their businesses going and while keeping everyone as safe as they possibly can. They managed to

keep things going during the pandemic.

Party Planners

Parties are done to celebrate special occasions or to casually just have fun with others.

Attendees tended to get really close and intimate with each other. However, once the pandemic

began, they were stopped immediately. Even when a select few people tried to host their own,

personal ones like birthday parties, they were frowned upon and soon became regulated as well.

This became evident nationwide in the government ordered mandates. Like this one in Las

Angeles, California, “individual and family gatherings or parties of any size aren’t

allowed.”(Roy,2020). As one may notice that since any form of gatherings were not permitted,

this put a damper on the careers of party planners. Since there were no parties to be planned,

there was no business, and no business means no money to be made. This was the case for many

months. However, once it hit mid to late 2020, parties were back up and running again. Though,

because of the rising rates of cases and deaths from the virus, there were still many challenges

being posed. From January 2020, to now there are 48,377,531 cases and 778,489 deaths in the

U.S. (CDC, 2021). As an effort to combat this while still keeping their business going, party

planners have came up with creative ways to still be able to host their parties. “…If you’re

hosting at a party venue, ask what your group’s exposure would be to other groups, how the

venue sanitizes (and how often) and about any other pandemic precautions that have been put in

place to keep guests safe. Whether at home or at a venue, use disposable plates and cutlery and

individually packaged drinks and snacks when possible to cut down on hand-to-hand contact.

And be sure to have plenty of hand sanitizer handy!” (Page, 2021). These party planners were
and still kind of are very limited to what they can do, but they have found and thought of ways to

keep their businesses afloat while providing their customers with a safe and enjoyable time. “…

parents, party planners, venues and entertainment resources have all gotten creative in COVID-

friendly celebrations. Guest lists are definitively smaller right now as party hosts strive to keep

safety in mind, but that doesn’t mean there’s a limit on fun!” (Page, 2021). By taking health and

safety precautions, party planners have managed to keep their businesses running smoothly

during this pandemic.

Searching for Solutions

After much research and consideration, I have come to the conclusion that business

owners in the event industry have suffered tremendously as a result of the pandemic. It mainly

inconvenienced them financially and mentally. Overall, their livelihoods were disrupted. By

looking through the lens of the most popular events or businesses in the event industry, I was

able to gather a broad understanding of the impact COVID on the owners and organizers.

Ultimately, though some may have been stumped, for the most part owners and organizers in the

event industry did manage to keep things going. It seems as though a lot of them have either

come up with alternatives to keep things going during the pandemic or figured out ways to work

around the restrictions while still hosting their events as usual with certain regulations. Others

have decided to wait it out. What I mean by this is to wait until restrictions are lifted and till the

number of cases dies down.

For business owners and organizers in the event industry that haven’t yet found a way to

keep their businesses running, they can try these 10 skills that will be useful during this
pandemic: Up-to-date knowledge of the latest restrictions, Basic familiarity with new technology

and platforms—and how to troubleshoot, A general idea of accessibility requirements for virtual

content, Knowledge of how to study analytics for virtual events, Enhanced social media

marketing skills, Strong business practices, Familiarity with best practices for crisis

communications, Ideas for evolving and expanding your current skill sets, Flexibility and

creativity, and Patience and empathy(Hoffman, 2020). By acknowledging and enacting these tips

and skills, these professionals will be able to or have a better chance of continuing their

businesses and avoiding the stress and financial burden this pandemic has caused them. Social

media especially will be a huge help. “Social media platforms have become the basis for pitching

event success.” (Ristoff, 2021). By using social media to help host and promote their events, they

will be able to keep their businesses afloat and rack in profits. Luckily, with many restrictions

being lifted and the roll out of the vaccine, these owners and organizers won’t have to fret much

longer. “The easing of pandemic restrictions is anticipated to boost demand for the industry.”

(Ristoff, 2021). According to economic trends seen in the U.S. concert and events industry, with

the restrictions becoming lighter and lighter events will carry on and possibly have an influx in

events since they were gone for so long. Furthermore, with this easing of restrictions and boost in

events will allow for owners and organizers to recover the money they lost due to inactivity in

the pandemic. “As the average price of event tickets rises, profit can be expected to increase.”

(Ristoff, 2021). Once these highly anticipated events resurface, the prices to attend them will

likely rise and bring in more of a profit.

Works Cited
Abad-Santos, Alex. “When Can We Start Enjoying Nightlife Again? .” Vox. Vox,

October 20, 2021. https://www.vox.com/the-goods/22728223/nightlife-dancing-mask-

vaccination-restriction.

Abraham, Amelia. “How Covid-19 Could Change Nightlife Forever-and No, It's Not All

Bad.” Vogue, April 7, 2021. https://www.vogue.com/article/covid-19-clubbing.

Berger, Eric, and Kaiser Health News. “Concerts and Covid: Can the Show Go on?” CNN.

Cable News Network, August 29, 2021. https://www.cnn.com/2021/08/29/health/concerts-

covid-khn-partner-wellness/index.html.

“CDC Covid Data Tracker.” Centers for Disease Control and Prevention. Centers for Disease

Control and Prevention. Accessed November 30, 2021. https://covid.cdc.gov/covid-data-

tracker/#cases_totalcases.

Hoffman, Claire. “10 Skills Every Event Planner Needs in a COVID-19 World.” BizBash,

August 25, 2020. https://www.bizbash.com/production-

strategy/strategy/article/21172549/10-skills-every-event-planner-needs-in-a-covid19-world

Madray, Jaskaran Singh. “The Impact of Covid-19 on Event Management Industry.” SSRN,

September 12, 2020. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3689499.

“Meeting, Convention and Event Planner Salary | US News ...” Accessed December 1, 2021.

https://money.usnews.com/careers/best-jobs/meeting-convention-and-event-planner/salary.

Newstead, Al. “Great Southern Nights Is NSW's Plan to Launch 1000 Covid-Safe Gigs.”

ABC. Australian Broadcasting Corporation, June 15, 2020.

safe-gigs-november/12355476.

Page, Erin, and Erin Page. “Parties in a Pandemic: Covid-Friendly Celebrations.”

MetroFamily Magazine, February 4, 2021. https://www.metrofamilymagazine.com/parties-

in-a-pandemic/.

Ristoff, Jared. “Concert & Event Promotion in the US” ibisworld, August, 2021.

https://my.ibisworld.com/download/us/en/industry/1960/1/0/pdf

Roy, Jessica. “Your Friend Is Throwing a Party during a Pandemic. How Do You Say No?”

Los Angeles Times. Los Angeles Times, July 23, 2020.

https://www.latimes.com/lifestyle/story/2020-07-23/how-to-say-no-to-parties-during-covid-

19-pandemic.

Russell, Michelle. “COVID-19 Impact on Events Research: Top-Line Results for Planners.”

PCMA, May 5, 2020. https://www.pcma.org/covid-19-impact-events-industry-planners-

survey-results/.