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The Difficulties—and Importance—of Events During Natural DisastersThe Difficulties—and Importance—of Events During Natural Disasters
The complexities of hosting events during hard times
4 Min Read
Hannah Busing via Unsplash
The events industry has experienced their fair share of being shaken up by natural disasters. In the US alone, the past three years have held several devastating hurricanes, tornadoes, and wildfires. Events can be a tricky thing during these catastrophes. If not cancelled, it can feel wrong to attend events amidst community hardship.
For instance, in light of the ongoing LA wildfires, renowned guitar pickup and accessory firm DiMarzio announced they would not be attending this year's National Association of Music Merchants (NAMM) show. A press release stated, “It joins boutique guitar brand Maybach Guitars in its decision not to participate in the annual trade show due to the devastation caused by wildfires raging across the Greater Los Angeles area, now in their 10th consecutive day. In a statement shared exclusively with Guitar World, Larry DiMarzio comments, ‘After witnessing the terrible destruction caused by the Los Angeles fires, it seems like the wrong time for a party. It is with a heavy heart that I've canceled all DiMarzio’s activities related to NAMM 2025.’”
The juxtaposition of celebration and gathering during tragedy is a common feeling—one that the events industry is certainly accustomed to. Yet on the flipside, there are those who feel that events are that much more important during these times. The chance to gather and bond over shared work and passion is, for some, a light in the darkness.
MN-based music technology company Lutefish is one of those companies who leaned into the event to reinforce their connection to those in need. “We feel privileged to be part of NAMM once more and to offer our heartfelt support to the Southern California community,” said Rakhi Malik VP of Marketing & Product at Wenger Corporation. Lutefish is using the event to bolster their commitment to both the NAMM music community and its charitable giving in the LA region. “Music is a powerful force for hope and healing, and we are honored to be part of this year's NAMM Show, where we can contribute to the spirit of resilience and creativity that defines this industry.”
In fact, there are several event and tourism organizations that are working to provide relief for those affected by the fires, including:
Destinations International’s LA Wildfire Recovery Fund
The MPI Foundation’s Natural Disaster and Hardship Relief Fund
SEARCH (Special Event Assistance, Relief and Crisis Help) Foundation’s fundraising to assist those in the industry who have been affected (which you can support by attending the SEARCH Foundation Annual Signature Event on Wednesday, February 26th at Catersource + The Special Event in Ft. Lauderdale, FL)
Los Angeles Tourism's landing page for the American Red Cross, where they’ll match all donations dollar for dollar up to $25,000
Several catering companies have offered assistance, too. 24 Carrots Catering & Events in Costa Mesa partnered with World Central Kitchen to serve 3,000 meals for the LA Strong event at SoFi Stadium. Beyond preparing meals in their facility, their team showed up on the ground, setting up food stations and distributing every meal themselves. “We saw acts of generosity and resilience that remind us why we do what we do,” shared Carizza Rose, Director of Marketing & Creative of 24 Carrots.
24 Carrots Catering & Events working with World Central Kitchen to serve 3,000 meals for the LA Strong event. Photo courtesy 24 Carrots Catering & Events
There are individual efforts made by event folks as well, in an attempt to give back to the communities they work with throughout the year. One example of this is the team at David Beahm Experiences, who swapped their traditional New Year's partner gifting with giving back to a community devastated by Hurricane Helene, handing out blankets to the elders of a local church and those without shelter in the icy mountain weather.
If there’s one thing event pros know, it is the resiliency of the events industry. Sure, throwing parties and celebrating may feel wrong during times of crisis, and it is valid for people to opt out of events in these times. But every event pro also knows the relief that a few hours of connection and joy can bring to those in the midst of loss and grief, and it is the nature of the profession to understand the complexity of humanity and the ways that events are a stronghold of community.
Want to weigh in on this topic? Contact Special Events Content Editor Amanda Nicklaus ([email protected]) with your opinions on holding events during natural disasters and the ways events can support community.
