Access All Areas June 2020 | Page 32

JUNE | FEATURE With open arms When refunding all tickets means going out of business, trust is the difference between sinking and swimming How do you refund your event, if returning the money means going out of business? Not an easy question, but one that I suspect many organisers and event promoters – both large and small – have had to ask themselves. The outdoor events industry is a seasonal one, and a lot of the people who work in it make their money in the summer. Those without money in the bank, who cannot afford to sit on their hands for a year, are in need of more creative answers. Most of the major ticketing companies have opted for some form of roll-over scheme, letting ticket holders keep their tickets for 2021 if they want to. For smaller events, it’s a lifeline. “We’re working hard to try to look after the events themselves, as well as the consumers. It’s a fine balance,” says Mo Jones, Director at TicketSellers. Jones says that some of her company’s clients run smaller festivals, which are mostly funded by sales from the previous event. If they automatically refunded all ticket sales, they would have nothing left. “We’ve tried to make it as easy as possible for people to quickly log in, say “I want a refund”, and receive it.” But, says Jones, wherever possible they want to encourage 32